Intellisell Case Study – Arleigh

Intellisell delivers for award winning Arleigh

Arleigh quickly began to experience the benefits of Intellisell

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Intellisell Case Study – Arleigh


Arleigh can experience major peaks in business during the Spring across its 2,500 trade accounts. It holds over 4,500 items in stock across four counties. During a typical peak the company can receive an average of 500-600 telephone, fax and email orders per day from its printed catalogue, all of which needed to be manually entered into the system. Arleigh wanted to make all information available online in order to save its operators time and to lessen the strain due to an expanding business.


Alastair Thomas, Arleigh, Managing Director explains, “The previous ordering system meant that it was time consuming to process an order. We provide a personal service as we regularly speak to our customers on the phone but occasionally we experienced bottlenecks if there were staff shortages. This made us recognise that order processing could be managed more smoothly.” In a competitive market Arleigh recognised Intellisell was the next logical step to help it stay ahead of the competition.

The marketing team produced merchandise to send to its customer base to make them aware of the new online ordering service. Needless to say, with Intellisell’s quick and easy approach and the opportunity to order 24/7, customers soon bought into the new service. The order fulfilment process became more streamlined and customers could access stock levels themselves. Using unique log in details, customers also had access to their own account details and bespoke price matrix.

With such a positive reaction in the market, Arleigh quickly began to experience the benefits of Intellisell. Throughout January, its low season, 15% of all sales were processed via Intellisell as ordering online became a more pleasant experience. Alastair explains, “Intellisell has helped make our business more efficient. As the business grows with the aid of Intellisell, it frees up our valuable staff to work in other areas of the business and eases the pressure on the sales office.”

Arleigh customers now have instant access to online statements and can easily replicate previous orders. This information was available before Intellisell was adopted, but obtained via a manual process which took time. Furthermore, a significant number of Arleigh’s customers have opted to ship their orders direct from Arleigh to their own customers. This process appears seamless, as if the order were shipped direct from Arleigh’s customer. For this facility, visibility of stock is essential.

Arleigh was recently awarded Haven Holidays Supplier of the Year, based on customer feedback. Alastair believes Intellisell helped the company achieve this accolade by helping it provide outstanding customer service, setting the company apart from its competition. Alastair concludes, “I know Intellisell will manage the growth of the business. If sales double, Intellisell will handle it, all at a flat fee per month.”

The company is continuing to invest in its IT infrastructure to manage growth and is planning to roll out Intellisell to another of its divisions, Midland Chandlers, specialising in equipment and accessories for narrow boats. Considering Arleigh’s experience of Intellisell, Alastair is confident it will be well received.

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