Study Case

Chain of Beauty Supply Stores

Company’s Profile
El Balcón S.A. is a family business which has been selling beauty care products and perfume for over 28 years in Córdoba. This company has created its own line of perfume and complements with 13 branches in the province.
Case Analysis
During the past ten years, El Balcón implemented various proprietary operating systems which became obsolete and failed to meet the needs of the management. Obtaining data was difficult and not very effective. It wasn’t possible to find information per variable, profile, or group, making it difficult to perform any analysis and make decisions about future actions, because the systems were not integrated with each other. To study the company’s processes and create the reports required the work of many employees. It wasn’t possible to access the information quickly and to ensure the best operating results.
Solution / Implementation
One of the most important concerns for this chain was to have information regarding the stock in each branch in real time. Since the products are seasonal, the country’s economic variables affect demand, and the consumers’ profiles change. Being able to manage the stock was critical to be successful.
Therefore, they needed a tool which made it possible to manage the business and have direct access to the results. The system had to allow availability of the customers’ data to understand their behavior to help, notify, and send them promotions according to their profile, and purchasing capability and frequency.
The process to select a provider started in 2003, and consisted of meetings with representatives of international and local companies. “We were trying to find a tool which allowed for multiple connections for the branches of our business. To choose NeuralSoft was the right decision. We discovered a new way of doing business. What was most important was being able to manage the company remotely. We wanted to generate new business models which include physical and virtual elements to let us expand all over the country," stated Hugo De Miguel, President of the company.
At the beginning of 2004 they started by implementing the NeuralSoft Technology Platform. At first, the company purchased the CRM solution and the implementation took approximately one and a half months. The situation changed immediately. Since all the users were connected to the platform, the management knew the sales amount of each branch, and could create reports online about the behavior of the local market and the consumers according to specific variables.
When this solution was implemented, El Balcón decided to purchase its own servers to connect all branches. However, to maintain and manage a computer center involved hardware renovation and constant investments. This led the company to decide in 2005 to switch to NeuralSoft’s outsourcing model: ASP. Today, this company already has 20 work stations connected in this model.
Benefits
“We have a solid platform and are ready for the future. Now we can think about other projects and make our business more profitable. This gives me peace of mind,” said Hugo De Miguel.
In addition, the outsourcing model allows for defining profiles to access the information according to the specific needs of the company. The management has online access from any computer through the Internet, and can analyze the results minute by minute, measuring the profitability of each transaction.
Thanks to the ASP service, El Balcón has also authorized its accounting firm to have access to the information. They can learn in real time about the company’s invoicing amount, administration, personnel management, and profits.
The implementation of this solution helped El Balcón improve the services of the customer loyalty club. This tool contains the data of all customers, who receive customized information, promotions, and discounts, among other services, according to their personal likes, preferences, customs and habits. “NeuralSoft CRM helped us found an affinity club. I can generate a detailed profile of each customer and learn what he likes and wears. This is a starting point from which I can develop a personalized relationship with all the members.” Hugo De Miguel, President.
Why NeuralSoft?
“I can visualize all the information about my company as a whole and of each branch in particular. Quality reports and results enable me to measure the stock and learn which products are delivered and which will be needed on a seasonal basis.”
“I chose NeuralSoft because it provided me with the tools to grow without limits or restrictions. I can create new business areas and expand over the whole country in the most efficient ways. They have fulfilled all their promises and provided me with a sound platform to help me have peace of mind.  That was decisive when I had to make a choice".
Hugo De Miguel, President of El Balcón.