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In the past the toy retailer had a rudimentary view of its supply chain through a bespoke application from its shipping agent.
Alphameric based its product on Microsoft .net to ensure it was web-deployable, user friendly and integrated with other Microsoft systems.
Sue Dorkin, logistics and IT director at ELC, said, "You cannot operate a business without visibility in the supply chain. It is critical we are efficient at tracking at the launch stage and throughout the season."