United Agricultural Twinings (UAT)


Crop packaging specialist UAT has utilised ICTs in an industry which has traditionally shied away from implementing new technologies to share data such as marketing materials with staff, customers and suppliers via the internet.

Category:       Web Services
Sector:         Agricultural supplies
Size of firm:   15
Location:       Alton, Hampshire
Website:   www.croppackaging.com 
 




Objectives 

UAT essentially planned to use ICTs in whatever ways possible to improve its competitiveness. This meant looking at solutions to boost efficiency, from internal processes to exploiting the web for direct sales to customers.

UAT has a progressive attitude to new technologies that means it is always looking for any edge to boost the company's business. It hopes that its past and future investment in ICT will help, as Graham Robson, technical manager, puts it: "Maintain our position as the leading supplier of crop packing solutions." 


Solution 

The company uses a system called Fileshare. It enables the company to share data such as marketing materials with staff, customers and suppliers via the internet. 

The system includes information on design work carried out by supplier True Colours on behalf of UAT. Previously, if UAT needed access to this data it necessitated contacting True Colours, who would then have to search their archives before providing the material. But through Fileshare staff can access the data instantly. Clients and suppliers can also find data without having to contact UAT. All data is managed automatically and  can be accessed instantly. The problem of out of date information is bypassed. 

The company also uses its website to great effect. UAT regularly runs competitions and hosts chat forums which it uses to collect information about customers. This information is then passed onto suppliers and partners to bring in more business. UAT also regularly gathers information about its competitors into a central database. The information is used to formulate personalised and targeted pitches to potential clients. 

UAT has also used Navision software to create a central company database which runs all systems including stock control and marketing. All employees including staff working remotely via broadband internet can access this database. 


Results

Robson says that, since implementing Fileshare, company efficiency and productivity has improved enormously. "Everything is now available at the touch of a button." 

Although UAT is the driving force behind the use of technology within its supply chain, it ultimately benefits all. "We use technology back up the line to those who make the products and down the line to the people who buy the products. Without technology it would be impossible for us to do what we do." Robson says. 

UAT's sales and profits have increased year-on-year, in large part due to its continued use of ICT.

Broadband has improved the speed of communications with both customers and suppliers, while use of the Web has improved the process of research in the marketplace particularly about its competitors. Its own systems allow complex data collection about end users, which means UAT can target its offer more effectively.

The supply chain improvements have helped in its dealings with suppliers who can now use the company's systems when selling to UAT.

Interestingly, Robson has found that UAT's commitment to ICT has become a marketing point in itself.

He says: "The fact that we use new technologies is a selling point. We do a lot of PR to keep the company represented in the public eye - and the technology itself has become a 'sell'."


Challenges 

The biggest challenge UAT faces is with training, the effective implementation of which is essential, says Robson, if any investment in ICTs is to be exploited. He adds that ensuring the compatibility of data when uniting systems is also a key issue, while learning the true extent of any technology's potential - reading the manual - can help glean benefits many do not realise exist.

Importantly, Robson says that many challenges arise at the customer end. Customers or suppliers may not fully understand the system and issues occur that mean - to maintain good customer and supplier relations - the onus is on UAT itself to help solve them. This has been particularly true at UAT where its industry, as Robson puts it is "a monster to move."

Clear instructions on third-party facing systems can help overcome these problems, Robson believes but it is important to expect issues of this nature and be effective and helpful in dealing with them.


The Last Word

UAT's innovative use of ICTs has played a major part in its success not only in terms of its own working practices but also in selling the business to others and maintaining UAT's position as the leading supplier of crop packaging.