Case Study: Dodson and Horrell achieves real-time customer insights and sales growth with sales-i

Dodson and Horrell recently celebrated their 80th birthday, being founded in 1939 in Northamptonshire, and are still a family-owned and run company with a strong involvement in their local community

Dodson and Horrell, a family-owned pet and agricultural feed supplier founded in 1939 with around 150 employees and a nationwide UK customer base, faced limited flexibility and slow reporting from their previous web-based system. With 1,000+ customers to manage, they needed faster, more granular sales and trend insight so the business could prioritise accounts and shape forward strategy — prompting them to adopt sales-i.

Dodson and Horrell implemented the sales-i platform (including the data cube, Snapshot reports and mobile CRM) with 28 users to drill into customer, region and category performance in real time. sales-i sped up meeting prep, helped identify non-stockists, lapsed customers and new revenue opportunities, and supported month-on-month performance tracking; the business reports saved hours of work and achieved a 2.7% increase in average invoice line over the last three months.

Dodson and Horrell

Joe Fildew

Category Manager