Case Study: Alert Electrical achieves real-time account insight and improved customer service with sales-i

Electrical wholesaler is leading the way in a competitive marketplace with the introduction of sales-i

Alert Electrical, a UK electrical wholesaler established in 1994 with multiple branches across the Midlands and selling in excess of 4,000 products, faced a fiercely price-led market and rising operational complexity. With limited active account insight and a heavy reliance on spreadsheets for month-end reporting, Sales Director Chris Horobin needed a more efficient, centralised way to track accounts and maintain the company’s high level of customer service — so they turned to sales-i.

sales-i was implemented as Alert Electrical’s central business intelligence system, giving the whole team access to up‑to‑date customer and prospect information from anywhere. The solution streamlined prospect logging and account servicing, reduced reliance on manual spreadsheets, and enabled rapid identification of margin erosion and undercutting by competitors — improving customer satisfaction and helping Alert Electrical stay competitive while continuing its upward growth trajectory.

Alert Electrical

Chris Horobin

Sales Director