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Web Ordering System/JD Edwards Integration


Image Star, Inc. has been a leading wholesaler of imaging products (OEM and compatible printer, fax, copier, and data media supplies) for more than 15 years in a highly competitive and commoditized environment.

Business Case

The company needed to reduce its costs of providing price and availability information to its customers and wanted to offer an online ordering process that honored the same personalized service considerations its customers receive when working with Image Star’s highly supportive customer service representatives (CSRs). This Web ordering system also needed to integrate seamlessly with the company’s JD Edwards ERP applications.


GSI, Inc. designed a secure Web-ordering system with the following functionality:

  • Product search capability to help customers quickly and easily find the desired items • Pricing queries that reflect the customer’s unique discounting structure in the JD Edwards system
  • Real-time product availability queries
  • Delivery tracking (for FedEx, DHL, UPS and other carriers)
  • Email-driven customer interaction • Sophisticated, customer-focused, drop-ship program
  • Customer access to their private financial (A/R) information
  • High level of integration with JD Edwards back-office modules


  • Reduced costs per order
  • Dramatically improved CSR productivity
  • Foundation for nationwide growth and scalability
  • Outbound sales calls doubled in one month (because CSRs spent less time servicing existing customers)
  • Wide customer acceptance and induced loyalty
  • Very low cost to maintain the online system (requires no involvement by Image Star personnel)
  • Better margins with value-priced recommendations and substitutions