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Case Study: Environmental Health
Perspectives
The Customer
EHPOnline is a service of the National Institutes of
Health - National Institute of Environmental Health Sciences
(NIEHS) and the Department of Health and Human Services -
National Toxicology Program (NTP). While the mission of NIEHS
is to study the relationship between human illness and
environmental causes, the NTP was established to provide
information about potentially toxic chemicals to research
agencies and the public. EHPOnline has been established as a
website where customers may order NTP technical reports,
journals and supplements individually, or as
subscriptions.
The Project
Requirements
EHPOnline
came to MarketLink Enterprises in search of a
single source to manage their warehousing, order
entry and credit card processing, monthly subscriptions, and daily
fulfillment operations for their physical publications of journals
and supplements, as well as the online delivery of electronic versions
in PDF format. The challenge for MarketLink Enterprises was to
provide a solution that could meet and exceed the following
requirements:
- Online order entry system to accommodate both web and
internally-placed orders
- Credit card processing
- Real-time inventory updates
- Daily physical order fulfillment
- High-volume electronic order fulfillment
- Maintain shipment of monthly subscriptions
- Frequently add new products
- Process and track various subscription incentives
- Provide customized marketing analytics on both
purchasing and non-purchasing customers from weblogs
MarketLink Enterprises Solution
e-Com Manager was the answer for an online order entry
system. Its multiple user administration rights provided the
flexibility for EHPOnline's internal organization as well as
the security for visitors to their website to place their
individual orders.
Through e-Com Manager's secure server, credit cards are
processed using EHPOnlines Verisign and merchant account.
e-Com Manager provides inventory updates in real-time
via the internal interface. EHPOnline can monitor their
daily orders and stocking levels of all products.
All physical orders entered prior to 4pm EST are shipped the
same day.
Electronic orders are delivered immediately after checkout.
MarketLink Enterprises created an automatic data import to
update the monthly subscription list prior to fulfilling these
orders on the 1st of each month.
In e-Com Manager, coupon codes are created at EHP's request
to offer discounts on subscriptions to selected groups and then
tracked for effectiveness.
Data mining of EHP's customer weblogs provided insights into
article groupings that individual site searchers looked at, in addition
to or instead of what they purchased (or even if they never purchased
anything), which assisted EHP site designers with improved article placement.
Project Successes
EHPOnline fulfillment and e-commerce solution is now a
profit center and has added increased overall revenue to their
agency. Customers who go to their site now have a method of
downloading files for instant access, thus globally spreading
the research and publications associated with NIEHS to
professionals, educators and students.
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