Case Study: AL & CD Ashley

AL & CD Ashley (Pty) Ltd is a privately owned fourth generation family business based in Cape Town, South Africa.

AL & CD Ashley has specialised in the import and distribution of premium quality kitchenware and houseware brands to the Southern African market, with a range of customers across South and Southern Africa.

AL & CD Ashley supplies to a broad customer base including, the leading traditional homeware groups, supermarket groups, department stores, hotels, restaurant & catering supply businesses, hardware stores, independent home and appliance stores and the burgeoning online retail sector.

View their website here.

The Challenge:

AL & CD Ashley found it time consuming and difficult to update their retailers with availability and pricing, at any given time. This meant manually responding to customer requests to provide price lists and stock updates. Staff also had to manually update their websites and catalogues with product availability and prices when these changed, which they did frequently.

AL & CD Ashley use a Sage Pastel product to manage their inventory. Their staff are trained in using this software, to move their entire system over to something else was not an option.

Another problem was making sure their warehouse and inventory systems could speak to each other. Order fulfillment needed to be automated to eliminate potential human error such as data capture issues and to speed up order processing and shipping.

The Solution:

Stock2Shop created a solution for AL & CD Ashley using our innovative integration platform, coupled with some bespoke development.

Public facing website

Saves staff several hours a week

Stock2Shop saves staff several hours a week by automating repetitive manual tasks like updating inventory levels, product images and descriptions.

We designed a website based on the Shopify ecommerce platform for AL & CD Ashley. Stock2Shop automatically synchronises with and tells Shopify what products to display based on availability in the AL & CD Ashley Sage Pastel system.

It also sends the product images and descriptions to Shopify. The website itself does not sell to the public, but has an up-to-date list of the brands categories and products offered with a simple registration process for retailers and business customers to sign up with AL & CD Ashley.

View website here.

B2B shopping cart

Saves staff hours of work Eliminates data capture errors on orders

Stock2Shop saves staff hours of work and increases accuracy by automating product, inventory and sales order creation.

Using the Stock2Shop business-to-business shopping cart allows AL & CD Ashley to share their product data with their customers. It means their customers can order directly off this system and sales orders are then created automatically in their Sage Pastel accounting system.

They have the flexibility to create different customer accounts based off the accounting system customer accounts. This means their customers only see the products they need to have access to, with the appropriate price. Stock2Shop makes sure the product prices, stock levels, product descriptions and images are updated near real time.

View more info here.

Order Fulfillment

Ensures orders are quickly and correctly dispatched.

Stock2Shop developed a bespoke solution that integrates AL & CD Ashley’s Sage Pastel product with their 3rd party warehousing and logistics partner, Aramex. When orders are raised in Pastel, they can easily, at the click of a button, be sent to Aramex via the Aramex EDI gateway for fulfillment. This is particularly important on large orders where data capture issues are bound to happen. Its a huge time saver, eliminating the need to manually capture each order twice, once in Pastel and then again with Aramex.

Online retailers

Saves staff several hours a week.

AL & CD Ashley’s products are sold on South Africa’s largest online retailers, amongst them Yuppiechef and Kalahari.

Stock2Shop provides a way to automatically provide these retailers with product availability and pricing at defined intervals. This that means retailers have up-to-date stock information and ensures they do not let their customers down should they order a product that is out of stock.

Additionally it saves time for AL & CD Ashley and their retail partners, as the product availability is automatically updated on their websites.


Integrates with multiple ecommerce platforms.

Certain products are sold through manufacturer branded websites, which required integration with the Magento ecommerce software. Stock2Shop connects Magento with their Sage Pastel system. This means orders are raised directly into Pastel and then fulfilled. It also means that stock levels and pricing are correct on the website at all times.

View website here

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