22 May 2008

Direct Wines, a global independent wine specialist, has gone live on Omnica MCR in its international division.

The new multi-channel retail solution is built on the company’s Microsoft Dynamics AX platform and features direct-to-consumer business processes. It is also flexible enough to allow Direct Wines to customise the solution through a variety of agents, including its own staff, contractors, and Omnica itself.

“The Microsoft Dynamics AX platform gives us the freedom to run IT as we want; as a strategic tool in achieving a competitive edge,” said Simon McMurtrie, managing director of Direct Wines International. “Omnica’s functionality, pedigree, and expertise for direct marketing companies has substantially reduced our implementation costs and we are looking forward to working with them as our roll-out continues.”

So far the Omnica MCR implementation covers Direct Wines’ Chateau Direct brand in the German market. Further go-lives are scheduled for Switzerland and Australia, and a roll-out is underway for the company’s US businesses, Lionstone International and Beveridge Solutions.

“Direct Wines has aggressive plans for further roll-outs and Omnica has an aggressive product development roadmap,” said Harry Manley, managing director of Omnica. “Our relationship with Direct Wines will deliver benefits for our other customers, present and future.”