CTR, Inc executes on ‘Best Upgrade Project Ever’ for Oracle’s eBusiness Suite.

One of CTR’s clients is a very large retailer. They operate a chain of retail stores, as well as a mail-order and e-commerce business. The company operates mostly in the US and has over 25,000 employees.

To support their complex requirements, this client has been using Oracle’s eBusiness Suite (EBS) for many years, leveraging a lot of its extensive functionality. They have many customizations to fit their unique needs and as a result any updates to their ERP are typically complicated and expensive.

Upgrade Required

Due to an aging ERP system the client was not getting the best support from Oracle, as well as being unable to take advantage of new offerings in EBS. There was also some risk that needed to be mitigated from being unable to take patches on a timely basis. A project plan was jointly developed and the team tackled the tasks. Late into the project the client asked if go live could be brought forward a month, something that is not usually possible with ERP projects. CTR reworked the plan and delivered within time constraints and under budget. Quote from the client: This is the best large scale IT project that I have participated in during my 20-year career.

Benefits Realized

Bringing the client to be code current to EBS release 12.2.10 enabled them to receive enhanced support from Oracle to 2030 as part of their Applications Unlimited program. The client is also now able to take advantage of the ability to manage patching online so that they can now take any and all updates and patches provided by Oracle, particularly those focused on security. Additionally, they can consider implementing new functionality or extensions with their now current version of EBS.

A Strong Long Term Support Partner

The client was not just looking for a traditional managed services partner, but rather one that could flex and adjust as their support and project needs change. What was also important was to work with a firm that was a true partner, focused on adoption and enablement of EBS.

Typical tasks include both functional and technical services such as reports, workflow and data base tuning. Support for processing errors such as data issues or answers to configuration questions is included along with proactive guidance, particularly for new features. Recently, CTR has been helping the client configure the new Enterprise Command Center (ECC) to enable their users to easily identify and act on top priorities.

There is support for existing integrations and workflows. Any required development for new requirements is covered and general knowledge and assistance with third-party products is provided.

Experience with CTR

The experience working with CTR for this client has been a positive one. They have found the CTR team to be organized, proactive and communicate in a regular and timely manner. Both companies enjoy the relationship and look forward to an ongoing partnership.

*CTR, Inc. is an Oracle partner established in 1998 serving both North America and global clients. We are an Oracle Platinum Cloud Select partner. Please visit our website (https://ctrworld.com) to learn more on how we helped other clients to better leverage their technology.

For additional information contact us at

Email: sales@ctrworld.com

Phone: 714.665.6507

CTR, Inc successfully executes ‘Lift and Shift’ for Oracle’s eBusiness Suite to the Cloud.

Emtek is part of the ASSA ABLOY Group, a leader in access solutions. For over 40 years, Emtek has helped design lovers transform houses into homes with customizable door and cabinet hardware. Innovative award-winning designs and personalization are built into the ordering process, producing a limitless range of options and end products. A cornerstone of Emtek is its focus on seamless, fast delivery.

To support their complex business requirements, Emtek has been using Oracle’s eBusiness Suite (EBS) for many years, leveraging its extensive functionality for Financials, Supply Chain and Manufacturing. They have many customizations to fit their unique needs and as a result any updates to their Enterprise Resource Planning (ERP) are typically seen as complicated and expensive.

Upgrade Required

Emtek’s EBS version was no longer supported and they were using outdated infrastructure as it was required to support their older version of EBS. The legacy technology stack was hindering any future development of their roadmap and the application was not compatible with other third-party applications with which it interacted. Additionally, the application was potentially vulnerable due to outdated security patching.

To solve these challenges, a plan was made to:

  • Upgrade their EBS application from release to 12.2.10
  • Migrate their EBS application and Discoverer 11g from their own data center to Oracle Cloud Infrastructure (OCI).

Benefits Realized

After a smoothly executed, on time, and under budget project, Emtek has reached their goals and is realizing the following benefits:

  • Enhanced product support until 2030 as part of Oracle’s Applications Unlimited offering
  • Ability to implement desired functionality such as enhanced AP/AR Netting and Advanced Collections
  • Ability to implement other advanced Oracle cloud applications such as Configure, Price, Quote (CPQ) and Warehouse Management System (WMS)
  • Greatly improved system scalability and stability
  • Latest security patches to protect against potential vulnerabilities are now accessible
  • Access to Multi-Org Access Control (MOAC) allowing shared services opportunities
  • Higher performance and reliability
  • Quick deployment of test environments as provisioning of hardware and infrastructure is easier with OCI
  • Business continuity has been assured through Oracle Disaster Recovery

A Strong Long Term Support Partner

CTR has been a long-term partner of Emtek for more than 10 years and has demonstrated a deep understanding of the EBS application and the client’s specific customizations and extensions.  The client is currently happy with EBS & OCI and feels that the upgrade and cloud infrastructure will only improve the company’s capabilities for the future.

Here is a statement from their Director of IT:

With the support of CTR, Emtek – Assa Abloy was able to greatly improve its technology footprint by upgrading the ERP system to the latest version of Oracle EBS and concurrently migrating infrastructure from an on-prem data center to Oracle Cloud Infrastructure (OCI). CTR, a long-time IT partner, was also involved with the initial Oracle EBS implementation and was therefore a natural choice to assist with this immense undertaking. They delivered both functional and technical expertise along with a unique understanding of business processes and requirements. This project would not have been successful without the proficiency and diligence of CTR’s highly skilled team.

The next steps for Emtek will be to explore other Oracle Cloud products such as the Warehouse Management System (WMS) or Configure, Price, Quote (CPQ).

*CTR, Inc. is an Oracle partner established in 1998 serving both North America and global clients. We are an Oracle Platinum Cloud Select partner, have had multiple successes moving customers to Oracle Cloud, especially OCI, and can offer deep knowledge of the product and a proven methodology for a seamless migration. Please visit our website (https://ctrworld.com) to learn more on how we helped other clients to better leverage their technology.

For additional information contact us at

Email: sales@ctrworld.com

Phone: 714.665.6507

Integrating Oracle ERP Cloud with China’s Golden Tax Rule

Since China implemented the “Golden Tax”, compliance with the policy has been essential for any business that wants to operate in the country. For companies that rely on Oracle ERP Cloud solutions, one of the biggest hurdles has been how to effectively satisfy Golden Tax requirements with your Enterprise Resource Planning (ERP).

By integrating your ERP with the Golden Tax, you will experience numerous benefits.

What is the Golden Tax?

The Golden Tax system is a nationwide value-added tax (VAT) monitoring system that all businesses operating in mainland China are required to use. This system is centralized and invoices can only be issued using government-approved printers and software.

All VAT invoices must be approved and the government controls their issuance. These approved invoices are called “fapiaos” and they allow China to track VAT payments and compliance, while also providing a proof-of-purchase for goods and services.

There are two types of fapiaos:

General VAT Fapiao

This is issued as evidence of payment. This invoice type does not allow for VAT deduction and is typically used for business to consumer (B2C), sales that involve end-user consumers, and tax-free transactions. Since the general VAT invoice is simpler than the special VAT invoice (below), this process for electronic issuance has been available for several years.

Special VAT Fapiao

This type of fapiao, on the other hand, is issued by general taxpayers to customers who are selling commodities or providing taxable services. This includes transactions like sales to manufacturers or to distributors who will resell the product.

How Does Integration Work with Oracle ERP Cloud?

When CTR integrates your ERP with Golden Tax, we will take your output from Oracle and then programmatically supplement it with key information that Oracle does not collect, but is required by China. From there, we import it back into Oracle and run a standard Oracle process to export it to an authorized Golden Tax service provider, such as Aisino. The service provider processes it further and sends back a file with validated VAT assessments for the AR invoices. This file is then put into Oracle and reconciled with what was originally generated.

Since Oracle does not capture either type of fapiao in its AR systems, this determines taxability for you. This is critical for your business because failing to produce a fapiao when requested is considered an illegal act in China. In other words, you have no choice but to do this if you wish to conduct business in China. The question is whether you do it manually or automatically and that is usually determined by the volume of transactions. 

Adopting This Functionality Saves You Time, Money, and Headaches

Although Golden Tax can be difficult to grapple with at first, proper ERP integration will pay off for you in the long run. This is perhaps most evident in the fact that manually processing this information is extremely time-consuming and can result in costly errors. For companies that need to handle huge volumes of transactions, this is doubly true.

By properly integrating your ERP with Golden Tax, you will drastically cut down on the amount of manpower needed to properly conduct business in China, saving you money while sparing you from the potential ramifications of not adhering to Chinese regulations.


If you’re ready to integrate with Golden Tax or have questions about what is involved, head on over to our contact page (https://ctrworld.com/contact-us/) and let us know what your goals are.

NetSuite ERP and CTR, Inc Support Growth for Global Document Imaging Firm

Working with CTR, Inc.*, KOFAX is using NetSuite Cloud ERP to improve their financial oversight, to enable agile decision making and take advantage of new business opportunities.

KOFAX software enables organizations to Work Like Tomorrow™ – today.

Their Intelligent Automation software platform helps organizations transform information-intensive business processes, reduce manual work and errors, minimize costs, and improve customer engagement. They combine RPA, cognitive capture, process orchestration, mobility and engagement, and analytics to ease implementations and deliver dramatic results that mitigate compliance risk and increase competitiveness, growth and profitability.

KOFAX provides a rapid return on investment for over 25,000 customers in financial services, insurance, government, healthcare, supply chain, business process outsourcing and other markets. KOFAX delivers its software and solutions through its direct sales and services organization and more than 850 indirect channel partners and integrators in more than 60 countries throughout the Americas, EMEA and Asia Pacific.

New ERP Solution Required

Due to an aging financial system without a dynamic ability to support acquisitions, something needed to change.  An evaluation resulted in Oracle’s NetSuite Cloud ERP being chosen as the platform on which to build the company’s growth. October 2019 was determined as the optimum date to go live with KOFAX’s new ERP to accommodate the acquisition of Nuance Document Imaging (NDI), a division of Nuance Communications, Inc.

Challenges Faced Post Go Live

It had been agreed upon that NDI would be fully integrated into KOFAX’s systems by the end of 2019.  Not surprisingly, there was additional scope needed for the new acquisition that made the NetSuite implementation feel very rushed.  New features, not originally planned for, were deemed critical to the business so the implementation partner focused more on delivering the required new scope rather than ensuring that the internal KOFAX team was set up for success for go live and the long term.

The small internal team really had to learn their new ERP system on the fly, feeling abandoned as the implementor’s key subject matter experts were not available.  The first financial year end was quote ‘a nightmare’.  While NetSuite product support offered relief, it was obvious that additional help was needed.  

A Strong Long Term Support Partner

KOFAX was not looking for a traditional managed services partner, but rather one that could flex and adjust as their support needs changed.  What was also important was to find a firm that was a true partner, focused on KOFAX’s adoption and enablement of NetSuite.  CTR was recommended and one year after the go live of NetSuite, they were engaged for what is traditionally called Tier 2 support for day-to-day system issue resolution and small development activities.

Typical tasks include both functional and technical services such as saved searches, dashboards, reports and workflow support.  Support for processing errors such as data issues or answers to configuration questions is included along with proactive guidance, particularly for new features delivered with releases.

There is support for existing Boomi integrations, workflows or csv imports.  Any required development for new scripts or forms is covered and general knowledge and assistance with third-party products is provided.  Recently, CTR has been helping KOFAX design a re-usable testing plan to enable smooth adoption of the twice annual NetSuite releases.  

CTR is using the KOFAX standard Help Desk to provide a seamless view to the end users, though if needed they also have their own ticketing tool that can be used.  The CTR team operates across many time zones so that priority issues get handled quickly.

Global Rollout and SuiteTax Implementation Partner

In February 2022, KOFAX went live with NetSuite’s new tax offering, SuiteTax, as part of a consolidation of 25 subsidiaries into the global NetSuite instance.  CTR was the implementor for Procure to Pay and Invoice to Cash along with all tax configuration and reporting requirements for all countries.  Other critical components of this large global project included developing capabilities to merge customer data, verify credit limits and integrate document storage in SharePoint.  CTR accomplished this within project timelines and within budget, enabling KOFAX to finally be able to manage their accounting across the globe in one system.

Experience with CTR

So far the experience working with CTR for KOFAX’ internal NetSuite Support team has been a positive one.  They have found the CTR team to be organized, proactive and communicate in a regular and timely manner.  Quote ‘It is great to have someone to turn to’.  Both companies enjoy the relationship and look forward to an ongoing partnership.

Now that KOFAX has the appropriate support in place, the end users are very happy with the capabilities of NetSuite as compared to their legacy system and anticipate continuously enabling new features and functionality to meet business requirements.

CTR has truly partnered with Kofax both operationally to support our customers trouble tickets, and strategically to help maximize our use of the NetSuite platform. From the implementation of SuiteTax to manage tax globally, to improving our order management process, to building out integrations with other systems, they have helped turbo-charge our NetSuite system.

CTR’s investment in KOFAX’s success has been evident in every interaction and project from the way they collaborate with our business on our backlog, provide insight and recommendation on best practices, and help us to improve and streamline NetSuite functionality to align with our business processes. We appreciate the relationship built with CTR and look forward to more opportunities and continued success.

*CTR, Inc. is an Oracle and NetSuite partner established in 1998 serving both North America and global clients. We are SuiteSuccess certified and an Oracle Platinum Cloud Select partner. Please visit our website (https://ctrworld.com) to learn more on how we helped KOFAX other clients to choose and grow with NetSuite. 

For additional information contact us at

      Email: sales@ctrworld.com

Phone: 714.665.6507

How NetSuite Solves Finserv’s Biggest Technology Challenges

The financial services, or “finserv,” industry comprises insurance companies, mortgage lenders, financial institutions, credit unions, and other companies that provide financial services to entities including individuals, businesses, and nonprofits. The systems these firms operate on are often just as diverse as their industry, and largely siloed to boot. This makes it challenging to access data, keep sensitive information secure, comply with governmental regulations, benefit from next-generation technology, and seize new business opportunities.

For example, without a unified database to work from, even different departments within one company can’t access accurate financial data, ensure appropriate levels of security, or provide a satisfactory customer experience.

In most cases, startup finserv companies use on-premises “custom homegrown” technology systems or basic ERP solutions like QuickBooks or Sage Intacct — all of which are unsustainable approaches for growing financial services operations. To gain access to new tech capabilities, many tack on unintegrated, third-party applications, like Visa’s payment authorization platform, authorize.net.

Unfortunately, these add-on solutions rarely integrate directly with core business systems, creating more manual work and forcing finserv companies to rely on spreadsheets and other means of transferring data in and out of their disparate, unintegrated solutions. That just compounds the problems raised by a lack of automation and inefficient processes.

Navigating Complexity

Guilherme Barros Castro, the company’s CEO, comes from a long line of agronomic engineers, including both parents, and great-grandparents who pioneered that profession in Brazil.

Finservs are turning to automation to tackle the complexities of their evolving businesses and better meet their customers’ changing demands. Oracle NetSuite and its Alliance partner Computer Technology Resources (CTR) help improve finserv companies’ operations in four key ways:

1. Reduce manual work and errors. Maintaining legacy systems, creating spreadsheets for data sharing, and generally trying to run a growing company on disparate, unintegrated systems is inefficient and costly, and worse, it leaves the firm at a competitive disadvantage. The more processes that these organizations can automate with NetSuite, the more time their team members have for more important projects. This is a key win for finservs that are scaling up to meet customer demand at a time when labor is hard to come by and expensive to retain.

“We have one finserv customer that was processing about 10,000 transactions a month on its on-premises systems,” said Adam Cohen, sales director at CTR. “That translates into a minimum of 50,000 transactions because each loan has at least five or six dependent transactions.”

Those may include invoice, receipt, bank reconciliation, lender payoff, bill payments, bills for additional services, payments to title companies, and more.

Working with these systems was laborious and error prone. Mistakes took a lot of time to fix, and projects required constant rework. CTR has developed a comprehensive loan management solution for loan marketplaces which automates funding and payoff transactions within NetSuite.

“With NetSuite’s highly extensible platform, we were able to build out a solution that solved these problems and automate their transaction management,” said Cohen. “We used NetSuite’s native developer toolset to create a comprehensive loan management solution for loan marketplaces, which automates funding and payoff transactions within NetSuite.”

2. Manage multiple subsidiaries. Finserv companies often operate using multiple legal entities. A wealth management advisory firm may sell mutual funds, insurance, and tax preparation services via subsidiaries, for example, and could provide those products from numerous physical locations. A finserv that has many different legal entities under its corporate umbrella needs an enterprise resource planning (ERP) platform like NetSuite to simplify and manage its intercompany transactions, accounting entries, and other financial management needs.

“Intercompany accounting is a major headache for any finserv that is using a custom homegrown system or QuickBooks,” said Pankaj Mundra, CTR’s president and managing partner. “QuickBooks can’t handle much on the consolidation and intercompany side.”

NetSuite supports intercompany accounting and eliminations, while CTR further extends the ERP’s capabilities by automating all of those transactions according to its clients’ needs. CTR’s multi-subsidiary payment and receipt workbench, for example, automates complex intercompany transactions, collections and payments within NetSuite, helping to solve this critical process component.

3. Maintain high levels of data security. Because finservs manage high volumes of sensitive data, they must comply with strict regulatory requirements —both state and federal — while also meeting their own customers’ data security expectations. They’re also highly targeted with fraud, cyberattacks, and other crimes focused on exploiting consumers’ financial data.

Meeting these requirements is getting more and more difficult for growing finservs that store data across numerous disconnected software solutions. By centralizing their operations within NetSuite, CTR helps these companies leverage a highly secure platform that enables safe, secure data management with access tightly regulated according to the role of each employee. Because it’s automatically updated twice a year, NetSuite helps finservs stay on top of constantly evolving global regulatory and compliance changes.

4. Plan for what’s coming next. Blockchain, AI, machine learning, big data and robotics are just a few technologies that are disrupting the finserv space right now. Whether they’re using blockchain for financial transactions or testing out customer service robots, these companies need unified technology systems that can manage their evolving business operations.

“If they really want to scale their businesses, finservs have to be responsive to what’s coming down the pike in terms of technology,” said Cohen. “With a software provider like NetSuite in their corner, these companies can effectively address those concerns and plan for what’s coming next.”

Finservs that continue running their operations on custom homegrown systems, disparate applications and basic solutions like QuickBooks will soon find themselves left behind and struggling to make up ground. By choosing NetSuite for financial services and working with an implementation partner like CTR to further extend the ERP’s capabilities, finservs get a unified platform that runs their end-to-end operations, automates core processes, lessens their reliance on new hires, and helps them navigate the complexities of their ever-evolving industry.

Business Intelligence 3: Searching for the Right BI Tool

In our previous article, we discussed what to plan for when implementing business intelligence (BI). Some of the issues to consider were the quantity vs. quality of data as well as determining who owns the data within your organization. We also discussed the process of connecting your BI data with your ERP and other applications before finally going over some long-term considerations to keep in mind.

Now that your organization has its BI implementation plan all mapped out, it’s time to look for the right BI tool!

What to look for in a business intelligence software

Not all BI software is created equally. There are numerous options available on the market, and it can be tricky to find the right one for your organization.

There are two main features of a BI software you need to consider before committing: extraction and presentation.


Extracting data from your ERP software and other applications can certainly be done manually, but that is extremely inefficient and prone to human error. A BI software will automatically extract that data for you and then export it into a more convenient format. It is even possible that the tool could just point to the source data and not even have to extract it. BI data extraction is integral to understanding your customer base, tracking sales, and determining marketing strategies, as well as giving you a firm grasp on your financial situation and budgetary constraints. As such, it’s imperative that you and your team tell your BI implementation partner exactly what things you want to track.


BI data presentation is the process of taking the data you’ve extracted and converting it into a format that can be easily understood and used by business decision-makers. BI softwares generally present data through: visualizations, dashboards, and reports. Visualization tools help transform complex data sets into graphical formats that are easier to understand. Furthermore, dashboards provide an overview of key metrics and KPIs, while reports offer more detailed insights into specific areas of interest. By ensuring that BI data presentation is done correctly, you can make better use of your data and, thus, improve your decision-making processes.

How do you find the right partner to implement your BI software?

When looking for a BI software partner, look for someone who understands your business and can provide the right support.

The first step is to identify your needs and objectives. What do you want to accomplish with your BI? Are you trying to improve your customer service ratings? Are you looking to decrease operational costs wherever possible? Take some time with your team to determine exactly what your goals are and how your BI tool should support you.

Once you know what you’re looking for, you can start searching for a BI software partner. Look for companies that have experience in your industry and with the type of data you’re dealing with. It’s also important to consider the size of the company and its resources. You want to make sure they have the ability to support your project from start to finish. Finally, you’ll want to consider the price. A BI implementation can be expensive, so you’ll want to find a partner that can offer a competitive price without sacrificing quality or service.

What’s the best way to implement a BI project?

There’s no one-size-fits-all answer to the question of how best to implement a business intelligence project. The most important thing is to tailor your approach to the specific needs and constraints of your organization. With that said, there are some general principles that can guide you in developing an effective BI implementation strategy.

First, it’s important to get buy-in from all stakeholders. This means getting everyone on board with the project from the beginning and ensuring that they understand its purpose. If your team is not 100% behind your BI project implementation, more than likely, it’s going to fail.

Next, as we’ve already discussed, you need to have a clear understanding of your goals and objectives.

Thirdly, you need to put together a team of expert BI professionals. This team should include experts in data analytics, data visualization, and database management.

Finally, you need to create a detailed plan that outlines each phase of the implementation process as well as identifying which data sources will be used and how they will be analyzed. We suggest that you start small and learn how best to utilize BI effectively and then build upon that.

By following these guidelines, you can increase the chances of success for your BI project.


This was the final chapter of our three-part series on Business Intelligence. You can check out part one here and part two here. As always, we look forward to your comments and feedback.

If you’re ready to consider a Business Intelligence software implementation and strategy, we invite you to learn more by contacting us at sales@ctrworld.com and letting us know what your needs and concerns are.

NetSuite Cloud ERP and its Partner CTR: The Perfect Fit for the Hospitality Industry

By effectively replacing and integrating numerous systems to a single unified platform, NetSuite and CTR help their clients leverage the cloud, simplify their operations management and obtain the reporting they need to be able to make informed business decisions.

Read on to see how … Click here

eCommerce Part 3: How to Set Up a Successful Store

In our previous installments on eCommerce, we discussed what eCommerce is and the 5 biggest benefits you can expect once you set up an eCommerce store. 

But how do you actually get your store up and running? What are some of the things you need to be mindful of before beginning the process? Furthermore, what should you do once your store is live?


As you might expect, the preparation stage is one of, if not the, most important steps in the eCommerce store implementation process. If you fail to adequately prepare, then you might not achieve your goals.

Here are some things you need to consider during the preparation process:

What Your Customers Want and Need

The whole point of your organization setting up eCommerce is to better serve your customers, so why would you implement an eCommerce store without consulting them first? Talk to your long-standing customers, find out what features they’d like, get an idea of how they would prefer the store to look and feel like. With that in mind, you have a great jumping off point.

Your Wants and Needs

The customer is always #1, but you also need to consider what it is your organization should be getting out of eCommerce. Come up with a list of goals you want to hit, benefits you wish to enjoy, and a target ROI. This will let you prioritize your next steps and ensure that you have the right measures in place to determine the effectiveness of your storefront.


With a deep understanding of both your customers and yourself, now it’s time to actually implement your eCommerce solution!

Pick Your eCommerce Platform

First and foremost, you need to figure out which eCommerce platform to go with. You should understand your system requirements and how the storefront will integrate with the rest of your operations (like your CRM). Every organization has limitations, so pick the solution that best addresses your requirements. 

Other things to consider when picking your platform:

  1. Does it have a Product Information Management (PIM) module to help you organize product data on your site?
  2. Is it cloud-based?
  3. Is it an all-in-one package or a modular platform where you pay additional fees for different features?
  4. How many products can you sell?
  5. What is the timeframe for building and launching the store?
  6. Does the platform integrate with your back office systems, such as ERP, CRM and SCP applications?
  7. How popular is the platform that you have chosen? Are there partners with strong experience that can assist you in implementing your new eCommerce store?

Avoid These Mistakes

Unfortunately, some eCommerce implementations don’t end up delivering the desired benefits. In many cases, it comes down to a company making one (or more) of these implementation errors that you should try to avoid:

  1. Biting off more than you can chew in the beginning through things like: over-personalized landing pages, unnecessarily advanced analytics, chatbots, integration with too many online marketplaces, and more. Start small and learn as you go.
  2. “Keeping up with the Joneses” by implementing features a competitor has that have nothing to do with your core business. Stick to your original plan and do what you do best.
  3. Failing to educate both your staff and customers about the benefits of using your new online storefront.
  4. Not listening to feedback from your staff and customers about what is working well and what is not.


Your new online storefront is operational, now what do you do? Proper store monitoring and maintenance will require you to do the following:

Set Up Analytics

With a live storefront, it’s important that you use analytics tools to measure the success of your store. Analytics give you a wealth of knowledge about your customers—including their interests and intent—which you can leverage to improve their experience and increase your sales. Any worthwhile analytics tool will give you information like: store visitors, time on site, conversion rate, new vs. repeat buyers, and many other metrics. 

Understand What Drives Sales

In order to achieve high sales, you need to know what makes it possible. Three variables in particular have a huge impact on your success online. Those are: number of user sessions, conversion rate, and average order value (AOV). The three of these variables make up what is called the optimization formula that is essential for ROI analysis:

Sessions x Conversion Rate x AOV = Revenue

Even the slightest increase in any one of those can have a big impact on your sales, so make sure to focus on them. 

Always Look Forward

As news buyers come to your store and you see your revenue numbers climb, don’t think the job is over. In order to have a truly effective eCommerce storefront, you have to always look towards the future and seek out ways to improve. Don’t hesitate to make enhancements to your store by adding new features to keep bringing back customers. Consider looking to third-party marketplaces (like Google, eBay, and Amazon) to increase the reach of your products. Finally, follow some of the industry leaders to see what they’re up to and what they recommend. 

With excellent preparation, implementation, and maintenance, you can be sure that your eCommerce storefront will be a smashing success!


At CTR, we can make your eCommerce dreams a reality. If you’re ready, we invite you to learn more by contacting us at sales@ctrworld.com

eCommerce Part 2: 5 Reasons Your Company Needs eCommerce

The first installment in our series on eCommerce described what eCommerce is, its various types, and some of the main options and results you can expect from it. 

In short, eCommerce allows companies and their customers to make transactions over the Internet. Since eCommerce first began in the mid-90s as a bit of a novelty, it has evolved into an incredibly important part of society. Every day, millions of people across the globe engage in eCommerce for goods and services. eCommerce can be conducted from business-to-consumer (B2C) or business-to-business (B2B), and there is a wide variety of eCommerce solutions available, including: SuiteCommerce, Magento, and Shopify.

Now that you know what eCommerce is, you’re probably wondering why your company should adopt an eCommerce platform. There are numerous reasons why you should do this, but these are our 5 favorite reasons to get started.

1. Save Time and Money

This is easily the biggest benefit of converting to eCommerce. By conducting your sales online, you will no longer need to have a physical storefront or a large employee base, which will lower your fixed costs. Since everything is automated, the transaction process will go significantly faster than it would in a physical setting. 

Furthermore, marketing an eCommerce store is far more cost-effective than offline promotions. You can use platforms like Google Ads, Facebook, and other social media networks to bring customers directly to your store. You can then pass your savings onto your customers by offering lower prices than the competition. 

2. Stay Open, Always

With eCommerce, your store never closes. As a result, you can interact with your customers on a 24/7/365 basis. Even if your customer support team is off the clock, your eCommerce solution is automated, meaning you can conduct sales any day, any time. 

3. Expand Your Brand and Find New Customers

Before the Internet, the vast majority of storefronts were limited by their physical location. If you wanted to increase your potential customer base, you’d have to open more stores (and face more managerial headaches!). With an online storefront, geographical boundaries are a thing of the past. Now, you can sell your goods and services to people across the world and you can enhance the image of your company by painting a much bigger picture of your brand. 

Also, having a digital storefront will expose you to niche audiences who you probably would not have access to otherwise. You can bring this new audience to your store through an array of online touchpoints, including: search engines, social media networks, and online forums. 

4. Maximize Scalability

Similar to #3, scaling a storefront in the pre-Internet age was a lofty ambition. You’d need to acquire more floorspace, hire additional staff, and re-configure your inventory and shelf space—all of which required significant time, money, and effort! 

Growing an online store, on the other hand, is a piece of cake. Just make a few changes to your website, perhaps increase how much inventory you have on hand, and add some more storage space if needed. While doing each of these requires time and money, it’s nothing compared to what’s needed for a physical storefront. 

5. Provide Better Customer Insight

When customers make a digital purchase in your store, they provide you with invaluable information. In addition to their basic information, you will also learn about their consumption behavior and demographic data if you use Google Analytics or similar services. This will let you understand exactly who your customers are, meaning you can target new customers with pinpoint accuracy. 

You can also use customer data to retarget audiences. With data insights, you can email a potential customer who may have abandoned their cart and offer them an exclusive discount to motivate them to complete their purchase. Additionally, you can re-engage with past customers, telling them about new products you think they’d be interested in. 

These are just a few of the many benefits enjoyed by eCommerce organizations. Of course, you cannot experience the benefits without starting the journey. CTR can assist you in beginning the process. If you already have an eCommerce site, but need enhancements or improvements, we can help you there too.


At CTR, we can make your eCommerce dreams a reality. If you’re ready, we invite you to learn more by contacting us at sales@ctrworld.com