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Alfa Ovens

Industrial Manufacturing

Alfa Forni: quality refractory products and a widespread sales network


The Alfa Forni Group, active in the construction industry since the 1970s, is a leader in the field of refractory products (fireplaces, barbecues, ovens, mortars, linings, etc.). It is a constantly expanding group that has placed the customer at the center of its efforts, serving them with a widespread sales network. Alfa Forni has been using Relatech's E3 suite for many years.
Visit the Alfa Forni website
Project objectives
Develop an integrated solution for sales network control and data analysis

This vision focuses on developing a solution for controlling the sales network and creating a detailed historical customer data warehouse with all relevant information, such as customer profiles, invoice history, orders, commercial terms, and complete customer profiles for sales and marketing purposes. The system also enables multidimensional analysis, structured reports, and management dashboards to support group-wide management control needs.

Reasons for the choice
The choice fell on the Suite E3, particularly appreciated for its high flexibility and ease of integration with the company's existing management systems. The Winner/CRM application was therefore created, which allows the creation of a Data Warehouse on a Linux server with an Oracle database, fed by data from the management system resident on a Windows server, and which allows
Quickly retrieve the customer's "CV", including payment terms, logistical and commercial aspects, as well as notes from the seller and other functions of the central structure
Analyze the market and its potential by product line and geographical area assigned to each seller, by verifying Alfa's positioning on the individual customer
Perform a historical analysis of customer behavior over time and support the automatic dissemination of dedicated reports to the sales structure
Support cross-selling activities and targeted campaigns, classifying customers into homogeneous typologies based on common behaviors, as well as tele-selling initiatives through centrally defined personalized offers
Analyze the sales performance of individual products and the sales network, comparing them with budget objectives
Customer Testimonials
An integrated information system for a complete business vision

“"With E3, Alfa Forni has created an information system that provides a comprehensive view of the business. We finally have the detailed information to perform in-depth analyses of different companies, sectors, and product lines, as well as sales areas, down to the individual vendor and customer."”

Patricia Giovannini
Head of Group Management Control


“"Furthermore, the system, through its reports, produced in Office and Excel, allows us to keep our sales network constantly updated. We can monitor all the information vital to the company's operations, measure performance in different sectors to be able to intervene promptly and manage processes. E3 has become a formidable tool since Alfa split into multiple companies for marketing reasons, allowing us to view the data as a single business entity. We will implement new initiatives and plan to extend E3 to other areas of the company."”

Marcello Ortuso
Founder of the Alfa Refrattari Group (now Alfa Forni)

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