Case Studies

The Client

Formed in 1972, Ritchey specialise in the manufacturing and supply of ear tags and animal identification products. The company is now a leading independent British manufacturer, distributor and supplier of a wide range of animal husbandry products in the UK, ROI and key export markets worldwide. Ritchey’s product portfolio has grown considerably to meet the ever changing needs of farmers and trading customers. Ritchey is part of the New Zealand-based Tru-Test Group, whose annual turnover last year topped NZD$100million.

The Challenge

In 2007, the Department for Environment, Food and Rural Affairs (Defra) introduced new EU-wide regulations requiring the registration and tracing of cattle and sheep through the food chain, with details of each individual animal registered in a central government database.

Ritchey ID approached PureNet to develop a solution that would allow farmers and the trade to purchase uniquely identifiable tags without increasing sales overheads and manufacturing functions within the business.

What We Did

The solution provides an end-to-end system from the point of sale through to the manufacture and shipment of purchased tags. A web based order management console allows call centre staff to handle email, phone and fax orders of tags and allows orders to be placed directly online. All orders are verified by an interface to the Defra database where unique animal identification numbers are issued.

The system can handle new and replacement tag orders and has been built to cope with the high volume of orders.

The solution raises production orders so that batches of ordered tags can be manufactured. Fulfilment functionality allows an operative to pick the completed tags, print the appropriate shipping information, pack the tags, arrange and track their shipment. For stock availability and billing purposes the system integrates directly into Ritchey’s Enterprise Resource Planning (ERP) system.


The Results

  • The increase in online orders has increased operational efficiencies
  • The workload of call centre staff is reduced
  • Customer satisfaction for farmers and traders has increased
  • Processes are now simpler and more efficient


“Our B2B eCommerce solution offers customers the ability to design and purchase their tags for a specific use within their field of industry. It is simple and easy to use making the ordering process more efficient.”

Tony Wheeldon, Group IT Manager, Ritchey

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