CASE STUDY: SELLAGENCE LIMITED
SellAgence are the exclusive agents for the Gillette company in NZ representing the Gillette, Braun,
Wilkinson, Oral B and Duracell brands. SellAgence was formed when Gillette withdrew its direct
presence from New Zealand in May 2001. SellAgence have over 70 staff and customers include
grocery and retail chains, electrical and commercial channels.
As a US based multi-national, Gillette was a long-term user of Electronic Data/Document Interchange
(EDI) for electronic communication of data both internally, between regions and with key customers
and suppliers. Prior to the withdrawal of Gillette, the NZ operation had been utilising a global Gillette
EDI Value Added Network (VAN) based in the US. As of May 2001 however this would not be
available to the new company; however the expectation of Gillette and customers remained for
SellAgence to continue to meet the requirements for EDI.
SellAgence’s critical requirement to manage electronic document exchange came from the
requirement of Farmers New Zealand to meet standards for suppliers in terms of receiving orders
electronically, via Farmers EDI provider GEIS. In addition, a growing number of key customers were
also expressing an interest in moving to an electronic process, creating awareness within SellAgence
of a growing demand to manage similar requirements over time with new trading partners.
What has been done?
SellAgence reviewed its services options in the New Zealand technology market based on the
following criteria for selection:
• A local service provider who was familiar with the NZ trading community and could provide
support on a timely basis.
• Awareness that overtime address diverse technical requirements, from standardised EDIFACT
to XML, would be required, as would dealing with multiple trading communities seamlessly.
• A partner that could services in a cost-effective manner that would not require significant
initial outlay but allow SellAgence to manage costs in lin