By Mina Kouch
Published: December 03, 2024 | updated: March 03, 2026
Mina is the Marketing Content Manager at Sandfield, specialising in digital strategy and tech-driven content.
Customer Story
60 - 75
Hours saved per month
30%
Increase in revenue
$0
Increase in fees with our flat pricing*
By Mina Kouch
Published: December 03, 2024 | updated: March 03, 2026
Mina is the Marketing Content Manager at Sandfield, specialising in digital strategy and tech-driven content.
Quick summary
|
The Challenge |
Rapid growth from major retailers caused manual data entry to "spiral beyond an acceptable level." The team spent 3 hours daily downloading, reformatting, and uploading CSV files via FTP, creating bottlenecks and risk of error. |
|
The Solution |
A fully-managed API and EDI solution connecting Profile Products’ ERP directly to their customers' systems to automate stock levels, order input, and shipment notifications. |
|
The Result |
60–75 hours saved monthly; a 5x increase in order volume managed by the same team; 100% automated order pipelining; and flat-rate pricing that ensured costs didn't scale with volume. |
Profile Products, Australasia's leading photo frame manufacturer, faced a challenge familiar to many growing businesses. While orders surged from major retailers, their internal processes struggled to keep pace. Manual data entry, complex FTP procedures, and the pressure of tight deadlines consumed valuable time and resources.
Jared Davis, Profile Products' Sales & Managing Director, said:
"Our business recently experienced a surge in demand from major retailers. The order volume was increasing and the high amount of manual data entry being performed by the sales team was spiralling beyond an acceptable level. Ultimately, we realised that we needed an integration solution which could help us automate this process to get the orders pipelined directly into our ERP.”
This struggle wasn't just about numbers; it was about people. Skilled staff, capable of strategic thinking and innovation, were bogged down in repetitive, time-consuming tasks. The risk of errors loomed large, and the company's ability to scale was hampered.
Profile Products needed a game-changer, and that's where Crossfire came in.
Profile teamed up with Crossfire to ditch the drawbacks of data entry and automate their processes through Crossfire's fully-managed API and EDI solution.
Now, Profile's systems are linked directly to their customers'. This means data flows automatically into their system and back to their customers, no matter the format. With Crossfire, they have automated the following processes:
Jared Davis, Profile's Sales & Managing Director, said, “With Crossfire’s solution, we’re now automatically getting the orders lifted directly into our system. Our customers have quite stringent turnaround times. Having to manually process these orders in real time, put real pressure on our team to process them in a timely fashion.”
Like many growing businesses, Profile Products didn't have the resources to develop these connections themselves. They learned about Crossfire's fully-managed service, which was a perfect fit. Now, Profile has a secure and reliable order process. Their sales team can trust the integration to deal with the data and focus on what they do best—selling high-quality frames.
Six months after implementing Crossfire, Profile Products saw impressive results. The automation of manual tasks saved them a significant amount of time, estimated to be around 60-75 hours per month.
Crossfire’s solution also provided real-time updates on stock availability, order processing and shipment notifications, eliminating any uncertainty and improving visibility.
Profile Products have continued to scale their business, with a remarkable five-fold increase in order volumes, which they managed efficiently without needing to expand their workforce. Additionally, with Crossfire’s flat rate pricing, the cost of maintaining the integrations didn’t grow with them.
By automating key workflows, Profile Products has eliminated manual data entry and empowered their team to focus on strategic initiatives that drive business growth.
New to EDI? See to see your potential results with our ROI calculator.
Crossfire takes the complexity out of integration with your systems and trading partners. Get in touch to learn more about fully-managed integration.
Automating order processing is critical for handling demand surges without adding headcount. As demonstrated by Profile Products, manual data entry becomes unmanageable when order volumes spike. By implementing a fully managed EDI solution, they successfully handled a five-fold increase in orders, saving 60-75 hours per month and eliminating the need for additional administrative staff.
Yes. Crossfire specialises in connecting your internal systems directly to major trading partners. In this case, Profile Products replaced complex, manual FTP procedures with automated API and EDI connections. This seamless integration ensured real-time stock updates, order confirmations, and shipment notifications flowed automatically between their system and their retail customers.
Not necessarily. With a flat-rate pricing model like Crossfire's, costs remain predictable even as your business scales. Profile Products experienced massive growth in data throughput and order volume but saw no increase in their integration fees. This cost certainty allows businesses to grow aggressively without being penalised for their success.
© Copyright 2026 Sandfield Associates Limited. All Rights Reserved. Terms of Use | Privacy Policy
