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On the night of February 7 this year the Australian Interactive Multimedia Association (AIMIA) hosted the 2002 10th anniversary Award's celebration. Held this year in Sydney at Australian Technology Park in Eveleigh, this prestigious industry event was launched by Kim Yeadon, NSW Minister for Information Technology, and was attended by over 450 of the leading players in the Australian multimedia industry. Langton’s new wine auction site was a finalist and runner-up in the ‘Best eCommerce Product or Service’ category at the awards.
“The AIMIA awards are to the multimedia industry what the AFI awards are to the film industry,” said Peter Jordan director of Imagine Interactive, the Melbourne multimedia company which developed www.langtons.com.au. “The awards are for the best work produced in any given year. There were many sites nominated and the judges commented on the high standard of entries. It’s an honour to have the work of the small, talented team that produced www.langtons.com.au recognized in this way.
“The Australian wine industry has had few major e-commerce portals like Langton’s. Others like Wine Planet and Winepros were produced with significantly larger budgets – and more uncertain futures. Langton’s has been an investment in quality – quality of service and user-experience for its members coupled with an unprecedented standard of Australian wine and wine investment information.
“Our aim has been to create an e-commerce website and in-house business application that would allow Langton’s Fine Wine Auctions to transform their paper-based and live sale business into world leaders as auctioneers of wine online. Our project has enabled Langton’s clients to bid online in real time against bidders from round the world on over 30,000 lots per annum. Langton’s recently sold online the most expensive single bottle of Australian wine ever, a rare imperial of Penfolds Grange for AUD$54,480. The website, working in conjunction with the in-house application, brings all the benefits of e-business to Langton’s clients online.
“During the past six months that www.langtons.com.au has been online, there has already been a radical change in the way in which Langton’s interacts with its clients and the way in which the company does business. Formerly, bidders were mailed a print wine catalogue and asked to phone, fax or mail their bids to Langton’s for manual data entry. Now Langton’s business management application automatically sorts all Langton’s wine inventory into lots for an auction. While bids can still be submitted by phone, fax or mail, over 90% of Langton’s clients have chosen to bid online through their interactive website. This represents a remarkable uptake in technology usage. The new system allows Langton’s to fully manage their stock, auctions and invoicing in a new and far more efficient way.
“Not only does the site provide a rich array of tools for searching and bidding at auction, as well as a fully integrated My Account area for members, but it is also Australia’s leading wine information and investment resource. For example at Investment Tools/Price Guide users can access the latest price information for over 15,000 wines. Technically the site has been designed and built for performance, maintainability and extensibility. A multi-tier object-oriented architecture ensures that the solution is scalable to support Langton’s future business needs.
“Langton’s Sydney and Melbourne offices both have access to Langton’s data-store through the latest fibre, VPN and broadband technologies. This enables a staff member to manage Langton’s business from Sydney or Melbourne, or with a laptop globally. A programme of continuous improvement, responsive to the feedback of Langton’s members, is in place. This will ensure that the site continues to be relevant and valuable to its members.
“For example this week we launched a new Vendor Account service for selling wine through Langton’s. Located at My Account, vendors are now able to manage all their trading with Langton’s online. Vendors can see at a glance how the bidding is going on their lots in the current sale, check the stock they hold available for sale in Langton’s Sydney or Melbourne warehouses and view all the details of their sold stock from past sales.
“A well thought out and planned implementation of technology, developed in close consultation with the client, has enabled our solution to be the most innovative in its market. We have produced a result that is already achieving improved cash flow, revenue and productivity. The project has firmly established Langton’s as the dominant player in their market. From the feedback received so far, we have achieved our aim – those who have used it regard Langton’s as the leading wine auction site in the world.”
For more information about the AIMIA awards visit www.aimia.com.au and for more information about Imagine Interactive visit www.iiconsulting.com.au.
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