Innovating a specialist solution for a niche market

Back in the 1990s, before he became XLS Product Manager, Alex Heffer, was working as an appliance store manager when he spotted a gap in the market. He saw an opportunity for specialist software that could drive efficiencies by giving appliance retailers greater control over inventory and salespeople better tools for negotiating deals. Pitching his idea to others, many people said the same thing: “The market is too niche. You’ll never make money”.

More than 30 years later, software built on Alex’s original concept is still leading the market and still evolving. Staying at the forefront of the niche hasn’t been easy; Development Director Raveen and his team have had to adapt to new technologies and ever-changing customer needs. Around ten years ago, they reached a crossroads, as demand for a seamless experience across Windows and web apps increased alongside customer demand for a more powerful integrated ERP.

When the time came to re-develop the character-based systems XLS reevaluated their tech stack. There were two key considerations: they needed a framework that supported both Windows and web app environments; and a robust, reliable and rapid development. They’d used DataFlex since the beginning. Was it time for a change? It didn’t take long for XLS to decide.

“We used DataFlex because it enabled rapid development and because the database was reliable. While our competitors kept falling, we just kept evolving maintaining a lead in our niche markets.”

Alex Heffer, Product Manager, XLS

Building on a fast and feature-packed platform

XLS opted for DataFlex. Both the DataFlex framework and XLS’s retail management systems boast longevity and reliability, qualities that are rare in today’s fast-paced world of tech. XLS has always prided itself on delivering real value for appliance companies and salespeople, so they can do much more with less: increasing profitability, improving customer service, and accumulating positive customer reviews.

The DataFlex framework is built on the principles of lean code, so no matter its size, a development team can minimize the time spent decoding and testing every aspect of the system whenever there’s an update. Alex compares the approach at XLS with that of a Formula 1 racing team: making many small refinements add up to significant competitive advantage for their customers. That’s something DataFlex enables them to do.

Another advantage of DataFlex is its backward compatibility. Some parts of XLS’s system have lines of code written 25 years ago, and they still work in the latest version. XLS don’t have to worry about the codebase falling over – it just works.

Today, the company operates a dual-system approach: the main system on Windows and a subset of the system that runs on mobile devices for the users that need to take Helix with them. For example, if a sales rep is in the field, quoting a customer, they can do the calculations on a mobile device, checking stock using the web app.

One of the biggest things that XLS has introduced is an integrated CRM system with dashboarding, covering the entire quote-to-invoicing process. Instead of businesses struggling to integrate multiple ‘best-of-breed’ solutions, XLS provides a single, unified platform—allowing sales teams to focus on customers rather than switching disparate apps.

“There are just so many features of the DataFlex framework that make the system very easy to use, and which we’ve been able to leverage. Everything’s linked closely together. You get fantastic visibility.”

Raveen Sundram, Software Development Manager, XLS

Developing enduring customer-focused products

For over 30 years, XLS has continuously refined and optimized its retail management solutions. The company is now focused on Helix-Retail, the next-generation retail management solution with integrated CRM, delivery management, and a full quote-to-invoice process.

Developing in DataFlex allowed XLS to avoid choosing between a Windows or web app—both are supported without sacrificing features or functionality. Reports run seamlessly across platforms, with power users favouring the Windows app and field personnel benefiting from the web version’s simplicity and mobility.

For ISVs that build business applications, DataFlex is the ideal framework. It’s a holistic rapid development suite that supports both web and Windows. It’s got its own reporting tool, it’s very structured, and it’s well-defined. You can have huge and complex databases, and all your business rules can be stored in a single component.

Like XLS’s retail management solutions, DataFlex is something of a niche product with a near-cult following among developers. That means, when a DataFlex developer walks into your company, they can just hit the ground running. On top of that, there’s the wider network – a community of DataFlex developers – that you tap into for tips, advice, and support.

Right now, XLS is researching new global markets for its software systems, including Australia and Canada. It’s also exploring adjacent sectors where its solution could add real value, such as retail flooring.

“Honestly, I don’t think we would even exist if we didn’t have a rapid development system. That’s because at the end of the day, we’ve always got competitors, and competitors can always deliver cheaper if they choose. What we’re doing is adding value.”

Alex Heffer, Product Manager, XLS

Discover more about Helix, visit their website.