Coffee club members make up about 90 percent of all the company’s direct mail business. Why? (Check the Web site.)

Green Mountain Coffee Roasters (GMCR) (gmcr.com), a medium-sized distributor of quality coffee in the United States, experienced a high growth rate in recent years (from $34 million in 1996 to about $100 million in 2002).
Sales are made through over 5,000 wholesalers and resellers, including supermarkets, restaurants, and airlines.
In addition, mail-order shipments are made to over 40,000 loyal individual customers.
The rapid expansion of the business made it necessary to provide all employees access to the latest data so they could make better decisions regarding demand forecast, inventory management, and profitability analysis. To meet this need the company decided to install an ERP software.