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08 MULTICHANNELNEWS
RETAIL TECHNOLOGY FOR THE MULTICHANNEL AGE DECEMBER 2008
HOSTING DEAL FIRETRAP LAUNCHES
X HMV, the
UK and Ireland
PREMIERES specialist retailer
CINEWORLD WEBSITE NEW E-COMMERCE SITE
of music DVDs,
computer games
and related
F
iretrap, a premium fashion jeans work of our team of agencies has products, selected
wear brand has launched a new achieved this. Lateral’s expertise in fashion Platform-A, AOL’s
e-commerce website, using and apparel made them a prime choice,” digital advertising
>Oracle makes
business, for creative design by digital communications said Alex Maw, Firetrap marketing director.
an integrated
agency Lateral, project management by The brand and retail website for Christmas
e-commerce consultancy, BigLight and Firetrap is designed to combine a bold online marketing
the difference for
supported by Paraspar’s e-commerce and innovative look and feel with a user- initiative. The
platform. friendly and intuitive architecture. The site campaign,
booked by media WDT, which owns the Firetrap, will act as a platform for all of Firetrap’s
Woolworths SA
agency OMD
Cineworld has selected Carrenza, a wanted to create a new high-pro� le brand communication and activities UK, integrated
leading UK business IT services group, online presence for the brand that throughout the year, with sections Platform-A’s third-
to manage the hosted services for its showcased its new positioning. The devoted to fashion, events and Firetrap’s party advertising
*
newly revamped UK website. site is the � rst e-commerce venture seasonal campaigns. and af� liate
The website is a � agship for the networks, AOL’s by the brand to take advantage of the Lateral delivered on Firetrap’s
online properties Cineworld brand, making use of rich-
latest best-practice in design, structure, requirements predominately by using and behavioural
EXCLU
SIVE media content, news, clips and trailers. navigation, content presentation, e- typography together with a messy, targeting
And by using the Carrenza Utility commerce tools and functionality. contemporary urban backdrop combined technology as
Computing Service (UCS), Cineworld
All the l
owdow
n “We wanted an e-commerce with model shots and product assets. part of a multi-
has eliminated the requirement for channel campaign platform for Firetrap that would drive And Paraspar created a tool that allows
on the R
etail hardware by using a network of for HMV that online sales and deliver an authentic users to roll over the products and see
includes radio, TV, dedicated, hosted servers to provide
Busines
s brand experience, and the collaboration enhanced detail in a user-friendly way. outdoor and print
the processing power and hosting advertising.
Show
capabilities needed to run its UK
22
website over a virtual platform that
WORKFORCEMANAGEMENT delivers a 60% energy saving on a 28 RETAILHORIZONS
like-for-like platform.
Carrenza was selected over
Cable&Wireless, Titan, Telecity and
Rackspace, and worked with web
developers, Can Factory, to produce
LA FELTRINELLI MOTHERCARE INTEGRAthe supporting architecture to alloTESw
for the necessary levels of scalability to
STANDARDISES CONSTRUCTOR meet Cineworld’s mid-term business
STAFF
COMMUNICATIONSaims.
Vincent McGann, Cineworld
News and
PLANNING
W
hen Mothercare acquired “It was important to work within a
Chelsea Stores Holdings Ltd, clear project frIT manager said:amework, with regular “Online order ing UK AND RETAIL
updates, milestones and commis a crucial revenue stream funications toor us
E-TAILERS IMPROVE CHRISTMAS SERVICE
which owned and operated the
Early Learning Centre (ELC), in June 2007 it stakeholders.– do This wntime is simply not an option.included regular workshops The Top 30 UK Online Retail Satisfaction Index, as compiled from over 7,000 X Internet hosting
views:
What Carrenza has delivered with had to integrate 200-plus UK stores and 75 with ELC managers, and keeping close tabs on respondents by online customer satisfaction measurement Increasing logistical ef� rm ForeSee � ciencyResults, has, sa ving moneprovider, UKFast is y
UCS is a hosting solution not only far offering businesses other ELC stores in 16 countries. development at Triangle. Having a dedicated revealed a slight increase in over
and imprall satisfaction levovels during customers’ experience is aing Christmas 2007 to 2008:
Recession, VAT and key
more cost effective and scalable than enterprise level
The retailer successfully extended its Retail resource at Triangle was fantastic: there were from 66 to 67 on a 100-point scalecombination not man. other suppliers, but it also ultimately y retail suppliers canbackup provision,
Manager-based in.site system to ELC with no delays in development even though we had But a third of the top 30 online retailers saw their scores drop, a move that McAfee server
Christmas trading tips
gives us the assurance that the
Customer
specialist provider

Triangle, enabling fast and our fair share of change requests.” ForeSee said most can hardly affprord givomise to deliven today’s economic conditions.er today without crprotection,ossing their website will not fail our customers
effective integration. The project also won Mothercare and Amazon UK (up three points) tied Pla� ngers.y.com (up tw But not Constructor UK.o points) for the top spot in Not onlbandwidthwhen they need it the most. insurance and y can
In addition to enabling more focused and Triangle the European Retail Solutions Back 2008, both with a score of 78.
Loss: tech:
“We picked Carrenza not only it claim to deliver, it can also provmonitore it thring and ough
effective ELC stores, IT cost savings were Of� ce Implementation Award 2007. Rounding out the top ten were eBay UK (static at 72), Apple iTunes UK (entering because their UCS delivers an scanning services
As Italy’s leading bookshop chain, la achieved immediately with the removal of its experience with one of the biggest furniture excellent level of performance, but also the Index at 71), Screw� x Direct (up two points to 71), QVC UK (down a point to worth £1,000
Eyes on the bottom
Feltrinelli runs 100 bookshops and
IT for enhancing
ELC’s intranet and email. Information is now retailers in the world. completely free to help reduce the carbon footprint 70), Ebuyer (steady at 70), ASOS and Argos (both up three points to 70).
employs over 1,200 people. easily available and the ability to make in-store for the � rst of our operations while remaining B&Q (scoring 60), while still tied for the last spot, improved the most by seven twelve months
line, as trading As the retailer’s business has erelationships with xpanded time savings and ef� ciency improvements competitive. The migration to the UCS
points over last year and PC World (60) was up one point. The Orange Shop (also with the launch
and the diversity of employee contracts allows greater time to serve customers. platform was handled seamlessly with scoring 60) fell one point and Curry’s (equal on 60) remained the same year-on-year. of its BASEfund Experience with world leading
environments stagnate has grown to include perlomanent,yal customer Sue Baks er, Mothercare store no downtime whatsoever during the And dropping out of the top performers category this year were HMV (down a for building a home furnishing retailer
temporary, full and part-tome staff, staff communications manager said: “I don’t know invisible changeover.” point to 69) and Marks & Spencer (down two points to 68). Y
ou may not have heard of it yet, but
Constructor UK has been making
safretailerer envirs livonment es better for some years The Swedish world leader in home
planning in particular, was becoming ever of any other retailer that has successfully It allows us to store now. It all staronline. ted when it decided to adapt its furnishing, like many retailers, is a volume-
more complex. completed a project like this – using the one
Previously, staff planning was conducted RETAIL TECHNOLOGY JANUARY/FEBRUARY 2009A Retail Events Publication www.RETAILTECHNOLOGY.co.uk a great number of
industrial storage solutions to tackle retailers’ driven retailer facing many logistical
system for two brands following an acquisition. logistical issues. The manufacturer has built a challenges, especially within the stores.
using Excel tables and ad-hoc, internally This integration simply had to work, to deliver
developed processes. Employee parts, and this results
strong track record with installations mostly With increased range sizes and spiralling
immediate strategic as well long-term tactical
satisfaction was suffering and managers
bene� ts. in great savings. We’re
in the industrial business, and has successfully costs in retail space, and a drastic reduction
installed more than 10,000 machines around in successful planning applications, it is at the bigger shops were spending up to
� ve days to create only one staff roster. saving between 25,000 the world over the last 20 years. With its important to look at new ways of utilising
Critically, the lack of optimised scheduling FOSCHINI BOOSTS HUMAN proven solutions, Constructor UK decided existing cubic capacity while maintaining a
meant that the company was not able and 30,000 euros to go a step further and adapt its concept great shopping experience for the customer.
to provide proper customer service due
CAPITAL MANAGEMENT every month thanks
to solve retailers’ challenges. The Tornado With solutions to resolve challenges faced
to shortages of sales staff during busy solutions have been creating storage space, by under-dimensioned stores and high
periods. Foschini, a leading South African retail group, has selected human capital management (HCM), to the Tornado boosting productivity by reducing handling operational costs, Constructor UK was the
The group required a workforce workforce management (WFM) and time & attendance (T&A) systems from Infor to boost costs and increasing sales potentials ever since. partner to turn to.
management (WFM) system that staff productivity within its fashion, sport, jewellery and homeware stores. The concept is simple: The Tornado When Constructor UK � rst looked at the
would enable individual shop managers The new systems will help increase payroll accuracy; create improved visibility of hours vertical machines use all the available height home furnishing company’s needs, it needed
to create schedules for their particular worked by retail staff; and ensure consistent processes across all of Foschini’s stores. in a warehouse (up to 15 metres) to store a solution in Scotland to accommodate its
outlets, but that would also allow data Previously Foschini used spreadsheets and had disparate views of staf� ng patterns. As the more references on a smaller footprint. kitchen range in a furniture area that was
storage, management and processing to organisation expands and labour costs in South Africa increase, it needs to better understand These machines � t in between traditional 35% under-dimensioned and had high staff
be handled centrally. workforce behaviour, and establish benchmarks for improvement. Foschini found that it rackings and instantly save up to 70% of costs due to double handling of stock and
La Feltrinelli opted for InVision required a sophisticated T&A system to ensure that resources were being deployed effectively storage space. And that’s just for starters. long customer waiting times. Constructor
Enterprise WFM and is rolling the system and policies were adopted. With its fully customisable software, the UK customised three 7.5-metre Tornado
out to its entire shop estate. “Our aim Foschini reviewed a shortlist of three T&A solution providers, and selected Infor’s solution solution is fully compatible with retail machines and adapted the software to
is � rst and foremost to simplify and based on its user friendliness, depth of functionality and the deep domain expertise of the warehouse management systems (WMS). perfectly � t in with its operation system.
rationalise staff planning processes in our Infor team. Having completed a 78-store pilot of the Infor system in October 2008, the The software and automated operation A few months after the installation, the
retail outlets and so meet our customers‘ project team received excellent feedback. Overtime payments were made more quickly system reduce replenishing and picking Tornado machines enabled an increase of
needs and prevent queues from forming and accurately; area managers’ time was freed up to invest into planning and sales, and staff times by up to 50% and boost productivity. the range by 60%, a reduction of 50% in
at the checkout,” said Massimo Pisati, retention is anticipated to see a marked improvement.
“It brings the stock down to the co-worker, picking and replenishing times and 99% stock head of IT and logistics at la Feltrinelli. “We have 16,700 staff across our stores and 900-seat call centre including full-time, casual
“InVision Enterprise WFM is the perfect and � exi-workers. In order to ensure that HR [human resource] policies are adhered to, legal instead of the co-worker going up for the accuracy.
solution for us: In an instant, our shop requirements are met and overtime paid quickly and accurately, it was fundamental to have a stock,” explained a Spanish store manager, Based on this success in Scotland, Tornado
managers can create staff schedules strong T&A system,” comments Simon New, Foschini Group T&A programme manager. who has been using the Tornado for two was then introduced in stores around the
that are ideally suited to the size of their “We are impressed with the results of our initial pilot and look forward to extending these years now. It also ensures 99% stock world and developed further to tackle
outlets and the number of customers they bene� ts to the other 1,330 stores within the company over the next 15 months. Based on accuracy and performs inventory control, as other corporate challenges such as spare
have,” he added. the pilot, we envisage that the ef� ciencies will present a fast return on our investment.” just some of the immediate bene� ts of the parts machines with customised picture
solution. software, and a purpose built machine to
RETAIL TECHNOLOGY JANUARY/FEBRUARY 2009 RETAIL TECHNOLOGY JANUARY/FEBRUARY 2009
MARCH 2009 RETAIL TECHNOLOGY
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