p.10 design and tech 11:FOOTWEAR NEW TEMPLAT 10 08 10/11/09 09:23 Page 10
Display & Techology
Footwear business benefits from new technology
C
ase history: Barnack Country Clothes &
Wellieboots.com are linked businesses
whose inspiration came from an agricul-
tural diversification project. In 1992, at a
low point for the British farming sector, farmer
Harry Brassey decided to turn empty stone
buildings on his property into stables and
offices. With one barn spare, he embarked on
the sale of animal feeds. Practical issues meant
that this did not return the required margins.
Harry’s keen interest in country sports then
took him into the direction of clothing and
footwear, in particular for shooting, and the
rebranding of the business as Barnack Country
Clothes and Wellieboots.com.
“We aimed for good-quality stock, fit for
purpose, from reputable brands such as Hunter,
Aigle and Chameau that we knew and trusted,”
he explains. “We then saw some colourful boots
from a Danish designer.” He admits that he
took some persuading to sell non-traditional
boots, so they started with a small collection
“which flew off the shelves”.
This gave Harry and his retail-experienced
fellow director, Judith Broughton, the confi-
dence to expand their web site dedicated to the
sale of boots, www.wellieboots.com. Its range of
coloured and patterned boots was a first for the
UK market, and still remains a sector leader.
The boots are also sold in the Barnack shop,
together with an expanded range of garments
and accessories for country pursuits.
Since 2005, a large database has been built up
of people visiting www.wellieboots.com and
www.barnack.co.uk to enquire or purchase.
This database of their details is a critical small business, we have always looked forward especially as activity via www.wellieboots.com
resource. “Today, everyone is selling colourful and been keen on technology.” and www.barnack.co.uk are real-time purchases
wellies,” observes Harry. “There is a price war Cybertill was selected for a number of for next day delivery. “With our cybertill system,
online, so we’ve needed to put a lot of focus on reasons. “Most importantly, it did what we we are really confident that we can deliver that
the e-commerce side of the business.” They have needed in terms of stock control, linking the level of service.”
now employed a web specialist who manages shop and the web sites. It had good reporting, Reports, also in real-time, highlight what is
sales promotions and mailing to their contacts, so we could do proper analysis. “ selling and when, meaning stock can be
drives online advertising and Cost was important too, and ‘tweaked’ as required. Whilst www.wellieboots.
search campaigns, makes daily site Harry admits that the managed com primarily sells boots, with a few clothing
updates and produces business an- service model was part of his items, and www.barnack.co.uk sells country
alytics. decision as a smaller business. clothing, the shop is the mirror image with stock
“Cybertill stood out as advanced, juggled between channels, so there is no room
Investing in a Cybertill solution especially in our price range. From for error when it comes to availability. “We need
The relationship with Cybertill the beginning, we also received accurate stock information if we are busy in the
was forged in 2005. At the time, good personal support and backup.” shop and busy online.”
the shop had only a cash register Both e-commerce and EPoS were Concludes Harry Brassey: “The business is
and online sales were run with ‘primitive’ data- installed in 2006. The company’s web builder benefiting hugely from its technology. Stock
bases. Harry and Judith felt the time had come worked closely with Cybertill to construct an control is important to us, being able to
to look for an integrated approach that would upgraded version of the site. efficiently manage our stock and manage sales,
manage online and point-of-sale shop sales, all Stock management is the most important with confidence in the system’s accuracy.”
from a single software system. They embarked element of the combined businesses. “It’s
www.wellieboots.com
on an evaluation of available products. “For a crucial to have an accurate tool for stock levels,” www.barnack.co.uk
10
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FOOTWEAR TODAY
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NOVEMBER/DECEMBER 2009 www.footweartoday.co.uk
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