Cybertill

Cybertill

A case study explaining the potential benefits for linking land-based and online businesses using Cybertill’s powerful database management software

B

arnack Country Clothes &

Wellieboots.com are linked businesses whose inspiration came from an agricultural 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.

His keen interest in country sports then took him into the direction of clothing and accessories, 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,” explains Harry. “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

confidence 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 resource. “Today,

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SGB OUTDOOR MAY 2010

everyone is selling colourful wellies,” observes Harry. “There is a price war online, so we’ve needed to put a lot of focus on the e-commerce side of the business.” They have now employed a web specialist who manages sales promotions and mailing to their contacts, drives online advertising and search campaigns, makes daily site updates and produces business analytics.

Investing in a cybertill solution

The relationship with Cybertill was forged in

2005. At the time, the shop had only a cash register and online sales were run with ‘primitive’ databases. Harry and Judith felt the time had come to look for an integrated approach that would manage online and point-of-sale shop sales, all from a single software system. They embarked on an evaluation of available products. “For a small business, we have always looked forward and been keen on technology.”

Cybertill was selected for a number of reasons. “Most importantly, it did what we needed in terms of stock control, linking the shop and the web sites. It had good reporting, so we could do proper analysis. “

Cost was important too, and Harry admits that the managed service model was part of his decision as a smaller business. “Cybertill stood out as advanced, especially in our price range. From the beginning, we also received good personal support and backup.”

Benefits of cybertill

Both e-commerce and EPoS were installed in

2006. The company’s web builder worked closely with Cybertill to construct an upgraded version of the site.

Stock management is the most important element of the combined businesses. “It’s crucial to have an accurate tool for stock levels,” especially as activity via www.wellieboots.com and www.barnack.co.uk are real-time purchases for next day delivery. “With our Cybertill system, we are really confident that we can deliver that level of service.”

Reports, also in real-time, highlight what is selling and when, meaning stock can be ‘tweaked’ as required. Whilst

www.wellieboots.com primarily sells boots, with a few clothing items, and www.barnack.co.uk sells country clothing, the shop is the mirror image with stock juggled between channels, so there is no room for error when it comes to availability. “We need accurate stock information if we are busy in the shop and busy online.” Concludes Harry Brassey: “The business is benefiting hugely from its technology. Stock control is important to us, being able to efficiently manage our stock and manage sales, with confidence in the system’s accuracy.”

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