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30 RETAILCOMMUNICATIONS


SPANISH DISTRIBUTOR FINDS ITS VOICE C


ofares Group, Spain’s largest pharmacy distributor, has improved service levels using


new voice-based warehouse picking systems. Most of its stock is filled by automated


machines, but health and beauty items are picked by hand from the warehouse and loaded into delivery trucks. Workers use Motorola WT 4090 wrist-mount terminals with a Motorola RCH50 headset and RS series ring scanner for the picking process. Wavelink Terminal Emulation connects their devices to the warehouse management system and SAP application. Working with its technology par tner,


Felguera TI, an affiliate company of Duro Felguera, Cofares selected the Speakeasy voice solution from Wavelink to add text-to-speech and speech-to- text functionality to their warehouse applications. Speakeasy can combine voice with other types of data entry, such as barcode scanning, to provide a fur ther crosscheck to ensure that tasks are accurately completed. “We have initially implemented


Speakeasy in two of our larger distribution centres in Madrid,” said Abelardo Vaquerizo, duty manager for Cofares Group. “Workers are able to


speak into their device the item they need to pick and have it speak back to them with a bin location. Once there, they can scan the barcode on the bin, select the items and verbally confirm the item and quantity. This gives us even greater accuracy while also helping them complete the task faster.” As a result, Cofares has vir tually


eliminated any errors with an average of zero to two errors, down 20 to 30, per 1,200 orders. Vaquerizo added: “Based on our


experience with Speakeasy, we now plan to deploy it to all our warehouses across the country.”


INNOCENT DRIVES EU EMAIL MARKETING


Innocent recently appointed Pure360 as its email marketing provider for activity across all of the 13 European countries it operates in, including France. The appointment follows a successful seven-year relationship between Pure360


and innocent’s UK division. The number one UK smoothie brand will use the provider’s email marketing


tools to integrate their email and social media activity. This includes increasing its contact database with the simple ‘Facebook register’ sign up functionality, as well as promoting content to a wider audience by posting newsletters directly to Twitter. Innocent will also revamp its email creative in line with a new website and


work closely with Pure360 to implement an improved welcome programme for new registrants. Tim Fowler, digital manager at innocent, said: “We’ve come to rely on its speed


and functionality for all our eCRM [electronic customer relationship management] activity. With the addition of their new social media tools, it makes perfect sense to roll out Pure 360 across all our European territories.”


RETAIL TECHNOLOGY JULY/AUGUST 2012


IDEAL SHOPPING OUTSOURCES


CONTACT CENTRES Multichannel home shopping retailer Ideal Shopping earlier this year signed a contract to outsource customer contact services for its Ideal World, Create & Craft, Lead the Good Life and Pets & Wildlife brands. Valued at £17 million, the five-year


contract will see Serco take over the retailer’s Peterborough contact centre operations and also provide services from Mumbai, India. The service includes customer


acquisition, enquiries, inbound and outbound sales, credit applications, payments, order processing, and white mail and email handling. The provider will also have


oppor tunities to increasingly suppor t web transactions and purchases and, in future, deploy new services including web chat and online advisers. “We made a strategic decision


to seek a par tner with a dedicated contact centre facility, who could work with us to improve the efficiency and effectiveness of the overall customer contact service,” stated Mike Hancox, chief executive of Ideal Shopping. “The efficiencies and effectiveness


that Serco will bring to customer contact will enable us to focus on our core TV shopping operation.”


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