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MULTICHANNEL 27


MULTICHANNEL SOFTWARE FEEDS GROWTH AT DAVID AUSTIN ROSES


W


orld-famous plant breeder David Austin Roses has seen a 30% surge in mail-order business


since implementing Elucid, the multichannel retail software solution from Sanderson. Founded in 1969, the company now


employs 240 staff and supplies over 700 varieties of roses to retailers. But David Austin Roses needed a new mail-order system to support expansion and reduce complexity. “We had an ageing, Unix-based mail order


system, which was over 20 years old. We’d installed other systems around it to add on capability, but it was all very fragmented. We knew we had to sort this out if we were to grow the business,” said Tim Smith, finance director at David Austin Roses. Elucid software offered order management and customer relationship management (CRM), marketing and business intelligence and electronic point-of-sale (EPoS) functionality for instore retail. The supply chain management capabilities (including purchasing and warehouse management) were a key draw, as was the data and trend analysis, while multi- currency and multi-lingual support facilitates international growth.


Smith continued: “Crucially, the


information is all held in one place now so, when the customer calls, we can answer their question from one system, one screen. Underpinning that is vastly improved system functionality, which, in turn, helps us to improve the customer experience. “Not only has Elucid cut out the inefficiency of time and manual intervention, it’s an all-round improvement for the customer. Our call statistics have improved dramatically. We’ve increased the mail order business by 30% in the two years since Elucid was implemented and we’ve not had to recruit extra people.” Eliminating multiple systems has improved data integrity, while real-time stock visibility means that orders taken are orders fulfilled. Call response rates are improved, while the Elucid business intelligence (BI) module gives flexible access to data and trends without the need to order IT reports “It’s a great system to grow with as you can add on new functionality in a highly controlled manner,” Smith concluded. Elucid has proven to be more than a match for our complex requirements – I don’t know of any other system out there that could have coped.”


THE ENTERTAINER EXTENDS MULTICHANNEL INVESTMENT


The Entertainer, one of the UK’s leading toy retailers with 68 High Street stores and a thriving online presence, has launched a best-of-breed transactional website to support its multichannel strategy and its plans to grow the business significantly online over the next five years, both in the UK and internationally through a collaboration of key digital partners. The Entertainer wanted to deliver a full multichannel service to its customers, taking its e-commerce solution to the next level. The company needed a stronger structure in place in order to underpin their significant recent growth and develop to help increase sales, reinforce the brand and provide a better customer experience. Duncan Grant, multichannel director at the The Entertainer, said “We’ve brought together a collection of ‘best-of-breed’ partners to deliver The Entertainer’s multichannel vision.” Retail Technology magazine first covered The Entertainer’s work with The Retail Suite from retail software specialists Itim almost two years ago (The Entertainer builds new multichannel strategy, March/April 2011, p14). Alongside e-commerce software hybris installed by partner Neoworks, the retail management suite provides the retailer with a powerful multichannel business engine.


RETAILERS ENHANCE MULTICHANNEL OFFERING


Research from global supply chain optimisation provider Manhattan Associates has revealed many of the UK’s leading retailers are planning to launch ‘same day’ and ‘two hour’ delivery services in the next 18 months in response to growing customer demand for shorter order-to-delivery cycle times. The survey, which questioned 65


supply chain and IT executives from leading retailers and goods distributors in the UK, revealed that 39% of retailers planned to launch a ‘same day’ delivery service in the next 18 months, while 10% intended to provide a ‘two hour’ delivery service in the same timeframe. Consumers in increasing numbers will also be able to order goods online for collection instore, with 23% of the respondents planning to launch ‘click & collect’ services.


MARCH/APRIL 2013 RETAIL TECHNOLOGY


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