Crew Clothing, the multichannel retail brand launched from a single store in Salcombe, Devon by Alastair Parker-Swift in 1993, currently operates 76 stores in the UK, and distributes over 3 million catalogues, in addition to selling online to an increasing number of customers. In common with many other growing businesses it determined a need for a true omnichannel solution that would support all facets of its operations – from stores and stock through to order fulfilment, and provide vital management information.
It hired a dedicated project manager to ensure that the evaluation of potential solutions was a comprehensive as possible and reviewed some 20-30 suppliers over a period of six months. After a number of pitches, Crew Clothing shortlisted three and eventually selected HSO and Microsoft Dynamics AX for Retail. Its new system went live less than 10 months after the selection was made. The implementation was split into three phases : phase one focused on managing the customer experience and centralising stock management through one scalable system. Phase two is the deployment of the solution throughout Crew Clothing Stores and Phase three focuses on the online experience.
Managing the customer experience has greatly improved how Crew customers interact with the brand through the call centre, online and in store. Ensuring that the customer has the widest choice of clothing and accessories via all channels and being able to capture individual data to build a single profile of each customer is now achievable. Finance Director Justin Hampshire commented: “We can now tailor unique offers to customers and ensure we are providing relevant and appropriate information to them. This builds customer loyalty and allows us to exceed customer expectations.”
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