News

U.K. apparel retailer integrates channels

October 22, 2008

WILTSHIRE — Rowland's Classic Clothing has implemented the OPTIONS suite of mail order management and retail software systems to manage sales made in-store, by mail order and online. Rowland's systems integration of their different sales channels has resulted in a number of business benefits including increased efficiencies in inventory management and order fulfillment, and better informed and more flexible customer services.

Rowland's opened its first shop in Bath in 1983, selling men's quality, classic clothing. Following its success, a women's range was founded, followed shortly after by the launch of the Rowland's mail order catalog.

The implementation of the OPTIONS Mail Order Management System enables Rowland's call center agents to process both sales orders and catalog requests. Because stock balances and future supplies are maintained real-time, the customer can be accurately advised on product availability, alternatives, complimentary items and delivery dates. Credit card payments are authorized while the customer is speaking to the agent. Customers' orders entered on Rowland's Web site are automatically received and fulfilled by OPTIONS.

Following the success of the mail order implementation, Rowland's worked with Options as a business partner to develop the retail (EPOS) system used in the stores. Staff in-store can check availability of items, in the company's central warehouse or in other stores, enabling them to improve customer service. One feature of the integration between the mail order and retail systems is the facility for shop staff to take a customer order for dispatch through the mail order system, and for products to be returned and exchanged at any of the mail order or retail sale outlets independent of the original source of the sale. Customer data is captured from sales and integrated into the central database, enabling the marketing team to view a customer's purchase history across all sales channels and tailor marketing campaigns accordingly.

"A company like ours that sells to customers through different channels needs to have one integrated system that can control stock, sales and provide us with one customer database," said David Selby, managing director at Rowland's Classic Clothing.

"For retailers today it has never been more important to manage tight controls on stock and meet customer needs," said Chris Andrews, managing director at Options UK. "They must not only provide the right stock, but also enable customers to choose how and when they buy — whether in store, on line or through the more traditional mail order catalog. We are confident that with Options we have a system that supports multi-channel enterprises successfully now and equips them to meet new challenges."