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Retail Technology, Retail technology News

Lakeland grabs customer attention with Episys

Monday October 18 2010

Streamlines communication processes to improve its in-store signage across whole estate

Streamlines communication processes to improve its in-store signage across whole estate


Lakeland, the kitchen and homeware retailer with 48 stores in the UK, has successfully gone live with Retail Enterprise Suite from Episys, to improve its in-store signage across its whole estate, including overseas franchises.


From a deal first signed earlier this year, the system allows Lakeland to manage in-store promotions more effectively, deliver a consistent message throughout its stores and increase the amount of time staff can spend on the shop floor serving customers. It ensures that all stores only receive a specific batch of tickets on a daily basis that is ready for printing at the start of each day.


Brand messaging consistency


Gary Marshall, Lakeland operations director, said: “Our business is built on offering customers an excellent experience at every touchpoint and providing innovative, good quality products. We needed to implement a new signage system after our existing solution became obsolete; it was back-office based and therefore not easy to maintain the brand consistency that we strive for. We needed a new system to enable us to improve efficiency, automate our ticketing process, and increase the amount of time that our staff were out on the shopfloor selling. We also wanted to improve our brand awareness and have the flexibility to initiate promotions quickly and effectively.”


Lakeland embarked on a review of the market, and Episys was strongly recommended by a number of top retailers. Marshall added: “We initially engaged with Episys, as they were cost-effective, efficient, had excellent references and could provide a web-based solution. They conducted a retail efficiency survey, which showed us where our brand wasn’t consistent, and highlighted opportunities for us to increase sales. The implementation started with us looking at our data, to ensure its accuracy at source, allowing us to automate our signage. As the rollout progressed, I was very impressed with the approach Episys took, which was methodical, focused on delivery and very thorough.”


Passing on the knowledge


Lakeland selected a team of retail colleagues to act as trainers on the Episys solution. “Lakeland and Episys worked in complete partnership, setting clear milestones and deliverables. The solution has been embraced across the business, as it’s clear to everyone that this isn’t just a systems solution, but provides the answer to a real need to increase brand consistency across the business,” Marshall commented. “I believe the key to the project’s success has been the fact that the product is reliable and the account management support has been impressive. Episys has delivered and has supported our business aims throughout.”


Phase two of the project will include the integration of the new system with Lakeland's existing mobile infrastructure allowing signs to be requested, created and batched from the handheld terminals used on the shopfloor.