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Retail Technology, Retail technology News

Eason improves customer experience

Eason improves customer experience
Friday March 15 2013

Bookstore revamps look and feel of online shopping website for an improved customer experience alongside a new retail supply chain software roll out

Eason, a retail bookstore in Ireland and Northern Ireland, has launched a new e-commerce website supported by multichannel retail specialist, Omnica.

As well as a new look and feel, its newly launched website includes an updated product range, improved search functionality and greater online accessibility making it easier for customers to find what they are looking for. 

The implementation is part of the company’s comprehensive strategy to improve its technology base in support of Eason’s multichannel operations. It is also replacing a number of disparate systems with a single Microsoft Dynamics AX-based software system.

Online experience optimisation vital

John Maguire, Eason head of e-commerce, said: “With more and more people using computers, tablets and mobiles to purchase and read books, it’s vital for us to be able to offer the best possible online customer experience. The Omnica solution allows us to do just that. The new website will allow us to focus on enhanced customer engagement, as we will now be able to better target content, promotions and loyalty-based schemes, and integrate them seamlessly across the stores and website.”

The company had already been acknowledged for the quality of its e-commerce operation; it was honoured twice at the 2012 Retail Excellence Ireland Awards, scooping the prize for: ‘Best Customer Experience’ and ‘National Website of the Year’. “The new website is another significant step forward; it’s about being a true multichannel and mobile business, to do that we needed a single multichannel system,” added Maguire.

ERP roll out upgrades retail IT

The website relaunch coincides with a roll out of the Microsoft Dynamics AX enterprise resource planning (ERP) system, providing Eason with new point-of-sale functionality for its 60-plus stores, as well as improved planning and buying, customer support and warehousing at its Dublin head office. 

“It was vital the new website is fully integrated with our new in-store system,” Maguire said, “because Omnica is built inside Dynamics AX, the integration is seamless. It gives us one view of the customer and allows us to offer greater consistency in our service and lays the foundation for multichannel retailing.” 

Tagged as: Eason | Omnica | Microsoft Dynamics | AX | e-commerce | supply chain | EPoS | planning | buying