Prima Solutions case study demonstrates path to developing a true multichannel UK business
Prima Solutions case study demonstrates path to developing a true multichannel UK business
Over the last six years Joules has grown from a clothing business with two stores and a wholesale operation into an international, multichannel business with thriving mail order and online sales, 32 stores, a number of department store concessions and a wholesale supply operation supporting over 500 outlets, as well as distributors across the world.
In developing an extended multichannel business, Joules needed to create efficiencies across all aspects of the business including demand planning, supply chain management, stock control, order processing and fulfilment together with strong financial control and comprehensive business reporting and analysis.
Underpinning Joules’ business operation is PrimaNet, the modular, enterprise-wide business solution developed specifically for the clothing, footwear and accessories industry by Prima Solutions. PrimaNet provides Joules with a flexible and responsive platform for running a fast-growing, multichannel, service-orientated business.
“The ability to seamlessly add new sales channels into the existing system and processes was a fundamental requirement” stated Nick Wyld, head of IT at Joules. “Prima allows us to do just that. It is a true multichannel solution”.
Delivering the ultimate in customer experience
As a customer-service orientated business offering the very latest fashion wear (including multi-phase sales of stock within each season), Joules need to know exactly what is available to sell and, equally importantly, what their customers like to buy.
Joules Customer Service Agents (CSAs) can access specific customers’ buying patterns and history, review special promotions, deal effectively with queries, view returns history and provide seamless integration with carrier systems and credit card or voucher payments at the point of despatch. All of this can be achieved through a single multi-paned screen.
Through efficiency and the availability of pertinent information, the CSAs are now able to provide an improved level of customer service and upsell in a friendly and knowledgeable way. This has resulted in multiple repeat purchases and an increased average basket size and value for each purchase, as well as enabling each CSA to handle a higher volume of customer orders. As a result, Joules can more quickly turn stock into cash for re-investment into the business.
“The system adds a new dimension to our customer interaction and service. Our CSA’s can operate more efficiently and proactively, which allows us to grow the business with limited additional overhead as well as generate more profitable and loyal longer term customers,” said Wyld.
The vendor said the unique design of the PrimaNet software sees it bring together all the functionality required by a customer service team in a modern, multi-channel business, with full configurability to the company’s individual business requirements.
Having a single view of activity across all sales channels provides Joules with the intelligence to also proactively manage customer marketing campaigns based on sales history. Integration across the sales channels is the key element to achieving a flexible approach to the market, helping to maximise margin.
Going the extra mile
A consumer may choose to buy something from a catalogue, return it to a store and buy a replacement on the website. Using the Customer Services module, the CSA can intelligently react to customer queries relating to orders through any sales channel.
Wyld added: “We have had direct input into the product design, specifically around how the CSA works. The single user interface eliminates the need to access different systems and is very easy to use and learn, which makes our team more effective and minimises training time and costs.”
Typical of a fast-moving growing business, Joules runs multiple IT projects at any point in time. Being such an agile business, it needs a supplier that can match this agility in terms of being able to coordinate and manage a stream of project activity.
