Peacock Blue integrates mail order and retail systems

September 10, 2010

High-quality bed linen, throws and laundry accessories retailer grows business by 30% thanks to new mail order system

Peacock Blue, the online retailer and mail order catalogue for high quality bed linen has invested in a new mail order system from provider, Options for its catalogue and website business.

Currently Peacock Blue is using OPTIONS for processing orders, picking and despatching items ordered both from its printed catalogue and website. Since using Options for its back-office operations, the company has seen an increase in business as a result of more efficient order processing and fulfilment.

Lack of support leads to investment

Colin Welford, managing director of Peacock Blue, said: “We needed a mail order back-office system to replace our incumbent system, which was no longer being supported. After reviewing many products on the market we chose Options. As a company they were very straightforward and the product offered all of the functionality that we needed from day one.

“Options’ approach was very down to earth – going back to basics about what we actually needed. We chose an off the shelf product and required very few modifications. We have nearly quadrupled our efficiency. I can identify customers very easily and group them for campaigns – it gives me a much tighter grasp on the business. We can embark on ambitious marketing campaigns without having to increase resources,” he added.

Improving customer service

The company is also using the marketing and customer data elements for promotional campaigns, with plans to use the other elements for further data analysis to monitor supplier, product and brochure performance. Peacock Blue has eight staff at its headquarters using the system on a daily basis and business has boomed as a result of the more efficient working. Welford is also able to check orders remotely and does so on a daily basis.

According to Chris Andrews, Options Mail Order managing director: “All mail order businesses require a proper retail and mail order management platform to manage their operations. In current times companies are looking to maximise resources and profitability. Automating back-office fulfilment processes enables companies to free up staff to focus on marketing opportunities, to expand their customer base and increase revenues.”