The Perfume Shop is migrating its store communications to an electronic format following the roll-out of an intranet application.
Store managers now receive about 15 messages a day through the system, in addition to one longer weekly message that provides a summary of the promotional and marketing activity taking place.
Since February, when work began to roll out the new system, the retailer has been able to phase out the use of faxes in stores, cut down on the amount of hard-copy material sent to branches and reduce the number of phone calls it makes.
The Perfume Shop store support manager Tim Guiheen said: “We are using four elements of the system: the phonebook, daily and weekly messages, an internet function that lets customers view our web site in stores, and we have a trial of electronic forms.”
In particular, Guiheen said that he was very happy with the way the system has been received by store managers. “We have a read rate of more than 95 per cent on the messages that we consider key,” he said.
At the same time, the retailer has installed printers in its shops so that staff can print documents that are specific to their store, such as stock reports, rather than being mailed a much longer, general version.
The system is now up and running in 153 of the chain’s 155 stores, with the two exceptions being those shops that cannot get a broadband connection at present.
Provided by Centric Retail Solutions, eReS IntraStore has been chosen by the retailer’s parent company AS Watson as its strategic communications platform. It has already been implemented by subsidiaries including Watson the Chemist, Watsons Personal Care Store and perfume retailer Marionnaud in France.
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