Crew Clothing seeking customer loyalty with new ERP solution

Crew Clothing has achieved a number of "early wins" following the roll-out of a new ERP solution, according to the retailer's finance director Justin Hampshire.

The fashion brand is now tailoring unique offers to customers and hoping to build shopper loyalty as a result of a recent systems refresh, and the new tool is reportedly helping the retailer gain a real-time understanding of stock and sales data.

Working with IT solutions provider HSO, Crew Clothing implemented the Microsoft Dynamics AX for Retail package with the aim of improving stock management, and customer satisfaction.

Hampshire admitted it had "outgrown" its previous system and, until recently, was "struggling to deal with the quality of data and the functionality we needed to run a successful multichannel retail business".

"The business has made significant gains in the short time we have worked with HSO," he explained.

"The management team has been pleased with a number of early wins, such as the implementation of point of sale with integrated chip and PIN capabilities. We have greater business insight, operate with increased agility and are exceeding consumer expectations."

Managing inventory is becoming increasingly challenging for businesses operating in an omnichannel retail industry, with Essential Retail recently moderating a webinar on the subject, in conjunction with TXT and Columbus Consulting.

TXT chief marketing officer Peter Charness advised retailers to focus on acquiring the products that the customer wants to buy and the channels where they want to buy them – but warned against fracturing inventory management processes by letting different groups independently order, manage and stock products.

"Make sure there is someone in the organisation with a unified view of the total inventory investment and a full company wide assortment plan," Charness told Essential Retail.

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