Moss Bros invests in CRM as multichannel evolution continues

Moss Bros has announced a year-on-year rise in sales for the six months to 26 July 2014, with its focus on multichannel development continuing to boost revenue.

The formalwear retailer is eying further growth in the second half of the year, with help from new customer relationship management software that it will use to help personalise its messaging to shoppers. This move will build on Moss Bros's recent introduction of email receipts, which has helped the business increase its data collection capability at the point of sale.

Ecommerce retail sales are up by 100% on the previous year, as the latecomer to online retail continues to play catch-up in this field following the re-launch of its transactional website in 2013. Overall online sales now comprise 6.8% of the group's total revenue, which is up by 1.7% on last year.

A feature of the Moss Bros online experience includes a new website for the retailer's Hire business, which aims to bridge the gap between the company's digital and physical  store portfolio by initiating sales with customers online before requiring them to complete their orders in-store.

Mobile sales now represent 9.1% of overall online trading at the company, while the recent introduction of 'Login & Pay with Amazon' has extended the number of payment methods for customers.  

Brian Brick, Moss Bros CEO, said: "Ecommerce continues to grow strongly and our plans to develop a fully multichannel customer experience are on track.

"We continue to innovate and develop our service proposition and added 'Login & Pay with Amazon', putting us among the first UK retailers to offer this functionality." 

Like many UK retailers, Moss Bros is aiming to provide a seamless cross-channel experience for its customers, and the first half of 2014 saw the company launch its 'single customer record' database, which improves access to customer data throughout all of its business channels. Brick explained the finer details in an interview with Essential Retail, earlier this year, and is confident that it will play an important part in the retailer's future strategy.

The investment in multichannel development – as well as a nationwide store upgrade – had an impact on Moss Bros's bottom line, as pre-tax profit was down £0.2 million year-on-year to £2 million for the six-month period.

But like-for-like sales grew by 6.4% and total sales of £55.8 million represented a 4.6% increase on last year.

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