Retailer spices up systems
Ann Summers overhauls software systems
Risqué retailer Ann Summers has introduced a range of software applications to increase efficiency and boost sales in the run-up to Christmas.
The use of software to count customers entering the shop – known as footfall – has generated a four per cent sales rise in some of the company’s 140 shops, by analysing shopping patterns and targeting sales accordingly.
Ann Summers has also installed new promotions, time and attendance software and automated gift vouchers.
Results from the footfall system are fed into business intelligence software, and the retailer can use the data to manage staff more efficiently.
Corporate projects executive Ketan Patel says the software has the potential to give the retailer an edge over competitors.
‘We found that in coastal areas, footfall was higher in the mornings, so we adjusted our opening times, lunch breaks and back-office tasks accordingly,’ he said.
Ann Summers has just completed the installation of promotions software, which transmits data on new specials direct from the head office to tills.
‘When staff scan items, the software calculates discounts automatically and can also prompt them to suggest other products being promoted,’ said Patel.
Gift receipt software has replaced traditional gift vouchers, with a barcode on receipts scanned on redemption. Time and attendance software enables staff to directly input their hours worked, and the information is automatically transmitted to payroll. All applications were provided by vendor Eurostop.
Verdict Research consulting director Neil Saunders says any technology that improves efficiency and saves staff time is worthwhile in a competitive industry.
‘Applications such as customer counting will enable Ann Summers to gather intelligence on customers in a low-cost way,’ he said.
Installing the applications before Christmas will free up staff and management time and shift attention to the revenue-generating shop-floor, says Saunders.
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