Shirtmaker uses 3G to mobilise point of sale

3G technology lets retailer TM Lewin keep records of remote sales up to date

UK retailer TM Lewin is using 3G technology to support expansion of the business through the introduction of mobile shops.

3G connectivity provides the firm with cost-effective data transfer, supporting the shirtmaker’s strategy of bringing its products directly to its corporate clients.

‘Part of our corporate team manages our two mobile shops,’ TM Lewin IT director Paul Huntington told Computing. ‘We do a lot of promotional work with corporate clients, and they can book the mobile shop to visit their offices.’

‘3G allows for manageable data transfer between the shops and head office; we did not need a major technology investment.’

But he says that overcoming the lack of 3G-ready equipment and licences for business use was a challenge.

‘It is amazing how little support the network operators offer. All of the available hardware is very oriented towards home users,’ he said. ‘We had to have a couple of things custom made. And we had to license the tills off the 3G network cards they use.’

Having a direct connection to the company’s central corporate contact system also helps the mobile shops track the redemption of vouchers used in corporate promotions.

‘When vouchers are redeemed they are scanned at the mobile shop till, uploaded to head office and downloaded into the corporate system,’ said Huntington.

The retailer plans to extend its 3G use into automatic stock replenishment, where sales information is sent back to head office to automatically update stock levels and orders.

‘The shop won’t have to go back to the depot every night, regardless of where it is in the country,’ he said. ‘But we’re waiting for 3G coverage to go nationwide first.’

Nick Spencer, analyst at telecoms researcher Canalys, says this use of 3G technology is quite unusual, but understandable in terms of the scale and scope of the initiative.

‘I can understand the use of 3G for simple sales data transfer. The technology can be quick and easy as long as there are no complex files,’ he said.

‘It is good to see TM Lewin using its own initiative; it is in field sales that we expect 3G will first be adopted for business use.’