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multichannel retailing today For a 100-store chain the different modules will have cost hundreds of thousands of pounds, if not millions, by the time they are all pieced together. In this size of business the IT systems can make the difference between profit and loss. IT is one of the key parts of a well run, efficient retail business. So, as an IT director you have toiled for years with software suppliers... You have been squeezing, cajoling and building modules to fit the business and keep the people who work in the business happy. Then along comes the internet and customers suddenly want to buy across multiple channels. “Customers also want the same brand experience whether they buy online or in a store.” Customers also want the same brand experience whether they buy online or in a store. They expect to be able to buy on the internet and return an item to a store! They expect to see an item on the internet and they want to know if it is in their local store. They also want to see an item in store, and then decide to buy it later online. (Maybe time to consider a change of career - that oil painting course suddenly looks rather appealing!) Your world has been turned upside down... You are getting pressure from the board to implement these changes because your competitors are working on it and the news is full of stories of companies making high profits when they get this right. But your existing systems were never built to carry multichannel information around the business; they were designed to run the shops. So what do you do? Well you start to re-design your systems. No longer can you think of your business in terms of shops alone. Now you have all these new requirements to consider and at the centre of it is the customer. You have to allow the customer to do all those things they want to as mentioned above. Previously the centre 26 giftfocus of the IT system was considered stock, it was all about stock management, now it is the customer that is the central theme. You have to redesign your system to be multichannel and then add in all the modules and functions your previous system had. “Previously stock was considered to be the centre of the IT system, it was all about stock management, now it is the customer that is the central theme.” Ouch! Changing systems that have taken years to build is extremely tough. Chain store systems are often built using an off-the-shelf platform but then bespoke elements are added to fit their own specific business needs and to talk to other modules. To put in new systems means a huge amount of work for the IT team, starting with a design brief that documents all the new functions needed and includes making sure the old functions still work. This will involve properly understanding what each person in the company needs from the system. Once the requirements brief is written, the new system needs to be designed. The team will look at software companies to help deliver this. Once they have been selected and the system is developed, it’s then that the real problems start. Next time We will be looking at the difficulties chain stores have in making these changes, in comparison with independent retailers. g David Mackley MBA BSc is MD of Intelligent Retail – providers of Multichannel EPoS and e-commerce websites for independent retailers. If you have any questions you can contact David on +44 (0)8456 800 126 or dmackley@intelligentretail.co.uk
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Page 1: Issue 66 July/August 2011 www.giftf
Page 4 and 5: The success story continues ��
Page 6 and 7: industry news Catch up on all the l
Page 8: industry news industry news Daydrea
Page 11 and 12: Inspiration Formland Inspiration is
Page 14 and 15: We take a snapshot of some of the l
Page 16: and spanking new We take a snapshot
Page 19 and 20: Dexam International Hype Assosciate
Page 21 and 22: est in glass Glassware covers a who
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Page 25: multichannel retailing today The fi
Page 29: At Christmas SIA always sparkles an
Page 32 and 33: now or never What do you consider t
Page 34: A customer is only a customer once
Page 37 and 38: Shared Earth is introducing some fu
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Page 42 and 43: New from Enesco, Little Stars is a
Page 44 and 45: TS Homeware supply items such as St
Page 46 and 47: most wanted Namaste offers an exten
Page 49 and 50: Pins and Ribbons is an award-winnin
Page 51 and 52: Autumn Fair 4th to 7th September 20
Page 54 and 55: summer sourcing For five days in Au
Page 57 and 58: � � kitchen aid Everyone loves
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Page 61 and 62: Charles Churchman +44 (0)2032 876 5
Page 63: “If you don’t want to be copied
Page 68 and 69: PETS ROCK THIS SUMMER Takkoda’s a
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The information and intelligence te
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Home & Gift is the crucial trade ev
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Instant Gifts International Hall B,
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Daisy Roots Hall D, Stand 54A Tel:
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Southfield Hall Q, Stand 49 Tel: +4
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The Art of Eyewear Exhibiting at: H
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Claire Louise Hall F, Stand 38 Tel:
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108 giftfocus Beauty Connection Des
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The Puppet Company Design Point 1,
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Stone Bags Design Point 1, Stand 51
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Lanka Kade Design Point 1, Stand 12
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118 giftfocus CarrieMe Design Point
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Takkoda Design Point 2, Stand 1A Te
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No doubt you are familiar with the
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INTRO NORTH Hall E Charlotte Macey
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Joe Davies’ Equilibrium range of
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Midhaven Hall C, Stand 37 Tel: +44
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Established in 1997, Linda Macdonal
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managing your reputation Nick McAle
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