There used to be a time when the board would set out its aims and objectives for a retailer and IT would then try and make sure the technology in place was, at best, an enabler. IT was a challenge to overcome. That’s no longer the case. Technology decisions are driving change; and with the new norm of omni-channel and consumer tech penetration driving the majority of retail growth, companies who can bring IT into the business at a strategic level are pulling away from those with a more traditional outlook.
Technology has become more than an enabler. It is shaping everything from business processes to in-store experiences. In other words, technology is finally driving and delivering the promise of brands. It’s not an exaggeration to say that the technology you choose will dictate how you operate, how your people work and how your customers will view you.
Just before Christmas BT Expedite completed a project with Fat Face which highlights just how important IT is in delivering on brand expectations – and how beneficial it can be to have technology driving change.
The Fat Face initiative was focused on a complete replacement of the EPoS system. As a project, it’s impressive enough in its own right; it was delivered in half the usual time (just nine months), and withstood the rigours of a record-breaking peak trading period in its first few weeks of operation.
The solution – what we call our Connected Hosted Retailer suite – covers a whole range of things including: EPoS (Store 6.3), Sales Audit, and Customer Relationship Management; a managed payment service, specifically designed to meet the PCI DSS standards; and an e-learning solution – BT View – an intuitive online training and messaging platform delivered through the EPoS.
All that is worth shouting about on its own… but the fact that all of this is hosted on a cloud-based platform represents something bigger; a step-change in technology’s place within the business. Fat Face now has a centrally managed IT infrastructure that’s fully in line with its needs as a business and its ambition as a brand.
Fat Face has bags of personality and a sense of adventure that runs right through everything, from its history (set up by two friends supporting their skiing adventures in the Alps) and marketing campaigns to its products and people (or ‘crew’ as they’re known in the business).
It’s the kind of business that wants and needs real flexibility and agility. It has to grasp opportunities as they become available and deliver the experience customers expect. That was impossible within the limitations of the legacy EPoS system. Change was a slow, costly exercise – and the company’s ambitions were being stunted by its technology. Multichannel retailing was a patchwork of different systems that ended up forcing store staff to jot down orders details on bits of paper before phoning the call centre to check for stock, or even using their own smartphones to place online orders for customers!
That’s definitely not the case now – and the benefits are being felt throughout the organisation.
So why exactly is this so aligned with delivering on the brand promise?
Firstly, people. Fat Face crew tend to be young and tech-savvy. So when it comes to using systems, they naturally expect the same level of user experience they get from consumer technology, in terms of accessibility and usability. The new EPoS is intuitive by design, with context sensitive onscreen help buttons to bring up instant step-by-step ‘how to’ guides. This helps get new crew members up to speed quickly, while simpler processes free them to spend more time with customers. The business has saved hugely in annual training costs as till training has been cut from 1 week to just a matter hours for each sales assistant. This also drives staff satisfaction as new people very quickly become effective members of the team.
Secondly, for a brand like Fat Face, moving quickly and grabbing opportunities is in its DNA. The new system means opening new stores is a much easier, quicker and more cost-effective process. IT resources and processing power can grow and shrink as needed. With less CAPEX required, there’s less risk and with no servers to support, lower planning overheads for new stores. As a result Fat Face is much more responsive – for each new store, everything can be deployed, or decommissioned, remotely. Having no need for on-site hardware also means that stores can be located in smaller sites such as stores in seaside resorts (there’s even one on Aviemore) or in temporary locations as pop-ups.
This ease of expansion breaks down borders as well. Crabtree & Evelyn, the first UK retailer to make the move to BT’s cloud-based system, has recently expanded operations in Germany and the timescales and processes involved were not that much more complicated than opening a new UK store.
These on-demand POS pioneers, like Fat Face and Crabtree & Evelyn, are likely to be followed by something of a landslide in the next few years as attitudes towards technology within retail organisations change and businesses seek ways to invest less while remaining at the forefront in terms of business capabilities. As a result, we’ll see IT being brought right into the heart of the organisation, with technology initiatives that push the business – and the brand – forward.
Posted by Josh Pert, CEO, BT Expedite & Fresca
Hey! You! Get POS on my cloud
Crabtree & Evelyn has evolved from a small, family-run business – specialising in fine soaps from around the world – to an international organisation with outlets in ten countries, from Australia to the US.
But up until recently, the company’s 37 UK stores were using dial-up connections and an outdated point of sale (POS) solution. In a multichannel world, with sky-high customer expectations, the existing set-up had taken the company as far as it could.
With payment card industry (PCI) compliance putting even more pressure on, the overworked IT team decided it needed a smarter system – one that helped support multichannel trading, meet PCI compliance and free the team to push the business forward.
Because we can provide a one-stop shop for retailers we were able to come up with a complete solution built on:
And that one-stop shop approach extends to support as well – Crabtree & Evelyn have just one number to call if there any problems. You can read the full case study here.
Video: watch IT director Tim Johnson explain why Crabtree & Evelyn chose BT
So how does the cloud help?
Well, by not having to buy and maintain all the hardware, Crabtree & Evelyn benefits from an infrastructure as a service approach. Virtual data centres offer far greater agility and resilience than traditional set-ups, while the total cost of ownership is reduced with charges based on usage.
Added to this is the attraction of an OPEX investment model through a cloud-based system.
The managed payment service aspect of the integrated solution also means Crabtree & Evelyn doesn’t have to worry about keeping up with an ever-changing PCI standard. That’s now our problem. But the real value comes in bringing all of this together in one solution from one supplier – cutting through the complexity.
Article by Steve Thomas, Chief Technology Officer, BT Expedite