Fashion and lifestyle brand Superette has not looked back after introducing a wide range of omnichannel best practices to their business. Powered by Retail Express’ POS software and an integrated, agile cloud-ecosystem, they can now:
Superette owners and friends James Rigden and Rickie Dee set up their first bricks and mortar retail space on Drake Street in Auckland in 2002, with a goal to create a collection of curated fashion and lifestyle goods from around the globe.
Fast forward to today, and Superette has cemented itself on the map as one of Australasia’s leading style destinations. Now encompassing 12 retail stores and a flourishing online presence, the Superette brand has become a one-stop shop for all things exciting, desirable and unique.
Curational buying ensures every product has a story and relevance to Superette’s ethos, influenced by the flow of the zeitgeist and trends of the fashion industry.
“When it came to rolling out Retail Express, it was really easy – the implementation team were there for us from the start, the training was great, and there were plenty of support materials. Our staff at both head office and store level found it very easy to embrace.”
– James Rigden, Co-Founder
Earlier, as Superette expanded beyond a few stores, they found their retail POS software was increasingly restricting the innovative practices they were keen to roll out. Although their current system was cloud-based, it was not designed for a multi-store operation. A steady stream of headaches ensued.
While researching options, it became clear that Retail Express was the best fit for their needs.
"Our old POS software system was becoming a major burden instead of an enabler... We wanted a new solution that ticked a lot of boxes: cloud-based to avoid the overheads of managing physical servers, designed for multi-store and multi-channel, easy to use, agile so we could experiment and introduce best practices, affordable AND with support and operations located within our time zone...choosing Retail Express was an easy decision. It ticked all the boxes.”
– James Rigden, Co-Founder
James and Rickie see innovation and agility as two primary sources of competitive advantage.
By constantly pushing the boundaries of retail practices, they can offer a unique customer experience and continuously improve operational efficiency. With flexibility in their business operations, they can adapt to the increasingly dynamic retail market.
To enable their objectives, they’ve focused on building an ecosystem of feature-rich, agile cloud software systems with highly flexible integration capabilities.
At the core of this ecosystem is Retail Express – giving real-time sales and customer data and a best of breed in-store Point of Sale system. It also arms them with sophisticated omnichannel inventory and fulfilment management processes. This recipe for success is augmented by Black Pepper for eCommerce, Phocas for Business Intelligence and EMARSYS for Marketing Automation.
By upgrading to the advanced omnichannel operations, Superette has inevitably created a need for more sophisticated systems for planning inventory across stores and distribution centres. Each store needs the right inventory mix for in-store and web orders. Consequently, they need to plan for a more complex and interdependent demand pattern.
With Retail Express in place, Superette has been able to gain complete, real-time visibility of:
They’ve also introduced smart rules to identify the optimum location to fulfil a web order based on geographic proximity to the customer. When this happens, the inventory covers the items on order.
By using in-store surveys — one of Retail Express’ marketing and loyalty features, Superette’s store staff can capture critical profile data on their customers. This can then be leveraged by the powerful marketing automation capabilities of EMARSYS.
Superette can automate marketing campaigns with exclusive promotional coupons that offer the right product at the right time to drive repeat sales and loyalty. With birthday and anniversary month captured using the Retail Express in-store survey, Superette can now automatically send campaigns to all applicable customers with promo codes valid for 30 days from the issue date.
While the future of retail looks to be increasingly dynamic and challenging, James believes that businesses with the right capabilities and the ability to embrace change should see many opportunities. With a cloud-based omnichannel ecosystem that integrates best-in-class software solutions, Superette is now more than poised to embrace any changes ahead
Cut down on the duplicate work and meet your customers wherever they are. Reduce lost sales and increase your margins with Retail Express.
