Fowlers of Bristol, the landmark motorcycle dealership, select retail solutions from Eurostop
One-stop-shop for motorcycles, equipment and clothing updates retail systems and implements innovative instore technology Sam Fowler, Web Store Manager at Fowlers, commented: “What really makes Eurostop stand out from their competitors is their high functionality, stock management capabilities and extensive reporting system; all of which are essential to aid our motorcycle retail business”. Eurostop has been selected by the long-established motorcycle emporium, Fowlers of Bristol, to enhance its retail management systems. The new Motorcycle EPOS solution supplied by Eurostop will provide accurate management of its comprehensive range of stock, customer-facing till points, and integrate with Fowlers’ website, accounting packages and warehouse. Eurostop will also be supplying its MyShoppr® consumer instore app, which merges digital with the instore shopping experience. Fowlers selected Eurostop’s EPOS for its connected and innovative approach to instore technology, the ability to handle millions of SKUs, with live stock updates across all channels, its advanced but quick reporting, and integration capabilities. In addition, Eurostop’s POS system enables the best possible customer service at till point, with e-pos touch providing an intuitive touch-screen solution that requires minimal training for staff. The twice winner of the ‘Best Multi-Franchise Motocycle Dealer in South West England’, offers a huge range for motorcycle and scooter enthusiasts. This includes motorcycle and scooter showrooms stocking up to 500 motorbikes at a time and over 1000 in the warehouse. The clothing and accessories section covers their own brands, as well as other premium and heritage brands. Aiming to keep one of everything in each colourway, often stocking the full range of popular brands, as well as 250 used bikes means that an accurate stock system is essential. Online and telephone orders also need to be fulfilled from the high tech warehouse, which contains several hundred thousands of parts, held mainly in their semi-automated picking systems. Fowlers has a significant online presence, which will be enhanced in the brick and mortar store by Eurostop’s MyShoppr® app, which provides a virtual, on-demand personal store assistant. Customers will be able to access the app using their smartphones, check stock availability and get detailed product information by scanning product barcodes. The customer has the choice to purchase online and arrange delivery or complete the purchase in store, thus providing the ultimate in omnichannel customer experience. Jude Cruickshank, Business Development Manager at Eurostop said; “We are delighted to be working with such a well known motorcycle dealership such as Fowlers of Bristol. With their great product range and amazing technical expertise, we believe that our retail systems and in store tech will really help to enhance their customer experience.” About Fowlers of Bristol Fowlers is one of Europe’s largest motorcycle retailers. Started in 1926 by Alice and Frank Fowler, and joined by son Harry in 1927, it remains a family-owned business to this day. Fowlers of Bristol includes several spectacular showrooms, a high-tech warehouse, Harry’s Café, Off Road Centre and Servicing and MOT services. Fowlers is dedicated to serving its customers a wide range of products at guaranteed value for money. Their aim is to promote the pleasure and fun of motorcycling, based on over nine decades of experience. Fowlers provides a huge choice of motorcycle and scooter marques together with many leading brands of clothing, helmets, accessories and parts.
Interview with Mike Thornwaite, MD of Leading Labels
We chatted with Mike Thornthwaite, MD of Leading Labels. Leading Labels is a multi-branded clothing retailer with 25 years’ experience selling in out of town outlets across the UK and Ireland. With 18 well-established stores, it provides a range of quality branded clothing including; Weird Fish, Farah, Meyer, Ben Sherman, Wrangler, Lazy Jacks, Nomads, Tigi and Roman Original. Its large modern stores are located in shopping outlets, garden centres, department stores and other prime locations. We discuss how Mike came to join Leading Labels, his views of fashion and retail, and what the future holds Q. How long have you held your current job? Mike: I qualified as a management accountant and knew that I wanted to work in a commercial environment. I worked for a number of years in ATS in their tyre operations, which, being a motor fan, I loved. However, a company reorganisation and relocation stimulated me to look for a change. The retail market has always interested me because of its changing nature – and Leading Labels attracted me as a growing concern. I joined in 2002, becoming Financial Director in 2006, and haven’t look back – I am now involved in the business across all operations and enjoy every aspect. Q. What attracted you to a career in retail? Mike: I think in any career you have to love what you do and have a genuine interest in your product. My interest in retail brands started at ATS – and has continued to grow with Leading Labels and all of our fashion brands. I love the changing dynamics of the retail industry, it doesn’t stand still and you have to keep one step ahead in the business. Q. How do you see the future of retail? Mike: There has definitely been a change in retail over the last few years. It’s now all about the customer experience, which means retailers are having to do things differently. It is no longer just opening the doors to a regimented box with standard fixtures and fittings and the products on display. Today it is all about display and customer service – theatre and experience are demanded and more engagement. The merchandising has to be clever and tell a story, enticing customers in to browse – and hopefully buy. For us at Leading Labels it means refurbishing, refitting and thinking about events in store, such as fashion shows and styling ideas. Online definitely has its place, but I think customers are starting to go back into store to ‘try and buy’ – to feel the materials and try sizes. This is certainly true for our market, maybe not so for tech items where you can compare features online and then buy at the lowest price. Q. How can technology help? Mike: I think technology can help retailers, but you have to pick the right technology for the job, to make sure it makes a difference. I am not a driver of new developments for tech’s sake, but if I can see benefits then I think it can add value to a business. For example, I can see how Eurostop’s MyShoppr can really benefit a store and its customers and is definitely something we might look at. We are always mindful of the demographic of our customers when we change anything, to make sure it is right for them. What piece of tech couldn’t you live without? Mike: Definitely my iPhone. It’s great, I can go out of the office and still function businesswise, so I can keep an eye on things. Skype and conference calls are also really useful to keep connected. However, like all of us, I have to make sure I balance with when I do want to be offline, like on holiday.
The Retail Interviews
We carried out a series of retail interviews with our customers, giving insight into the people powering the brands on the retail highstreet. Find out how these people started in retail, how they see the future of retail and technology that they just can’t live without. Chris Tiso CEO of Tiso Group Tiso is Scotland’s Leading Outdoor Clothing & Equipment Retailer, founded in 1962 by proficient mountaineer Graham Tiso, with his wife Maude in Edinburgh. In 2014 JD Sports invested in Tiso Group and the company has since grown to become a household name. Read the Eurostop Chris Tiso interview. Euan Pringle Owner of Otterburn Mill Situated in Northumberland countryside, the 18th century mill is a ‘destination’ retail outlet, selling high quality textiles and country woollen clothing. It also prides itself on providing a unique customer experience, boasting many original features, archive material, tools and machinery, on show to the public. Read the Eurostop Euan Pringle interview. Tom Jeffrey Head of Ecommerce Jules B has been awarded Drapers Magazine coveted title ‘Best Independent Fashion Store’ an unprecedented three times, with Julian and Rhonda also being honoured with the Drapers Independents ‘Lifetime Achievement Award’ for services to the industry. Tom heads up the online offering dressing stylish men and women. Read the Eurostop Tom Jeffrey Interview. Mike Thornwaite Managing Director Leading Labels is a multi-branded clothing retailer with 25 years’ experience selling in out of town outlets across the UK and Ireland. Its 18 well-established, large, modern stores are located in shopping outlets, garden centres, department stores and other prime locations.Read the Eurostop Mike Thornwaite Interview.
Interview with Euan Pringle, owner of Otterburn Mill
We chatted with Euan Pringle, owner of Otterburn Mill. Situated in Northumberland countryside, the 18th century mill is a ‘destination’ retail outlet, selling high quality textiles and country woollen clothing. It also prides itself on providing a unique customer experience, boasting many original features, archive material, tools and machinery, on show to the public. We discuss how Euan came to the Mill, his views of fashion and retail, and what the future holds. Q. How long have you held your current job? Euan: I have always worked in textiles. In the 1980s, as MD of the family textile operation with modern retail and manufacturing, I travelled the world to promote the business, and in the 1990s, we sold the business on. Sadly the brand suffered when the textile industry took a downturn a few years later. In 1995 I found the derelict Otterburn Mill building located on a windy moor on the tourist route between Scotland and England. I redeveloped the site to what it is today – and I am still in the driving seat over twenty years later. Q. What attracted you to a career in retail? Euan: I have always loved the textile retail business and loved being in the working mill from my early working years. I enjoy getting the seasons’ colours ahead of time, buying to meet the trends months ahead and finding new suppliers to fil the gaps when suppliers go off-piste. Q. How do you see the future of retail? Euan: I think the trends in retail are starting to change and things definitely have a more positive outlook. In the last 10 years, the trend was for the big investment companies to buy up the big chains, slash prices and, I think, caused a lot of damage to the retail sector. Now we are seeing these big chains fall by the wayside as the future of the large stores has gone, which leaves space for more interesting themed retail places. …there is always a place for retailers that can provide a great customer experience and product We have seen the demise of the high street, with property companies not investing in the high street buildings, this, plus high government taxes, have squeezed out the smaller retailers. However, I think there is always a place for retailers that can provide a great customer experience and product and I am optimistic we will see a change in the next six months to a year, once the casualties of the big discounters have gone. The retail market is turning the corner and I think the outlook is positive over the next 2- 3 years. Q. How can technology help? Euan: I think there is a lot of tech at the moment, and some of it is helpful and some of it is not. At the end of the day, your shop floor staff can really make the sale – they can help customers find the missing part of the jigsaw – so technology needs to enable your staff. Brands are starting to realise that stores are the key to brand loyalty, not just selling online. At the end of the day people want to go out and have fun – and enjoy the experience of shopping. Shopping centres are big and glitzy, but they need to refresh the décor and themes to keep customers interested. At the same time, I think if you aren’t using tech as a retailer then you will suffer. What piece of tech couldn’t you live without? Euan: Definitely my iPhone. It’s my lifeline, particularly recently when our email service was down. I do everything on it – I know how to use it and certainly won’t be looking to change!
George Fisher selects Eurostop’s retail solution for sales and in-store cafe
Destination outdoor clothing and equipment store in Lake District, part of Tiso Group, chooses Eurostop retail systems to enhance instore customer experience Eurostop has announced that George Fisher, the iconic outdoor clothing and equipment store in Keswick, Lake District, has selected Eurostop’s POS system for its in-store retail operations. The store, part of the Tiso Group, is using Eurostop’s connected retail solution to manage stock and sales for all clothing, footwear and equipment, as well as at tillpoints. Eurostop’s new Café Mode POS will enable customers to pay for store items, food and drinks at the same time in its top floor café, famous for its far-reaching views. With Eurostop’s solution, George Fisher’s e-commerce, buying and merchandising and live stock and sales reports systems will be connected with the store’s parent company, Tiso Group, which includes Blues Ski.com and Alpine Bikes. The investment will enable George Fisher to provide customers with a wider choice of stock, offer telephone and mail order options and run its own customer promotions and loyalty programmes. George Fisher is known for its strong customer focus, running instore events with guest speakers, film nights and sports clinics for its wide community of outdoor enthusiasts, which have created a loyal and longstanding customer base. The Tiso Group will operate one central stock system, with both unique and shared products on a single platform and one customer database. Directors across the Group will have access to the latest stock and sales using Eurostop’s connected systems, giving complete visibility of the business. Roy Meunier, Program Delivery Manager at Eurostop said; “George Fisher is an iconic destination store for outdoor enthusiasts. It has a longstanding reputation for providing exceptional customer service with its knowledgeable staff and boot fitting and equipment hire. Along with its café and wide range of instore events, it is one of the pioneers of providing a standout customer experience. “The investment in Eurostop will improve the customer journey through all of the Tiso Group’s sales channels, while ensuring that George Fisher is able to retain its own unique relationship with customers. The store will be able to provide customers with an even better service – offering more choice of stock and ways to buy. With Eurostop Café Mode POS the café, already a popular place to visit, will become even more of a hub for customers to enjoy and return to.”
Eurostop partners Visualsoft for Omnichannel Retail Solution
Heard about Visualsoft’s Shared Success solution? Eurostop are pleased to announce that we are partnering with award-winning ecommerce and marketing specialists Visualsoft. Connected retail systems are vital to provide the customer experience that consumers today expect and want. By providing a fully connected solution between Eurostop Retail Systems and Visualsoft’s ecommerce platform, we can offer our retailers a streamlined solution that means that they can manage all of their selling channels and customer loyalty with ease. At Visualsoft, they like to do things differently. They are so confident that a partnership with you, the retailer, will deliver results for your retail business, that they’ve created a commission-based solution – Shared Success. We spoke to Antony Hoyland, Enterprise Sales Director from Visualsoft about their Shared Success solution, and what it makes it different. “With Shared Success we base our fee on a small percentage of your online sales, and in return, we provide you with a range of platform and performance-based marketing services.” “Our specialists work as an extension of your team and are therefore aligned to each of your goals. We are rewarded based on your actual sales and the revenue we generate for your business, meaning that the money you spend on driving your business forward with Visualsoft, is in line with real-time performance.” “The ethos of Shared Success is simple: as you grow, so do we.” And what do the customers say? Mark Buxton, Daniel Footwear commented “We have found Visualsoft to be a very proactive platform and marketing agency, they have helped us consistently grow online every year that we have partnered with them and I cannot recommend them enough.” Through Shared Success, we have already helped deliver growth to retailers such as: Daniel Footwear Jules B Gaynor Sports Otterburn Mill Robert Goddard If you want to find out more, ask to speak to one of our retail experts.
POS for in store cafés, enhancing the brick and mortar experience
Innovative technology designed specifically for retailers to manage in store cafés The Customer Experience is on the rise Winning retailers are investing in the customer experience. Despite many claiming the demise of the high street due to online competition, shoppers are still demanding the experience and services offered by physical stores. Research from RetailEXPO claimed 73% of UK consumers would spend more time and money in stores that offer experiences, not just product. And with 60% stating that they would visit a retailer for their cafés, bars and restaurants, not to mention in-store events such as cookery tastings, wellness classes and music events, now is the time for retailers to embrace experiential shopping. ‘Retailtainment’ is here. To stay ahead, retailers must find new ways to engage customers – while still managing stock, operations and promotions more effectively and cost-efficiently. “An in store café can increase customer dwell time, improve loyalty and encourage repeat visits through a positive experience.” Eurostop Café Mode – streamlining the in store café customer experience Café Mode on Eurostop’s e-pos touch enables retailers to provide an additional dimension to their in store service, providing customers with the choice to enjoy food and drink in their in store café, using the same POS terminal to take payment for goods at the same time. Running themed promotions and offers across the store and café can entice customers to stay longer and enhance their shopping experience. An easy to use till system designed with the busy café in mind The in store café POS combines all of the features of Eurostop’s stock management system and POS system with those of a condensed hospitality module. It includes: Features Quick buttons and optional colour coding on the tillpoint enabling staff to navigate the system easily and take orders as quickly as possible, minimising queuing. Cashiers can switch between ‘Café mode’ and standard till mode at the touch of a button, allowing them to take payment for food and drinks, or goods at the same till point. A Kitchen Order Management system provides separate tickets for food and beverage items sold, and notes where they originate – from the fridge, kitchen or hot drinks machine and links all orders to the appropriate table number, for efficient table service. An End of Life management feature prints labels to override barcodes with any discounts later in the day, as bakery and other foods near their sell by date. Connected retail systems enable management reports and insights on desktop, tablet and mobile for retail and café sales to be tracked at any time of the day, from any location. Seamless customer service, accurate sales reporting and flexibility for promotions Eurostop’s in store café POS provides retailers with an up to the minute view of sales and stock across the business, whether retail stock or café food and beverages. With the latest information, promotions or discounts can also be applied, rewarding customers for loyalty and improving waste and costs management: Benefits Streamlines customer experience, allowing payment for goods and drinks at café tillpoint with connected in store systems. Improves café efficiency and reduces waste by enabling discounts on perishable food items to be increased throughout the day. Enables enhanced customer promotions – coupons can be printed at the till for use with the next customer visit or purchase. ‘One connected retail system’ provides management reports and overview of all retail sales across business, whether café sales or store merchandise. Real-time reports allow managers to make adjustments with discounts or stock replenishment throughout the day to maximise turnover. Quick and easy to use with minimal training, helps staff to take orders quickly, so avoiding queues and providing a better customer experience. For more information on opening an in store cafe, please contact us to speak to a retail expert and talk about our award winning cafe POS mode, or call Eurostop Sales on 0208 991 2700
JD Sports chooses Eurostop Retail Systems for stores in South East Asia
Specialist global retailer of sports, fashion and outdoor brands selects Eurostop’s connected systems for omnichannel operations across Asia Eurostop has announced that JD Sports has selected Eurostop Retail Systems for its stores across Malaysia, Singapore and Thailand. JD Sports have chosen Eurostop’s connected EPOS, mobile POS, ERP, data warehouse and business intelligence and reporting solutions for the region. The connected solutions which will also be integrated by Eurostop to JD Sports’ existing systems will provide a centralised, fully connected stock management and fulfilment system to process online and in store sales in SE Asia, linked to its local country and UK warehouses to efficiently manage its multichannel offering. JD Sports selected Eurostop systems following an in depth market review and in light of the work that Eurostop has completed with the Tiso Group, which is part of the JD Sports Group. Barry Loftus, Group IT Director of JD Sports Fashion PLC said “I am looking forward to working with our strategic partner, Eurostop, once again on this expansion in South East Asia” Hew Poh Yin, Managing Director for Eurostop operations in Asia said; “For large retailers like JD Sports, the challenge is to have a complete overview of stock and sales across a multi-channel and international business. Investing in Eurostop’s connected systems ensures that every item and sale is managed, from purchase through to sale and despatch, across JD Sports’ entire estate in the UK and SE Asia.”
Interview with Tom Jeffrey, Head of Ecommerce at Jules B
We chatted with Tom Jeffrey, who is Head of Ecommerce with award-winning retailer Jules B about his career to date, his views of fashion and retail, and, what the future holds. Q. How long have you held your current job? Tom: I started with Jules B 10 years ago, in the fledgling ecommerce department. There were just two of us in those days, now we have a team of 25, which is a reflection of just how important ecommerce is to the business. Q. What attracted you to a career in retail? Tom: Retail can be fun and at the time, ecommerce was very new and exciting. These days fashion retail has become much more volatile and competitive, but it is always fast moving and constantly challenging, which keeps me on my toes. Q. How do you see the future of retail? Tom: As shoppers become ever more savvy and demanding, and the market gets even more competitive, the successful retailers will be those that stand out from the crowd. To do this you need a point of difference, something that is unique to your brand. It is the very essence of retail, you need to have a nose for what people what, you need to be able to spot trends and the up and coming designers that can deliver on those trends. When you pick your brands you need a mix that is unique to you, some commercial and some that are niche but avoiding the brands that are over-saturated. Q. How can technology help? Tom: It is important for retailers to focus on what they do, and do it well across all the different channels. They need to ensure that the customer experience is good and consistent both instore and online. There are a lot of gimmicky tools and apps out there, but most of them simply aren’t viable. My advice is to not get carried away with fancy technology but make sure that your back office systems can manage your stock efficiently, so that you are able to meet your customer demand and have the information available to your staff to deliver a great customer experience. Q.What piece of tech couldn’t you live without? Tom: Without doubt my iPhone X. As well as all my personal stuff, thanks to the iPhone I can do my job pretty much from any location.
Interview with Chris Tiso, CEO of Tiso Group
We chatted with Chris Tiso, CEO of Tiso Group, about the challenges for retail and his views on how retailers can meet them. Tiso is Scotland’s Leading Outdoor Clothing & Equipment Retailer, founded in 1962 by proficient mountaineer Graham Tiso, with his wife Maude in Edinburgh. In 2014 JD Sports invested in Tiso Group and the company has since grown to become a household name, with 21 outlets in Scotland, England and Northern Ireland, including the George Fisher business in Keswick. We discuss how Chris came to be CEO, his views of retail and his particular sector and what the future holds. Q. How would you describe your current role? Chris: My role is varied involving the day to day decisions as well as strategic. While Tiso Group is not a huge business, it is wide and varied, with our four fascia and multiple product categories – Tiso outdoor & mountain, Alpine Bikes, Blues the Ski Shop and George Fisher, our iconic outdoor store in the Lake District. My energies and focus are both strategic and operational, spread across the business in marketing, product innovation and business development. I have a clear vision for the future of the company and that needs to be articulated and translated into a deliverable plan. An important part of my role is also to support and facilitate the team to take ownership & implement the plan. Q. How long have you held your current job? Chris: I had been working on the retail side of the business gaining valuable experience when my father’s accident accelerated me into the position of CEO at just twenty-one, and I haven’t looked back. Q. What do you love about retail? Chris: Today presents challenging times for retail and there is no doubt that it’s a difficult business. However, what I do love is the sector that Tiso operates in. My family is passionate about the outdoors – it’s our history and great to be involved in a business which encompasses that – from watersports to ski-ing and biking. It’s both fun and close to my heart. I see myself as quite creative and retail gives you an opportunity to be just that. Not just within the store environments and customer journeys, but also developing brands. Our business is about eliciting emotional responses from customers. I grew up in a generation when people lived to work, but this has changed now to a culture of work to live. People now work hard to save money and buy the skis, tent or bike, to get the experience that they want. Going into the outdoors makes them feel alive. I like to think that we are in the business of evoking that emotion. We are helping people develop or follow their passions for the things that define them. We are part of their adventure and their story and that’s exciting and very rewarding. Q. What do you thinks is the future of retail? Retail has certainly got more competitive – and I think it will only get more so. So it’s a challenge and an opportunity. It may be a cliché, but the tougher something is, the more it brings out the best. It forces companies like us to be self-scrutinising and critical, as well as imaginative and creative about how we evolve to remain relevant to changing consumer demands and expectations. Chris: The customer wants different things and experiences, and in different ways, and we’ve got to meet those expectations in order to survive. We have to be original and good at what we do – and that is a real call to action. Everything is fast paced and as a business we have to work hard to keep up. We have to be very clear about what we stand for, what we do and why we do it – and be confident that we are doing it as well as we possibly can, because the alternative is not good enough. These challenges create exciting opportunities to do things differently. Q. How can technology help? Is there something the industry needs Chris: I’m only a fan of technology when it has the ability to enhance our lives, not technology for tech’s sake. I apply the same principle to our business. I am excited by technology that can help us. I prefer simple solutions to complex and I always ask; what can it do to improve the customer journey, enhance the customer experience or enable us to run our business better? Q. What piece of tech couldn’t you live without or trying out? Chris: There’s no tech that I couldn’t live without – in fact I am happy to take off into the wilds with no tech at all. But I am looking forward to getting a dashcam – I spend a lot of time on the road and sometimes shocked by what I see, recording it makes me feel more in control of the situation.