Boardsports brand implements retail technology to support international growth

Multilingual, multi-tax
“Our existing IT solution wasn’t geared towards the international needs of our growing business,” says Steve Hazell, Retail Manager at Billabong. “Given that we operate in several different countries, in multiple languages and some with unique taxation requirements, we needed a proven system which was easy-to-use, multi-lingual and fully automated.”

For instance, in the UK, the system has to deal with there being no tax on childrenswear, and buyers often need to add information on products from other suppliers, sometimes remotely using their laptops.
Hazell says that the new solution gives Billabong the necessary management tools to run the business more efficiently, such as instant visibility of stock levels and performance across Europe, access to full customer or supplier details, and the ability to control supply lines more accurately from its new 80,000 sq.ft. distribution centre (which opened earlier this year in France).

“One of the key drivers for this project was the ability to offer better customer service at the point-of-sale and a fast queue-busting facility for busy periods; not to mention a more accurate stock information and efficient query system. On all counts, VCSTIMELESS provided the level of solution we were looking for,” he says.

Developing the retail business
Billabong currently has around twenty company-owned stores across Europe and Hazell says it has plans to grow as suitable opportunities arise, whilst not compromising its core business as a wholesale driven operation which sells to surf and board sports stores worldwide.

“Retail offers Billabong an opportunity to showcase our product portfolio and this helps us drive brand value and awareness,” adds Hazell. “In these situations, it’s critical that the IT platform is both robust and efficient, and sits comfortably within the retail environment.”

“We chose VCSTIMELESS because it’s the only truly international retail software vendor for a retailer like us, and it was fundamental to our growing needs to integrate regional and country specific retail practices, like fiscality and legislation, as well as have instant support for our staff in their own language,” concludes Hazell.
Anticipated benefits of the new system include:

• easier to use and learn for store staff
• improved (more informed and quicker) customer service, especially at busy times
• significant reductions in surplus and discounted stock through improved forecasting
• fewer returns to the central warehouse
• cost savings and increased performance
• less shrinkage
• improved accuracy on inventories
• less paperwork, so considerable time savings
• fewer errors than with previous manual processes (e.g. supplier tracking)
• real time information and improved management reporting

About Billabong
Billabong is involved in the design, production and distribution of surf and board sports’ apparel and accessories for male and female markets. Billabong’s products are sold in more than 100 countries by its directly controlled operations in Australia, New Zealand, North America, Europe, Japan and Brazil and through licensed operations and distributors in other regions. Sales in 2005 were 843,6 million AUD, a net profit increase of 44.1 % on the previous year. Billabong’s products include board shorts, t-shirts, swimwear, bags and accessories, sold to surf and board sports shops worldwide. Billabong is the leading surfwear apparel brand in Australia.

“We chose VCSTIMELESS because it’s the only truly international retail software vendor for a retailer like us, and it was fundamental to our growing needs to integrate regional and country specific retail practices, like fiscality and legislation, as well as have instant support for our staff in their own language.”
Steve Hazell, Retail Manager, Billabong