European expansion
through franchising
Induyco selected VCSTIMELESS' Colombus
Retail EPoS solution to
replace its outmoded legacy system which was
too complex,
entailed high cost of ownership and was
no longer adapted to the retailer's ambitious European development strategy.
Under the Tintoretto fashion brand, Induyco already generates 50% of its business
outside its domestic market. This figure is
expected to rise significantly in the next
few years, with numerous new store
openings scheduled across Europe, mainly through the development of its franchising
operations. As well as proven international success and client references within
the apparel sector, mandatory features of the new EPoS system
were:
- Multilingual (a minimum of 5 European
languages were required), multi-currency and
multi-tax.
- Multi-channel, capable of managing all
their store formats including owned branches,
concessions, franchising
and mail order operations.
- CRM flexibility.
The new EPoS system had to support local CRM strategies
and functions,
guaranteeing that
customer service practices were tailored to
each market, whilst at the same time centralising
key information
for global analysis.
Induyco's objectives were clear. For maximum
performance the new EPoS solution must align
with their European
strategy enabling the right balance between
local autonomy and central control and consolidation.
Rollout
must be fast and low cost. Staff training
must be fast and easy.
Project management
Induyco selected the VCSTIMELESS EPoS retail
solution in November 2002. Colombus was
deployed in several phases.
Step One: Project management team established
and project managers appointed. Site surveys
conducted
of all Induyco's stores (owned and franchised),
and an analysis of all interfaces required to
ensure full interoperability with other suppliers'
systems.
Step Two: Interface development which lasted three
months.
Step Three: 3 pilot stores tested for a further
period of three months.
Step Four: VCSTIMELESS deployed Colombus into
40 of Induyco's owned stores in Spain.
Step Five: VCSTIMELESS deployed Colombus into
24 owned stores abroad.
Step Six: Rollout to a further
100 Spanish and 89 international stores.
A total
of 20 VCSTIMELESS staff across 7 different
teams took part in the Induyco project. The teams
involved included pre-sales and sales, consulting,
R&D, installation, training and help
desk. Induyco's
project team was managed, among others, by Juan
María Izquierdo, International Retail Director.
He was assisted by Ramón Yepes,
Investrónica´s Technical and Development
Manager, Inmaculada Maroto, Systems and Communications
Manager and Miguel Angel Carilla and Ramón
López Vellón, Development and Support
Department.
Benefits
With a 99.99% polling rate, the availability and
accuracy of data now being handled has led to
faster and more effective decision making. At
head office, the new system allows Induyco greater
control and improved visibility across all its retail
store operations. Individual stores are
able to reply more rapidly to customer demand
thanks to fewer out of stocks and optimum availability
of size and colour options. Staff in-store benefit
from advanced
functionality and ease of use of the Colombus
Retail point
of sale applications as they become more efficient,
freeing
up time on the shop floor with customers.
New CRM capabilities have led to more personalised
services and service levels have risen significantly.
An Induyco customer can now shop across Europe and
will be recognised via their loyalty card whether
in Madrid, Porto or Paris!
Other benefits include:
- Increased staff motivation
and efficiency as less time is spent on administrative
tasks.
- More successful promotions as existing
customers are targeted through mailing campaigns
thanks
to the Colombus CRM solution.
- Out of stocks
reduced by 15%.
- Revenues increased by 9%.
- Service levels increased
by 30%.
- Supply chain efficiencies.
- Cost of ownership reduced
by 15%.
About Induyco
Induyco is one of Europe's largest
fashion retail manufacturers with a production
capacity in excess of 12,500,000
garments per year. Induyco
is the main supplier to the El Corte Inglés
Group, Europe's leading department store chain
and one of
Europe's largest
fashion retail groups. It
has 250 owned and franchised stores under the
Tintoretto,
Cedosce, Sintesis
and Amitie
brands in Spain, France, Holland,
Belgium, Portugal and Germany which are aimed
at the
fashion-conscious
20-50 year old woman. Created
in Spain in 1955, Induyco employs more than
4000 staff.
Induyco is
one of Europe's most established
fashion retail groups using the latest textile
manufacturing
technologies. |
