The Client
The Client is one of the largest homewares retailers in Britain. It has more than 120 stores, with an average sales area of 30,000 square feet, and its online store features 24,000 products.
The Challenge
The client has a made-to-measure blinds and curtains ordering software that is available in its stores.
The first iteration of this bespoke software development was delivered by a web design agency that had no knowledge of .Net application development. The agency also failed to tailor the application to the client’s business strategy.
Inevitable issues arose with the software, in January 2013 Crimson won a tender to make the software functional and bring it to the market.
The Strategy
After developing the application to a usable standard, the first phase of the client’s made-to-measure software project went live in September 2013.
The software initially had a limited capacity of a total 40 simultaneous users across all of the client’s branches.
As demand for the made-to-measure product grew, the software began to struggle so Crimson scaled-up its capacity and it can now be used by 200 concurrent customers.
The ROI
The client’s customers are now able to order made-to-measure blinds and curtains, choosing from 4000 fabrics, via the bespoke in-store software.
They can access ‘context sensitive’ help throughout their buyer journey and measurement reference imagery. They can also view real time price calculations, edit their basket, and track orders.
The software presents upselling opportunities to the customer and automatically produces production specifications that Dunelm’s manufacturers use to make the made-to-measure products.
It also provides manufacturers with a production action list dashboard and company leaders with KPI reports, so they can manage the performance of individual stores.
The client seen its sales increase by 7.8% in 2014 and 13% in 2015. It attributes this growth to the increasing popularity of its made-to-measure curtains, as well as bed linen and furniture.
It has plans to increase its store portfolio to 200 and become a household name in the UK.
The Client’s Words
The client said: “It has been a busy and very successful year and the business is in better shape than ever with good momentum and clear plans for further growth.
“Customers continue to respond well to our specialist homewares offer and we have made strong progress in all elements of our growth strategy.
“These days customers have a huge choice of where to shop and competition in retail is fierce. Being able to offer our customers a personalised made-to-measure service with Crimson’s product and support, is enabling us to capitalise on this shopping trend and grow our business.
“It also enables us to offer our customers a wider range of products based on their preferences, so we can really understand their needs and requirements.”
Crimson help major retailers to amplify their IT strategies to achieve their business objectives, increase sales, and streamline operations.
Our clients include Missguided, House of Fraser, Ideal Shopping Direct, Dunelm Mill, Matalan, GO Outdoors, Morrisson’s, JD Sport, Lloyds Pharmacy, and Shop Direct to name but a few.
To discuss how Crimson’s bespoke software development and retail technology strategy services could boost your sales please contact 01675 466 477 or marketing@crimson.co.uk.
