Premium skiwear and specialist winter sports retailer replicates successful in-store boutique approach to online sales channel
47 Degrees, the premier skiwear and specialist winter sports retailer, has selected Eurostop systems to support its new Internet business. A dedicated user of Eurostop’s retail management and EPOS solutions for the past four years at the company’s store in Fulham, 47 Degrees has selected Eurostop’s e-commerce system to power its new website for existing customers who are unable to visit the London store and promote the company’s unique range of merchandise to potential new customers and markets outside the immediate London catchment area and outside the UK.
In addition, 47 Degrees was looking for a solution that could integrate its stock and warehousing management activities with the company’s in-store and new online sales activities as Marcus Wilson, Director and Owner of 47 Degrees explains:
“A bricks and mortar shop is conducive to providing a personalised service to our customers. However, not all customers are within easy reach of London and they want to buy our products within the comfort of their home. Now, customers can experience a boutique shopping experience at the click of a button. At the same time, the Eurostop system helps us keep track of which items of merchandise are the most popular so we only ever stock what we need, keeping our in-store environment uncluttered and ensuring customers always receive the products they want when they want them.”
Eurostop has given 47 Degrees a distinct advantage over the competition by maximising the tightly-knit user community that has grown since the company’s inception: “Some of our customers have been with us for over 20 years. We have tremendous customer loyalty and wanted our Internet business to reflect this and take it forward. For example, if a customer wants to know more about one of our jackets, we will have virtual hangtags, where the information you would expect to see on a jacket in the shop, will appear on the website, giving the customer everything you need to know about the jacket in layman’s terms – what it is made of, how it should be cared for, how it should be stored as well as the commercial aspects such as price. Eurostop helps us give customers easy-to-understand and detailed information, quality merchandise and excellent service,” Wilson continued.
By using Eurostop’s e-commerce Customer Loyalty module, 47 Degrees will be able to email promotions and special offers to customers quickly and effectively. In the future, 47 Degrees believes this will give it the ability to launch into new areas, such as Tennis, to boost business during the traditionally slower summer sales season.
The Eurostop system provides comprehensive reporting and enables 47 Degrees to link together its in-store and e-commerce businesses and monitor the effectiveness of both. For example, specialist boot fitting can only be done effectively in person but is advertised on the company website. The day after the website launched, there was a sharp increase in the number of new and existing customers wishing to take advantage of 47 Degrees’ specialist boot fitting service.
Deborah Loh, e-commerce Manager at Eurostop commented, “As retailers move beyond a traditional store environment, it is important that they have an integrated retail management system capable of linking, monitoring and supporting their various sales and communications channels. The Eurostop system has been designed to provide all the functionality required by some of the UK’s largest fashion retailers, yet remains easy to use, and suitable for the requirements of smaller chains as well. This ensures that retailers like 47 Degrees will only ever need to buy one system, safe in the knowledge that the system will adapt and grow with them as their business expands.”