Ben Sherman expands retail operations with support from Eurostop

Ben-Sherman-window-8Eurostop systems lead to optimised staffing levels in store and better customer service for customers

Ben Sherman started making shirts in the 1960s from a small factory in Brighton. In 1963 he founded the Ben Sherman brand. Although best known for its shirts, Ben Sherman today presents a complete lifestyle product offering and has a presence in over 35 international markets.

Continued Expansion

Having been acquired by US Oxford Industries in 2004, the brand has some ambitious retail expansion plans. The global stand-alone store portfolio is scheduled to grow from twelve stores (Jan 2007) to nearer thirty by the end of 2008. Chief Executive Miles Gray commented, “We’ve the appetite to be on the same retail level as Calvin Klein and Ralph Lauren in the next five years.”

Proven Solution

To support these plans in the UK Ben Sherman required a new Retail Management and EPOS system. Eurostop was selected to provide the crucial systems that would enable the company to closely manage its growth.

Eurostop e-rmis retail management system was installed at head office in November 2003 and its e-pos till systems has been rolled out to the concessions as they have opened. All locations are linked by ADSL broadband enabling cost effective, real time communication and sharing of data between the concessions and head office.

Easy to use

The Group IT Director at the time had previous experience of the Eurostop systems; “When the company decided to look for a new supplier, Eurostop was the natural replacement. The solution was a proven system and Windows based, making it easy for staff to use and keeping training costs to a minimum.”

Ben-Sherman-Weller-DrapersOne of the key reasons for selecting Eurostop was also its proven ability and fast implementation times. “Given the customisation that we required, Eurostop’s reaction time to the project was very impressive – much faster than any of its competitors. We have been very pleased with the tight deadlines that Eurostop has adhered to and their flexibility in assisting us to open six shops across the UK in as many weeks.”

Flexible Reporting

The Eurostop system comes with its own report writer which has enabled Ben Sherman to design its reports so that data is viewed in a way that suits the company. They are now able to analyse sales, margins, stock turnaround and stock cover on its wide range of stock. At a glance they are able to see what is selling through and what colours and sizes are most popular.

Tailored staffing levels

The company also uses Eurostop’s customer counting solutions, to measure footfall across its stores. Data from the footfall counter is linked to e-rmis at head office. Using the e cubes Business Intelligence module, specifically designed for merchandisers, Ben Sherman analyses the data to monitor sales against volumes of customers and staff working on the shop floor.

Using the data has enabled Ben Sherman to ensure that staffing levels are adjusted to meet peak times, providing a more efficient service to customers. Similarly the company has been able to improve operating efficiencies by reducing the number of staff at quieter times.

Excellent Customer Service

Ben Sherman is well known for being a truly British brand and as such the company, in the UK, makes every effort to support other British businesses. This is another plus point for Eurostop. According to Ben Sherman; “Eurostop is small enough to care about its customers and large enough to deliver a robust solution. The people there are what really makes the difference and we have access to the principle directors.”

The products are continually evolving and Eurostop works with its customers to ensure that pertinent functionality is included in its development schedule including specific features for retailers with multiple concessions.

When asked to summarise the Group IT Director at Ben Sherman said, “The Eurostop system works well and is good value for money. But what makes the company stand out from the crowd is its customer service. I can go home at night and at the weekend knowing that if there is a problem it will be dealt with timely and efficiency. It gives me great peace of mind to know that Eurostop is on the case!”

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