Ocean Sports Board Riders grows mail order by 40%
Benefits
1 store and board riders websiteMerchandise planning
Purchase Ordering, allocations
Live stock control, seamless web and store replenishments
Low inventory and increased sales
Historical data for accurate forecasting
Web and store based promotions to improve customer loyalty
Customer Loyalty
Evolving a retail business from an antiquated stock control system and manual mail order processes to a fully integrated retail management system can be a daunting step for a smaller retail brand. But for Ocean Sports, the introduction of such a system enabled them to completely rejuvenate their mail order business.
In under two years Ocean Sports moved from mail order to a new online store which helped achieve online business growth of some 40%. Today the system handles web (www.boardridersguide.com) and store replenishments seamlessly, creates bespoke reports and simplifies stock control.
Director James Roberts
"Futura was installed so that any product's availability, via the web or store, could be seen quickly so customers do not get fed up ordering items which are out of stock - and it's taken away a lot of the work," Director James Roberts added, "Importantly not once has Futura let us down."
In addition to live stock control on the web, Ocean Sports can now claim a low inventory and increased sales, as they keep the right sizes of the most popular products; stock turn is reduced and sell through correct for the business.
"Now when customers place their web orders, the information is copied overnight into Futura, orders are generated and customised pick lists sent to our centralised warehouse."
By looking at historical data and sales for both web and shop the managers can better predict the products and sizing required for the next season. This visibility allows managers to decide upon shop and web discounts which can be imposed incrementally.
The team can now run different promotions on the web from in-store.
Background to customer/ customer History
Boardriders UK is the official website of leading surf and snow store Ocean Sports, based in Brighton. The store is a family run business, established in 1989, and is the UK's number one board store. The store is the largest stockist of wetsuits anywhere in the UK with 4000 wetsuits in stock.
The company had a thriving mail order arm which is now part of the web trading operation.
