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Elys of Wimbledon adds loyalty system

By Retail Technology | Thursday October 24 2013

Customer technology at flagship store complements upgrade of EPoS and stock management systems across independent department store group to boost sales

Morleys Stores Group, a London-based independent department store group, including of Elys of Wimbledon alongside Morleys Brixton and Tooting, Roomes of Upminster, James Selby and Bodgers of Ilford, is adding Futura loyalty, electronic point-of-sale (EPoS) and stock management systems across its estate.
The flagship store, Elys of Wimbledon, will be the first to implement Futura4Loyalty in its beauty department, which is an important product category for the store. Managers will offer customers a range of cash-based rewards to exchange for free products in addition to exclusive invitations to shopping and beauty events.

Proactively engaging customers

Neil Stockton, Morleys Stores Group finance director, believes this will allow Elys to, “compete on a level playing field and engage with our customers in more proactive way”.
He added: “Futura4Loyalty will entice our customers to stay loyal and spend more, in return for some great rewards and this will be one of the ways we continue to improve our like for like growth, hopefully giving us an extra 3-5% of sales for the Ely’s store.”

Single technology platform
For Morleys, software is just part of the solution. Getting the marketing activity right and generating a good customer response is also key. Stockton explained: “We’ve already got a software platform that we’re happy with, so it makes sense to use Futura’s integrated solution rather than choose an unproven external party. If successful, we’ll be rolling out the scheme across our other stores.”
Stockton also commented on the Futura EPoS and stock management roll out throughout the company. “Ensuring a common technology platform across the group will improve data accuracy and give the management team a single consistent view of the business to improve decision making,” he said. “Real-time information will help us spot trends more easily, avoid lost sales and achieve optimal stock levels across all our channels.”