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Established in 1980, Peter Newman Shoes has a reputation for providing comfortable, quality shoes at a very reasonable price. A family run business renowned for its customer service Peter Newman Shoes has invested in Eurostop software to manage stock across its 14 stores in the South East as well as launching a new website (www.shoes2udirect.co.uk). The company has been using Eurostop WinRIMs at head office and WinPOS at till point successfully for over two years.
Greater business understanding
According to Mark Newman, Managing Director at Peter Newman Shoes; “We have seen tremendous benefits since we have had Eurostop’s solution in place. It has given us a much better understanding of the business. Having been involved since my early career, I thought that I knew the business inside out – but some of my assumptions turned on their head when I looked at the reports generated from Eurostop.”
Using data from the reports the company has been able to significantly increase profit margins through improved control of stock, reducing wastage and more accurate stock takes. In addition, the reports have identified the more profitable suppliers, enabling Peter Newman to negotiate lower prices and smaller deliveries to improve profit.
Increased profit margins
“With more accurate data we can see a complete picture of the business - from management accounts to operations. We can now make better informed decisions about when to mark items for sale and when to hold promotions,” explained Newman.
With sales margin reports available every Monday morning, Mark Newman and his team can see whether sales are on target for profit and adjust promotions. Accurate sales data has also enabled the stores to identify peak trading times and adjust staff numbers and rotas accordingly.
“Since we implemented the system we have actually seen a culture change within the company. It has taken us from the mindset of a small independent to a fully fledged multi-channel retailer as we expand our stores and offering,” said Mark Newman.
Improving Customer Loyalty
The stores capture customer information at till point, which has enabled the company to run company loyalty schemes and promotions, and even contact customers to remind them when childrens’ fittings are required.
“In the past we have spent marketing budget on newspaper advertising in a scatter gun approach, without really knowing where our customers are. Now we can be more targeted with our promotional activity.” said Mark Newman
New website meets changes in retailing
The new website developed by Eurostop is part of Peter Newman’s expansion plans. It has been developed to reflect the company’s image and integrate with the business’ stock system, providing customers with the opportunity to purchase online. The company also plans to place kiosks in store, enabling customers to check and order different shoes in alternative styles and colours that may be in stock at other stores. Shoppers in smaller stores can view all stock and so have more choice.
“The website and in-store kiosks really extend the offerings of our smaller stores. It provides a seamless extension to our business that delivers what customers want. The nature of retailing is changing and we recognise that,” said Newman. “Launched in October, the site is already recording sales every day that will add significantly to our turnover.”
Peter Newman Shoes was particularly pleased with the implementation of the system and the expertise that the Eurostop team offered; ”We liked the idea of a simple solution – one monthly fee that covers development and support. I was also delighted with the project management of the e-site, Eurostop really understands the nature of the retail business and their expertise has been invaluable.”
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