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Weird Fish digital overhaul captures in store data and allows cross-channel fulfilment

UK lifestyle clothing brand Weird Fish has taken the next step in its digital transformation journey with the ability to capture customer data from in-store transactions and interactions for the first time – allowing the seller to fulfil orders across channels more easily.

The brand has partnered with global solutions partner HSO to introduce a new enterprise resource planning (ERP) system set to revolutionise its customer targeting strategy. This, says the brand, will allow it to increase its stock efficiencies and delivery capabilities, in line with its significant stock level increase thanks to the brand’s transition to a new 90,000 sq ft warehouse facility in Bradford earlier this year.

Jon Goodwin, Finance and IT Director at Weird Fish explains: “Our new ERP system will bring us closer to our customers than ever before. We have developed a detailed understanding of our online customers through our customer data and experience management platform, Exponea, but our new ERP system will take things to the next level. Now, we can enrich our existing data by finding out in store shopping habits and creating an even more personalised engagement approach to inspire customer loyalty.”

To accommodate increased stock availability both online and in store, the new ERP system will allow more customer orders to be fulfilled between channels. For example, customers can now place orders online to be delivered in store, and order items out of stock in one store to be delivered to a nearby alternative.

Jeffrey Hunt, Managing Director of HSO, comments: “Weird Fish has been a visionary retail organisation from its inception.  The company’s pursuit of efficiency, resiliency, and sustainability while always improving the customer experience has been enhanced by the implementation of Microsoft Dynamics 365.”

Goodwin continues: “Our original ERP system needed a drastic refresh in line with our digital acceleration, particularly as we were largely a wholesale business in 2013 and our original system was predominantly B2B focused. Now, our system has been transformed with a B2C mentality at its core. By enhancing our understanding of our customers and transforming our operations to appeal to their shifting needs, we can continue building on our growth while staying true to our values.”

Michael Hughes, Project Manager at HSO adds: “It was apparent from the onset that this was to be a highly collaborative project. The whole HSO and Weird Fish team worked brilliantly together, highly focussed on the Weird Fish internal and end customer experience. The project has introduced several strands of new technology which put Weird Fish on excellent footing for any change their business model presents.”

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