Superdry

Transcript

Craig McGregor: Superdry is a premium fashion brand with a real focus on style and sustainability. Your brand has got to stand for something more than ever. Consumers are more demanding than they’ve ever been. We are an authentic brand and we stand for something in terms of sustainability.

Craig McGregor: What we’ve also got to do is meet customers’ expectations in terms of being omnichannel. In terms of implementing your omnichannel strategy, it’s about taking something that is quite complex in terms of looking at your various channels and how you’re presenting your brand to the consumer, but making it easy for the consumer in terms of how they access it.

Craig McGregor: One of the benefits of RFID is satisfying customer demand. So our customer is shopping on our website. They’re looking for a particular product. If it’s not available through our stock pool from online, it’s fulfilled from a store. We pick, we pack and we send it to the customer.

Laura Wells: The RFID solution we have implemented is Nedap’s iD Cloud. This allows the store staff to do a full count of the store within a matter of an hour and also receiving a delivery within a matter of minutes.

Craig McGregor: One of the things with Superdry that is important to the brand is that we have a lot of choice in our stores. The iD Cloud solution and the functionality around in-store replen has ensured that our availability every day is first class.

Laura Wells: Looking back, the solution was very easy to deploy. The store teams understood it. It held lots of training materials within the actual device itself. And what’s great is that it’s very intuitive.

Craig McGregor: The teams find it very, very easy to use. It’s really been embraced in every store, and we wouldn’t be without it now.

Laura Wells: Nedap differentiates from other suppliers as they seek collaboration between all their customers, always seeking feedback from us. And also it allows us to kind of give our input as well to make sure that we feel listened to as a customer.

Craig McGregor: In terms of the future of retail, what I would say to other brands is omnichannel is here to stay. And omnichannel will become an even bigger part of consumer expectations going forward. So having great stock integrity, having an accurate stockfile, it’s a basic building block that you have to have. RFID will give you that. So it’s a must.

Nedap differentiates from other suppliers as they seek collaboration between all their customers, always seeking feedback from us.

Laura Wells – Operations Manager