6 Stores | Fashion | Multi-store | AU
How AU multi-store retailer uses Retail Express POS software for a centralised, more personalised omnichannel experience
Return on Investment Summary
Another omnichannel success story, this retail case study reveals how switching to Retail Express cloud POS (point of sale) software, Brava Lingerie can now:
Create a best practice omnichannel retail experience
Reduce inventory costs by 30%
Dramatically improve their inventory efficiency
View real-time stock levels — for more for sales & to perform in-store pickup
Use multiple methods to calculate reorders, minimum stock quantities, run rates and sales forecasts
Offer more personalised customer service through CRM, loyalty and marketing tools
The Company
Brava Lingerie was founded in 2006 after identifying a niche market need in women’s lingerie. Proving that dedication and a passionate focus on customer service pays, they won the Best Customer Service Team and Best Online Customer Service initiative at the 2019 Retailer Awards.
They cater to today’s 40% of the Australian female population who wear bras with a cup size of DD or higher. Traditionally, lingerie retailers have only carried 20-25 different sizes resulting in a sub-par category offering for women requiring larger sizes. Brava Lingerie offers 108 sizes.
“Many Australians grapple with the idea of a DD cup-sized woman, but in fact DD cup is a very regular size”— says Lin Windram, Co-Founder Brava Lingerie.
Brava have now risen to become Australia’s leading retail store for D-K cup lingerie, swimwear, sports bras, maternity bras and bridal lingerie.
The Problem
When Brava Lingerie looked to expand from a single store operation back in 2010, they knew the basic retail software would not support their business growth.
The Results
Retail Express has helped Brava Lingerie achieve the following:
Reduce Inventory Costs By 30%
Brava Lingerie identified long ago that they held 30% more stock than they could afford.
With Retail Express, they could view stockturns, identify slow moving stock, and dramatically improve their inventory efficiency. During stocktake, variances are tracked within Retail Express to accurately pinpoint where errors have occurred.
Complete visibility allows Brava to share accurate data with staff, and together they can continue improving processes and minimising errors.
The team can now use multiple methods to calculate reorders, minimum stock quantities, run rates, and sales forecasts for any business or supplier.
Centralised buying is now possible as inventory ordering is automated based on minimum stock levels. Although store managers still provide feedback on inventory, they now do not have to spend hours reviewing it manually.
Personalised CRM, Loyalty & Marketing
With CRM tools to track and record customer product feedback, Brava Lingerie can deliver a highly personalised service to its customers.
For example, a customer can provide feedback on which bras did or didn’t fit well when trying on in-store. These details are all captured in Retail Express. Next time they visit the store, employees can recall this information and quickly help find products that are most suited to that specific customer.
Such data-backed personalisation helps to make customers feel valued and to maximise average order value. This vital product feedback has also been used to shape some of Brava Lingerie’s best-selling ranges.
By segmenting customers based on purchase history and product preferences, newsletter open and conversion rates have significantly increased. Email open rates have reached 30% versus a Mailchimp industry average of 19.6%.
By recording a customer’s birthday month while making a transaction, Brava Lingerie can send a gift voucher to further build loyalty and drive repeat purchases.
Powerful eCommerce Integration
Brava Lingerie’s eCommerce webstore integrates directly with Retail Express.
Real-time stock levels at all stores means customers can collect items at their local outlet. As source and fulfilment can easily be selected, they can ensure the quickest delivery option for customers, especially for online orders.
The result is a truly omnichannel shopping experience and better business efficiency.