Case study: Jewel in the crown
When jewellery retailer Beaverbrooks went in search of a sophisticated Customer Relationship Management system, it found the answer in Elucid, the multi-channel software solution from Sanderson.
Beaverbrooks is a retailer with a rich history. Established by three brothers in 1910 and on the high street since 1919, it is a jewellery business that prides itself on combining quality products with supreme service to deliver an outstanding customer experience.
Pitched at the higher end of jewellery retailers, Beaverbrooks remains family owned to this day with 800 employees and 64 retail outlets stretching from Aberdeen to Canterbury and Exeter to Belfast. The business turns over £80 million and is headquartered in St Annes-on-Sea, near Blackpool, Lancashire. Two years ago, soon after launching its customer loyalty programme the Beaverbrooks Club, the company realised its in-house developed customer database was far from ideal.
Head of IT Patrick Walker explains: “We knew we needed a much more sophisticated CRM capability if we were to make the most of the data we were collecting. At the same time, we were also struggling to cope with our web fulfilment system, so we were delighted to discover that Sanderson and its Elucid system could solve both these problems in one go.” Not only was the functionality a good fit, but the company was, too: “We could sense immediately that the Elucid team and wider Sanderson organisation was a business that mirrored our own values,” recalls Walker.
While the CRM requirement had originally been uppermost, Beaverbrooks’ web fulfilment system became the priority implementation for Elucid, because Beaverbrooks’existing system was failing to cope with increased demand.
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Sanderson are a Networking Partner at the Retail Bulletin's Multichannel Summit, 6th February 2013 where you can learn more about the solutions the company offers.
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