In network of boutiques "Machiavelli" implementation of CRM is complete

The 1C-Rarus branch in St. Petersburg completed the project of automation of MLG LLC (Machiavelli trademark), based on the solution "1C: Trade Management and customer relations (CRM)".

Background

On a decision instant about implementation of the CRM project in MLG company there was a number of system problems:

• Separate information storage about activity of network and scrappy automation;
• Lack of the management tool customer relations (CRM);
• Impossibility of fast obtaining by managers of the main information on clients (contacts, history, sales) and low relevance of data;
• Limited functionality of the front office systems in outlets.

The company management set the task – to create a single system of operational and management accounting. Including such solution had to provide a possibility of operational information exchange of retail chain stores and a warehouse.

Solution

As a result of implementation of a complex trade CRM system "1C: Trade Management and customer relations (CRM)" on the 1C:Enterprise 8 platform the main activities of Machiavelli company were automated:

Management of retail

The "front" of the cashier allowing is developed specialized (not having analogs):

• receive at authorization at the checkout in boutiques all information on the previous purchases of the client;
• implement both the accumulative, and discount system of discounts;
• to quickly look at existence in a goods warehouse taking into account color, the size and other characteristics.
• The CRM system allows to consolidate information on all trade operations and provides data access of all divisions of the company.

Management discounts \Loyalty program

• The system of charge of discounts and bonuses is automated. In a system the personalized discount cards (issued upon the first purchase) are registered, discounts are automatically charged, including when using by the client of the cards issued to other person.

Management of Internet trade

• Bases of online store and 9 shops of retail network are united in an information system. It allows to trace the history of relationship with the client, to save his discounts is not dependent on the place of the made purchase – through www.boutique.ru or in retail boutiques.
• The interface for the content manager allowing to classify goods directly in the CRM system for the subsequent placement them on the website of online store is developed.
• Time for a categorization of goods was reduced by 3 times.
• The unified information system includes work of a photographic studio. Content managers had an opportunity in addition to control placement of images of goods on categories before adding them in online store.

Management of warehouse stocks

• Accurate control of trade inventories of the enterprise is adjusted, fixing of operations on a warehouse with the help of the relevant documents – goods receipt, movement of goods, sales of goods, inventory, etc. is provided, maintaining basic processes in uniform base is centralized. Thanks to more accurate interaction of divisions, labor costs of warehouse workers on accounting of goods were reduced by 3 times.

Customer relationship management (CRM)

• The uniform information base on clients of the company is created. It provides storage of complete contact information on partners; allows to conduct marketing researches, to reveal and more flexibly to follow preferences of buyers; develop the loyalty program (for example, gifts on a birthday, etc.). Data on the client can be added to information base as at office, and directly in shops at the checkout.
• The system of sending Sms allowing to inform quickly clients on an exit of a new collection of the brand interesting them about arrival of the goods ordered by it is customized.

Result

On the 1C:Enterprise 8 platform the CRM system with functions of operational and management accounting for control of retail in 9 boutiques and also online store is created. The project is executed within 6 months, 50 jobs are automated.

Opinion

"For "MLG" permanent development, search of new solutions in the field of marketing, logistics and service, use of the innovative technologies and the choice of the perspective directions of business therefore for creation of a common information space of all boutiques we selected the reliable partner – Intensive Center "1C-Rarus" from St. Petersburg is priority", – the chief executive Olga Satanovskaya comments on an implementation project.