British fashion brand L.K.Bennett has started using the omnichannel program of the Russian company Luxe Retail in its work in Moscow.

The brand was founded in London in 1990 and initially specialized in the manufacture of shoes. Eight years later, the first clothing line was released, and soon the brand established itself as one of the leading fashion houses in the UK. Today L.K.Bennett is the epitome of classic English style.

In Russia, the brand sells both in the format of traditional retail and through an online store opened in December 2017. The IT infrastructure of L.K.Bennett's business in our country is based on the TradeX commodity movement accounting system – the flagship development of the Russian company Luxe Retail, which covers the key processes of trade management, and on the cash register program POSX. In an effort to provide customers with the best service, the brand has supplemented its pool of IT solutions with the OMNI Communications program.

CEO of Luxe Retail Lyubov Rybakova noted: "OMNI Communications is our response to the desire of retail at the current stage of development to interact with the buyer in all directions and to the consumer's desire to get maximum convenience when buying. It is important for a trading company to sell a lot and quickly through different channels, for this it gives the client a choice: come to the boutique and pick up something on the spot or go to the website from any device to immediately study the assortment and prices, check the availability of goods in the nearest stores, order delivery. We have provided an effective tool that combines the communication channels of a retail brand with its consumer and reflects the interests of both parties, simplifying purchases and speeding up sales.

From a technological point of view, the OMNI Communications program provides both the transfer of information about goods (descriptions, cost, balances) from the TradeX commodity movement accounting system to the online store interface, and the loading of data on orders and customers from the site into the system for reserving goods, editing the order composition, forming shipping documents for the delivery service. There is a functional return in any boutique of the network of goods purchased on the site, the maintenance of loyalty programs common with the commodity accounting system is supported. Thanks to the joint work of TradeX and OMNI Communications, a bundle of offline and online sales channels is being implemented, in which the unity and accuracy of information about goods in stores and on the retailer's website are guaranteed in real time, the possibility of buying through any channel convenient to the customer is provided, and subsequent sales analysis.

"The trend of movement towards omnichannel is becoming interesting to an increasing number of trading companies, regardless of the retail segment," believes Lyubov Rybakova. "However, it's not enough just to proclaim a strategy,"we go online and launch an online store. It is necessary to ensure the correct operation of systems and interfaces in traditional and online formats, prepare a team for communications, debug the process so that at any point of entry the buyer sees that he receives really excellent service from you.

Photo: L.K.Bennett