Spring 2009

By introducing an e-commerce software package from Eurostop, independent fashion retailer Fallen Hero says it has been able to integrate the stock management of its bricks-and-mortar store with that of its fast-growing web store. As a result, it has tripled its online sales in twelve months.

Fallen Hero says it remains firmly committed to its original 'fashion concept' store in Lincolnshire, which stocks a range of sought-after branded fashion clothing such as G Star, Replay, Goi-Goi, Duck and Cover, Luke, Fred Perry, Religion, Ben Sherman, Lacoste, Baracuta and Levi's. But the company recognised the growth potential of also selling over the internet.

It chose Eurostop's solutions following a review of several competitive products, and is using several components of the supplier's retail management suite – e rmis, e pos and e commerce. Their introduction is said to have a allowed the company to create a centralised, dynamic stock management system that offers customers a wider range of stocks and sizes.

Fallen Hero uses Royal Mail's Special Delivery for despatch, and offers nominally free next-day delivery on all orders.

 

The company is now planning to make use of its customer loyalty features, providing regular customers with in-store promotions and vouchers, and sending targeted email promotions to online buyers.

According to managing director Des Comerford: 'Since we implemented Eurostop's system, our e-commerce business has grown far more quickly than we anticipated.'