Silver Tree Avoids Online Customer Disappointment with Pursuit
06 Dec 2022
Lancaster fashion jeweller Silver Tree is using the Pursuit system to enhance the service provided to customers who buy through its website.
Pursuit’s integrated shop and online sales and stock management platform eliminates the need for manual reconciliation of online transactions with stock positions.
An example of the kind of situation Silver Tree avoids is where an online order is placed in the evening and cannot be checked against stock until the next working day. If the item is not in stock, the customer has to be informed and the sale is likely to be lost.
Oliver Gibson, Silver Tree Managing Director, explains:
“I imagine other retailers may have experienced similar problems. Nobody wants disappointed customers.
“With Pursuit, just like a counter sale, a website transaction is instantly registered in the central stock monitoring database. The process is extremely efficient – and it automatically flags low and out of stock alerts.
“The software provides us with seamless, live, multi-way integration of the online transaction side of our system with counter sales and stock records. It functions in real time – irrespective of whether sales are in the shop or online, stocking positions are always correct to the most recent transaction.”
Silver Tree’s range of jewellery and watch brands includes Anna Beck, Hugo Boss, Olivia Burton, Chlobo, Clogau Gold, Coeur De Lion, D For Diamond, Emozioni, The Hoop Station, Hot Diamonds, Jersey Pearl, Kimberley Elizabeth, Olivia Burton, Out Of Mexico, Pajarolimon, Thomas Sabo, Skagen, Swarovski, Thomas Sabo, Unique And Co, Uno De 50 and Vivienne Westwood.
The second-generation family-owned business marries a focus on stocking the latest fashion trends with curated traditional themes and knowledgeable service. The result is a loyal following, with a healthy proportion of first, second and third generation customers – young people, and their parents and grandparents.
Oliver Gibson continues:
“The Pursuit system is a valuable asset. It runs on both a countertop terminal and a tablet computer as well as linking with the website. The convenience and discreet way the sales process is handled on the tablet is of special advantage in the more intimate setting of our Diamond Room. Both the countertop terminal and tablet have a direct link to TH March.
Peter Quinlan, Pursuit Sales Manager, comments:
“Just as it matches the needs of multi-branch jewellers that also sell online, our standards off-the-shelf product accommodates the needs of independents like Silver Tree.
“Driven by feedback from jewellers who choose us as their retail system partner, our range of standard features and options has been expanded over many years. But nothing stands still – built into our user agreements is the periodic addition of new features and enhancements at no additional cost.
“The system offers infinite capacity for expansion – which means a new shop or online sales website can be seamlessly integrated literally overnight. Pursuit technology fits – whatever the size of the business.”
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Source: Pursuit