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Maximising in-store promotions

Robert Dyas was founded in 1872 and has 96 stores across the South of England varying in size from 9,000 sq ft to 1,250 sqft. It is owned by entrepreneur Theo Paphitis who purchased the company in 2012. The stores provide a wide range of homeware products, small electrical items, gardening essentials, consumer goods and DIY items.

The Challenge

In a very competitive retail market Robert Dyas wanted to drive sales uplift within its stores and attract new customers at the shelf edge. Its existing systems and processes were slow with little flexibility to make quick promotional changes across its store portfolio. It was keen to provide customers greater access to product information to help them make more informed purchase decisions.

The Solution

Robert Dyas selected NetTickIT from Pierhouse. The smart signage and ticketing platform was integrated with its product database so that more detailed product descriptions can be included in promotional material to help customers select the best product for their needs at the shelf edge. In addition, Robert Dyas is linking NetTickIT to hand-held terminals so that staff can “order” any missing or extra piece of point of sale – whether it be a sticky label or a barker – as they move around the store and collect it later from a back office printer. To save staff time the point of sale is printed in store walk order. This provides a flexible and dynamic system for rolling out promotions and ticketing across stores.

The Benefits

NetTickIT delivers the following benefits to Robert Dyas

– More flexible & dynamic promotional execution in-store
– Reduced cost of ticket production & distribution
– Increased efficiency & improved internal processes
– Reduced labour costs
– Increased automation dramatically reducing errors & print wastage
– Guaranteed compliance
– Simple integration process

 

“We saw NetTickIT at work at Somerfield, where we have concessions, and were very impressed,” explains Rita Linton, brand marketing manager, Robert Dyas. “Pierhouse then showed us how we could personalise the solution for our business, which has a high proportion of promotions running at any time. NetTickIT ensures that all in-store customers easily see all prices, products and offers and is also helping us make better use of our systems and our staff. It’s important that we are able to run more flexible and dynamic marketing campaigns to help existing customers and capitalise on the refurbishment of our branches to attract new customers.”

“NetTickIT ensures that all in-store customers easily see all prices, products and offers and is also helping us make better use of our systems and our staff.”

Rita Linton – Brand Marketing Manager

Robert Dyas Logo

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Company profile

Headquarters:Leatherhead, England
Industry: Homewares etc
Employees:1,300
Annual Revenue:£114 million
Number of Stores:96
Website:Click here

Challenge

  • To deliver better product and promotional information to customers at the shelf edge.

Solution

  • NetTickIT provided ticketing and promotional automation, helping to improve internal operational processes to deliver more dynamic and flexible promotions across the Robert Dyas store portfolio .