Case Study

BeaverBrooks Jewellers Achieve 12% Uplift in Sales and Rolls Out StoreForce to All Stores

Following a 12% increase in sales through the pilot stores, Beaverbrooks Jewellers is in the process of rolling out to all stores

Hove, England, September 21, 2012 – “This is one of the most exciting solutions we have used. It will make us more focused and we have no doubt it will allow us to provide our customers with a better service and also make a very positive difference to the bottom line,” said Daniel Brown, CEO.

Daniel Brown, CEO of Beaverbrooks in an interview earlier this year stated: “Buying jewellery can sometimes be quite an intimidating experience so we want to create a warmer, friendlier environment in stores to put our customers completely at ease. But that’s just the start – ultimately, we want to be doing something quite incredible. My aim is to completely astonish customers on a regular basis.”

In spring 2012, Beaverbrooks began a pilot with StoreForce, trialling their solution in 10 stores. StoreForce is a solution built specifically for the specialty retail market. It brings together data from traffic counters, PoS, weather and labour data from the built-in staff scheduling system to provide a comprehensive view of staff and store performance. Chris Noble, Sales Director of StoreForce Ltd says, “Where the solution adds real value is in providing insights to the store staff and field personnel. The system automatically calculates the critical KPI targets for the estate, and focuses everyone in the company on achieving the plan.”

Anna Blackburn, Head of Retail at Beaverbrooks wanted to ensure that the trial achieved objective results: “We opted to keep 5 of the stores blind throughout the trial, only providing the system and the training to 5 of the sites throughout the pilot. In any business, there are always improvements to be made to customer service; as soon as we had access to the insights provided by StoreForce, our staff were able to adapt, significantly increasing sales without any increase in costs.”

“We soon learned to trust the StoreForce system,” says Adam Burrows, Store Manager from Beaverbrooks Hanley, “It’s able to do in seconds what took each store manager many hours in the past, with far more accuracy. It enables us to get on with what we really want to do – provide an excellent experience for our customers”.

Data is available in real-time on mobile devices (iOS, Android, Blackberry and Windows), enabling Beaverbrooks to react instantly to opportunities as they arise, not after the event. By following the system’s simple recommendations, and using it as a tool to motivate and manage staff, Beaverbrooks was able to achieve a 12% increase in sales above the 5 control stores.

Daniel Brown, CEO of Beaverbrooks commented, “This is one of the most exciting solutions we have used. It will make us more focused and we have no doubt it will allow us to provide our customers with a better service and also make a very positive difference to the bottom line”

Patrick Walker, Head of IT says, “This has been one of the easiest systems we have ever had to deploy. Integration to both our epos and head office systems was done quickly and efficiently”.

About Beaverbrooks:

Founded in 1919 Beaverbrooks the Jewellers operates in 64 stores throughout the UK. They regularly appear in the top 10 Sunday Times list of best companies to work for, and are committed to providing both an excellent place of work and an outstanding customer experience.

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