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The Entertainer to build new multi channel strategy using The Retail Suite from Itim

Monday February 20 2012

The Entertainer is extending its successful multi channel strategy by integrating its stores and supply chain with its ecommerce operation, in order to exceed its customers service and delivery expectations.

It has selected The Retail Suite from retail solutions specialists Itim, alongside Hybris from Neoworks, to build a multi-channel ecommerce engine that will enable customers to be served from any stock location, including its warehouses, stores and suppliers, optimising lead-time and cost.

The Retail Suite has been selected to provide the business with a master product catalogue, real-time stock management, multi-channel stock allocation and replenishment, sophisticated order routing and management, with links through to suppliers.  It will also extend The Entertainer’s current click & collect offer, with the possibility of full despatch from store, allowing optimum use of capacity and stock. Multi-channel order management in store will be available using The Store Managers workbench from The Retail Suite.

Duncan Grant, Director of Multi-channel at The Entertainer, said, “After an extensive evaluation of alternative options and suppliers, we chose The Retail Suite application to enable us to extend the success of our multi-channel strategy, integrating our stores and our supply chain with our e-commerce platforms. Our new platform will give us the agility to meet and exceed our customers’ expectations for service and delivery through all channels.”

The Entertainer is a successful toy retailer with over 65 high street stores and a thriving online offer through its website, The retailer is also represented through third-party channels such as Amazon, eBay and   The Entertainer has achieved over 30% year on year growth online and was awarded the 2011 Best Online Toy Retailer by The British Toy & Hobby Association. The Entertainer plans to continue to grow the business significantly with a far sighted approach to multi-channel retailing.  The store base will continue to expand, with growing emphasis on using e-commerce as a key driver of business growth, directly and through 3rd party partnerships and alliances.

The Entertainer has always led in their vision for both the potential of Internet, and its ability to transform the customer experience and retail supply chains.  Their recent business performance in a difficult market reflects their strategy.  This project takes their vision a step further.  They believe their vision of multi-channel retailing will allow them to extend their customer offer, in terms of range and service, reach out to more customers, and sell through a larger number of channels.
Ali Athar CEO of Itim added: "The Entertainer has one of the most far-sighted visions for the future of retailing.  They are a great example of how speciality retailers can survive and indeed prosper alongside the Amazons of this world.  We are delighted to be a part of this strategy, and it confirms The Retail Suite as one of the best multi-channel platforms today.”