Paul Smith appoints Derby software firm to provide clarity

Iconic British fashion brand Paul Smith has appointed Derby-based software and data services provider Data Clarity to provide retail software technology.

Data Clarity says the software will enhance the the clothing brand’s understanding of its customers and improve its performance reporting.

Paul Smith will be using new software, called ClarityOmnivue.

The new software, which went live across the business at the end of March, enables Paul Smith to unify data across its internal systems such as E-Commerce platforms, Customer Relationship Management (CRM), Retail Point of Sale (POS), Finance, Product Management (PMS), Manufacturing Resource Planning (MRP), In-store Wi-Fi, Enterprise Resource Planning (ERP), Warehouse Management Services (WMS) and Human Resources (HR).

Paul Smith is now able to easily identify, extract, validate and present the necessary customer and business critical data required for operational reporting, business analysis and forecasting.

Paul Smith’s financial planning and analysis manager, Richard Woollams, said: “Most retailers will find that a customer will buy across a number of channels and merging those records into one single view can be difficult. This is because they could register as Mrs Sandra Jones on one channel and then Ms Sandy Jones on another.”

He continued: “ClarityOmnivue has given us the ability to easily identify and reconcile this data and has provided us with all the information we need to know about a single customer. We now have a system that will also help us with production scheduling, managing stock, staff schedules, and the creation of customised marketing in which the customer truly feels they have had a personalised experience, however they choose to interact with the Paul Smith brand.”

Kevin Carrick, Data Clarity chief executive said: “Omni-channel retailing has provided new opportunities for retailers to expand their reach to new customers. ClarityOmnivue now gives retailers the opportunity to increase marketing effectiveness and improve the customer experience. By integrating data sources, they can build competitive advantage by increasing customer engagement and loyalty by truly knowing who their customers are.”