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Eason

Retail ERP case study
Customer experience counts

Eason, the leading retail bookstore in Ireland and Northern Ireland, has launches a new ecommerce website supported by multi-channel retail specialist, Columbus.

As well as an exciting new look and feel, the freshly launched website includes an updated product range, improved search functionality and greater online accessibility making it easier for customers to find what they are looking for. The implementation is part of the company’s comprehensive strategy to improve its technology base in support of Eason’s multichannel operations - it is replacing a number of disparate systems with a single Microsoft Dynamics AX based solution.

Eason’s Head of eCommerce, John Maguire says, “With more and more people using computers, tablets and mobiles to purchase and read books, it’s vital for us to be able to offer the best possible online customer experience. The Columbus solution allows us to do just that. The new website will allow us to focus on enhanced customer engagement, as we will now be able to better target content, promotions and loyalty-based schemes, and integrate them seamlessly across the stores and website.”

The company had already been acknowledged for the quality of its ecommerce operation; it was honored twice at the 2012 Retail Excellence Ireland Awards, scooping the prize for: ‘Best Customer Experience’ and ‘National Website of the Year’. “The new website is another significant step forward; it’s about being a true multichannel and mobile business, to do that we needed a single multichannel system.”

The website launch coincides with a roll-out of Microsoft Dynamics AX ERP, providing Eason with new point-of-sale functionality for its 60+ stores as well as improved planning and buying, customer support and warehousing at its Dublin HQ. “It was vital the new website is fully integrated with our new in-store system,” explains Maguire. “Because the ColumbusRetail solution is built inside Dynamics AX, the integration is seamless. It gives us one view of the customer and allows us to offer greater consistency in our service and lays  the foundation for multichannel retailing.”

Categories: Retail, Microsoft Dynamics AX

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