City Beach transforms the speed and quality of sales reporting, eliminating more than 20 hours of administration per week for each sales manager
City Beach’s rapid organic growth, along with the company’s laser focus on retail excellence and the visual appeal of its stores, had left little time to devote to development of the complex reporting tools the business needed to keep track of its progress. Over time, the company had bolted new functionality onto its core systems, but there were limited tools for reporting or analysis. As the company continued to expand, the ability to share knowledge on an informal basis was steadily eroding, and decisions were being made largely on the basis of opinion, without any supporting data.
Anita Dorwald, Costs and Operations Auditor at City Beach, says, “Product selection has always been our absolute focus: clothing retail is an incredibly fast-moving sector, and we are at the extreme end of that sector. Most retailers have a fairly traditional approach to product lines, staffing and visuals, and they might do a major update every four or five years. We move ten times faster, changing the product mix on a daily basis, redressing our windows on a weekly basis, and completely updating our image every 18 months. While the business was still small, there was enough informal knowledge-sharing to allow a reasonably clear view. But in more recent years, the strain was really beginning to show. Reporting on business performance was an entirely manual and largely paper-based process, and senior sales managers were spending an increasingly large proportion of their time gathering and validating sales data from the stores.”