Aurora Fashions, the parent company of womenswear chains Oasis, Coast and Warehouse, has launched a decentralised stock management system for its three brands that can fulfill orders from any of its stores.
The system, known as Anywhere Everywhere, has opened up Aurora’s stock inventory meaning that orders sold out on the individual Aurora brand websites can now be fulfilled from across the entire store portfolio.
To date, customers ordering online have had their items dispatched from a central distribution centre. Anywhere Everywhere is a move away from the traditional approach to stock management in fashion retail where stock has to be reserved for larger stores or online.
Aurora Fashions chief executive Mike Shearwood said: “It gives every store the opportunity to boost sales by fulfilling web orders and enables even the smallest stores have access to the brand’s full product range, even much sought after limited edition pieces.”
Although officially launched across the entire Aurora portfolio today (December 9), Anywhere Everywhere has been trialled using stock from selected stores over the last six weeks, leading to a 28% increase in availability of online products and driving additional sales of £2.5m.
The launch of Anywhere Everywhere is the latest step by the company towards “omnichannel” retailing, which Shearwood discussed at the Drapers Fashion Summit in November.
Shearwood told delegates that “omnichannel” retailing and fulfilling all channels from one stock pool would be the key way to engage the next generation of consumers, who have grown up with technology.
“With Anywhere Everywhere, we’re saying to customers ‘if we have it anywhere in the UK, we’ll get it to you wherever you want it’, which is a powerful message in today’s climate,” added Shearwood.
Aurora has invested in a systems upgrade to deliver Anywhere Everywhere, with stock records across each brand now updated in near real time in stores compared to once every 24 hours.
In May of this year the group became the first fashion retailer to launch 90 minute deliveries across its brands and is in the process of rolling out iPad based mobile point of sale technology in all its stores.