From having primitive accounting systems, small brands in the state have started implementing high-end technology to cater to their growing clientele base across Gujarat. Taking a cue from top international brands, Jade Blue, the Ahmedabad-based menswear chain has installed a multi-brand outlet management system that enables it to connect remotely with the database of all its four brances in the state. Through the technology, data pertaining to accounting, bills, customer buying history and preferred trends are available to the management at all times.
"Though a centralised database server, chain store management becomes much easier and organised. So far, big retail companies have taken the lead in installing such systems but the advantage of all-time connectivity is an attractive proposition for mid-size growing companies ready to invest in technology, " said Anang Pandya, General Manager, Business Development and IT for Jade Blue.
He added that online customer history inquiry with item details and user-wise security were some of the main reasons for the chain to put technology upgradation high on its expansion plans.
Jade Blue has connectivity with its head office in Ahmedabad and branches in Vadodara, Surat and Rajkot. Similarly, its sister brand, Green Fibre also has a central database with its 12 branches in the state. Asopalav, the Ahmedabad-based traditional attire chain has opted for Customer Relationship Management (CRM) system for its branches in Ahmedabad, Surat and Vadodara.
Other growing brands in Gujarat like Ahmedabad-based Krayons and Vadodara-based Seasons which deal in traditional attire have also started using such technology.
Viral Shah, Director of Seasons said that technology was a major force behind the brand's plans to expand outlets beyond Gujarat. "We were a conservative retailer but having seen the benefits of central stock management system, we decided to install the latest technology. On the back of an organised inventory control and database management system we are looking at setting up our first outlet outside Gujarat, " he added.
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The advantages of installing multi-brand outlet management systems or customer service relationship management system for a growing brand are manyfold. Along with getting an integrated financial accounting system, the company is able to keep track of stock or item movement track and combined sales or refund on a transaction.
Add to it, availability of functions like mobile connectivity where a store can send an SMS about latest offers or discounts to select customers depending on their shopping patterns and preferences has caught on with companies.
To tap the new trend, Chirag Patel, CEO of Ahmedabad-based Acute Softwares has designed a software called EasyShopper. "Till recently it was only the bigger brands who could afford multi-brand management or other database management systems. However, with smaller and mid-size brands in Gujarat hatching plans to expand their reach across the state and country, owners are making a conscious effort to earmark considerable amount of their revenues into technology, " said Patel.