Preparing for Peak: Insights from Mountain Warehouse and The White Company

In a recent webinar, retailers Mountain Warehouse and The White Company joined Cegid to share their strategies for peak planning, discuss the critical role of technology, and the challenges they face in today’s ever-changing retail landscape.

The Importance of Seamless Customer Experience

Debbie Kitchen from The White Company emphasised the need for creating a consistent customer experience across all channels. With 72 stores, including a new one launching before Christmas, the brand is focused on ensuring that customers receive the same level of service whether they shop online or in-store. “Creating a seamless experience for customers is crucial,” she noted. “We need to ensure that our teams are well-equipped to support customers, whether they traditionally shop online or prefer the in-store experience.”

Jason Houghton from Mountain Warehouse, which operates 400 stores across 11 countries, echoed this sentiment. He pointed out the significant shift in customer expectations due to the growth of online retail. “We really need our bricks-and-mortar stores to stand out,” he said. “Impressing customers with good standards and maintaining product availability is essential. If we don’t have what they need in-store, we need to have an easy process to get that product to them, whether from another store or delivered to their home.”

Leveraging Technology for Store Excellence

Cegid’s Jack Newman provided insights into how technology, particularly the Cegid Retail Store Excellence platform, is helping retailers streamline operations and improve efficiency during peak times. “Store excellence is about simplifying processes to save time and improve productivity,” Newman explained. “This includes everything from managing online and in-store transactions through a multi-sale POS system to handling click-and-collect orders efficiently.”

Both Mountain Warehouse and The White Company have harnessed the power of Cegid’s platform to bring consistency and efficiency to their operations, especially during peak seasons. Kitchen shared how Cegid has revolutionised their visual merchandising process: “Before, it would have taken hours, with photos flying around on WhatsApp, and area managers scrambling to check every store during a Christmas launch. Now, we can do it seamlessly. Our visual merchandising team is so organised; everything is set up on the system, and area managers can easily review guidelines and photos.”

This ability to streamline communication and provide instant feedback has not only improved operational efficiency but also boosted team morale. “Being able to give the team feedback makes such a difference,” Kitchen continued. “They take such pride in what they’re doing, and to get instant recognition means a lot. It’s invaluable for motivation and consistency.” Reflecting on the importance of the visual merchandising tools within Cegid Retail Store Excellence, she added, “We use everything in the platform, but it’s definitely without a doubt one of our most used parts of the platform.”

Overcoming Challenges in Peak Retail

One of the most significant challenges retailers face during peak times is managing customer expectations, particularly in the context of the ongoing cost-of-living crisis. According to Newman, “Retailers need to be more reactive than proactive with offers, seasonal events, and inventory.” He stressed the importance of efficient communication, especially when store teams are working with reduced payroll. “We need to ensure that stores can still be operationally compliant and meet brand standards even with these constraints.”

Kitchen shared how The White Company prepares for peak, starting from January and focusing on early recruitment and training. “We give our stores ample time to prepare, and the checklist functionality in Cegid Retail Store Excellence has been a game-changer,” she said. “It allows stores to chip away at their tasks over time, helping them feel more organised and ready.”

Houghton added that incorporating fun and engaging activities has been another strategy to keep morale high during the peak season. “We’ve introduced more fun elements in recent years, like the ’12 Days of Christmas’ challenges,” he said. “Each day brings a different task, whether it’s improving the average transaction value or a fun competition like the best picture wearing Christmas jumpers. It keeps the team engaged and motivated, even during the busiest times.”

Lessons from Last Year’s Peak

Reflecting on previous peak seasons, both Kitchen and Houghton discussed the importance of improved communication and timing. “We’ve always been critical of our processes and strive to adhere to our promises,” said Kitchen. “Cegid Retail Store Excellence provides the data we need to ensure we’re meeting our goals, such as avoiding sending too many communications during busy periods.”

Houghton emphasised the value of feedback from store teams in refining their peak strategies. “Last year, we launched the Peak Hub, which was embraced by our store teams,” he noted. “We’ve incorporated feedback to make it even better this year, ensuring that stores can quickly access the information they need without unnecessary details.”

Empowering Store Teams for Success

A key takeaway from the webinar was the importance of empowering store teams to deliver exceptional customer experiences. “You can’t deliver exceptional customer experience without an exceptional store associate experience,” Newman added. This means ensuring that staff are fully engaged, well-trained, and have access to the information they need to represent the brand effectively.

Mountain Warehouse and The White Company have implemented various tools and strategies to support their staff, from e-learning modules on product knowledge to using Cegid’s platform for real-time communication and feedback. “Staff are front-line brand ambassadors for retailers,” Newman said. “It’s crucial that they are equipped to deliver the best possible experience, especially during peak times.”

Final Thoughts: Planning for Success

As retailers continue to navigate the complexities of peak seasons, the insights shared by Mountain Warehouse and The White Company offer valuable lessons. From leveraging technology to streamline operations and enhance communication to focusing on seamless customer experiences across all channels, these strategies are essential for thriving in today’s retail environment.

With careful planning, continuous feedback, and the right tools, retailers can not only meet but exceed customer expectations during the busiest times of the year. As Kitchen succinctly put it, “There’s so much power in using the platform to its maximum potential. It’s about getting that consistency and supporting our teams to deliver their best.”