Enterprise Solution Drives Crocs' Growth

Given the growth of footwear retailer Crocs’ store network (6,200 U.S. retail locations, plus 60 new stores scheduled to open in a few months) and its expanding geographical reach last year, management acknowledged a need to replace multiple systems and manual processes with an integrated, real-time enterprise solution. A team of decision makers selected the Alpha Retail Technology Enterprise Edition system. The system was chosen in part because its enterprise structure would support the retailer’s expansion schedule by allowing information for new stores, distribution centers, warehouses, and product lines to be integrated into the existing database.

Another driver for implementing this particular solution was its customer relationship management (CRM) feature, which allows for centralized, real-time customer, sales, inventory, and returns management. Individuals at headquarters use the information to create and execute targeted promotions, while store associates procure it to more effectively engage in suggestive selling.

With the system in place, inventory is managed across all company stores. Inventory levels are reported in real time, with on-hand stock information updated instantaneously. If one store is out of a particular shoe in a specific size and color, associates can tap into the system to see where it is available and advise patrons accordingly.

The inventory monitoring functionality extends to Crocs’ warehouses, as well as to merchandise in transit, and permits stock to be committed to customer orders placed on the Web site. This ensures that stores have the right styles available to shoppers, at the right time, and in the proper quantities. Advanced matrix functionality built into the system allows Crocs to easily add and manage products by style, color, and size.     

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