Fenwick: 2019
Business Analysis
Fenwick is an independent chain of department stores in the United Kingdom. It was founded in 1882 by John James Fenwick in Newcastle upon Tyne, and today consists of nine branches. As of 2019, the chain is still owned by members of the Fenwick family. In 2012, the company was reported to be valued at £452million.
The Challenges
How do you increase the range of products online which are available in-store? Gift cards can be purchased online and in-store but how do you enable them to be redeemed online? How do you target customers more effectively and convert them from being occasional shoppers to more frequent shoppers? Finally, how do you implement this multichannel strategy across online and all stores using the existing IT infrastructure?
The Response
- Discovery phase requirements gathering and gap analysis for a new strategic loyalty scheme, online gift cards and expanding online catalogue to include in-store concessions
- Mapping high level business requirements to customer journeys, use cases and functional requirements
- Mapping SalesForce Service Cloud customer account data modelling
- Mapping data flows between in-store POS, SalesForce Commerce Cloud, Service Cloud, Marketing Cloud and external third party loyalty systems based on rewards registration and redemption customer journeys and use cases
- Gap analysis for Salesforce Commerce Cloud and POS UX