Perry Ellis Gets Retail Execution Boost With ‘One-Stop-Shop’ Operations
Perry Ellis International is bolstering its retail execution operations by investing in one-stop-shop technology that will support the company’s in-store merchandising efforts with retail partners like Macy’s, Dillard’s JCPenney, and Kohl’s.
The company partnered with Movista to implement a REX platform that includes reporting, photo capture, timekeeping, payroll, and merchandising functionality that streamlines operations for the more than 1,000 U.S. stores Perry Ellis sells in.
The apparel manufacturer includes such brands as Perry Ellis and An Original Penguin by Munsingwear. The company also licenses for third-party brands like Callaway.
Increasing Accessibility and Visibility
The technology will function as a single point of accessibility for the company’s employees, including field agents, according to Vincent Panzanella, SVP of global marketing and communications for Perry Ellis International, Inc.
Teams will be able to ensure brand compliance and execute their work from a mobile app, taking into account the varying layouts and requirements of the stores.
“We’re thankful that our reps will be able to do everything they need to do in stores with Movista. To not have to rely on email for quick communication will make our field teams’ jobs so much easier,” Panzanella added.
Also read: Learn how CPGs are transforming REX challenges into competitive advantages
Through a central reporting center, in-office leaders and supervisors have a streamlined location from where they can create, view, and manage in-store work to boost merchandising transparency and get ahead of seasonal surges such as during the holidays.
Increased visibility within a consolidated reporting center can communicate clear brand guidelines across the company — something that Manik Bhatia, head of co-branded research for Coresight Research, previously told CGT is essential for avoiding inconsistencies in retail execution and providing a seamless shopping experience.
Retail Executive Investment Grows
Recent CPG investments in retail execution include PepsiCo’s work to better understand specific shopper segments and identify growth opportunities with the Gen Z demographic. As a result, PepsiCo is working with its retail partners to develop phygital environments, using tech and media to develop personalized social experiences, digital discovery, and in-store marketing activations.
Additionally WK Kellogg has been using in-store programming to highlight the brand, using internal data and analytics to more effectively drive store-specific insights.
