Flashy, colorful and modern - these are the adjectives that spring to mind when describing Benetton. However, when the talk turns to retail data management, the conversation tends to use words like boring, drab and dowdy. Not in this case, though: This trendsetting retailer is showing the world just how hip retail database access can be. Equipped with a custom FileMaker solution for iPad, the Benetton Mega Store in Vienna is demonstrating that modern data management can drive sales at the point of sale.
The new line has just arrived. Stacks of chic new designs are piling up in the collection room of the Benetton Mega Store. There are red turtleneck pullovers, yellow V-neck jerseys and button-up sweaters. Blouses patterned with flowers are everywhere; some are fitted and short-sleeved, others are tunic tops with long sleeves. It’s an explosion of colors and commotion in the backroom of the Benetton store, the world’s largest with a 4,000 square meter sales floor.
Armed with iPads, staff quickly photographs each item and scans its bar code, matching the bar-coded info to each image. This enables their co-workers to later track the inventory, see what’s in stock, follow the paperless trail, and move that inventory off the sales floor and into customers’ hands.