Switcher utilizes a decentralized capture of order data integrated into a well-defined marketing concept.

Introduction

Switcher produces a line of clothing that is lively, practical, ecological, and has an excellent price-quality ratio.   The line is distributed throughout Switzerland via a network of around 500 sales points.  Today, Switcher is the best known brand of Swiss T-shirts and has an excellent notoriety level.

This success is due to a concept based on a global offer for the brand retailer as well as the client.  Two major guide lines of this concept are:

• A middle-market product which guarantees quality of materials and manufacturing at the fairest rate possible, with a wide array of colors and designs.

• Active partnership with retailers which guarantees unified presentation of easily recognizable shops carrying all or part of the collection, clearly illustrated and tagged in order to facilitate clients' choice.

General application description

All Switcher products carry a tag with a detachable section on which the EAN13 item code is printed.  In the past, retailers would return these sections of tags to the warehouse for item replacement.   Upon reception at the warehouse, these tags were read by a fixed scanner and the items were replaced.  Though this simple method helped to avoid mistakes, its major inconveniences were the following:

• It depended on transfer of tags by mail, which required one or two business days. 

• The tags may be lost in the mail.

• There was a possibility of double manipulation of the tags (once at the original sales point and once more at the warehouse).

• It only allowed for replacement of sold items but not for order of extra items.

Switcher decided to look for a simple and reliable solution with a user-friendly data capture tool that would not demand heavy training.   They wanted a system that could quickly be introduced and used by retailers who could then communicate data to the central depot--with no need for computers at sales points.

Based on this criteria, Switcher chose BARman portable terminals by AXIOME.

The Solution

BARman's simple programming and communication capacities, as well as it's handy format were all determining factors which lead to its selection.

BARman provided a complete solution for the treatment of orders from sales points based on the following principles:

1. Each store is equipped with a BARman and interface unit which is directly connected to a standard modem.

2. The sales personnel is able to place orders or request replacement of sold items.

3. When replacement of sold items is requested, the item tag is read by means of BARman which immediately records the order.

4. If extra numbers of the item are required, the amount can either be typed in on BARman's keyboard or the tag reading by BARman can be repeated a desired number of times.

This replaces the time consuming act of mailing tags to the central warehouse. Item orders and replacement requests are processed during the night so that delivery from warehouse to sales points takes place the following day.  

Switcher also wished to enable their stores to make extra orders.  This function is also accomplished by BARman:

1. An order sheet containing the full line of items, including all sizes and colors was created.

2. Personnel at sales points use BARman to read bar printed codes printed on the order sheet for the required item.

3. The BARman program verifies if the order is correct and complete and the program records it along with replacement orders for sold items.

4. The user can check recorded data at all times and can verify orders before their communication to the central depot.

At the end of the day, users have only one operation to accomplish in order to insure data transmission:  They simply lay BARman on the interface and forget it!  BARman will automatically:

• dial the central depot's phone number without any intervention.

• establish communication.

• identify itself to the central system (retailer identification is memorized by BARman),

• relay orders for replacement and supplementary items to the central computer. 

A receipt is then transmitted by the central system to the BARman in the form of a message which the user can read on the BARman display screen.  The telephone communication is then ended.

The Result

BARman's communication protocol guarantees reliable and safe data transfer.  Switcher rapidly accomplished integration of communication between the central system and its stores. 

This system enabled faster transfer of orders and reduced stock delivery time while also simplifying procedures for retailers.  It also allowed greater reliability of data and processing, thus reducing errors.

The BARman terminal with its interface unit represents an important link in the partnership of Switcher with sales points and fully integrates the concept of permanent stock, rapid delivery, and acceptation of returned unsold items.

Switcher intends to extend use of BARman to other functions such as inventory and sales point furnishing control.  Also, representatives could be equipped with BARman so that orders can be made directly during visits to their stores.