Fortnum & Mason is a quintessentially British brand, known the world over for the quality of its products and the exceptional customer service delivered from their iconic store on Piccadilly since 1707. But behind the scenes Fortnum’s is a complex retail operation, trading across multiple sales channels - the flagship store in Piccadilly, additional outlets at St Pancras International Station and Heathrow Terminal 5 (T5), the online store, catalogues, a call centre and B2B corporate sales. Because of the very nature of the customer profile in the St Pancras and T5 stores, and the sales overseas through website there is a significant international dimension to the business. To add a further level of complexity, Fortnum & Mason has a massive seasonal peak at Christmas.

To maintain their high standards, Fortnum & Mason have implemented a new Enterprise Resource Planning (ERP) solution that allows them to deliver a flexible, consistent and exceptional customer service across all elements of their business.

The solution, Microsoft Dynamics AX from Maginus, enables a single view of the customer, inventory and order history in one system. Maginus provide Fortnum & Mason with Microsoft Dynamics AX 2009 to manage the call centre, purchasing, finance, order orchestration and stock visibility.

www.fortnumandmason.com

Industry

Omnichannel Luxury Retailer

Customer profileFortnum & Mason is a high profile London retailer of fine goods.

Maginus solutionMicrosoft Dynamics AX2009 & Microsoft Dynamics AX2012 for Retail (POS) from a fully flexible hosted environment.

Luxury Retail User Story:Microsoft Dynamics AX2012(Point of Sale)

Quick Facts

ChallengeFortnum & Mason wanted to replace a disparate number of systems with a single solution that could manage customer interactions across multiple sales channels, yet provide the customer with a consistent level of service across those channels.

In addition, Maginus and Fortnum’s have also started the deployment of the latest Dynamics AX 2012 for Retail (Point-of-Sale) solution to the stores, with the roll out complete at St Pancras and T5.

In order to allow Fortnum’s to benefit from the AX2012 for Retail (POS) functionality without having to delay for a full ERP upgrade, Maginus installed the AX2012 platform for Retail integrated to the existing Dynamics AX2009 back office.

Single View of the Customer The tight integration between AX2012 POS, AX2009 and eCommerce platform ensures that whichever sales channel a customer uses to place an order, Fortnum’s see all of their customers’ order history in one system.

If a new customer account is created in any channel via a telephone order or web, that customer record is accessible via POS. So, if that new customer goes in store, the till operator will be able to view their details and attribute the purchases to the customer account within AX. Maginus also developed a ‘Build Your Own Hamper’ capability which is available to call centre staff, via the POS and Fortnum’s Customer Services team.

Single View of InventoryThe Dynamics AX solution allows Fortnum’s to have accurate information regarding stock availability, stock due-in and to effectively manage inventory for each of the different channels. Fortnum’s hold stock in several

locations and in general reserve stock, by location, for a specific sales channel. However, on occasion, they require the flexibility, usually at peak, and to meet customer demands, to open the system to sell stock from multiple locations for multiple sales channels.

Dynamics AX 2012 (Point of Sale) To take advantage of the single view of Inventory, Maginus has enhanced the standard Dynamics AX2012 for Retail solution. As a result, the POS till can inquire, in real-time, the stock levels across all stores and distribution centres. This allows a request in store, for an out of stock item, to be fulfilled from stock held elsewhere in the estate.

Indeed, the POS terminal offers all the functionality available to the call centre operators including home delivery, customer enquiries, re-orders, gift card and loyalty schemes, and bespoke hamper building.

The profile of a significant segment of customers passing through St Pancras and in particular Heathrow T5 creates requirements for additional functionality in the till. Multiple and mixed payments methods, including cards, currency and vouchers, plus for T5 the need for an airside flight and passenger validation and tax free purchases.

Maginus partnered with Sagepay to deliver an integrated Chip and Pin solution and with it, secure validation, contactless payments, dynamic currency conversion and China Union Support.

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