Jan Van Hoof | MOOSE in the CITY
Brands from the high north seem to be conquering themselves a way into people’s hearts with their contemporary design, self-willed movies and clothes. In Antwerp, ‘MOOSE in the CITY’ is the iconic specialist shop for everything Scandinavian. Thanks to Tilroy, more and more customers find their way to a very current online and offline product supply.
Since 2011 MOOSE in the CITY has its fixed spot in fashion city Antwerp. An original shopping concept with more than 100 brands, all from Scandinavian origin, aiming for people who love fashion, design and culture. “In the beginning we mostly offered outdoor clothing and functional items”, says Jan Van Hoof alongside partner Patrick Lathouwers, founders of MOOSE in the CITY
“In the meantime we came to a conclusion that we have a bigger potential with an entire lifestyle supply from fashion and design to gadgets, specialized books, movies and music. Moreover, a customer can book a trip to one of the Scandinavian countries at our in-store partner North & Away. We go one step further.”
Customers often make a journey to get to our shop. On Saturdays more than a quarter comes from the Netherlands. To be able to grow this audience and make them come back, the internet as a channel is essential. “Belgium is running behind, if we don’t get started ourselves, we keep giving away our profit to foreign countries. Online sales are a surplus value. We even sell in Scandinavia. It’s complementary, not a substitution for a physical shop.”
“MOOSE in the CITY already had its own webshop. The site was working well but it wasn’t integrated with our store. We hired someone to keep the site up-to-date and we had to enter product descriptions and stock levels twice, once for the shop and once for the webshop.” That’s when MOOSE in the CITY decided to work with Tilroy with an omnichannel retail solution where the till system, stock and webshop are truly integrated.
“The processing goes much faster with Tilroy, with generating purchase orders, receiving delivered goods as well as paying at the till. On one screen we see the size, stock level, an image and the colour. We are doing less acts on the screen.”
More than 1000000 different stock references – brands, item numbers, variations, colours and sizes – can be put in at once with Tilroy. “The stock management happens centrally. Our shop and webshop get information from the same place. The integration is complete so we are able to offer the savings discount from our loyalty programme ‘Very Important Moose’ online and offline.”
“Tilroy has standard pictures for every product – in the till, stock management and website. For our students, for whom it is impossible to know the entire supply, a visual recognition is a big advantage. It prevents mistakes and avoids having to interfere constantly.”
“For the customer, paying at the till is going very smoothly and personal. Every ViM(Very Important Moose) is recognized immediately. New customers who want to leave their contact information can do so at an iPad at the till. A quick, correct transaction is crucial during the busy end of the year period, during sales, in December we are open 30 of the 31 days. The till needs to be working the whole time, even when the internet or paying provider stops working. Tilroy can work completely offline which is essential to protect ourselves against profit loss and unsatisfied customers.”
“We have implemented Tilroy step by step. Only the accounting happens through an external system. The switch took a couple of months but our customers did not notice a thing. They only see the benefits.”
“When we are ready to open a second shop, our stock, till and loyalty system will be ready. We’ll just be opening a new sales point. It is unthinkable that we would ever manage information for a webshop, stock and till system alongside one another.”