Home Case Study Profit-protection boost for Footasylum with Morphean’s BI solution

Profit-protection boost for Footasylum with Morphean’s BI solution

by Geny Caloisi
Morphean helps footwear e-tailer Footasylum achieve a 50 % reduction in missing items reported from delivery and a 25% increase in courier success rate, improving profits and customer experience. 

The video surveillance system, comprising network video cameras in product packing areas, and using cloud-based analytics, now allows delivery queries to be checked and verified at the click of a button, representing significant savings while significantly improving the customer experience.

Footasylum, a fashion streetwear and sportswear retailer with over 65 stores across the UK, has upgraded its legacy video surveillance solution to help transform distribution services, providing full visibility and accountability for packed and dispatched items and their related transactions. Replacing a dated legacy analogue solution with no tracking capabilities means that Footasylum’s customer experience staff no longer has to undertake the time-consuming task of manually searching for order details (that could take up to 30 minutes) in the event of a customer dispute.

Chris Shelmerdine, Warehouse Profit Protection Manager at Footasylum, explains, “We ship a great number of parcels from our warehouse directly to customers daily. Our biggest challenge has been that many customers would send us queries about parcels, notably that items were missing from their deliveries. This was of great concern.

“We lacked vital proof that an order had been picked, packed and dispatched correctly with a courier left Footasylum with little choice but to refund orders time after time, resulting in a loss. The profit protection team needed a greater overview of the packing and delivery process to understand where problems were occurring, ensuring full accountability. The new system provides evidence of all transactions backed by high-quality video, which can be retrieved immediately when required and securely shared instantly with all relevant parties.”

Paul Green, Head of UK Sales at Morphean, comments, “Footasylum wanted to streamline its operations and ensure that it could deliver a better service for customers. The new transaction-checker solution gives Footasylum the ability to link packing processes to video data. This provides accountability and security for each and every order. It’s a great result for Footasylum to reduce missing item queries by 50% and increase its delivery success rate by 25%.”

Chris Shelmerdine concludes, “Every team has benefited from this solution, from the customer experience team to the profit-protection team. But the customer is at the heart of what we do, so most importantly, the customer experience has improved. We pride ourselves on delivering excellent products and giving the consumer the most convenient and hassle-free experience we possibly can. Morphean’s transaction-checker solution has helped us achieve this.”

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