Decjuba, a leader in Australian fashion retail, has undergone remarkable growth over the past two decades, expanding from six stores to over 180 across Australia and New Zealand, including Myer concession pads. With a commitment to "delivering amazing" for customers, Decjuba has leveraged Apparel²¹’s ERP platform to power its omnichannel retail operations.
Steven Crisapulli, GM of Technology at Decjuba, shared how the implementation of Apparel²¹’s Ship from Store, Click & Collect, and Floor to Door modules has enabled the company to enhance customer experiences, optimize inventory, and drive operational efficiency.
The Challenge: Meeting Evolving Customer Expectations
As Decjuba scaled its operations, the company faced the challenge of delivering a seamless shopping experience across channels. Customers expected flexibility in how they browsed, purchased, and received products. At the same time, Decjuba needed to manage aging stock, improve inventory visibility, and handle geographic complexities due to their single warehouse in Victoria.
"Managing budgets is always a challenge, so it's a constantly moving market," Steven noted. "We needed a system that could help us maintain manageable operations while ensuring customers receive the experiences they expect."
The Solution: Omnichannel Excellence with Apparel²¹
Decjuba turned to Apparel²¹’s suite of omnichannel retail solutions to address these challenges. According to Steven, Click & Collect marked the beginning of their online shopping journey, which later evolved into Ship from Store and Floor to Door (endless aisle) capabilities.
1. Click & Collect: Building Customer Convenience
Click & Collect allowed Decjuba’s customers to order online and pick up items at their preferred store. This simple yet effective solution provided flexibility and enhanced the overall shopping experience.
2. Ship from Store: Unlocking Inventory Potential
The implementation of Ship from Store was transformative. Steven shared an anecdote from its early days: "Before we could place our test order, someone in Tasmania bought a puffer vest sitting on the rack in Carindale, QLD. This was a light bulb moment for us, showing how omnichannel better serves the business and the customer."
Ship from Store enabled Decjuba to unlock inventory pools across the country, making stock available to more customers. "It's given us the ability to unlock stock pools to everyone where previously it was only available to certain customers," Steven explained.
The Ship from Store module has given Decjuba, along with discounting, another method to assist with clearing ageing stock. "The ability to better manage inventory and aging stock across the entire network has been crucial," Steven added.
3. Floor to Door: Enhancing the Last-Mile Experience
Apparel²¹’s Floor-to-door module allowed Decjuba to integrate delivery solutions seamlessly. The company even introduced Uber deliveries through its Shippit integration to provide faster and more efficient service. "We’re always looking for ways to please the customer with faster delivery and guaranteed next-day deliveries in different geographies," Steven noted.
The Results: Delivering Amazing Experiences
The collaboration between Decjuba and Apparel²¹ has yielded impressive results:
Enhanced Customer Satisfaction
Steven emphasized how these modules improved the customer experience: "Our catchphrase is 'delivering amazing,' and Apparel²¹ has helped us live that value." Customers now enjoy greater convenience, faster delivery options, and more transparency in their orders.
Improved Inventory Management
With real-time visibility of stock across the network, Decjuba reduced unnecessary stockholding and unlocked inventory potential. "The volume of unnecessary questions has plummeted," Steven remarked. "Now, information, orders, and delivery data are available at all times—whether it’s during business hours or not."
Operational Efficiency
Steven highlighted the operational impact: "At times, stores can get orders out faster than the warehouse can." By enabling stores to process online orders, Decjuba streamlined its fulfillment process and reduced reliance on a single warehouse.
Sustainability Gains
Geographic challenges posed by Decjuba’s single warehouse also led to a focus on sustainability. Ship from Store allowed Decjuba to fulfill orders from locations closer to customers, reducing the carbon footprint of deliveries.
Collaboration with Apparel²¹
Steven praised the simplicity and functionality of Apparel²¹’s tools: "The Apparel²¹ integration with Shippit just made sense and was simple to set up and use." He also highlighted the partnership’s success: "From our point of view, it’s been a great success. It works for customers, and it works for us".
Decjuba’s ability to scale its operations is a testament to the flexibility of Apparel²¹’s solutions. "Apparel²¹ certainly ticks our boxes and is fit for purpose," Steven summarized.
Looking Ahead: Innovating for the Future
Decjuba continues to explore new ways to enhance its omnichannel strategy. Concepts like "dark stores" and further integration with delivery partners are being considered. "We’re always looking for ways to please the customer through great experiences," Steven said.
With a strong foundation in Apparel²¹’s ERP system, Decjuba is well-positioned to navigate a competitive and ever-changing retail landscape while staying true to its mission of delivering amazing.
Decjuba’s success story showcases the power of Apparel²¹’s omnichannel solutions to transform retail operations. By leveraging tools like Click & Collect, Ship from Store, and Floor to Door, Decjuba has optimized inventory, enhanced customer satisfaction, and built a sustainable growth model.
As Steven put it, "From unlocking new business models to delivering faster and more efficient customer experiences, Apparel²¹ has helped us achieve great things".