British lifestyle brand Crew Clothing is strengthening day-to-day retail operations across its store network by expanding its Retail Store Excellence programme with cloud management provider Cegid.
The platform now supports Crew Clothing’s 124 branded stores and is also used across Ben Sherman’s 15 stores and Salt Rock’s 78 locations. It brings task management, store communications and photo-based visual merchandising into a single system, replacing fragmented tools such as emails and spreadsheets.
For head office teams, the system offers real-time visibility across the store estate. For store teams, it creates a clearer and more consistent way of working. Managers and sales advisors can see priorities at a glance, share feedback instantly and spend less time on administration and more time with customers.
A key feature is its two-way, digitised communication model. Store teams can raise issues, request support and show progress as it happens. This is especially important for Crew Clothing, where physical stores remain a core growth channel and services like Click & Collect are a central part of the customer promise.
Bailey Collett, operations coordinator at Crew Clothing, said the platform has become essential to managing the business at scale. “We simply couldn’t run retail operations at our current pace without it,” she said. “It gives every colleague, from store managers to sales advisors, clear and timely information so they can focus on customers rather than chasing emails and spreadsheets.”
Crew Clothing has also worked closely with Cegid to develop customised forms and checklists. These were co-designed with store needs in mind, with several improvements now feeding directly into Cegid’s product roadmap. The retailer sees this as a partnership built on collaboration rather than a standard software rollout.
The two teams are exploring gamification and engagement features to make the platform more engaging for store colleagues. This work is part of an ongoing co-innovation programme, supported by Crew Clothing’s involvement in customer events such as Cegid Live.
By tightening execution at store level and simplifying communication, Crew Clothing aims to support its teams more effectively while maintaining consistent standards across its growing retail estate.
