Topshop Russia goes mobile to improve customer service

Topshop Russia has introduced Zebra QL 320 mobile printers to improve the application of price markdowns across its Moscow stores.

The mobile printers allow the Eleona Group, which has launched Topshop Russia under franchise, to improve the speed of processing payments and free up staff to spend more time serving customers. 

‘We wanted to be able to apply price markdowns to selected clothing, as opposed to whole collections consisting of hundreds of items,’ said Oleg Andreev, Eleona Group’s IT director. ‘Store assistants now have the ability to print price markdown labels on demand for selected clothing on the shop floor, rather than in the back office. This means discounting of items takes place on the shop floor, saving time and reducing the number of errors made. It also gives staff more time providing an improved service to customers.’

The retailer had previously experienced problems using external suppliers of promotional labels, which had caused delays and errors. The Zebra technology will allow staff to print discount labels on the spot, providing customers the best deals. 

‘Our experience has proved that mobile printers can make a significant difference to store operations, and in the retail market, this can create a competitive edge,’ said Becky Brookes, retail manager at Zebra. ‘The introduction of this technology can make a big impact on helping to drive efficiency for retailers and improve customer experience, while saving time and streamlining their business processes.’