British brand Crew Clothing ramps up use of Retail Store Excellence platform from Cegid
Crew Clothing has expanded its use of Retail Store Excellence from Cegid across its 124 stores, while also supporting sister brands Ben Sherman (15 locations) and Salt Rock (78).
The platform consolidates task management, store communications and photo led visual merchandising and feedback in one place. This enables head office to have real-time visibility across the estate and for stores, an easier, more consistent way to work that frees their time to spend with customers.
Before deploying Cegid Retail Store Excellence, stores relied on spreadsheets, email threads and manual follow-ups. Today, communications, tasks and checklists are digitised and two way, allowing store teams to surface issues, request help and share progress instantly, vital for a business where stores remain a major growth engine and Click & Collect is a core customer promise.
“Cegid Retail Store Excellence has become the operating system for our stores,” says Bailey Collett, Operations Coordinator at Crew Clothing. “We simply couldn’t run retail operations at our current scale and pace without it. It gives every colleague, from store managers to sales advisors, the clarity, consistency and real time information they need, so they can focus on customers rather than chasing emails and spreadsheets.”
Crew Clothing’s Visual Merchandising team tap the platform’s photo capture and feedback flows, and share best practice across the estate. The retailer has also rolled out forms and checklists with Cegid.
“What we value most is Cegid’s responsiveness and the way the platform evolves with our needs,” Collett adds. “It scales effortlessly across multiple brands while preserving their identity, and it keeps standards consistent as store managers work across Crew Clothing, Ben Sherman and Salt Rock.”
Looking ahead, Crew Clothing is working with Cegid on gamification and broader engagement features.
Alan Holcroft, UK & Northern Europe Country Manager at Cegid, says: “Crew Clothing is a great example of how retailers can raise standards, simplify daily work for store teams and run multi-brand operations from a single platform.”
“Cegid Retail Store Excellence brings structured, two way communication between head office and stores, ensures consistent execution and creates the conditions for great customer experiences, every day in every location.”
2025 RTIH INNOVATION AWARDS
Physical stores were a key focus area at the 2025 RTIH Innovation Awards.
We received a record number of entries and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.
For a full rundown of all of the shortlisted entries, click here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC in Central London on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
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