Pac Brands enhances indie drive

Wholesale group Pacific Brands has unveiled a series of enhancements to its services for independent retailers. Announcing the changes at a special presentation during Melbourne's 2008 Fashion Exposed last month, Pacific Brands CEO Sue Morphet confirmed the listed company's Brandsnet online retail service - first launched at the trade fair in September 2007 as part of the 'Small is Beautiful' initiative - was poised for further changes.

Over the short term these would include a facelift to make the Brandsnet interface more user friendly; a 'frequently asked questions' section; and more servers to make the service more responsive. Meanwhile the introduction of 'Brandsnet Plus' for bigger independent retailers would allow Pacific Brands' larger customers to integrate their own POS system into Brandsnet, she said.

Over the longer term Brandsnet users could also expect a new and improved product search function, the ability to order discounted product, enhanced reporting and stock tracking and improved e-payment functionality.

Talking to Ragtrader following the presentation, Pacific Brands general manager for independent retail sales Ian Everett said around 10,000 of the company's 40,000 independent retail clients were currently using Brandsnet. "We hope in the next two or three years all our customers will be on board."  Over the long term Brandsnet would also be developed to serve as a sophisticated marketing tool, he said.

"In future retailers should be able to go into Brandsnet and print off the POS images and copy. We also want to work with retailers to develop local marketing campaigns customised to their business. We're looking to make Brandsnet an active marketing space in the next 12 months."

Brandsnet's enhancements would also reduce the administration burden for Pacific Brands' sales force and allow it to concentrate on pro-actively pursuing leads and servicing clients.

Pacific Brands' heavy investment in Brandsnet was in line with a broader strategy demonstrated by the group's recently forged partnership with Fashion Exposed, he added. "Fashion Exposed is a critical event for independent retailers. Our focus is on growing our business with independents by supporting them in terms of product delivery and better service."

By Belinda Smart