Ascom as Solutions Partner for Marks and Spencer UK

Partnership Solutions

Ascom Wireless Solutions in the UK have secured an ongoing contract with Marks & Spencer, for the supply and maintenance of in-store communication systems. The arrangement covers over 350 stores, including ‘Simply Food’ stores, and includes some 6000 DECT handsets.

Customer satisfaction is the driving force behind successful retailing and many Retail Groups use an Ascom solution as part of their service strategy. The thinking behind using Ascom DECT is the ability to provide rapid, secure and unambiguous communication to give quicker response to customer needs. Adopting a truly mobile platform also significantly improves Store efficiency and helps empower employees in their day-to-day responsibilities.

DECT Integration

The DECT installations use Ascom 9d24 Messenger Handsets. Via the system infrastructure these provide smart integration with existing hard wired phone systems and enables everyone from senior management to shop floor, stock room and maintenance staff, to have instant voice and text communication, wherever they are in store. Handset carriers can talk or text between themselves; receive or contact anyone on the internal PABX network; and dial outside to the PSTN.

This high level of integration with third party legacy equipment is one of the central themes in the relationship between Marks & Spencer and Ascom UK, which is very much seen as a partnership. A dedicated Ascom project management team ensure that integration with existing systems, as well as developing additional functionality, is an on-going process.

Improving Customer Care

Operationally Marks & Spencer use the Ascom system both for general store management, and to enhance the customer experience. For example they achieve quicker response to maintenance issues, such as fridge failure or in-store spillages, also security staff can either be instantly directed to an event, or call others using the ‘Group Call’ facility if extra assistance is required.

Customer facing staff find it easier to answer shoppers queries regarding say stock availability and they also use the communication tool to manage the ‘Collect by Car’ service that enables customers purchasing goods from different departments to have them assembled at one pick up point.

In addition an Ascom ‘Tilcom’ system, using pre-programmed push button messaging, interfaces with the DECT environment. ‘Tilcom’ units are located at all checkouts and in every booth in the stores’ changing rooms. They are pre-programmed so that if, for example, a till needs more change or the cashier suspects an under age alcohol purchase, they can summon assistance by pressing a specific button on the unit. The message is instantly screened on handsets belonging to individual or staff groups responsible for that task, so they can respond with the appropriate action. Similar functions operate in the changing rooms, where customers can request a different size brought to them, or alert staff should a customer become ill.

Quicker Response

Using the two platforms in conjunction has significantly improved reaction times to events in the stores and enhanced customer service levels. Efficiencies in re-stocking shelves, cutting checkout queues, changing Room turnaround, and events such as suspected shoplifting, have shown cost savings and added to the quality of overall store management.

As David Tomling the Project Manager for Marks & Spencer comments, ‘The Ascom solution is showing us a real benefit. Both in cost and time efficiencies, a quicker and more focussed response to customer needs is vital in today's very competitive retail market’.

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