Swedish fashion-chain giant Gina Tricot takes pride in keeping things simple. So when it came to optimizing their collect-at-store system, they knew – with Consafe Logistics and Astro WMS® – they had everything they needed for success.

Prior to Astro WMS®, an aging enterprise resource planning (ERP) system was handling logistics for Gina Tricot. When Petri Ventelä came to Gina Tricot as Head of Logistics – May 2013 – he knew almost immediately that installing a warehouse management system (WMS) was the best course of action to take, preferably sooner than later.

“The ERP system was out-of-date and did not provide a real-time stock information for our active Borås warehouse. Based on my years of experience at NetOnNet and working with Consafe Logistics, I knew their Astro WMS® was the right solution for Gina Tricot.”
Petri Ventelä, Head of Logistics for Gina Tricot

Unfortunately, final implementation of Astro WMS® took several years; Gina Tricot determined an updated ERP took priority over a WMS. It was not until 2015 that the procurement process for a WMS was initiated – a process that was finalized September 2017.

Staying local
Despite Petri’s familiarity with Consafe Logistics, Gina Tricot followed a conventional procurement method, inviting vendors to bid on the WMS project. Three vendors participated, and site visits were conducted and proposals were made.

Ultimately, Gina Tricot decided to engage Consafe Logistics. In addition to their vast logistics and inventory competence, Astro WMS® offered the greatest modularity and flexibility – features Petri knew would be beneficial in the future.

The Gina Tricot team also felt it would be easier to work with a company offering local support – the second preferred choice was based in the Netherlands.

Implementation of our logistics system took at bit longer than expected,” comments Petri. “Initially, we thought we could use a standardized Astro WMS® package. Ultimately, we opted for customization, based on our unique assortment and vision for going forward.

Delivering it their way

Petri Ventelä, Head of Logistics at Gina Tricot

Petri Ventelä
Head of Logistics at Gina Tricot

One of the first tasks for Gina Tricot and Consafe Logistics was the development of a streamlined collect-at-store (CAS) system. On their website, Gina Tricot allows – and even encourages – shoppers to have their purchase(s) delivered free-of-charge to one of 190 local stores.

Our collect-at-store service has been instrumental in converting shoppers into buyers,” says Petri. “It adds a level of convenience and security for consumers, knowing that their purchase is safely waiting for them. For us, collect-at-store also gives us another opportunity for selling by having customers visit their local shop.”

Gina Tricot currently operates 90 stores in Sweden. It is their goal that customers who place an order before 4 o’clock in the afternoon can pick up at their specified store the following day. To ensure delivery, Gina Tricot developed – together with Consafe Logistics – a simpler system picking, packing and shipping.

Every morning, pickers entering the system are alerted of orders designated for collect-at-store delivery. The system prints out a non-shipping label that is applied to the picked order. Besides customer details, the next most information on the non-shipping label is the store designation.

Once the order has been picked – and non-shopping label applied – it is placed on a store-designated shelf. At the end of day, accumulated store packages are packed into one box. This box is what is shipped to a specific store.

When the store parcel arrives, individuals orders are removed and the appropriate customers informed that their purchases are ready for pickup.

Before Astro WMS®, preparing CAS-designated shipments was stressful and laborious for Gina Tricot employees, frequently resulting in shipments delays.

“This system is not only cost effective for our customers, it saves us thousands of Swedish Crowns in shipping costs each month. More important, our warehouse employees experience much less stress executing their picking and packing activities.”
Petri Ventelä, Head of Logistics for Gina Tricot

Going forward
Building upon the successes they have had already with Astro WMS®, Gina Tricot is looking forward to the next challenge. Soon, they will be expanding their delivery options with quicker home options using local and regional transportation operators/partners. Petri is confident he has the logistics system to make this expansion effortless.

Gina Tricot is a Swedish fashion chain, offering exciting and feminine fashion to women in over 30 countries. Their strength is taking advantage of simplicity, both in their design and their way of working. Gina Tricot have a strong passion for fashion and their goal is to offer their customers the best shopping experience.

Today, Gina Tricot operates 190 stores in Sweden, Norway, Denmark, Finland and Germany, plus e-commerce throughout the rest of Europe. With about 1,900 employees of whom 98 % are female. For them, building pride inside and out is important, they choose to invest in and highlight women.