NEW PRODUCT ANNOUNCEMENT
30 April 2012
1: Overview
Pursuit launches ‘Lifestyle’ – and brings
the iPad revolution to jewellery retailing
All-in-one stock presentation, till and card transaction tool
moves the point of sale to anywhere in the shop
Innovative software module opens the door to
new ways of selling and enhancing the customer experience
Leading jewellery systems software house Pursuit launches its revolutionary new „Lifestyle‟ product at a
special event on 30 April 2012. The event is being attended by prominent figures in the retail jewellery
business from the UK and Ireland.
The „Lifestyle‟ software module turns a tablet device like an iPad or BlackBerry into a powerful
retail sales tool. It means the point of sale is no longer restricted to the counter area – it can be wherever
the customer is in the shop. It opens the way to new concepts in sales presentation and shop formats,
a more structured approach to the sales process and more personal staff-customer interaction.
Guiding customer choice, introducing matching items not in stock – but obtainable
To help guide customer choice, „Lifestyle‟ is designed to give instant, touch-screen access to details
and larger-than-life images of items in stock, or stocked at another branch, and matching items that may
not be in stock but are readily obtainable from suppliers. To complete the sale, the module will also handles
card transaction, e-receipt, insurance and customer information capture for future marketing purposes.
Fully compatible with existing Pursuit sales, stock and management systems, the versatility of
the new sales tool can be gauged from the fact that it is available with a choice of 32 functional options that
extend to wish lists and gift vouchers. The various options can be configured according to the requirements
of the retailer and can be installed as part of the initial package or added progressively. Using the functions
is intuitive, enabling staff to utilise the full benefits without extensive training.
Also runs on PCs – and does not require a broadband connection
„Lifestyle‟ can be installed on an iPad, a BlackBerry and Android and Windows based devices,
and also runs on laptops and PCs. It is also compatible with cloud technology. The option of PC installation
could be used for customer presentations conducted using large-screen monitors in private viewing areas.
Unlike conventional web-based iPad operation, the new module operates via wireless link to
the retailer‟s system server. It is not dependent on a broadband connection – although an internet link
would be required for a cloud-type computer installation. Sales and transaction details are automatically
fed to the back-office and stock control elements of the wider Pursuit system using a two-way, real-time
information loop.
2: Statement by Mike Burns, Managing Director, Pursuit Software
“Pursuit‟s software development team is closely attuned to what‟s new and what‟s on the horizon
in business software and device technologies. In parallel, we are equally alive to future and emerging needs
and trends in jewellery retailing – and to the changing attitudes of jewellers to the opportunities presented
by state-of-the-art computer systems.
Reinventing and enhancing the customer experience
“In the process that led to the creation of our new „Lifestyle‟ product, quite naturally, we also took
account of technology trends in the wider retail sector.
“In some quarters, the customer experience is being comprehensively reinvented – smell the coffee,
you could say, or in some cases sip the champagne to celebrate a luxury purchase. Personal shoppers
represent another direction. Moves like these have one aim. They are designed to engage the consumer and
capture his and her loyalty.
Winning a share of static consumer spending power
“It is obvious that there are many in the jewellery trade who are understandably reluctant to venture
beyond the comfort zone of the traditional business model.
“The cold reality is that, more than ever before, jewellers are competing against retailers in other
luxury goods categories – and online sellers – who are deploying every trick in the book to win a bigger slice
of discretionary, non-essential consumer spending. But below the top strata of consumers, spending power
is not likely to grow any time soon.
“Jewellery is purchased to fill an emotional need or desire – as a gift, a reward, for personal
adornment, vanity or as a boost to self-esteem. And of course fashion – and integral to that, brands –
is a key influence on what a retailer‟s customers looking for and on buying decisions.
Turning the ultimate icon of modern consumers into a powerful sales aid
“Tablet devices – and the iPad in particular – have risen above fashion. They are here to stay,
part of life as it is now being lived. And as a personal statement, the iPad is an emotional must-have like
nothing before – powerful enough to make Apple the biggest company in the world by stock market value.
“For the consumer, a tablet is a status symbol. It is, as they say, cool technology – and the ultimate
icon of today‟s consumer society. For jewellery retailers therefore, „Lifestyle‟ is a business tool that,
over and above its functional benefits, in terms of consumer perceptions is absolutely on-trend.
Understanding the customer and steering choice –before items are taken out of display
“As a catalyst to initiating a desirable level of emotional engagement and interaction between staff
and customer, in use, „Lifestyle‟ fits into the sales routine smoothly, naturally and unobtrusively.
In trail demonstrations, retail sales people have seized on its advantages instantly.
“Before any pieces are taken out of display, choices can be steered and an initial selection of the
kinds of item of interest to a customer can be narrowed down using on-screen supplier range presentations.
This is the customer-facing component of Pursuit‟s SmartLinks module, by which suppliers feed product
details and images directly into the central database.
Direct product information feed from Ti Sento and other suppliers
“Brands and wholesalers employing this facility to deliver range catalogues and updates to Pursuit
users are as varied as Ti Sento, Trollbeads, Gecko, C. L. Edwards and Hirsch Watch Straps. Retailers can
also supplement this with product details and digital images they input themselves.
“With an initial selection made, sales staff can talk the customer through the various choices,
aided by switching between screen options showing images of a group of pieces and large images of
individual items within the group.
2: continued
Easier presentation of the finer points of a piece’s design
“Being able to instantly access a larger-than-life on-screen image of a particular piece is obviously
a superb and highly engaging way to show off and explain the finer points of its design – stones,
setting and distinctive features.
“Having built up excitement and anticipation, it is then showtime – the pieces of interest can then
be taken out of the display case. When the final choice is made, the iPad can then be used to complete
the sales process – card transaction, valuation and insurance, and receipt, which with „Lifestyle‟ would
typically be sent to the customer via email.
Engendering the rapport that encourages the retailer to be seen as ‘my jeweller’
“It is quickly evident that introducing the „Lifestyle‟ module into the sales routine helps to create
purposefully structured interaction with the customer, engender rapport, and build a sense of occasion.
“As a mechanism, it offers the potential to establish a more personal relationship between the shop
and the customer, which is of course the secret of the loyalty that leads to a customer regarding the retailer
as „my jeweller‟.
“Like every other facet of the Pursuit solution, the „Lifestyle‟ module can be readily tailored to an
individual retailer‟s requirements. And it is future-proof. That means not only will we be able to add new
features as the needs of our customers evolve and new ones arise – ten or fifteen years hence, our customers
will not be suffering from problems due to technology obsolescence.
“Our technology platform is generations ahead of other IT systems specifically aimed at the
jewellery sector. In designing our new sales module, we have taken full advantage of core system
architecture that makes Pursuit so exceptional flexible and adaptable.
Pursuit has a clear and sustainable technology lead
“There are no restrictions to the scope for expanding Pursuit‟s functionality – which is why our
upgrades, for example, are confined to introducing new features, as opposed to being fixes to overcome
inherent technical and capacity limitation issues.
“We have a clear and demonstrable technology lead. And it is sustainable in the longer term.
There is vastly more to the technology and functionality built into „Lifestyle‟ than simply putting a PoS till
on an iPad screen. So much so, I do not believe a jewellery retail system provider with which Pursuit might
be compared will be able to offer customers something with the same features and flexibility any time soon.
“Broadband is great, but if the connection goes down, the system would be dead. It cannot offer the
same security as wireless connection to the retailer‟s system server. An internet connection would be
required for an installation that used cloud computing – with which the module is fully compatible.
Why we’ve named the module ‘Lifestyle’
“Why have we chosen the name „Lifestyle‟? Because in today‟s world, shopping has become a
predominant leisure activity. It is integral to modern lifestyles. And for retailers, tablets are inevitably going
to become a way of life.”
3: Statement by Richard Fish, Managing Director, Charles Fish Jewellers
Richard Fish, Managing Director of Charles Fish Jewellers, acted as a sounding board during
the development of Pursuit‟s new „Lifestyle‟ module. He states:
“The jewellery industry has changed dramatically over the past ten years – and these have
come from the strength of brands. Charles Fish Jewellers has embraced these with shop-in-shop areas.
An iPad based till system will allow us to take full advantage.
“Imagine being in the store, sitting with the customer. You have your shop at your fingertips.
You can take them through the products on your iPad, and limit what you show them to the items
they actually want to see. For a sales person, it is a perfect tool.”
4: Salient features of Pursuit’s Lifestyle’ innovation
Key features and benefits of Pursuit‟s „Lifestyle‟ innovation include:
 „Lifestyle‟ provides the catalyst to more personal interaction and emotional engagement between
jeweller and customer
 „Lifestyle‟ helps understand and guide customer choices before items are physically shown
 For staff, „Lifestyle‟ has the convenience of putting a retailer‟s entire stock at their fingertips
 Staff need no longer be tied to the counter and till – the point of sale is everywhere in the shop
 „Lifestyle‟ open the way to reinventing the jewellery sales process and customer experience and new
concepts in shop layout, shop-fit, ambiance of presentation
 „Lifestyle‟ integrates with all existing Pursuit jewellery sales, stock control and management software
modules
 The „Lifestyle‟ module is future-proof and is not dependant on a specific computer operating system
– and operates on laptops and PCs as well as an iPad, BlackBerry and Android and Windows based
tablet devices
 32 function options allow „Lifestyle‟ to be tailored exactly to an individual retailer‟s requirements
 „Lifestyle‟ can automatically capture customer information and store buying histories for future
personalised marketing purposes
 „Lifestyle‟ is not dependent on a broadband connection. In standard form, it operates via wireless
link to the central Pursuit PC-based system and all connections, including back-office and stock
control, operate in real time
For more information
contact Mike Burns or Kristina Baldwin at Pursuit
Telephone +44 (0)1603 263800 –
or email [email protected]
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