department store: hawkins of hitchen

treasuring tradition, embracing technology

Deep in rural Hertfordshire nestles a local community that has remained relatively unchanged for centuries. At the centre of the town is a proud business establishment. Hawkins of Hitchen is the main attraction. The company is an active member of the Association of Independent Stores. Generations of local visitors and occasional tourists gravitate to the Department Store to buy Christmas presents, birthday gifts, special treats or something practical for day to day life.

With London only 30 minutes away by train, Hawkins strives to remain the shopping experience of choice. A complete selection of renowned brands is essential. Clothing, accessories, toys, crockery, cutlery, ornaments, pictures, toys and more. A compromise has to be achieved between too much clutter and too much open space. The company must address the ‘top of mind' issue in the sector: managing stock turn so that product availability is in line with demand, without items remaining unsold for long periods of time.

A wealth of retailing experience has served Hawkins of Hitchen very well. Business has thrived in the face of increasing competition. But more could be achieved. The owners decided that technology was an essential tool. Standard systems were assessed. But the owners of Hawkins are unconventional – they resisted the conventional, knowing more could be achieved. Opting for a state of the art technology ‘StoreTrader for Sage' solution that is now installed…in a listed building. The contrast is remarkable.

Fact is now supplementing intuition and experience. Some of the results have been surprising. Preconceptions can be questioned. Product ranges that frequently stagnate have been replaced by better-performing alternatives. Turnover has increased because impulse purchase are maximised and the need for markdowns is minimised. With stock holding representing a substantial financial commitment, the technology has delivered a fast return on investment.

“At AIS events a key talking point is how can technology help to improve business.

At Hawkins, we have really pioneered and now I can show tangible evidence.”

Peter Hawkins, Owner, Hawkins of Hitchen