Ask any independent retailer the secret of their success and variety, choice and friendly staff are certain to be at the top of the list. Excellent customer service, modern stores and the latest IT systems are all features which thriving independents have in common.

Continually choosing Epson hardware to support its business, forecourt retailer James Graven & Sons Ltd. goes from strength to strength – so much so that its entrepreneurial skill, imagination and dedication led its owners to be crowned Forecourt Trader of the Year 2003.

The company boasts state-of-the-art BP and Esso branded service stations across East-Anglia. Opening in November 2002, its Witchford Road forecourt, on the outskirts of Ely, features the latest in pump and car wash technology, an in-store bakery and large shop with wines and spirits supplied by Budgens.

“In order to do well as an independent retailer in the competitive convenience space, it’s crucial that we can match the offerings of the larger multiple retailers, especially in terms of service, choice and promotions,” said Owner, Jonathan James. “We needed an advanced EPoS system to handle the complexities of forecourt business, efficiently managing both petrol and shop sales.”

To achieve this, James Graven invested in Iridium from Torex Retail, a specialised software package specifically designed for the petroleum and convenience retail market. At the point of sale, Iridium integrates the pump controller and sales till into Epson’s touchscreen Intelligent Register. With built-in printer, customer display and Magnetic Stripe Reader (MSR), the IR provides the company with a fast and efficient way of processing transactions.

“The touchscreens are invaluable,” said Jonathan James. “Accustomed to Budgens’ corporate IT procedures, some staff understandably had concerns about getting to grips with a new system. However, any apprehensions were quickly allayed as the touchscreens are so straightforward. All users were fully proficient in around only 20 minutes.”

Establishing a two-way link with Budgens, the system allows for direct ordering, and product and price updates, enabling stock to be purchased and monitored efficiently and effectively. It also links into Prism, a Windows-based back office system which deals automatically with the time-consuming service station administration, freeing up time to concentrate on building the business.

Indeed, it was the advanced functionality of the system which led James Graven to extend it to another of its service stations in Chatteris, Cambridgeshire. This time the company decided upon the MR-800 – again from Epson’s touchscreen terminal range. Modular and flexible, the advanced MR-800 provides freedom to organise EPoS hardware in the most space-efficient way.

“Impressed with the effectiveness and competence of the system, it was the obvious choice for our new forecourt,” said Jonathan James. “Open seven days a week, we pride ourselves in providing continuous, fast service to our customers and Epson’s MR-800 assures us of two things – the latest technology and high reliability.”

But its expertise doesn’t stop at service stations. In September 2003, Jonathan James launched a new company, James Retail Ltd, and, in the first joint convenience store venture between Budgens and an independent retailer, it unveiled a 7,500 sq ft supermarket in Soham, Cambridgeshire. Here, a four-lane EPoS system was installed, again featuring Iridium, Prism and Epson’s Intelligent Registers.

With integrated card swipe for online authorisation, unlimited promotional capability and an exceptional user-interface, the system takes care of everything in the store, from ordering and stock control to product updates and delivery advice.

“The EPoS systems have made a big difference to us. Their high-speed ensures customers are kept moving through the sites, while the control and reporting capabilities give us all the information needed to manage the business.” James concluded, “The hardware is brilliant – we haven’t had any problems at all and wouldn’t hesitate to roll out the system to any new outlets when the time comes.”

For further information contact:
Sarah Scott, Torex Retail, Tel: 01392 449532
or visit www.torexretail.com