Charles & Keith redesigns work process

CHARLES & Keith, a leading footwear and accessories company, has been busy redesigning the work processes in its more than 450 stores to increase the productivity of frontline employees. It has been streamlining frontline service and shortening merchandise retrieval processes to provide staff more time for customer engagement.

"Apart from operational enhancements in brick and mortar stores, the introduction of our e-commerce site, CHARLESKEITH.COM, serves as a valuable platform to achieve cost efficiency and reach out to more customers especially in markets without retail presence," says its chief executive officer, Charles Wong, who founded the company in 1996 with his brother.

"Recognising the significance of building an efficient logistics infrastructure to support growing e-commerce orders from various international markets, an order fulfilment centre was established," he adds.