Rockler: A Closer Look at the Reflexis Experience

How does a 31-store specialty retailer enable fast growth across all areas of the business, while freeing up store managers and improving overall store performance in a matter of weeks? By rolling out the Reflexis ONE™ platform, says Lori Larsen, Director of Retail Operations at Rockler Companies.

As she explains, Rockler’s stores cater to the woodworker markets across the United States. As Rocker grew in store count, it faced the typical retail store communications and execution challenges of a geographically dispersed big box chain. For instance, store managers were buried in corporate instructions, and weren’t on the sales floor as much as needed. It also was difficult to prioritize retail tasks and ensure consistent execution of all corporate-driven initiatives.

“It was very painful. We would take a one-week packet of information and literally it was a good 20-page PDF at times,” she says. “You would see action items buried in page five and six and seven and eight. Our teams had to hunt and peck to find it, which is nothing but a waste of time.”

In less than a month, Rockler rolled out Reflexis’ retail communications and task management applications. Now the company is more productive, and enjoys streamlined and targeted communications. For example, there are fewer follow-up emails requesting clarifications from corporate. And managers have new visibility into when and how well retail tasks are executed. Larsen notes that Rockler has taken the “customer experience to the next level” and the Reflexis implementation is “making us become a better company.”