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Case study

How Morleys reaches its multi-store workforce with Speakap


About Morleys

Industry: Retail
Location: Eight department stores across London and South of England
Number of employees: 1,000

Morleys is a family-run retail chain comprising eight department stores, mostly scattered in and around London. Founded in 1897, every store plays a central role in their local community.

The challenge 

Morleys was struggling to connect and get key messages to its frontline employees. In-store employees had repeatedly voiced the desire for more information, and the head office had set up listening forums and several internal communications programmes, but they weren't achieving the desired results.

Existing internal communications, such as the quarterly email newsletter, were proving increasingly frustrating, as messages reaching the in-store colleagues were inconsistent and underwhelming. Given the current challenges in retail, Morleys knew that underwhelming simply wasn't good enough and that they needed a new platform to help reach their 1,000 employees.

Of the 1,000 employees, only around 200 have a company email address. Morleys recognised that, as a business, it was quite traditional and nervous about introducing new technologies, so they needed a solution that was mobile, user-friendly, but also a partnership that could bring employees along at their own pace.

The solution

After looking at several solutions, Morleys decided to go ahead with a trial of Speakap in one of their stores to determine if the platform – personally branded as MorSay – was fit for purpose for their organisation.

Each store has a staff list, but Morleys doesn't collect personal email addresses as standard, so they began by capturing these email addresses, so employees could receive a link to accept and download MorSay. Having a clear communication plan around the invite helped the platform gain traction. Employees in some stores also had the opportunity to sign up in person if they didn't have an email.

The pilot was extended to two stores and then quickly rolled out across the entire group. MorSay is now the company's central communication platform, bridging the gap between head office and the frontline, but also between stores themselves.

The Morleys head office shares a lot of business updates, information about new products that are coming into the business, and information about different stores. MorSay has also become a powerful tool to celebrate success and achievements in real-time.

One benefit that Morleys didn't initially foresee has been the ability to share operational knowledge, such as visual merchandising ideas between stores, or best practices for selling new brands or products that are hitting the shop floor.

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The results

Improved employee engagement and customer satisfaction.

  • A four-fold increase in internal communications  

  • Near 100% adoption at trial stores
  • Considerable time savings on previous methods, according to the company's internal communications team

It's bringing the teams together, making communication faster and better, and it's a very transparent way of communicating. Speakap plays a big part in how we'll move forward. It connects the teams in-store, sharing best practices, and what's new, which is always a massive opportunity for any company.”CHRISTOPHER KITLEY, GENERAL Manager, MORLEYS

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