SOURCE: Reflexis Systems

July 16, 2007 13:00 ET

Homebase Selects Reflexis for Retail Execution Management

Second Largest DIY Retailer in the United Kingdom Selects RetailAction™ Task Management, Store Walk, and Mobility Solutions

DEDHAM, MA--(Marketwire - July 16, 2007) - Reflexis Systems Inc., the pioneer and leader in next-generation Retail Execution Management, today announced that Homebase, the second largest DIY retailer in the United Kingdom, has selected RetailAction™ solutions to improve productivity and ensure a consistently positive customer experience in all of its more than 300 stores. After a thorough review, Homebase selected Reflexis over its direct competitor in the task management market. Homebase is part of the Home Retail Group (LSE: HOME), the leading home and general merchandise retailer in the United Kingdom.

Homebase will implement RetailAction Manager™ for closed-loop task management and RetailAction StoreWalk™ for enhanced store walkthroughs and audits. RetailAction Manager™ will enable Homebase to streamline corporate-to-stores communication, coordinate planning, optimize workloads, and ensure the consistent execution of tasks in all of its stores; RetailAction StoreWalk™ will allow Homebase to monitor compliance levels and leverage real-time feedback for continuous improvement. Homebase will also deploy the solutions on handheld computers, enabling district and store managers to access essential information and communicate with headquarters while providing leadership and helping customers on the sales floor. Reflexis solutions will allow Homebase to automate many of its formerly paper-based processes, providing economic and environmental benefits by eliminating the need to print and send thousands of pages of paper per week.

"RetailAction Manager™ will make it easier for our staff to manage workload in our stores, which will translate into making it easier to deliver quality service and ultimately an all around better experience for our customers," said Ian Jones, Retail Director of Homebase.

Reflexis was selected after extensive review of the market and was chosen primarily because of its ease of use and functionality, but also its scalability. "Reflexis has a good understanding of the issues facing fast-changing, multiple-site retailers, and this is reflected in their product," said Dave Clauson, Strategic Project manager for Homebase.

"Homebase is known for the service and wide range of choices and styles it provides to its customers," said OP Choudhary, Head of Operations for Reflexis in Europe. "Reflexis is honored to be selected by Homebase and proud to add the company to our growing list of leading UK retailers. We look forward to a fast, successful implementation that results in continued operational improvements and a rapid Return on Investment."

About Homebase

Homebase is the UK's second largest home improvement retailer and is recognised for choice, style and customer service across the wider home enhancement market. It has more than 310 large, out-of-town stores throughout the UK and Republic of Ireland, and is planning to add to its store chain with around 15 new stores a year. In the last financial year, Homebase sales grew to £1.6 billion and it employed some 18,000 people across the business.

Homebase sells over 30,000 products across DIY, decorating, home and garden ranges, and has a growing Internet offering. Homebase serves over 70 million customers per year through its stores and offers customers the convenience of home delivery for bulky, high-value items. Its 'Ideas' magazine is the number one home interest magazine in the UK, with a circulation of almost half a million.

In November 2006, Homebase won Britain's Best Superstore Manager of the Year (awarded by DIY Week). Homebase was the first UK DIY retailer to achieve Forest Stewardship Council Chain of Custody certification. Homebase's website,, offers customers around 15,000 products online.

Homebase is part of Home Retail Group, the UK's leading home and general merchandise retailer.

About Reflexis Systems, Inc.

Reflexis helps retailers turn strategy into action with the integrated RetailAction™ suite of Retail Execution Management solutions. Reflexis customers include The Home Depot, Metro AG, Tesco plc, Sears Holdings, Staples, B&Q, Circuit City, Toys "R" Us, Homebase, Barnes & Noble, AutoZone, and many other Top 250 Global Retailers. Reflexis customers have reported dramatic improvements in store-level compliance with corporate strategies, empowering them to increase average ticket sales and improve field and store management productivity throughout their chains.

The Reflexis suite of products features RetailAction Manager™, RetailAction KPI Activator™, RetailAction StoreWalk™, and RetailAction LaborScheduler™. Reflexis Systems, Inc. is privately held and headquartered in Dedham, Massachusetts, with international offices in the UK, Germany, and India. For more information, visit

Contact Information

  • Reflexis Contact:
    David L. Andrews
    Reflexis Systems, Inc.
    3 Allied Drive, Suite 400
    Dedham, MA, 02026
    Phone: (781) 493.3400
    Email Contact

    Homebase Contact:
    Denise Bigwood
    Press Officer
    Home Retail Group Corporate Affairs
    Phone: 44 845 120 4365
    Email Contact