Norwich-based retailer praised for its use of Pursuit iPad system.

Norwich-based retailer Fourth Avenue has won the prestigious 2014 Retail Innovation of the Year Award in conjunction with retail software specialist Pursuit.

The retailer impressed with its use of Pursuit’s Lifestyle iPad-based mobile till and stock records technology, which has been credited with reinventing its Jewellery Lounge boutique.


The Award was presented by Retail Systems, the specialist retail technology magazine. Entries were gathered from across the retail spectrum, with Fourth Avenue beating Harvey Nichols, House of Fraser, M&S and Tesco in its category.

Steevan Whittam, operations and development manager of Fourth Avenue’s parent company W.R. Bullen, commented: “Winning the Retail Systems Award for Retail Innovation is all the more gratifying considering the illustrious names we were up against.

“Before creating the Fourth Avenue lounge concept, we decided it was essential that – whatever we did – had to break the mould. Using Pursuit’s iPad-based mobile till and stock records technology, we were able to reinvent the retail space. It was a step into the unknown and has proved a phenomenal success.

“The lounge concept has enabled us to transform the quality of interaction between staff members and customers and, with that, the total customer experience.”

Pursuit Software managing director, Mike Burns, added: “Within the jewellery retailer community, Fourth Avenue is an acknowledged change-maker. As recipient of the Retail Systems Award for 2014 Retail Innovation of the Year, the importance of the Fourth Avenue’s till-free concept has achieved well-deserved recognition in the retail sector as a whole.

“Fourth Avenue was among the first jewellery retailers to go live with a stock presentation and sales technique that fully exploits the potential of Pursuit’s tablet-based Lifestyle product. In doing so, it has demonstrated to great effect how technology can be discreetly and unobtrusively integrated into the selling process.”


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