Case Study: Smyths Toys achieves sub‑1‑hour Click & Collect and consistent pricing & inventory accuracy with ZetesAthena

Smyths Toys at the top of in-store execution

Smyths Toys, one of the largest and fastest-growing toy retailers in the UK and Ireland with over 100 stores, needed to deliver an efficient Click & Collect service, ensure consistent pricing and ticketing across 10,000 SKUs, and speed up replenishment to avoid out-of-stocks. They partnered with ZetesAthena, a cloud-based In-Store Management solution powered by the MCL™ Mobility Platform, integrated with SAP and POS systems to standardize and digitize in-store operations.

Using ZetesAthena, Smyths Toys implemented mobile-driven task management, real-time stock visibility and automated workflows (orders reach stores in under 50 seconds), enabling 95% of Click & Collect orders to be ready in under an hour. The solution also consolidated price labeling, introduced perpetual inventory counting to eliminate annual stock takes, helped avoid significant losses from pricing errors and stockouts, and drove ecommerce growth and higher-than-expected sales revenue.

Smyths Toys

Rob Wilson

Chief Technology Officer