Touchretail are commissioned to incorporate the EFL 2018/19 mental health charity 'Mind' font into the TRIMS Sports Retail Platform.

An English Football First

The new design will, for the first time in English football, incorporate a charity’s logo into the player name on the back of every EFL shirt across all 72 clubs in the Sky Bet Championship, Sky Bet League One and Sky Bet League Two.

Mind become the EFL’s new Official Charity Partner

The 'squiggle' part of Mind’s logo will be joined into the first letter of the player name – with the player’s name replacing the word Mind – in a unique design to celebrate the new partnership which sees Mind become the EFL’s new Official Charity Partner from the start of next season.

EFL 2018/19 mental health charity 'Mind'

What is TRIMS Kit-builder?

TRIMS Kit-builder is a sophisticated Point of Sale tool used by sports clubs to efficiently process their custom shirt printing requirements at high speed, helping the club to maximise revenue during peak retail times. Kit-builder is fully integrated into the TRIMS Sports Retail Platform providing accurate stock management, automatic reorder and replenishment, with detailed analysis of individual letters held and sold.

How will TRIMS Kit-builder support the EFL 2018/19 Mind font set?

Working in conjunction with Lee Hyde, director of retail at Ipswich Town Football Club, Touchretail reacted quickly to the clubs request with an appropriate solution drawn up in a matter of days. With ITFC looking to offer this on kits from the start of June, part of the brief was for the entire process to be handled centrally by Touchretail avoiding additional work from 3rd party systems.

Stu Francis, CEO of Touchretail comments: “Custom shirt orders processed through any sales channel, in ITFC’s case this is through Magento 2 or their Touchretail EPOS units, will automatically substitute the first letter of the player name with the equivalent EFL Mind font character, thus ensuring accurate inventory management is maintained throughout the retail operation. ‘Min/Max’ reorder levels, stock alerts and detailed reporting will help the club maintain the right level of stock to meet customer demand.”

Stu goes on to say: “I’m delighted to be able to deliver a sophisticated solution for Lee in such a short time-frame, one that allows Lee to raise the club’s profile by offering the same lettering worn by the EFL players, it’s what the fans want. Lee now has the confidence to be able to provide this through accurately controlled inventory, avoiding manual guesswork, which would inevitably have a negative impact on the club.”

Lee Hyde, director of retail at Ipswich Town FC comments: “I approached Touchretail a little apprehensive, thinking “I doubt this can be done”, but after a very quick discussion Stu reassured me that the TRIMS system could handle the testing requirements we had. This was the reassurance I needed in order to be able to commit to stocking the new Mind ‘Squiggle’ font style for fans to purchase on their shirts. At retail level we have the option to replicate the official player shirts, or offer a simpler plain version without the Mind ‘Squiggle’ font. At the end of the day the fans want what the players have on their shirts. However, from a stock control perspective this could have caused huge issues for us. The EFL have launched letter sets in both plain and Mind ‘Squiggle’ across two sizes and six colourways, totalling twenty-four letter sets! Fortunately due to the work Stu and his team have carried out, I can now confidently offer this option to our fans when many clubs are choosing not to. At the click of a button, I’ll be able to see stock holdings across all letter sets, and re-stock requirements. To be able to view this with no manual adjustments or manipulation is unbelievable. This alone justifies our choice to partner with an ePOS software brand as forward thinking as Touchretail. I think many clubs will be interested in taking a look at just how we manage this so simply!”

The EFL 2018/19 Mind font Kit-builder launch

Touchretail will be launching the EFL 2018/19 Mind font Kit-builder later this week ready for Ipswich Town FC to activate when required.

In this groundbreaking new collaboration, the EFL and Mind will be joining forces from the beginning of 2018/19 to use the power of football to help improve the nation’s mental health and wellbeing. Read more here at the EFL

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