British lifestyle retailer Crew Clothing has announced it will roll out gamification and broader engagement features on its existing AI-powered task management platform.

The move forms part of a wider co-innovation programme with Cegid, which develops the technology.

The company uses the platform for task management, store communications, and photo-led visual merchandising and feedback.

The tool enables head office to access real time visibility across the store, as well as freeing up time for store staff to spend with customers.

It is used across the company's 124 Crew Clothing stores, while also supporting sister brands Ben Sherman, which has 15 stores, and Salt Rock, which has 78 stores.

Communications, tasks and checklists are digitised and two-way, allowing store teams to surface issues, request help and share progress instantly.

The company's visual merchandising team also uses the platform's photo capture and feedback flows.

Since launching the tool, the retailer has rolled out forms and checklists collaboratively with Cegid, co-designing improvements that are now part of the product roadmap.

The brand said that the tool is "vital" for a business where stores remain a major growth engine.

Bailey Collett, operations coordinator at Crew Clothing, said that the platform has become the "operating system" for its stores.

“We simply couldn’t run retail operations at our current scale and pace without it," continued Collett. "It gives every colleague, from store managers to sales advisors, the clarity, consistency and real time information they need, so they can focus on customers rather than chasing emails and spreadsheets.”

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