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Eton, UK — August 26, 2010— Kiniki, the mail order and online retailer of underwear and swimwear, has revealed the impact business intelligence (BI) has had on the company. This comes 12 months after the installation of the Safewire Arx BI business system, built on InterSystems DeepSeesoftware.

Kiniki has been successfully trading since 1975, but with new data lists becoming increasingly expensive and the retail market more competitive than ever, the family-owned mail order company wanted to better understand the behaviour patterns of its customers and maximise its existing database of 500,000 contacts.  Kiniki selected the Safewire ARX BI integrated, multi-channel business system in order to make sense of the volumes of data at its disposal and target its customers more effectively.

As Kiniki Marketing Director James Walker explains, “We didn’t realise the amount of data that could be analysed.  We have now completely restructured our marketing strategy: understanding who ordered what, which colours different customers prefer, what day of the week they buy and how much they spend by season, really matters to us because we can target our marketing budget accordingly. We now get a better response from our customers – but with less mailing.”

With smaller print runs cutting the costs of designing, posting and printing, the company has reduced its overheads by 12% – but not at the expense of revenue.  Along with transforming their marketing approach and cutting costly overheads, the company has strengthened its relationship with its customers by anticipating and responding to their needs.

These positive results are partly due to the ease with which the company can monitor its key performance indicators.  Embedded in the Arx BI system is InterSystems DeepSee, the business intelligence software that gives companies real-time information on what is happening to their stock and sales via a tailored dashboard with simple, graphical displays of relevant information.

Commenting on the importance of business intelligence for enterprises of all sizes, Safewire CEO and founder Peter Lowndes said: “Businesses need to have a clear understanding of how both their customers and assets function – and be able to react instantly.  Arx BI allows responsive operational decisions to be made quickly and decisively, helping companies keep ahead of the competition.”

InterSystems UK Director of Marketing Mike Fuller added, “InterSystems partners with a number of innovative development companies like Safewire that build tailor-made solutions for enterprises of all sizes. Embedded business intelligence provides access to vital operational information enabling better decisions to enhance a company’s performance.”

Safewire will be giving a presentation on their ARX-BI application at the InterSystems UK Symposium on the 21 September 2010.

About Kiniki

Established for over 35 years, Kiniki has evolved from a small design house in England creating hand made exclusive underwear unlike anything else of its time, to selling over 30 million items of underwear and swimwear world wide to date. Continuing with offering edgy garments not available on the high street Kiniki has developed it’s highly coveted range of Tan-through swimwear generating extensive publicity from quaint cultural publications through to England’s largest papers, New York Fashion Magazine, Spanish TV and everything in between.

About Safewire

Safewire Limited combines a wealth of knowledge and expertise in managing a mail order business within a single integrated multi-channel business solution – Arx
Tried, Tested and Trusted – Safewire Arx runs every aspect of a business; from sales order entry and warehouse management to dynamic website generation and operational business intelligence, Arx is the business…

  • Tried – Arx offers unique and innovative features, being in continuous use and development since 1995.
  • Tested – Arx is fully integrated, so everything is crosschecked and continuously monitored alerting Safewire support automatically if anything unexpected arises.
  • Trusted – Arx is so robust and reliable its uninterrupted service won ECMOD customer service and best transactional web site awards.

About InterSystems:

InterSystems Corporation is a global software technology leader with headquarters in Cambridge, Massachusetts, and offices in 25 countries. InterSystems provides advanced software technologies for breakthrough applications.

InterSystems DeepSee is software that makes it possible to embed real-time business intelligence in transactional applications. InterSystems Caché® is a high performance object database that makes applications faster and more scalable. InterSystems Ensemble® is a seamless platform for integration and the development of connectable applications. InterSystems HealthShare is a platform that enables the fastest creation of an Electronic Health Record for regional or national health information exchange.  InterSystems TrakCare is a Web-based healthcare information system that rapidly delivers the benefits of an Electronic Patient Record. For more information, visit

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