Early Learning Centre

The Client
Early Learning Centre was founded 28 years ago to sell ‘learning through play’ toys in the United Kingdom. ELC has over 200 stores nationwide as well as at selected Debenhams outlets. You can also purchase ELC toys at selected Sainsbury's stores across the UK. In addition to this, ELC sell toys via mail order and have franchise stores around the world.

The Objective
Early Learning Centre was keen to develop an internal information resource to improve communication and customer service across its network of stores.

The Solution
The system, called the 'Information Store’, connects directly to the Early Learning Centre’s back-end production systems via a browser, linking the head office in Swindon with its network of 213 stores.

Morpheus began by building a small enquiry prototype, which also displayed the Early Learning Centre’s internal 'Weekly Newsletter' online, rather than in its more usual printed format. The data was stored on the Early Learning Centre’s central system, enabling employees to access it from any one of their stores. Following the success of this implementation, the Early Learning Centre decided to extend the project to create the Information Store.

The first phase of the Information Store, which was launched in October 2002, includes a 'Shop Home Delivery' service to enable customers to purchase selected goods in store, but have them delivered directly to their home. The application, written by Morpheus, integrates directly with Early Learning Centre's browser-based cash tills, so that customer details can be logged centrally.

Once this stage was complete, other developments were also commissioned; including the development of an online promotional calendar for Head Office to publish and amend listed events and promotional activities for the stores.

“The development of our online Information Store creates a simple but powerful application that will enable the Early Learning Centre to enhance both employee and customer relations. We are phasing developments to ensure that changes are manageable internally and that staff have time to become accustomed to the improvements, avoiding the disruption which new systems can bring.”

Senior Developer
Early Learning Centre