Duluth Trading Co. transforms in-store POS to unified commerce

Dan Berthiaume
Senior Editor, Technology
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Duluth Trading

Duluth Trading Co. is merging its omnichannel customer touchpoints in the store environment.

The men's and women's casual clothing and workwear brand is collaborating with Tata Consultancy Services (TCS) to drive seamless, omnichannel checkout experiences in its stores using the artificial intelligence (AI)-based TCS Omnistore unified commerce platform. Unified commerce is an omnichannel strategy which incorporates all relevant data from all channels to seamless provide a single customer experience at any touchpoint.

Duluth Trading had been seeking to enhance its in-store customer experience by leveraging digital data and extending sales channels. The retailer leverages TCS OmniStore to support this strategy by replacing its traditional POS system with a services-based unified commerce platform.

OmniStore serves as a single platform for all of Duluth Trading’s in-store touchpoints, including traditional and mobile POS, scan and go, and curbside pickup. The platform has enabled all Duluth Trading stores across the U.S. to drive faster checkout and returns, with improved visibility of items purchased across channels.

For store associates, OmniStore provides real-time access to universal carts, promotions and orders, item information and inventory with connected context between online and store. Store associates leverage this information to upsell and cross-sell, as well as offer personalized recommendations.

According to the retailer, the omnichannel, mixed-basket sales and simplified return capabilities enabled OmniStore have helped it significantly improve customer satisfaction and sales, as well as enhance growth.

“Our retail and IT leadership are very complimentary of how OmniStore has performed through the peak holiday season,” said Christopher Teufel, senior VP of IT and logistics, Duluth TradingCo. “Especially in its ability to sell products to our customers regardless of the location. Within a single customer interaction, we’re able to provide a broader offering at the register, and this was an important part of our successful selling approach this past holiday season. We’re excited to roll our mobile solution across the retail chain in early 2023 and to learn more about how we engage our customers in new ways within our store fleet.”

“As a leader in retail business transformations, TCS has a unique insight into the omni-channel needs of the industry and constraints with traditional POS,” said Shankar Narayanan, business group head, retail cluster, TCS. “We are pleased to partner with Duluth Trading Co. in their strategic initiative to reimagine in-store customer experiences. TCS OmniStore enables a seamless omnichannel customer journey while laying a solid foundation for future retail.”

Mulberry unifies inventory view

Mulberry, a global designer and manufacturer of luxury leather goods, is implementing the Aptos order management system to serve as a centralized omnichannel commerce hub across its stores and e-commerce operation.

As it continues to expand internationally, with customer interactions more often crossing both the digital and physical channels, Mulberry recognized the need to establish a unified view of inventory. The company needed to know whether stock was positioned in stores, distribution centers, or elsewhere in its demand chain.

By obtaining a unified, omnichannel view of stock location, Mulberry increases its ability to meet customer expectations for a seamless experience across all channels, as well as for faster delivery and heightened convenience.

Based in Mount Horeb, Wis., Duluth Trading Co. operates over 50 stores, as well as an e-commerce site and catalog.