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02/17/2022

Luxury retailer shifts store operations to mobile platform

Dan Berthiaume
Senior Editor, Technology
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Vince is mobile-enabling store operations.

Vince is managing front- and back-end store activities via iPhone.

The vertical luxury brand, a banner of Vince Holding Corp., is deploying cloud-based, mobile-first NewStore omnichannel solutions including clienteling, mobile POS, inventory management, and store fulfillment in its stores. Vince is also offering a branded NewStore consumer app, which is fully integrated into the NewStore platform.

Vince offers women's and men's ready-to-wear footwear and accessories through 51 full-price retail stores, 18 outlet stores, an e-commerce site, and a subscription service. It also has multiple premium wholesale partners that distribute its products globally.

Utilizing the NewStore platform, Vince has unified its physical and digital channels. Leveraging a pre-built integration between NewStore and Salesforce Commerce Cloud, the retailer enables seamless in-store services such as fulfilling orders with an iPhone, buy online pickup in-store (BOPIS), and endless aisle. And by unifying customer, order and inventory data across its in-store and online systems, Vince obtains real-time visibility, regardless of where and how a purchase is made.

This integration also serves as the backbone of Vince's consumer app, which the retailer views as a critical channel for consumers to bond with its brand. The next phase of the NewStore implementation will focus on enhancing how Vince's stores connect to its app. Planned new omnichannel app features will provide customers with a richer, more curated app experience.

Another vertical omnichannel retailer, Burton Snowboards, also implemented the cloud-based NewStore omnichannel platform across its stores. The rollout unifies order management, checkout, “endless aisle” inventory access, and clienteling for iPhone access, with direct integration into Salesforce Commerce Cloud. 

Equipped with mobile POS and inventory and fulfillment solutions available on iPhone apps, the snowboard company’s store associates intend to offer a more intuitive front-end experience. The NewStore platform’s integration into Salesforce Commerce Cloud provides Burton with a single, unified view of its e-commerce and store operations at both the retail and corporate headquarters levels.

"Most retailers patch together various point solutions to create the illusion of omnichannel. Until NewStore, I hadn't seen a platform that matched the expectations I had for our brands' in-store and mobile experiences," said Jack Schwefel, CEO, Vince Holding Corp. "NewStore has played an important role in transforming Vince's retail operations because it allows us to bring the personalization and connectedness of e-commerce to our stores. We look forward to rolling out NewStore with Rebecca Taylor in the future."

"Vince is one of the few brands that has turned brick-and-mortar shopping into a fully app-powered, digitally connected retail experience. Not only for its associates, but for the consumer as well," said Stephan Schambach, Founder and CEO, NewStore. "By rolling out the full NewStore platform, Vince has set the standard for modern retailers, offering a rich, elegant shopping experience wherever consumers interact with the brand."

Vince customers can now visit participating U.S. locations to see NewStore technology in use, and they can download the Vince consumer app via the App Store and Google Play.