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BCBG expands omnichannel capabilities


As more retailers work to unify their physical and digital capabilities in a more effective way, BCBGMaxazria Group is expanding its omnichannel strategy.

The retailer says it is expanding its relationship with Demandware to advance its omnichannel commerce strategy.

“At BCBGMaxazria, we are focused on our customer and how she experiences our brand through engaging and exciting shopping experiences that are tailored for her,” said Alex Golshan, VP of omnichannel and international ecommerce at BCBGMAXAZRIA Group, which operates more than 700 stores worldwide. “We are working hard to overcome internal channel P&L conflicts, align incentives to better serve the customer and rapidly grow our business by leveraging inventory across all channels including retail and wholesale. This is a challenging journey, which involved technologies from Demandware and others as well as cultural changes across the organization.”

BCBGMaxazria Group’s brands, including BCBGMaxazria, BCBGeneraiton and Herve Leger, initially launched on the Demandware platform in 2012 through PFSweb, a Demandware Link End-toEnd partner. The retailer migrated to Demandware from an on-premise solution to gain greater flexibility and scalability and to bring the brand experience to customers worldwide, while simultaneously enhancing the in-store shopping experience.

With Demandware’s Digital Store solution implemented by PFSweb, store associates have access to a collective inventory, ensuring the customer can get the item they want, even if it’s not available in the store. The solution also serves as a consumer engagement tool, allowing store associates to have one-on-one conversations with customers in the store, creating a distinct and collaborative shopping experience.

The retailer is exploring additional capabilities with Demandware to create a unified view of the customer shopping experience.

“The future of retail is about breaking down traditional silos and bringing together the physical and digital worlds. Retailers that do this successfully will find they can deliver enhanced customer shopping experiences and increase store revenue,” said Jeffrey Barnett, COO at Demandware. “Our One Platform strategy enables retailers to advance their omni-channel initiatives. By leveraging Demandware as its central platform, BCBGMAXAZRIA Group can create personalized experiences for each of its customers, regardless of where or how they choose to shop.”

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