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Women’s apparel brand fits into seamless engagement


BCBG Max Azria Group LLC, a vertical specialty women’s apparel retailer that operates an e-commerce site and store-within-a-store locations, is working to eliminate channel silos.

BCBG has selected cloud-based Aptos solutions to integrate its in-store and digital commerce operations, supporting a seamless omnichannel customer experience. The retailer was looking to transform aging legacy systems, integrate sales channels, and elevate in-store customer experience, while gaining 360-degree visibility of customers, inventory and transactions across all channels.

BCBG thus selected Aptos Mobile Store for POS, as well as Aptos Enterprise Order Management, CRM and Sales Audit solutions. The new all-mobile POS deployment, together with the new CRM system, will support a more streamlined and convenient checkout process and empower store associates to provide more personalized and consultative engagement.

In addition, enterprise order management will enable BCBG to locate the exact products customers want more quickly from inventory located anywhere across its retail enterprise and then have those items shipped to their homes. The returns process will also become centralized.

“Our investment in Aptos will provide our customers with a consistent shopping experience across channels so we can meet their needs and exceed expectations no matter how they choose to engage with us – whether online or in the store,” said BCBG CIO Robert Fort. “Our associates will be empowered, more productive and more responsive in engaging with customers via the Aptos Mobile Store solution.”

By utilizing cloud-based solutions for POS, CRM and order management, BCBG is able to quickly get up to speed with current seamless customer experience expectations, on both the front and back ends. In 2016, there are no more excuses for not having a sophisticated omnichannel offering, meaning cloud-based deployments like this one should become more common.

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