Cloud computing to drive Billabong’s omnichannel experience

A board sports apparel retailer is taking steps to blend its physical and digital retail channels.



Billabong is leveraging the Aptos Singular Commerce platform to support omnichannel retailing across its global enterprise. The cloud-based solution will merge the retailers’ physical and digital retail channels, and create a single view of customers, inventory and orders, among other operations.



In addition to managing point-of-sale, the solution also supports customer relationship management (CRM), order management, merchandising and auditing functions. By integrating these functions, Billabong is positioned to deliver truly seamless customer experiences regardless where, when or how its customers shop, the company said.



Transitioning to a cloud-based platform also helps Billabong to consolidate its retail technology stack, and accelerate the implementation of new solutions — goals that required a seasoned partner.



“Aptos’ global presence, leading cloud-based technology, and professional services and implementation team were important considerations in our selection process,” said Michael Yerkes, senior VP, global operations of Billabong International Limited.



Billabong operates 372 retail stores, as well as operates e-commerce sites for each of its key brands, Billabong, RVCA, Element, Von Zipper, Honolua Surf Company, Kustom, Palmers Surf and Xcel.