In orders is supported by new platform
OMNICHANNEL COMMERCE FOR MULTIPLE BRANDS
The ChallengeAs one of the leading apparel retailers in the U.S., Chico’s has enjoyed rapid growth over the past 10 years. In order to maintain this success, the company felt a need to gain better insights into its consumer and her buying habits. To achieve this goal, Chico’s decided to build an omnichannel commerce solution in order to gain a 360-degree view of its customers. The challenge was to ensure all its retail data (customer, product and order/transactions) was available across each sales channel, while introducing mobile as a key interface for driving consumer interactions. Complicating things further, the company wanted to accomplish this across multiple brands (Chico’s, Soma, White House | Black Market and Boston Proper).
Our InsightWe worked closely with key stakeholders at Chico’s to craft a long-term roadmap that involved unifying all of the company’s brands on one ecommerce platform, synchronizing data with store locations and extending the brands beyond their current North American borders through a globalization strategy. We also wanted to find a way to introduce a mobile presence into retail stores.
MULTIPLE BRANDS, MULTIPLE CHANNELS, MULTIPLE COUNTRIES
At its root, Oracle Commerce is centered on the customer and the shopping experience. Chico’s took advantage of the customer-centric functionality offered by the platform, presenting products to customers that aligned with previous buying behavior, customer search results, product page visits and checkout process history. Our team was instrumental in rolling out Oracle Commerce for Chico’s and ensuring consistency of data, functionality and user experience across the four brands. We also implemented the call center application offered by Oracle, Commerce Service Center (CSC), for full visibility into web orders and customer information for CSRs. The result was several hundreds of millions of dollars in transactions pouring through the platform every year, from all corners of the globe, with the reliability to handle seasonal peaks in traffic flawlessly.
GOING MOBILE, INSIDE AND OUT
Since Chico’s was early in the ecommerce game, mobile was not a viable channel in the first few years of operation. As the proliferation of smartphones increased, the need to engage customers through this channel grew. Chico’s met this challenge by building a mobile-web-optimized ecommerce site that allows customers to search, navigate and purchase using a smartphone or tablet. The mobile investment did not stop there. Chico’s worked closely with our team to develop a pilot for a tablet-based in-store clienteling application. The clienteling application included full integration with the ecommerce website for ordering and product availability—a giant step towards realizing the Chico’s omnichannel vision.
CROSS-CHANNEL MERCHANDISE LOCATOR
The next phase in realizing the company’s omnichannel vision involved gaining visibility into inventory across all its sales channels, especially stores. Customers voiced an interest in having the ability to find products in stores for immediate pick up. To improve the customer experience while saving lost sales due to out-of-stock inventory, Chico’s recruited us to build a cross-channel merchandise locator that integrated the website and the in-store POS. Customers no longer have to waste time making calls or visiting stores to find out if a product is in stock—the information is now just a click away.
OMNICHANNEL ORDER MANAGEMENT
When creating its omnichannel vision, Chico’s knew that synchronizing web, mobile and call center orders would be imperative. Many of the Order Management Systems (OMS) on the market did not meet the company’s specific requirements, which prompted Chico’s to work with us to build an omnichannel OMS for full visibility and control over orders. By extending the call center interface to display all order information, Chico’s customer service employees can quickly update orders to the delight of their customers.
The new tools and website DMI designed and developed included an Order Management System that allows Chico’s to handle over $500M in orders built off of Oracle ATG Web Commerce platform.