Member Article

Orlebar Brown makes waves with an omnichannel solution from Cegid

Luxury international swimwear and lifestyle brand, Orlebar Brown, is future-proofing its international operations with enhanced unified commerce capabilities, thanks to a robust, global cloud-based omnichannel solution from Cegid.

Founded just over ten years ago by photographer Adam Brown in response to the lack of stylish swimwear available to image-conscious men, Orlebar Brown has grown its global presence, and now has an international store footprint of 21, including the newly opened concession in Harrods and its Palm Beach store.

With a growing global presence – and its customer base of discerning global travellers expecting consistent and seamless encounters across each touchpoint, whether that’s in the store or online – Orlebar Brown looked to support its internationalisation with the selection of ‘Yourcegid Retail’, a cloud-based omnichannel Point of Sale (PoS) solution from Cegid.

‘Yourcegid Retail’ will provide Orlebar Brown with consistent functionality across its store formats – from owned stores to airport stores – to deliver a unified view of the customer in order to capitalise on each conversion opportunity across its channels. This single customer view will allow Orlebar Brown to better understand shoppers’ buying behaviours and personalise encounters to enhance customer experience, as well as offering additional omnichannel services and eReceipt functionality. It will also integrate with Orlebar Brown’s existing global payments solution from Adyen.

Further to this, the Point of Sale solution from Cegid will provide a single view of stock via its Inventory Management module across Orlebar Brown’s sales channels, in addition to delivering a Head Office view of the business to streamline reporting and enable shop teams to effectively manage day-to-day operations.

Nick Owen, Head of IT at Orlebar Brown, commented: “Our customers are truly global travellers, so we want to make sure we make the shopping journey as seamless as possible, delivering consistent customer experience, no matter which country they are in and in which channel they choose to shop. As a premium brand operating in multiple territories, we needed a robust omnichannel solution that could not only deliver functionality across our markets and sales channels, but also one that could scale internationally too. We were already aware of Cegid’s proven international track-record as a SaaS provider – this, combined with the well-rounded capabilities of its Yourcegid Retail solution, made it an easy choice as we look to centralise our systems and provide consistency across our global markets as we go live with the implementation in April 2018.”

“Looking ahead, we will be looking to enhance our omnichannel customer experience capabilities even further, with the roll-out of Clienteling, Cataloging and Shopping modules later in the year. These will empower store associates with mobile-enabled cataloguing to enable digitally assisted up- or cross- selling, as well as allowing them to build a basket on a tablet and transact anywhere in the store,” he concluded.

Samir Belkhayat, UK Director at Cegid, said: “We’re delighted to be helping an iconic British fashion brand, such as Orlebar Brown, deliver greater customer centricity and consistency across its international operations. Cloud technology is proving instrumental in enabling retailers to deliver rich and relevant customer experiences that are consistent worldwide and across each channel, to ensure an opportunity for a sale is never missed and their reputation is enhanced. That is just what we’re looking forward to helping Orlebar Brown achieve with the roll out of Yourcegid Retail.”

This was posted in Bdaily's Members' News section by Tim Barton .