Dive Brief:
- High-end apparel retailer BCBGMAXAZRIA Group will expand its omnichannel strategy through a partnership with e-commerce firm Demandware.
- Demandware’s Digital Store solution displays collective inventory to retail associates, helping ensure that customers get access to the items they want.
- BCBGMAXAZRIA Group operates 700 stores and is the parent company of BCBGMAXAZRIA, BCBGeneration and Herve Leger brands.
Dive Insight:
BCBGMAXAZRIA says it will embrace an omnichannel strategy engineered by e-commerce firm Demandware to deliver engaging shopping experiences across channels and build its business. BCBG first launched e-commerce storefronts for its brands on the Demandware platform in 2012.
Omnichannel strategies like BCBG’s are seen as bringing greater transparency to the shopping experience. While offering easy-to-navigate storefronts for online shoppers, Demandware’s Digital Store also encourages one-on-one interaction with customers in-store by displaying available inventory throughout the 700-store chain and its warehouses.