Imperial Fashion Group

Goals and

needs

The partnership between Imperial Fashion Group and Alpenite began in 2016, which was the year the group developed its first e-commerce project.

As the business and the connections between people have evolved, so has the need to boost the omnichannel strategy, not only to manage the various online and offline touchpoints in synergy, but to bring more authenticity and trust to the relationship with customers and brand followers.

Imperial and Alpenite have therefore focused over recent years on developing the tech stack around e-commerce, increasingly strengthening and enabling:

• The complete availability at every touchpoint of the entire assortment, which is very extensive and widespread between warehouses and individual points of sale, thanks to the enablement of advanced order management and endless aisle processes;
• An extensive variety in the catalogue and frequent updates, thanks to efficient new article creation and uploading processes;
• The co-existence of nine independent B2B and B2C sites.

Approach and Solutions

Alpenite’s roadmap has therefore been extended to the activation of omnichannel processes by enabling the B2B channel in the Adobe Commerce platform and the integration of the advanced Order Management Solution (OMS) One Stock, to enhance both the in-store and virtual shopping experience, guaranteeing the highest levels of stock optimisation and minimising the possibility of stock-out.

At the same time, a process was set in motion to support the Imperial team in improving conversion rate performance and, consequently, the ROI of the digital advertising investment thanks to Reelevate –  Arsenalia Group’s digital marketing consulting unit. This activity is further supported by the integration of the Braintree gateway and Scalapay, a fintech specialising in buy now pay later (BNPL) that is transforming the world of digital payments.

Recently, Imperial Fashion Group’s approach to omnichannelisation and customer loyalty, inherent in its DNA, has led to the emergence of the need to obtain a single vision of the customer and thus of the data collected across different touchpoints, which can then be used to create customised conversation and interaction pathways.

To do this, it selected and implemented the Mapp Cloud solution, a Customer Data Platform (CDP) capable of enabling customer data unification, creating up-to-date profiles and enriched customer insights in real time, on which to build consistent and effective customer journeys and hyper-personalised marketing campaigns based on customer and user purchasing preferences and behaviour.

The extensive implementation of the omnichannel concept has enabled the group to consolidate ties with its customers through more consistent and fluid dialogues and processes, doing away with any technological, organisational or governance barriers that by nature lengthen the distances between brand and customers.