Polo Ralph Lauren new york city flagship store

Ralph Lauren Corp. said it has tapped Salesforce to help create an improved omnichannel experience for consumers.

Terms of the deal were not disclosed.

The luxury brand, which recently said it was closing its Manhattan Fifth Avenue Polo store, is working with Salesforce to rework the company’s e-commerce business. “[Ralph Lauren] will move to a more cost-effective, flexible e-commerce platform through a new collaboration with Salesforce’s Commerce Cloud. The new solution is expected to deliver a more consistent customer experience across the global digital ecosystem, with an advantaged total operating cost,” a Ralph Lauren spokesperson said.

Ralph Lauren is the latest brand to reconfigure its e-commerce business as consumers continue to shop online — especially on mobile devices. For example, Millennial-favorite Urban Outfitters recently announced the refocusing of its initiatives. The company will open 15 new locations, which is lower than the 26 opened last year. Instead of more stores, the retailer will put its money behind digital. Urban Outfitters chief executive officer Richard Hayne said in a recent interview with WWD that the company’s “highest priority is where we’ve had the most recent success: digital.”

“We developed a single platform for all brands,” Hayne said. “This enables [the company] to be more scalable and efficient in developing and growing on front-end enhancements across all brands, both on mobile and on web sites.”

Abercrombie & Fitch Co. also said it was closing 60 locations, allowing present leases to expire in order to put emphasis on digital efforts — which includes recent initiatives to align with is social and mobile-savvy shoppers. The retailer’s new blueprint included a Snapchat takeover and beta testing of shoppable Instagram posts.

Retailers are turning to solution providers such as Salesforce and cohorts that include SAP, Adobe and IBM, among others, to help with scalable and cloud-based solutions as well as artificial intelligence software. The investments are aimed to create personalized and customized experiences for shoppers as well as e-commerce transactions that are fast, efficient and profitable.

More from WWD:

Post-Aspirational, Consumers Seek Shareable Items Over Label Envy

Merchants Aren’t Prepared to Deal with Modern Consumers

Consumer Demands Spark Supply Chain Software Upgrades

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