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Established 1996
Wednesday 13 November 2019


Payments Awards 2019

Vilebrequin upgrades e-commerce tech with Cegid

Written by Peter Walker

Luxury swimwear brand Vilebrequin has upgraded its international unified commerce capabilities with a new omnichannel solution from Cegid.

The retailer has a long-standing partnership with Cegid, having already integrated its network of resellers onto one platform in 2003, and latterly updating its back-office systems - from procurement to merchandising, inventory, deliveries and billing - using Yourcegid Retail.

With a focus on growing direct-to-consumer sales, Vilebrequin also implemented Cegid’s point of sale (PoS) solution across its European and US stores, as well as launching a mobile-first e-commerce channel – a move which saw online sales double each year for the past three years.

Christian Roche, IT director at Vilebrequin, said: “While our exclusive international boutiques are our main sales channel, our objective was to increase our sales revenue, and focusing on digital growth was one of the main ways to achieve this.

“The stores that have deployed Cegid’s solution on tablets have registered an increase in sales of between two and five per cent,” he added.

Vilebrequin now offers Click and Collect, with orders fulfilled from its central warehouse, thanks to a single view of stock afforded by the Cegid platform.

This has allowed the brand to personalise encounters to enhance shopping experiences across its channels, as well as empowering store staff with up-selling and cross-selling capabilities on tablet PoS devices, via the implementation of Cegid’s Clienteling, Cataloguing and Shopping modules.

Samir Belkhayat, UK director at Cegid, commented: “Digitalising the in-store environment with tablet devices to provide store associates with a single view of stock was particularly important in Vilebrequin’s omnichannel operations, especially when it came to driving conversion.

“As most of its stores are small format - measuring on average 300sq ft - it was unlikely the depth and breadth of stock would be available at any one time, but being able to showcase the entire collection to customers and order items to the customer’s home or to store has increased conversions,” he explained.

This year, a new service will be added to Vilebrquin’s multichannel offer: ship from store. This will allow the brand to fulfil an online order from within a store’s inventory, with plans to also introduce ultra-fast delivery options with order fulfilled within two hours by courier.

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