The Ideal Outfit: SFCC and Omnichannel… and Italian Leather

There are few places in the world that are synonymous with fashion. Perhaps the place that pops up first the majority of the time is Italy. In fact, the boot-shaped nation has been a hub for fashion design for centuries. 

In line with such a strong heritage, in 1939 Boggi Milano opened its oak doors to a fashion renaissance at the time. Ever since, the Made in Italy label is a sought after product. And Boggi Milano has been creating men’s clothing for decades. The Milan-based fashion house now sells in more than 140 stores across 31 countries, bringing the Italian touch to the world.

Taking care of every aspect of this global operation is a difficult undertaking – particularly if you’re providing high-end luxury products across different markets. 

To fulfill these high standards and more importantly maintain them, Boggi Milano decided to clothe itself in technology that could handle such complex requirements. And that’s why they chose to wrap itself up in Salesforce solutions.

Boggi Milano has been a customer of Salesforce since 2017, and uses Salesforce Commerce Cloud for its ecommerce side of things, Salesforce Marketing Cloud for its campaign movements, and Salesforce Service Cloud for its customer service management.

Through this Salesforce suite the Italian brand has unified their business and strengthened its customers’ digital experience. 

The omnichannel experience

For each step along the customer journey, the Boggi Milano experience is now personalized. With Service Cloud, their customer-facing staff can give customers a smooth experience across the whole journey from discovery to purchase, whether they are in a store, online, on the phone or through email.

This means that Boggi Milano customers can begin researching on the website. Then message with a chatbot to inquire a bit more. Then end with a customer service representative to make a purchase.

Underpinning the strength of omnichannel is the connectedness between the multiple Salesforce Clouds, the sharing of data among them so that no silo is present.  And to build on the momentum, the brand launched the Boggi Academy, which trains their employees in how to deliver a class customer experience across any platform.

Strong foundations

With Boggi Milano super-focussed on its customers and how they interact with the brand across multiple platforms, Salesforce Commerce Cloud in particular enabled it to see a new vision, a vision to fuse the physical world with the digital world, offering services such as click and collect, and reserve in stores. Elsewhere, its store associates leverage the use of in-store applications such as Endless Aisle to boost the sale of recommendations and similar products.

The results from this were pretty impressive. They found that 12% of digital sales were coming from the Endless Aisle app inside the store. Among the store associates, productivity has hit all-time highs, while in-store shoppers’ satisfaction has never been higher.

With Service Cloud, Boggi Milano created a centralized team that serves customers in-store and digitally, consisting of staff outside of the store as well as in-store staff.

And finally with Marketing Cloud, and its integration with Commerce Cloud, it holds the entire portrait of customers both pre-sale and post-sale. This will help to forcefully answer questions such as what promos and offers their customers best respond to, and how their after-sale service can be enhanced.

PS: ArganoUV is one of the world’s leading Salesforce Commerce Cloud (Demandware) development & strategy teams. Contact us to see how we can work together.