GANNI x IMPACT – A globally connected customer experience

Baggrund

GANNI, known for being a respected fashion brand in Denmark, wanted to rapidly scale to a global, market-leading fashion brand with a sharp focus on sustainability and inclusivity with excellent customer experience at every touchpoint.

GANNI needed to “become a tech company that does fashion”, as its founder Nikolaj Reffstrup puts it. Knowing that GANNI customers are typically Millennials and Gen Z digital natives, the brand’s strategy was to scale and grow digitally by building a market-leading e-commerce and omnichannel platform.

Together, GANNI and IMACPT started a journey to transform GANNI to enable truly excellent customer experiences for a global rollout. All the way from a carefully crafted customer journey all the way to a revamped IT architecture empowering employees and customers alike.

IMPACT have helped GANNI all the way from CX strategy, customer insights, technology selection, process design, and technology implementation – not to mention ongoing optimizations.

Løsning

An extensive CX process translating the brand ambition into a clear digital vision is the foundation of the project. Answering the question: How do we want the GANNI customer to feel when they meet GANNI at every touchpoint throughout the customer journey?

The CX process resulted in the key design drivers: Connected & Included, Inspired, Empowered and Rewarded.

Together we defined a future IT architecture to transform GANNI’s digital business – both processes online, in-store and backoffice, while creating compelling design touchpoints. All with the decided design drivers and global scale in mind.

The resulting digital commerce architecture integrates best-of-breed platforms, such as Salesforce Commerce Cloud, Marketing Cloud and NewStore OMS and mobile POS. These solutions were hand-picked for their scalability, flexibility, and ability to collect first-party customer data across key touchpoints.

Placing Salesforce Commerce Cloud at the heart of our architecture enables GANNI to successfully fulfill online sales across 40 markets – fully localized. The set-up also unlocks omnichannel features that keep customers coming back for more, such as in-store pickup and ship from store for online orders.

40 of GANNI’s outlets are harnessing the power of NewStore mobile POS. This solution gives store associates the power to handle sales, returns, inventory management and capture customer first-party data – all with a simple mobile POS on an iPhone. It’s safe to say GANNI’s store associates are loving this part of our digital transformation!

With NewStore OMS keeping track of all inventory and locations it couldn’t be easier for store associates to fulfill in-store orders from GANNI’s warehouse, directly through an iPhone app. Sold out items can be fulfilled through the e-commerce warehouse, meaning GANNI doesn’t have to worry about losing in-store orders if they’re out of stock in that physical location. This is especially important to GANNI’s business model; as the seasons and drop releases create a great deal of hype around certain designs – which quickly sell out.

NewStore OMS permits GANNI to offer a series of convenient omnichannel features that customers love, like fulfilling online orders with in-store pick-up, such as Buy Online Pick up in-store (and return in-store) and ship from store.

All the omnichannel dots are connected in a commerce architecture and middleware solution designed by IMPACT, based on Microsoft Azure and Salesforce Commerce Cloud. The middleware solution handles commerce data between NewStore POS and OMS, GANNI’s ERP system and NEDAP RFID.