The fashion company Brax from Herford has converted its online shop to a new system. The new e-commerce platform is intended to offer more flexibility, scalability and an improved user experience.
The Brax range can be ordered digitally via the real-time omnichannel shop system in German, English, French, Dutch and Danish. Ordered goods can be conveniently delivered to your home or via Click & Collect to a nearby Brax store. Another option is Reserve & Collect. An integrated in-store app enables customers to order an item from the online shop range from the Brax Store to their home or branch. Product stocks and availability in Brax stores can be accessed online at any time. Since the system change, updating and listing new items only takes a few minutes. Marketing campaigns can also be implemented flexibly and quickly.
The digital Brax Store is now online on the new platform with all eight country shops in Germany, Austria, Switzerland, France, Belgium, the Netherlands, Denmark and the USA. It is seamlessly integrated into the IT infrastructure and offers a more modern and user-friendly interface for an optimized customer experience, especially when shopping via mobile devices. Page loading times have been shortened thanks to the dynamic shop system, which is aimed at high-load omnichannel commerce.
In the future, the fashion retailer plans to integrate a virtual assistant into customer service that can answer simple questions around the clock. All customer inquiries via chat and WhatsApp arrive centrally and are distributed to customer service employees through automated, intelligent routing. A central knowledge base ensures consistent advice. “With our new e-commerce platform, we offer Brax customers an optimized shopping experience and can respond more efficiently and agilely to the increased requirements in e-commerce,” says Rüdiger Traub, Director of E-Commerce at Brax.
The technical system conversion was carried out by Novomind AG from Hamburg.