Specialty retailer Abercrombie & Fitch is working with IBM software to help the company transform its online business. The initiative is part of Abercombie’s strategic goal to expand its Direct-to-Consumer capabilities and drive its e-commerce business to $1 billion.
Abercrombie & Fitch is using IBM’s WebSphere commerce platform for its branded storefronts, both domestically and internationally. The company is adding IBM order management software, which includes call center functions for accessing and updating customer orders, to provide the retailer with the operational foundation it needs to move toward providing seamless, integrated cross-channel solutions.
With Smarter Commerce, IBM is defining a new market driven by the demands of rapidly shifting customer-buying patterns in the era of mobile and social networks. Smarter Commerce helps retailers achieve brand intimacy by more effectively automating their purchasing, marketing, sales and fulfillment processes to better serve their customers, says IBM.