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US apparel retailer deploys IBM Smarter Commerce to grow to a $1-billion business online

Today at the National Retail Federation (NRF) conference in New York City, it was revealed that speciality fashion retailer Abercrombie & Fitch is working with IBM software to help transform its online business to achieve the speed, efficiency and adaptability of ‘Smarter Commerce’.

Supporting global growth ambitions 

The initiative is part of Abercombie’s strategic goal to expand its direct-to-consumer capabilities and drive it’s e-commerce business to $1 billion (£633 million).

“Abercrombie & Fitch Co., and its portfolio of brands including Abercrombie & Fitch, Hollister Co, abercrombie kids, and Gilly Hicks, is growing its e-commerce and cross-channel operation dramatically in the coming years,” said John Deane, senior vice president and chief information officer at Abercrombie & Fitch Co.

“We require a world-class solution that will scale over time, bolster international expansion, and support cross-channel commerce. IBM’s e-commerce and order management solutions meet our requirements for infrastructure, scalability, and future growth.”

Integrating online and call centres

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 centre 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.

“Consumers are becoming more connected, and more demanding in their expectations of how they interact with retailers,” said Craig Hayman, IBM industry solutions general manager. “The steps Abercrombie & Fitch are taking to achieve Smarter Commerce will help it continue to deliver quality merchandise, and provide a unique shopping experience that will deepen its’ relationship with consumers.”

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