Boggi Milano overhauls store customer experience

Retail Technology publisher, Miya Knights, speaks to Italian menswear chain CIO after completing a recordbreaking 140-store rollout in two months

Boggi Milano has deployed an enterprise retail management platform from XY Retail across 140 stores in just two months, setting a new standard in the pace of luxury retail transformation. 

The rollout covered eight markets, including Italy, France, and the US, with flagship openings in Milan's San Babila district and New York City. All stores were live ahead of Black Friday 2024 and are fully fiscally compliant.

Boggi Milano staff processed 334 orders within a few hours at the Saint-Tropez La Braderie shopping festival, demonstrating the new system's speed and scalability.

Marco Benasedo, Boggi Milano CIO, told Retail Technology magazine: “The real key to its success has been mobile.” He said the retailer has shortened waiting times at the POS, and the integration with its mature loyalty scheme has enabled store associates to recognise 80% of customers they serve

Unified retail stack

With XY Retail’s cloud-native, application programming interface (API) first architecture, Boggi Milano now operates a unified retail stack designed to deliver a mobile-first, modern in-store experience while scaling globally.

“XY Retail has helped us pioneer an omnichannel approach in the business,” added Benasedo.”We’ve spent a lot of time improving our business process and the user experience we offer our customers.”

Key elements of the deployment included an order management system (OMS), point of sale (POS), and mobile POS across all locations. It enabled the integration of radio frequency identification (RFID) with the Temera traceability platform for real-time inventory tracking and visibility, as well as customer device ID-based fraud prevention. 

In addition, the retailer launched a bespoke tailoring app and pay-by-link checkout options, while introducing Android and iOS customer apps to support omnichannel services.

Setting brand standards

Benasedo indicated the XY Retail rollout set a benchmark for premium brands seeking to strike a balance between customer experience, execution speed, and operational precision. It has also paved the way for continued improvements for Boggi Milano.  

He concluded: “Now we’re looking at more efficient ecommerce delivery and changing the way we manage returns, while continuing to increase the user experience for all of our customers.” 

The iconic Italian menswear brand, founded in 1939, operates 240 stores in 61 countries as part of its ongoing international expansion.