Case Study

Omnichannel and order management: a tailor-made solution for fashion retail

How a personalised order management solution created by Retail Reply helped the Miroglio Group keep up with the challenges of digital change.

#Digital transformation
#Order management solution


Reply was awarded "Best in Class"

Reply was awarded "Best in Class"

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Omnichannel for four brands with Salesforce Storefront Reference Architecture

To implement omnichannel processes for four brands in order to offer customers new shopping experiences and integrate the new Salesforce SFRA infrastructure, including new e-commerce features to ensure a smooth transition from the legacy system.


Rethinking retail and websites

The Miroglio Group is an Italian company active in 22 countries in the fashion sector with well-known brands, including Motici, Fiorella Rubino, Elena Mirò and Oltre. In an increasingly competitive market, the Group has decided to face the challenge of the B2C shopping experience's digital transformation to keep up with technological opportunities and offer its end customers new shopping experiences.

The Miroglio Group's digital retail solution needed to be redesigned to enable omnichannel processes for its brands and to offer new order management solutions, while its websites needed to be migrated to the latest version of Salesforce Commerce Cloud (SFRA).



Accelerate E2E omnichannel processes with an innovative management system

Retail Reply proposed a new application landscape to Miroglio, integrating the Salesforce OMS and Salesforce Omnichannel Inventory systems into Salesforce Commerce Cloud. A series of optimisations were therefore provided that made it possible to enable multishipping and manage routing rules to optimise the number of shipments, reduce delivery times and increase the availability of goods, thanks to the use of store stock.

The Retail Reply Accelerator has also been adopted, leveraging AWS technologies and services, to complete the E2E omnichannel processes related to in-store processes, allowing the enabling of in-store pickup and packaging, the capture and refund process, the provision of return labels and the management of in-store returns.


Complex integrations and new features

To create a complete E2E solution for Miroglio, Retail Reply also managed integrations with various systems, such as ERP, WMS, Service Cloud, ShippyPro, EGON for address validation, Live Story for the editorial component, ORCE and various Payment Service Providers, including Axerve, Klarna and Paypal. Thanks to the synergy between Commerce, SOM, OCI and ORCE, complex features such as loyalty discounts have been implemented with two different logics for accumulating/unloading points for the four brands involved and the use of the digital gift card for single or hybrid payment (multi-payment).


Omnichannel at the service of competitiveness

The solution introduced by Retail Reply has enabled more than 600 omnichannel order fulfillment locations for all Miroglio brands, leading to an increase in turnover thanks to the sales contribution of the stores.

These new omnichannel processes offer a better configuration to support business objectives in terms of revenue, number of orders fulfilled and customer experience. Thanks to the new application landscape that simplifies the construction of a single retail platform, unifying physical stores and digital channels, the customer has become more competitive on the market.


The Miroglio Group is an Italian company that has been operating since 1947 along the entire women's fashion and retail supply chain. The Group is present in 22 countries with 36 companies and 4 production plants. Through its companies, the Group is active in the fashion area, with the creation and marketing of 9 women's fashion brands, distributed worldwide through a network of more than 1,100 single-brand stores, 1,700 trade customers with multi-brand stores and a significant presence in the most important international department stores. The Group also deals with waterfree printing for fabrics and for the decoration of the most varied surfaces, the production of yarns and integrated supply chain management services for the world of clothing.


Retail Reply is the Reply Group company that supports customers from the Retail, fashion and consumer sectors in realising the opportunities of digital transformation and in-store and online customer experience. With specific skills in IT architecture design, point of sale implementation, loyalty program management solutions, creation of online and mobile customer experiences, omnichannel implementation through microservice architecture, Retail Reply supports customers in the entire transformation process, from the definition of the digital strategy, to its planning to implementation.