Case Study

The OmniChannel Point of Service Management

The new digital store of Chicco created in collaboration with Retail Reply.

The digital store for supporting an Italian excellence.


The digital transformation of consumers and the latest technological solutions open up new business opportunities for retailers, in a market that today is much more complex, articulate and competitive. It is necessary to exploit this change to be closer to consumers, creating synergy between processes and increasing the quality of services offered. The aim is to develop a competitive advantage that guarantees a differentiating value compared to the new pure player competitors.

For Chicco, the correct choice of technology in this scenario has been essential in order to innovate, harmonize processes and generate efficiency throughout the supply chain.


The latest Oracle XStore POS solutions fully supported the innovation needs of Chicco, that, after understanding the great potential of this approach, has decided to entrust the management of its stores to Retail Reply.

A careful analysis of the sales and clienting processes, together with the disruptive pervasion of the e-Commerce channel, has allowed Retail Reply to design the store of the future, enhancing the skills of a retailer known to all as a synonym of Italian excellence.



Artsana Group, founded in 1946 by the “Cavaliere del Lavoro” Pietro Catelli, has its headquarters in Grandate (Como), has about 5,000 employees divided into 21 branches (12 in Europe) active all over the world and in the 5 European production units.

The Group markets its brands in over 100 countries through approximately 400 Chiccostores and numerous local distributors and dealers, and in 2016 the group achieved a consolidated turnover of 1,442 million euros generated by 2 business areas: Baby (87%) and Health Care (13%).

Among the Group's main brands: Chicco, Neo Baby and Boppy and from February 2016 Fiocchi di Riso, Sitar Clean and Fisiolact for the Baby Care area; Pic Solution and Control for the Health Care area. Artsana Group also holds 100% of Prenatal Retail Group S.p.A.

The Artsana Group from June 2016 is participated for its 40% by the Catelli family and 60% by Investindustrial, a leading independent investment company in Europe with over 6.5 billion euro of capital raised through its funds.


Retail Reply is the Reply group company who help Retailers in the digitization and omnichannel process, supporting its customers for their entire company structure, from processes to technologies, to change management. Retail Reply is positioned within the national and international scene with a primary role in Consulting and System Integration, with a proven track record in Digital Retail Strategy projects. Retail Reply also has experience in the physical-digital convergence with innovative store management solutions through the ORACLE xStore platform. Along with the design and implementation of eCommerce solutions with in the main market solutions, this also includes ORACLE Commerce Cloud.