United colors of Benetton

Keros Digital

Omni-channel e-commerce platform

Benetton Group (Benetton) is a leading international fashion retailer, with a worldwide network of about 5,000 stores.

Creating a Sophisticated International Digital Shopping Experience

Benetton has always operated in multiple channels: wholesale, own retail, franchisee retail and e-commerce. In 2017, the company decided to take control of its e-commerce channel and grow it exponentially from its current levels. The key requirement was to create a top-tier digital shopping experience for consumers that was highly scalable and technically flexible.

“Planning the integration of a sophisticated e-commerce process into our existing complex multi-channel framework and our international network was a challenge on all levels. We evaluated different options and only K-OMS had all the flexibility and integration points to meet our requirements.”

First Last, Designation

Benetton Group

Adapting and Integrating K-OMS

Benetton analyzed and evaluated five competing solutions, and eventually selected Salesforce Commerce Cloud and K-OMS for implementation. K-OMS’ modular architecture, flexible APIs and built-in support for international transactions made it easy for the team to adapt the system to Benetton’s existing processes and add all the features required for omni-channel order and return management both within and across country borders.

Going Live in Two Phases

The implementation was performed in two phases, and Benetton saw immediate benefits from each phase as it came online. After the first phase, which took approximately three months, the system was connected with one warehouse and was able to fulfil online orders in 25 countries. After the second phase, which took a further 5 months, 300 of Benetton’s own retail stores were added to the system to bring additional inventory online and support in-store collection and returns.

Integrating Digital Business Processes

Today, K-OMS easily manages multiple VAT representatives in the EU, organizes sales and applies correct taxes in the USA, allocates orders to specific warehouses and manages returns from different locations. K-OMS’ SAP connector also makes it easy to directly transfer sales and inventory information from the OMS to Benetton’s SAP ERP system.

Improving Margins and Increasing Customer Loyalty

Benetton has seen significant other benefits from the Keros solution:

Intelligent order orchestration, real-time inventory management and direct integration with warehouses and retail stores have enabled it to streamline performance and improve margins.
It is able to offer customers more convenient payment and refund methods, such as cash-on-delivery and direct bank refunds for returns.
Its support teams have better visibility of orders across channels and provide more knowledgeable help to customers by virtue of the K-OMS centralized order database and detailed order tracking tools.

“Today, our customers can purchase, pick up and return anywhere. They can order a shirt online in London for collection from our Berlin store and then return it to our Paris store for a full refund or exchange. These features are critical to the next stage of our international expansion.”

First Last, Designation

Benetton Group