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by Daniela Köhler
Publications officer
Digital brand shop with modern headless architecture in a fresh look / Systems for successful digital commerce and customer service from a single source / Chatbot for 24/7 customer advice planned
Hamburg / Herford, 10 September 2024. Smart, stylish, passionate – these are the brand values of BRAX, the leading high-quality women’s and men’s wear brand of fashion company Leineweber GmbH & Co. KG headquartered in Herford (North Rhine-Westphalia), which has just launched its new digital commerce platform with modern headless architecture. The technical system migration was carried out by novomind AG. The software company also developed the flexible novomind iSHOP all-in-one shop system for omnichannel commerce, on which BRAX’s new e-commerce platform is based. The front-end with its fresh design and user-friendly interface was realised by creativestyle. denkteich GmbH, a company specialising in project management and consulting in the e-commerce sector, managed and supported the project from the analysis phase to the go-live.
“Our new e-commerce platform offers BRAX customers an optimised shopping experience and allows us to respond more efficiently and with greater agility to the increased requirements in e-commerce,” says Rüdiger Traub, Director E-Commerce of Leineweber GmbH & Co. KG.
“We are pleased about the successful implementation of this joint digitalisation project. Working with BRAX and all the project partners was great fun,” says Stan Carstensen, COO of novomind.
The digital BRAX store with its eight national shops in Germany, Austria, Switzerland, France, Belgium, the Netherlands, Denmark and the USA went online on the new platform in July 2024. It is seamlessly integrated into the IT infrastructure and offers additional functions as well as an even more attractive and user-friendly interface for an optimised customer experience, especially when shopping via mobile devices. The dynamic shop system designed for high-load omnichannel commerce has reduced the page loading times.
The BRAX products can be ordered digitally via the real-time omnichannel shop system in German, English, French, Dutch and Danish. Items can be ordered for home delivery or for collection at a nearby BRAX store using the Click & Collect function. Reserve & Collect is another option. The integrated in-store app allows customers in the BRAX store to order an item from the online range for home delivery or in-store delivery. Orders are routed via novomind iSHOP. Product stock and availability in the BRAX stores can be viewed online. Thanks to the system migration, it now takes just a few minutes to update and list new items. This means that marketing campaigns can be implemented quickly and flexibly via smart categories.
novomind has been BRAX’s software partner for more than ten years. Besides the shop system including the novomind iSHOP app, BRAX also uses other systems from its long-standing technology partner novomind, which are perfectly coordinated as novomind Connected iProducts, namely novomind iPIM for central product information management (PIM) and the novomind iMARKET marketplace middleware, which ensures the connection to the online marketplaces of Otto, Zalando and Breuninger. BRAX’s Customer Service Department uses the novomind iAGENT omnichannel contact center software.
To further optimise the customer journey, the fashion brand is also embracing artificial intelligence (AI)-based automation. Going forward, the company plans to integrate a virtual assistant into customer service to answer simple questions around the clock. The chatbot will be implemented in the novomind iAGENT omnichannel contact center system. This is where all customer inquiries made via chat and WhatsApp are received centrally and distributed to the customer service agents using automated intelligent routing. Consistent advice is ensured by a central knowledge base.
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