TECHNOLOGY

A 200-year-old retailer makes big innovation leap

BY Deena M. Amato-McCoy

Brooks Brothers is adopting artificial intelligence (AI) to make sure that it stays relevant among its loyal customers.

Through a partnership with enterprise software provider ORS Group, the specialty retailer launched an end-to-end AI-powered retail platform, called ORS RETa.i.l. Brooks Brothers is the first fashion retailer in the world to fully integrate AI comprehensively across all business processes, according to the company.

Brooks Brothers will use the platform’s algorithms and AI to gain insights across the entire value chain, a move that will help to improve and automate decision-making, and drive impactful business transformations. It will also power the company’s “buy anything, get it anywhere (BAGA)” platform which manages fulfillment across its stores.

Specifically, the technology will enable the company to ship online orders from stores for same-day delivery, and monitor available stock — two processes that will help to increase sales and convert more visits into purchases, according to Forbes.

The AI architecture to improve efficiency and service to its customers, as well as remove waste, empower management and enhance decision-making capabilities, according to the company.

“Using ORS’ RETa.i.L Platform, we are able to create a highly sensitive and responsive digital supply chain to manage inventories in real-time and to optimize operations end-to-end,” said Gianluca Tanzi, Brooks Brothers COO. “It is a disruptive solution for automated omnichannel fulfillment to help us build a superior customer experience and maximize sales opportunities.”

The company, which celebrated its 200th anniversary in the spring, continues to take steps to remain relevant among its shoppers. In October, the company also added a cloud-based platform that fosters a seamless omnichannel shopping experience. By marrying order management and store fulfillment applications on a single solution, Brooks Brothers associates now have a 360-degree view of customer information and access to the company’s full network of inventory, enabling them to increase the value of the shopper’s experience.

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