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TECHNOLOGY

DTLR takes the next step in its cloud-based transformation

BY Deena M. Amato-McCoy

DTLR is standardizing its technology infrastructure to drive a more unified commerce experience.

Following its merger with Sneaker Villa (known as Villa) in August 2017, DTLR (formerly known as Downtown Locker Room) has been working toward streamlining and standardizing its technology infrastructure. By extending its partnership with Aptos, DTLR is now ready to enhance its omnichannel operations and provide a differentiated shopping experience to its growing customer base.

The urban-focused athletic footwear and apparel retailer’s existing cloud-based solutions will seamlessly integrate with new Aptos on-demand solutions, a move that will accelerate implementations, increase speed-to-market and improve its agility. For example, a new order management system will integrate with DTLR’s existing point-of-sale solution, delivering a unified view of all in-store and digital touch points.

The order management system will also act as a centralized commerce hub to profitably manage all orders throughout their lifecycle. The configuration also allows DTLR to introduce advanced omnichannel shopping scenarios, including buy-online, pick-up-in-store and ship-from-store capabilities.

“DTLR takes great pride in offering customers an authentic experience every time they interact with our brand,” said Glenn Gaynor, DTLR CEO. “To continue to provide this, we have renewed and standardized our investment in Aptos technology, including adding the powerful Aptos Enterprise Order Management solution. We’re confident in Aptos’ ability to support our brand as we enhance customer loyalty in communities nationwide.”

DTLR operates 237 stores in 19 states and Washington, D.C., as well as e-commerce websites for the DTLR and Villa brands.

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