Ralph Lauren will change its Ecommerce strategy to improve sales

Ralph Lauren

Ralph Lauren recently announced that it will change its e-commerce strategy, for which he has decided to migrate to Salesforce Trade Cloud through a personalized system. This renowned apparel company has struggled to meet its financial goals amid inventory problems for the past few quarters.

Close its flagship store in New York

Ralph Lauren's New Ecommerce Strategy it involves the closing of its flagship store located at 711 Fifth Avenue in New York City. The company also revealed that it will integrate all operations with its seven stores that it has distributed throughout the city.

With this Ralph Lauren aims to save $ 140 million in annual expenses that would allow you to finance additional investments. This savings is in addition to previously announced savings of $ 18 million to $ 220 million per year.

As with other retailers and clothing stores, Ralph Lauren has also had to deal with multiple challenges such as fast fashion clothing, e-commerce, and physical assets. On its June investor day, the company presented a plan called "Way Forward", which intends to modernize Ecommerce, to the same type that would streamline operations.

In its 2016 annual report, the company announced that it was migrating to a global SAP instance, which would be responsible for covering operations in the US market, offering features such as obtaining a payment and automatic replenishment.

New Ecommerce platform

Ralph Lauren also said that they are in the process of building a global Ecommerce platform, which is part of your plan to improve your sales and your omni-channel capabilities. The launch of this new e-commerce platform is expected to take place in 2018.

And everything indicates that the company could not afford to let another year go by to build this Ecommerce platform. Suffice it to say that in the last quarter, Ralph Lauren mentioned that sales in Ecommerce stores they fell 10%, while sales in their physical stores fell 3%.


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