Brax:  The Customer  is the Center of Attention

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Fashion Variety Centrally Managed

Moving nine million fashion items every year and letting fashion-conscious customers know where to get what at any time: Herford-based Leineweber GmbH & Co. KG, known under the BRAX FEEL GOOD label, can do that!

The Focus is on the Customer

"The end customer, whom we want to inspire for our products, is always the focus of our actions," says the sustainability report of the fashion group. And this, according to Alissa Sekulic, who is responsible for corporate responsibility, also applies to the sustainable alignment of processes in the company. This is also very practical at BRAX in the area of IT. BRAX brought the software provider REMIRA on board for the transition to consistently modernized retail processes. The new solutions not only ensure the automated distribution of goods to the growing BRAX branch network. In addition, online technology at the POS brings the shopping experience in the branches up to date with the latest technology

Better Supply of  Stores

"REMIRA offers innovative software that not only enables us to do business efficiently and customer-oriented, but also generates enormous profits in the area of process optimization," says BRAX company spokesman Marc Freyberg.

The first installation of the new inventory management and cash register software took place in the summer of 2018. Starting in the Polish branch of the label, the new retail software was rolled out on schedule in over 94 BRAX branches throughout Europe. The inventory management system from Futura enables process chains to be automated in the background, which optimize article availability. And that on all sales channels, in all branches, including the online shop. As an inventory management system, merchandise management knows all the data. At the same time, the system creates the conditions for improved online networking. Stocks can be easily queried across all branches.

Benefit from Online Technologies

A BRAXCLUB member traveling could, for example, start shopping in Düsseldorf and, based on his customer history, be advised on an accessory in a complementary color on the same day after arriving in Frankfurt. The POS system compares all data in real time via a web service. To this end, BRAX stores the customer data centrally and in compliance with data protection regulations. Once the stationary branches have been connected, BRAX-IT plans to connect the 18 online platforms on which the fashion company is present. The REMIRA solution replaces the previous software here and will in future map all sales channels in BRAX retail together. The software, which is specialized in the textile trade, enables a comprehensive evaluation and offers sophisticated planning aids. BRAX customers will soon benefit tangibly from the processes in the background. The introduction of a digital sales aid is already on the agenda. This is where the mobile tool from REMIRA should be used. This not only makes all inventories and availabilities transparent across all channels for the sales consultants. BRAX customers also know where to get what.