Longchamp completes global PoS refresh

French handbag maker Longchamp has completed the global roll-out of new retail point-of-sale (PoS) software across its international estate of circa 300 stores.

The luxury brand has deployed France-based retail technology company Cegid’s software for the refresh.

From its origins in leather goods manufacturing in 1948, the Longchamp business has evolved over time into wholesaler and now retailer of sought-after products. It now has an international fashion brand, with stores spread across the Americas, Europe, Asia, and Australia, and it has introduced new systems to support its ambitions to maintain a consistently good customer experience across the territories in which it operates.

The Cegid IT project – which was conducted alongside an integration to an ERP system and work to improve its eCommerce operation – started in France and then continued across Europe. Then, the new technology was added to new stores as the business expanded across the US and Asia.

Longchamp opted for Cegid Retail’s Y2 software, and all stores now have access to the same tools which the company said provides instant, accurate information on stock and sales.

André Louit, CFO at Longchamp, commented: “Having the same software in all our markets – whether in the US, Asia or Europe – means we can more closely monitor what’s selling and where.

“Having the right tools in place and access to the same data means we’re better placed to observe trends and keep up with whatever the customer most wants in different parts of the world.”

In the last year, Longchamp has been testing new technologies ahead of adding services like click & collect during the course of 2020. It is also researching ship-from-store potential, and introducing mobile devices into flagship stores so that staff can more easily serve customers using iPhones and internal apps when serving shoppers.

The Cegid Retail software is also being used to help target more local events and launches specifically geared towards each country and type of customer. This might involve gathering information on a customer’s previous shopping preferences, or, for example, nationalities of customers visiting different stores which can then influence merchandising decisions.

Reflecting on modern retail needs, Louit said: “The brand’s positioning in the fashion market requires us to renew our product ranges quickly.

“Speed has become a performance criterion in our market, and we must have the right tools that enable us to achieve it.”

He added: “Customers want a dialogue, not a monologue. And sales associates need easy-to-use technology and information that they can rely upon.”

What’s Hot on Essential Retail?