Watch: Orlebar Brown’s digital transformation showcase
Host | Liam Downes, UK MD at Tryzens Global
Guest | Jamie De Cesare, Chief Technology Officer at Orlebar Brown
Customer expectations can evolve as swiftly as the seasons. Brands that keep pace are those that prioritize adaptability, embrace innovation, and place the customer at the heart of every decision.
Orlebar Brown, the globally renowned luxury resortwear brand, is one of these pace setters, who recently embarked on a transformative journey to redefine its digital ecosystem using a customer-first approach leveraging Shopify.
Digital transformation isn’t just about upgrading technology – it’s about rethinking how technology can best serve both customers and businesses.
Tryzens Global has partnered with Orlebar Brown for over five years, helping them elevate their omnichannel experience using the technology that best fits them.
Listen to Jamie De Cesare, Chief Technology Officer at Orlebar Brown, share his insights on this journey.
Some of the key insights include:
Customer-centric design: the heart of transformation
“The focus was on the customer experience, ensuring systems are flawless and scalable for growth.”
With 50 stores worldwide, it was crucial for Orlebar Brown to create a seamless experience across retail and online channels. This wasn’t just about syncing messaging; it was about tailoring the experience to every customer interaction, whether in-store or online.
Our solution? A combination of Shopify Plus, Shopify POS, and the order management system, OneStock, designed to bridge the gap between their digital and physical channels.
The OMS allows online shoppers to access store stock, ensuring faster, localized fulfillment. For in-store customers, it enables orders for items unavailable in their boutique, enhancing flexibility and convenience.
Tech-backed, not tech-led
“We have a single customer view. If you’re an online customer, we can quickly identify what they what, what they’ve bought in-store and bought online. And we start building very tailored journeys on the site.”
The brand’s transformation was driven by customer needs, not technology constraints. This approach ensures that the customer remains at the heart of every decision, highlighting the importance of prioritizing personalized experiences over technology for its own sake.
Business benefits
“One of my favorite sayings is: ‘Everything is possible’. Time and time again, we read that something isn’t possible or that there’s a limitation. But there is always someone, somewhere, who has had the idea and might have cracked part of it, if not all of it. The next step is figuring out the missing pieces.”
Beyond enhancing the customer experience, Orlebar Brown’s transformation has delivered measurable business benefits, which has included:
- Improved efficiency: a cleaner, more streamlined tech architecture allows the IT team to focus on innovation rather than troubleshooting.
- Cost savings: leveraging Shopify’s extensive app ecosystem reduces the need for custom development, saving time and money.
- Inventory optimization: the OMS ensures global stock is utilized effectively, reducing delays and enhancing profitability.
Looking ahead
Orlebar Brown’s digital transformation is a testament to what’s possible when customer needs and business goals align. By prioritizing seamless experiences and leveraging modern technology, they’ve created a framework that supports both short-term wins and long-term growth.