Grafton Apparel is a Canada-based men’s apparel group and the parent company of Tip Top Tailors, George Richards, and Mr. Big & Tall. Following a challenging ERP migration, Grafton needed to rebrand and modernize its digital infrastructure and enhance each brand’s in-store experience, while also seamlessly integrating online and offline channels. Key to the transformation? A large-scale implementation of Shopify POS across all stores, and an immersive digital wedding planner tool for Tip Top customers.
Services & Tech
UX/UI Wireframe Prototyping
Visual Design Experience Prototyping
Custom Theme Development
Shopify POS
Custom Application Development
Omnichannel Integration Consultation
What started as a Shopify migration quickly expanded into a full-scale omnichannel transformation. In addition to three brands to rebuild and redesign, the company wanted a seamless integration of online and offline channels and new ways to engage customers. Also, Grafton recognized that it needed solutions to prevent in-store sales from being lost due to out-of-stocks and inconsistent customer experience.
Enduring the lengthy timelines of the prior ERP integration was not an option for Grafton. The company turned to ehouse and Shopify to deliver a rapid implementation, as well as create solutions that would be easy for the internal Grafton team to integrate and manage.
Leveraging Shopify allowed for a unified system of record to track real-time data for the entire business – across 130 brick-and-mortar stores and three online stores. In addition, the integration with other backend solutions gave Grafton confidence it could run other key business functions off this data. This would provide the foundation for improved customer experiences no matter where customers shopped.
Building on this integration, ehouse enabled Grafton to use Shopify POS as its endless aisle solution, allowing customers to purchase out-of-stock items in-store and have them shipped directly to the customer from any location with inventory. This significantly reduced lost sales while optimizing inventory utilization across the company’s network of stores and warehouse.
To further enhance customer experience for the Tip Top brand, ehouse designed and developed a custom wedding planner application to unify online and offline wedding party attire planning. Using the “Piece of Cake” tool, wedding celebrants can create personalized shopping lists for their wedding party, send reminders, and track online and in-store purchases – and it’s all integrated with Shopify POS for a smooth experience.
Grafton Apparel continues to see market-share gains thanks to ehouse’s work to develop a frictionless, connected customer journey underpinned by endless aisle, real-time inventory availability across online and offline channels, and an engaging, customer-centric app.
Have an idea for a project? Fill out this form and we’ll get back to you shortly.
