How Bayretail™️ helped a leading fashion luxury brand embrace unified commerce

Discover how IRO uses Bayretail™️ to connect associates and shoppers in a whole new way.

How Bayretail™️ helped a leading fashion luxury brand embrace unified commerce

What were their challenges?

Created in 2005 between Paris and New York, by Arik and Laurent Bitton, two visionary young men who are both passionate about music, architecture and design, IRO offers bold collections.

IRO became a well-known luxury brand with several stakes to overcome :

  • Little involvement in customer knowledge
  • Untapped in-store customer approach
  • No real personalized communication with the customer

Therefore, IRO wanted to propose to the customer a personalized and convenient experience online & in-store and take advantage of inventory from other locations to avoid losing a sale.

Achievement & Benefits

IRO has successfully implemented Bayretail™️ as part of a global Salesforce ecosystem including Salesforce Commerce Cloud, Marketing Cloud and Order Management that allowed them to set up a Single Customer View (SCV) integrated with existing systems and adapted to IRO's needs in order to have a unified 360° view of customer data across channels.

Overview of an IRO store located in Marseille, France.

What has been the impact of using the Bayretail™️ mobile app?

Today, with the Bayretail™️ mobile app, associates at IRO stores have a wide range of features at their disposal to offer their customers a unique shopping experience:

  • Full access to shopper profile (online & in-store)
  • Ability to capture new customer data in-store (wishlist items, tags, shopper preferences)
  • Access to the full breath of product offerings and omnichannel inventories
  • Shopping cart creation with POS integration

How did IRO deploy the Bayretail™️ mobile app?

Bayretail™️ mobile app has been deployed to all IRO France and international stores. There is a network of more than 60 stores. IRO now offers customer experiences beyond the physical with personalized in-store appointments or Live Shopping with seamless checkout using the secure payment link.

“With Bayretail™️, we are capable, more than ever before, to know our customers better, and it helps us anticipate their needs to better meet them.” Laurent Rodriguez, International Retail Director at IRO

Improved productivity for sales teams

Bayretail™️ mobile app allows head office, store managers and sales associates of IRO stores to track their store's performance with real-time KPIs and store associates to better understand their customers' shopping habits.