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Opening the Door to Millennial Consumers With the Digital Store of the Future

The Challenge

In retail, it seems like every brand is trying to capture that elusive millennial demographic. One U.S.-based global apparel manufacturer and retailer recognized that this new consumer base demands a different approach to drive customer engagement. The company sought to transform its customer experience through digital innovation to increase its market share.

The retailer engaged Cognizant to develop a digital store of the future (DSoF) strategy. The transformed customer experience needed to drive measurable impact across multiple dimensions, including better brand awareness, increased revenue, enhanced customer satisfaction and improved efficiency, throughout this complex and global enterprise.

Our Approach

To develop the DSoF strategy, Cognizant first determined the retailer’s vision and business objectives, and then developed one comprehensive capability roadmap for the program. We used numerous analysis methods to identify common themes and define capabilities to be enabled across markets, brands and store formats in support of the vision.

Our five-year roadmap will transform the company into a consumer-centric retailer with a consistent, digitally enabled brand experience across channels, brands and retail formats. It will improve areas such as store planning and inventory, customer loyalty and payment methods, addressing buyer behaviors and digital interactivity across devices.

Digital Enablement Empowers Associates and Focuses on Consumers

By achieving its strategy the company will become a consumer-centric retailer. It will have a consistent, digitally-enabled brand experience that will span all channels, brands and retail formats. The retailer’s focus is on creating an experience that will drive customer engagement, empower store associates and drive profitable revenue growth through best-in-class retail capabilities.


expected return on investment in incremental revenue