Super Retail Group to Scale Omnichannel Capabilities

April Davis By April Davis | 25 Mar 2019

Super Retail Group is reportedly working with Amblique to enhance its cross-channel customer experience. BCF, Macpac, Supercheap Auto and Rebel Sport are all set to benefit from the collaboration.

With customer experience at the heart of its updated cross-channel strategy, Super Retail Group is working with Amblique to utilise Salesforce’s Commerce Cloud and digital commerce infrastructure to support the websites of each of its core brands.

According to Paul Hayes, the chief information officer at Super Retail Group, the new partnership has been formed to ensure each brand is providing a flexible and scalable experience that’s intuitive to customer needs.

“We recognise our customers want to shop their way, and that their preferences might change from day-to-day. This digital commerce offering has been designed with our customers in mind and features the things which are important to providing a superior customer experience online,” he said in a statement.

“Our investment in building our omni-retail capabilities underpins our Group Strategy and this offering serves to support this.”

The CEO of Amblique, Stephanie Byrne, is confident that Super Retail Group’s decision to integrate Salesforce’s digital commerce infrastructure will prove beneficial for the business’s suite of brands.

“We are delighted to be working with Super Retail Group, one of Australia’s leading retailers, to deliver integrated, best practice focused, flexible and scalable digital commerce solutions for their brands, enabling Super Retail Group to continue to evolve alongside growing customer expectations for a seamless retail experience,” Byrne said.

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