Boggi Milano delivers on the omni-channel promise.

Discover how this Italian clothing brand mastered today’s unified customer experience.

500+ employee
Salesforce customer since 2017


year over year growth in online sales


Boggi Milano delivers on the omni-channel promise.

Italy has long been an international hub for fashion design from as far back as the Middle Ages. More recently, the opening of Boggi Milano in 1939 helped spur an Italian fashion renaissance around the mid-20th century. Since then the “Made in Italy” label has become synonymous with elegance and quality.

Over the last 79 years, Boggi has been creating contemporary men’s clothing held to the unwavering standard of excellence demanded by their discriminating clientele. This Milan-based fashion house operates over 140 stores in more than 31 countries around the world, creating contemporary, modern, and cosmopolitan men's fashion designs.

By taking care of every aspect of the process — from production to distribution — Boggi can offer its customers a product with an excellent quality to price ratio. In addition, anyone who enters a Boggi Milano store feels part of a special world, where style meets professionalism, and where customers can always count on a complete and personal service.

Boggi is a Trailblazer in omni-channel success.

Late in 2017, we spent several days in Milan talking with company executives about their amazing retail space, while getting a bird’s eye view of Boggi operations in action. We documented the innovations in this not-to-be-missed series of videos.

The Boggi customer experience is personalized every step of the way.

With help from Service Cloud, Boggi Milano can provide customers a seamless experience from discovery to service, no matter if customers are in-store or online. Customers can choose a method of engagement knowing Boggi Milano can adapt to their changing preferences and needs.

Here, a customer shops online, transitions seamlessly to a personalized in-store experience, and ends by chatting with a service rep through chat.


The first step is to break down organizational silos.

No new implementation can reach its full potential if the organization is not aligned. Boggi brought together stakeholders from across the company, who reported directly to its board, to drive its new omni-channel initiatives to success.

The company also introduced the Boggi Academy, an intensive program that trains employees on how to deliver a world-class customer-first experience.


The second step is to build a strong, digital foundation.

With the customer journey as the new focus of the brand, Boggi embarked on a complete replatform to Commerce Cloud.

This enabled the next stage in its vision: to bridge the physical and digital worlds with omni-channel services like click and collect, reserve in stores, and more.

The third step is to bring physical and digital together by digitizing the store.

It’s the holy grail of omni-channel retail: unifying the customer journey by extending digital into the store. Boggi store associates are trained to leverage in-store apps like Endless Aisle to drive sales.

The result? Almost 12% of Boggi’s digital sales are made via apps in the store. Productivity among associates and satisfaction among in-store shoppers has never been higher.


The fourth step is to unify your support across all your channels.

To provide a connected service experience, Boggi uses Service Cloud to create a single, centralized customer service team that serves both retail and ecommerce customers. This team also works closely with in-store associates to maintain a seamless experience, no matter if the customer is shopping—online or in-person.

The fifth step is to unify all your marketing functions.

What offers and promotions are customers responding to? What are their post-sale service needs? By leveraging Salesforce Marketing Cloud and Salesforce Service Cloud, Boggi has a more complete picture and understanding of its customers pre and post-sale.

With a more complete and unified view of customer activity across the entire journey, Boggi can deliver a superior experience at every step.


We want to give Boggi customers a premium and effortless customer experience on all channels.”

RICCARDO MILANI | Omni-Channel Manager, Boggi Milano

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