Capgemini and MO join forces to transform the Omnichannel Fashion Retail Experience 

Redefining the future of omnichannel retail through technology, agility, and customer-centric innovation. 

Setting the stage

MO is a leading Portuguese fashion brand with more than 25 years of experience in retail.

Founded in 1995 as Modalfa, the brand was created to make fashion accessible across Portugal, offering practical and contemporary styles at fair prices. In 2013, it rebranded to MO, and by 2015 it launched its online store, marking the beginning of its digital transformation.

Today, MO operates more than 125 stores across mainland Portugal, Madeira, and the Azores, complemented by a growing e-commerce presence powered by Salesforce Commerce Cloud. This enables a fully integrated omnichannel experience.
MO offers affordable fashion for the whole family—women, men, teens, kids, and babies—along with footwear, accessories, and homewear, staying true to its mission of simplifying fashion choices through style, quality, and affordability. 

Capgemini partnered with MO to redefine the norms of omnichannel retail by placing the customer at the center of every interaction. Through the seamless integration of collaborative expertise and cutting-edge technology, the project reshaped customer journeys and experiences, inspiring trust and forging strong partnerships with store associates. 

Client challenge

MO faced several interconnected challenges that were limiting its ability to deliver a truly seamless omnichannel experience.

First, the visibility of store inventory in the online channel was limited, which meant that customers browsing the e-commerce platform could not access the full range of products available in physical stores. This resulted in missed sales opportunities and a fragmented shopping experience. 

Second, store processes for fulfilling online orders were largely manual and fragmented. Associates had to rely on inefficient workflows that often led to errors, delays, and inconsistencies in order preparation. This not only impacted operational efficiency but also risked damaging customer trust. 

Third, there was a lack of integration between e-commerce operations and in-store activities. The two environments operated in silos, preventing MO from orchestrating inventory usage across its distribution network and reducing the ability to optimize stock routing. 

Finally, MO needed a scalable and intuitive mobile solution that could be rapidly deployed across multiple stores. Without such a solution, it was difficult to empower store associates to manage omnichannel operations effectively, especially during low-traffic periods when they could otherwise contribute to fulfilling online orders. 

Solution

Capgemini partnered with MO to design and implement the Store Assistant App, a React Native mobile application available for both Android and iOS. The app empowers store teams to manage Ship-from-Store and Pick Up In Store (PUIS) operations, integrating store inventory directly into the e-commerce ecosystem.

By connecting with Salesforce Commerce Cloud and the Order Management System, the app enables store associates to pick, pack, and ship online orders directly from physical stores.