ICICLE | Embracing Omnichannel: Ushering in a New Era of Premium Commuter Fashion Retail

Founded in 1997, ICICLE has adhered since its inception to the philosophy of comfortable, eco-friendly commuter wear. Dedicated to providing young middle-class professionals with high-quality, easy-care, all-natural commuter attire, ICICLE aims to establish itself as a representative premium eco-friendly brand in China.

As its e-commerce channels and offline store network continued to expand, ICICLE underwent an omnichannel strategic transformation, evolving from a primarily offline-focused sales model to a full omnichannel operation. ICICLE chose to partner with Burgeon, a leading domestic technology provider, to jointly advance the digital upgrade of its brand operations. Through deep integration with the Burgeon system, ICICLE successfully connected sales and services across online and offline channels, injecting strong momentum into the brand's sustainable growth.

Driving Traffic from Offline to Online, Diversifying Scenarios

As a traditional brand deeply rooted in offline retail, ICICLE actively explores effective ways to convert its offline traffic advantage into online sales. Based on business needs, the Burgeon system manages various transaction scenarios. For instance, when consumers shop at physical stores, cashiers guide them to experience the WeChat Mini-Program store through promotions, coupons, and gifts, where they can select their preferred store to place and pay for orders. This successfully channels offline members online, while accurately recording key business data such as sales store, fulfillment store, member information, sales associate, and dedicated consultant—supporting ICICLE in building a comprehensive and efficient membership management and store performance settlement system.

Additionally, to meet diverse consumer needs, the Burgeon system closely integrates with the Mini-Program store, supporting flexible transaction scenarios such as online ordering with in-store pickup, exchanges, and designated store shipping. This enables ICICLE's offline stores to directly reach and serve customers, delivering a seamless online-to-offline shopping experience, enhancing omnichannel member satisfaction, and boosting store performance.

Comprehensive Pre-Sale & After-Sales Upgrade – Crafting an Exceptional Consumer Experience

To boost consumer engagement and reduce inventory risk, ICICLE runs pre-sale campaigns in its Mini-Program store. The Burgeon system stably supports deposit-based pre-sales and full-payment pre-sales, providing comprehensive support for pre-sale product management, order processing, inventory monitoring, and deposit order push-down strategies. In practice, the Burgeon system syncs pre-sale inventory, identifies pre-sale shipping dates, and forwards deposit orders to the warehouse for packing ahead of time—enabling rapid shipment once the balance is paid, improving warehouse efficiency, significantly shortening customer wait times, and enhancing the shopping experience.

On the after-sales front, the automated after-sales feature enables rapid response to online service requests, effectively reducing customer service labor costs. Meanwhile, addressing the challenge of offline return management in omnichannel retail, the Burgeon system provides robust support for ICICLE. By enabling physical stores to quickly access online after-sales information, it allows swift handling of in-store return processes, not only improving service quality but also further strengthening ICICLE's competitive edge in the market.

Intelligent Alerts Safeguard ICICLE – Instant Issue Detection for Orders

As ICICLE's e-commerce business flourishes, ensuring every transaction is successfully delivered to customers while correctly recording business data has raised the bar for monitoring anomalies at each order fulfillment node. The Burgeon OMS e-commerce system, with its powerful intelligent monitoring capabilities, aggregates and displays potential anomalies and their counts across various business document nodes on the system dashboard—covering products, inventory, pricing, timeouts, WMS interactions, retail generation, omnichannel fulfillment, and platform interactions—providing ICICLE's customer service team with an intuitive and convenient platform for issue detection and resolution.

Furthermore, the Burgeon system automatically applies over 50 order tags to all orders—such as Pending Shipment, Balance Paid, Returned—generated dynamically based on order status. These tags help customer service staff quickly pinpoint issues, boosting processing efficiency. The system also supports multiple alert methods, including in-app notifications, email, SMS, DingTalk, and WeCom, ensuring ICICLE receives timely business alerts even outside the system.

The partnership between ICICLE and Burgeon began in 2010. Leveraging its deep technical expertise and extensive industry experience, Burgeon provides robust digital support to help ICICLE navigate fierce market competition with steady momentum.

Since its founding in 1999, Burgeon has been committed to driving digitalization to fuel brand performance growth. Having served over 5,000 institutions and enterprises globally, Burgeon's terminal products are used in over 500,000 stores and support over 40,000 online stores. Burgeon's core value proposition is to help enterprises achieve more business with less inventory through an omnichannel unified inventory model.