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BuyerSteps Authors: Mehdi Daoudi, William Schmarzo, Peter Silva, APM Blog, Kevin Jackson

Related Topics: Marketing and Sales, Agile Digital Transformation

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No-Code Digital Transformation At Retailer DXL

Under enormous pressure to transform from the likes of and Walmart, the ‘bricks and mortar’ retail industry has been struggling to reinvent itself for a few decades now.

DXL Apparel, Manchester, CT

DXL Apparel, Manchester, CT

First came ecommerce in the late 1990s, but now we take ecommerce for granted. Then came social media and mobile technologies – and retail once again had to jump on board.

As digital transformation became the driving force in the 2010s, omnichannel became the mantra, as every retailer sought to establish better relationships with individual customers via a unified customer experience.

I’ve written about the successes retailers have had with digital transformation before, focusing on particular technology innovations that each company hopes will differentiate them in this increasingly competitive marketplace.

Last year, I discussed how American Eagle Outfitters was leveraging its mobile app as part of a coordinated omnichannel strategy. Then a few weeks ago, I explored how Neiman Marcus was leveraging artificial intelligence to better serve its luxury clientele.

This week I spoke with Sahal Laher, Chief Digital Officer and CIO at Destination XL Group (DXL), a specialty retailer of men’s big and tall apparel in the US and UK, operating in stores and online under the brands DXL, Rochester Clothing, Casual Male XL, Shoes XL, and Living XL.

Even though DXL still earns about 80% of its revenue from its stores, it has a sophisticated, cutting-edge ecommerce presence, along with various omnichannel bells and whistles including email, retargeting, and other initiatives.

The story Laher wanted to tell, however, didn’t focus on these flashier parts of DXL’s strategy. Instead, his transformation story centered on the store concierge system.

Read the entire article at

Intellyx publishes the Agile Digital Transformation Roadmap poster, advises companies on their digital transformation initiatives, and helps vendors communicate their agility stories. As of the time of writing, Zudy is an Intellyx customer. None of the other organizations mentioned in this article are Intellyx customers. Image credit: Mike Mozart.

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More Stories By Jason Bloomberg

Jason Bloomberg is the leading expert on architecting agility for the enterprise. As president of Intellyx, Mr. Bloomberg brings his years of thought leadership in the areas of Cloud Computing, Enterprise Architecture, and Service-Oriented Architecture to a global clientele of business executives, architects, software vendors, and Cloud service providers looking to achieve technology-enabled business agility across their organizations and for their customers. His latest book, The Agile Architecture Revolution (John Wiley & Sons, 2013), sets the stage for Mr. Bloomberg’s groundbreaking Agile Architecture vision.

Mr. Bloomberg is perhaps best known for his twelve years at ZapThink, where he created and delivered the Licensed ZapThink Architect (LZA) SOA course and associated credential, certifying over 1,700 professionals worldwide. He is one of the original Managing Partners of ZapThink LLC, the leading SOA advisory and analysis firm, which was acquired by Dovel Technologies in 2011. He now runs the successor to the LZA program, the Bloomberg Agile Architecture Course, around the world.

Mr. Bloomberg is a frequent conference speaker and prolific writer. He has published over 500 articles, spoken at over 300 conferences, Webinars, and other events, and has been quoted in the press over 1,400 times as the leading expert on agile approaches to architecture in the enterprise.

Mr. Bloomberg’s previous book, Service Orient or Be Doomed! How Service Orientation Will Change Your Business (John Wiley & Sons, 2006, coauthored with Ron Schmelzer), is recognized as the leading business book on Service Orientation. He also co-authored the books XML and Web Services Unleashed (SAMS Publishing, 2002), and Web Page Scripting Techniques (Hayden Books, 1996).

Prior to ZapThink, Mr. Bloomberg built a diverse background in eBusiness technology management and industry analysis, including serving as a senior analyst in IDC’s eBusiness Advisory group, as well as holding eBusiness management positions at USWeb/CKS (later marchFIRST) and WaveBend Solutions (now Hitachi Consulting).