Unified Commerce Leveraging Microsoft Dynamics 365 Commerce

Unified Commerce to Meet New Vision

In a storm you need a coat. Trends already gaining momentum are suddenly taking off. Thinkmax is equipping venerable apparel chain Aubainerie to keep the numbers strong with a world-beating unified retail solution.

Having expanded to over 60 stores across Quebec since 1944, Aubainerie has built a laudable record of success in the affordable fashion segment. But radical changes sweeping through retail are confronting the company with acute new competitive pressures. As well as squaring off against traditional rivals, it’s now facing a host of powerful new competitors including global technology companies redefining the retail sales paradigm. To meet the challenge, Aubainerie needs to reinvent itself fundamentally as a technology-enabled retailer offering a bold new positioning and a radically enhanced customer experience.



Number of Stores deployed with modern POS



Number of active SKUs at Aubainerie


Modern POS

When the company approached Thinkmax for assistance, we proposed migrating all operational, financial and business functions, as well as all sales and marketing, to a single cloud-based platform employing Microsoft Dynamics 365 Finance & Operations with Modern POS (points of sale). The plan was to drive efficiency, improve service and promote selling across multiple new channels with a unified retail solution fully integrating all parts of the business. A key challenge was providing a carefully considered roadmap to implementation and achieving consensus among Aubainerie’s decentralized franchisee leadership group. Our approach was to proceed in two phases: the first involving implementation of the core platform and the roll out of 250 modern POS across the entire chain; and the second following up with deployment of a powerful e-commerce solution and the integration of the company’s evolving manufacturing capabilities.

Key Success Factors for Retail Digital Transformation (Video)

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