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Raymond Next


Digital Transformation, Shopify Custom Development

How Did We Do It?

About Raymond

Raymond Limited is India’s finest apparel conglomerate brand for men’s fashion. It comprises of brands Color Plus, Park Avenue, Parx and Raymond Select. All of the brands comprising form Raymond Next, ecommerce venture of Raymond Ltd. They have offline presence of more than 700 offline Indian stores.


Raymond started its ecommerce venture on open-source platform with 10,000 SKUs. As the operations started to expand, there arise a need to integrate the website with third party marketplaces, its marketing platforms and tools like Facebook, Google AdWords Manager, Order Processing platforms like Unicommerce, and some custom apps. The website had to ultimately be synced with ERP-SAP R3, creating a single view of orders and inventory. Increasing monthly traffic and integrations led to build the load on the server, ultimately leading the website to crash. Other major challenge faced by Raymond was providing smooth shopping experience of the website on desktop and mobile, as more transactions were happening from mobile. Providing personalized suggestions, ease of order returns, increasing average customer cart value and shopping from the nearest stores. Raymond Next was looking forward for solving these challenges and growing the ecommerce venture.


Binary conducted system study of the existing eco-system and proposed a digital transformation solution. Instead of investing in custom platform, Binary proposed to migrate from custom platform to Shopify Plus. The proposed platform would be integrated with Unicommerce and SAP R3, via Application eConnect, a middleware that pulls the data from marketplaces, ecommerce website, Unicommerce andpushes this data to SAP R3.

To improve customer shopping experience, Binary offered:

1. Responsive mobile website – Raymond’s desktop and mobile versions were easy to use. It developed different homepage, navigation options, and pages than the desktop version as suggested by the brand.