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Tiffany & Co. Case Study — ShopeX IT Consulting
CHN
ENG
SHOPEX.
CASE STUDY · LVMH GROUP
Tiffany & Co.
Omnichannel E-commerce Upgrade
As a top jewelry brand under LVMH, Tiffany faced serious architecture challenges in China caused by two parallel OMS systems. ShopeX provided a modern omnichannel integration plan to support its new retail strategy.
77
Slide Solution Deck
3
Option Comparison
12+
Core Scenarios Covered
O2O
New Scenario Support
Core Value Proposition
End-to-endConsulting Plan
From Dual-OMS Constraint to Omnichannel Upgrade Blueprint
A leading LVMH brand faced the architectural constraint of two parallel OMS systems. ShopeX covered current-state analysis and comparison across three options,
then designed a phased cutover plan, delivering a complete end-to-end upgrade plan in one engagement.
Diagnosis
Current system analysis
Comparison
Three-option evaluation
Delivery
Complete plan + BRD
Client Overview
About Tiffany & Co.
Tiffany & Co. is a world-leading jewelry and watch brand under the LVMH Group, founded in New York in 1837. In China, Tiffany operates through Tmall flagship store, official website, WeChat mini program, JD flagship store, and a large offline store network.
As the omnichannel strategy deepened, China had two OMS systems running in parallel as a legacy architecture issue: IBM China Sterling OMS handled non-Tmall orders, while Shopex OMS handled Tmall orders. The dual systems fragmented inventory, delayed data synchronization, reduced operating efficiency, and severely limited new business scenarios.
Challenges
Core Challenges
Complex Dual-OMS Architecture
China Sterling and Shopex ran in parallel, creating high architectural complexity, many dependencies, and persistent maintenance cost
Inventory Fragmentation & Data Silos
Tmall and non-Tmall inventory were managed independently, with no real-time inventory sharing and limited cross-channel order visibility
New Business Scenarios Blocked
Could not support new retail needs such as Tmall exchanges, GWP gifts, O2O click-and-collect, and Back Order SKU selection
System Landscape
China Business System Landscape
Tiffany China involved complex interactions between global systems (Sterling Global, E1, Anaplan, EDW/TDC) and local China systems (Shopex OMS, IBM eCom, Geodis WMS, Magento), covering inventory synchronization, order fulfillment, returns/exchanges, replenishment, and other end-to-end flows.
Existing Situation
Current-state Analysis: Sterling Architecture Pain Points
Complex Cross-cloud Deployment
Cross-cloud deployment created long communication chains, heavy migration workload, and complex system integration
Release Rhythm Mismatch
Sterling’s monthly global release rhythm could not meet China’s fast iteration needs, causing frequent code merge conflicts
Non-OMS Function Coupling
Many non-OMS functions such as notifications, invoices, and repair service were coupled into Sterling, increasing system burden
Data Synchronization Delay
Order completion status synchronization between the two OMS systems depended on asynchronous mechanisms, making inventory consistency hard to guarantee
Solution Design
Comparison of Three Options
Based on deep analysis of the existing architecture, ShopeX proposed and evaluated three upgrade options, ultimately recommending Option 3 as the best solution.
01
Maintain Dual OMS + Incremental Fixes
Keep Sterling and Shopex running in parallel and only patch existing defects.
Pros: Minimal changes and low risk
Cons: Architecture complexity remains unresolved and long-term maintenance cost stays high
02
Shopex Replaces Sterling Partially
Gradually migrate non-Tmall order management to Shopex, with Sterling retaining only inventory and replenishment functions.
Pros: Unified OMS and reduced complexity
Cons: Requires major migration work and redesign of global system integrations
03
Shopex Full Takeover + Phased Cutover
Shopex takes over all channel order management, while non-OMS functions migrate in parallel through a two-phase cutover.
Pros: Fully resolves architecture issues and supports new business scenarios
Cons: Longer implementation cycle requiring a rigorous cutover plan
Capability Comparison
China Sterling vs Shopex Capability Comparison
Based on scenario-by-scenario analysis from a 77-page solution proposal, Shopex covered over 90% of 12+ core scenarios and was ready for full takeover.
Business Scenario
China Sterling (Current)
Shopex OMS(Option 3)
| EC sales order
| Non-Tmall → Magento → Sterling; Tmall → Shopex Matrix → Sterling
| Shopex directly takes over all-channel EC + DM orders
| Returns and refunds
| Non-Tmall created in Compass; Tmall processed through Matrix → Sterling
| All-channel refunds handled in Shopex and directly synchronized to global systems after completion
| Exchange
| Tmall exchange unsupported; non-Tmall exchange treated as independent order without original-order linkage
| Tmall exchanges automatically captured + outbound exchange flow; non-Tmall exchanges created in Shopex
| Inventory Management
| Shopex manages Tmall inventory, Sterling manages non-Tmall inventory (dual inventory pools)
| Shopex unifies all-channel inventory management and removes inventory fragmentation
| Fapiao
| Sterling → E-tax → invoice issuance (long process chain)
| Shopex directly calls China Aisino invoicing, allowing the E-tax process to be removed
| GWP Gifts
| Configured in Global PIM → gift inventory managed by Sterling → warehouse ships
| Shopex has a built-in gift rule engine that automatically determines gifts after order capture, using mature existing functionality
| O2O Store Pickup
| Orders do not automatically sync to stores and require manual email/WeCom confirmation
| API integrates with store systems for two-way order and status sync; SA confirms receipt with one click
| Back Order SKU
| Magento randomly selects L3 while Sterling uses fixed polling, causing orders to get stuck
| Shopex holds pre-orders and intelligently selects the optimal L3 fulfillment location after goods arrive
| SMS/Notifications
| Sterling(SMS & SMTP)
| Shopex (SMS & SMTP), functionally equivalent
| Global System Synchronization
| Direct integration with E1 / Anaplan / EDW/TDC / ReSA
| Requires new global system integration links (key transformation focus)
| Transfer Order
| Store↔store, warehouse↔warehouse, warehouse↔store, consignment
| Store/warehouse transfer supported; consignment requires custom assessment
| Repair Work Order
| Store repair + TSC repair
| Currently unsupported (non-core, handled separately)
Conclusion
Shopex already had core order management capabilities, covering over 90% of 12+ business scenarios. The main gaps were new global system integrations and custom assessment for low-frequency scenarios such as consignment. Considering transformation effort and long-term architectural simplicity, Option 3 (Shopex full takeover + Sterling removal) was the optimal plan, resolving the legacy burden of dual OMS architecture in one step.
Implementation
Phased Cutover Plan
Based on Option 3, ShopeX developed a rigorous phased cutover plan to complete the system upgrade while ensuring business continuity.
PHASE 1
Foundation Cutover
EC inventory process upgrade
EC order process upgrade
EC refund order process upgrade
EC exchange order process upgrade
DM order creation (Shopex)
Migrate non-OMS functions to Shopex
Shopex integration with global systems
PHASE 2
New Business Scenarios
GWP gift function build
OOPS (Click & Collect) function build
Back Order SKU selection function
Tmall exchange flow support
Cross-channel inventory sharing
New retail scenarios (O2O)
Deliverables
Deliverable: OMS Business Requirements Document (BRD)
ShopeX developed a complete BRD for Tiffany Tmall OMS (V1.1, 43 pages), covering forward order flows, reverse flows, special flows, and full UI interaction specifications, providing a clear requirements baseline for implementation.
12
Forward Order Flow
Order list search / column configuration / advanced filtering
Unpaid order dispatch / WMS status callback
Acceptance logic / manual review rules / address modification
Shipment cancellation / address modification system logic
Ref Code: D1M-OMS-1.1 ~ 1.12
4
Reverse Order Flow
Refund only: Refund approval / process redesign
Return and refund after receipt: CS intake / SF order creation / refund review
QA inspection: Pass/Fail / reject return / secondary shipment
Return before receipt: Logistics intercept / tracking number input
Ref Code: D1M-OMS-2.1 ~ 5.2
6
Other Core Processes
E-Fapiao: Invoice process / edit invoice information
Inventory synchronization: Receive Sterling inventory / incremental & full sync to TM
Email alerts: 12 alert scenarios covered
SSO: Integrate Okta SSO
Inventory & shipment: Inventory query / after-sales order query
Ref Code: D1M-OMS-6.1 ~ 12.2
Email Alert System (12 Scenarios)
Unpaid order → 15-minute reminder / automatic cancellation after 30 minutes
Order not reviewed in time → alert 12 hours after payment
Order not shipped → alert 24 hours after payment (48h SLA)
After-sales initiated → 24/48-hour handling SLA reminder
Refund-only auto refund → daily at 9 AM / 2 PM
Return refund overdue → reminder on day 7 (auto refund on day 10)
Order creation failure / refund failure → real-time exception alert
SF interface / order decryption / invoice / Sterling interface exception → real time
Omnichannel Upgrade Plan Delivered
From current-state analysis to three-option comparison and phased cutover planning, ShopeX delivered a complete end-to-end consulting plan. It also produced the Tmall OMS BRD, including 15+ pages of UI specifications, to provide a clear requirements baseline for implementation.
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