Case Study
Westside: Omnichannel Commerce Across 230 Stores and 30 Labels
How Binary launched omnichannel commerce for Westside — 30 in-house labels, 80,000+ SKUs and 230+ stores on one platform and one customer experience.
TODO(copy)
230 Stores. 30 Labels.
01 — The Situation
No Unified Digital Commerce.
Westside, a Trent Limited brand and one of India's most recognised fashion retailers, was preparing to launch ecommerce. On paper a straightforward launch — in practice, one of the most operationally complex commerce deployments in Indian fashion.
With 30 in-house labels, 80,000+ SKUs, and 230+ physical stores — each with its own inventory position — the digital launch needed to work across catalogue management, fulfilment, loyalty, and customer identity from day one.
The Core Challenge
"How do you launch digital commerce for a brand this large without creating a disconnected experience between a customer's in-store history and their online behaviour — and still go live on time?"
80,000+
SKUs across 30 in-house labels
230+
Physical retail stores across India
Existing ecommerce infrastructure
Multiple
Loyalty, identity, and payment systems to unify
TODO(copy)
Full-Stack Commerce. Custom Built for the Complexity Westside Actually Had.
02 — What Binary Built
Binary was engaged to design and build the entire commerce architecture — from storefront to mobile apps to systems integration. The deployment spanned every layer of the commerce stack.
Custom UI/UX Design
Designed the entire digital commerce experience — from browse to checkout — across web and mobile. Built to match the Westside brand, not a template.
Shopify Plus Store Build
Full Shopify Plus implementation with custom storefront, catalogue architecture for 30 labels and 80,000+ SKUs, and checkout configuration.
Native Mobile Applications
Native iOS and Android applications — built separately, not a webview. Product discovery, wishlisting, push notifications, and mobile-optimised checkout.
Omni-Channel Integration
Connected physical store inventory to the online platform in real time. In-store stock visible and purchasable online. Unified order management across channels.
Custom Integrations — SAP · Vinculum · SSO · Qwikcilver
Integrated SAP for financial reconciliation and inventory data. Vinculum for OMS. Single Sign-On (SSO) for unified customer identity. Qwikcilver for loyalty and gift card management. WestStyleClub loyalty programme integration.
Dedicated Support & Ongoing Maintenance
Binary team embedded as ongoing commerce operations support — not handed off after launch.
Integration Ecosystem
Shopify Plus
Android
Vinculum
Qwikcilver
WestStyleClub
Nesto
Adobe Analytics
Web Commerce
Custom Shopify Plus storefront with 30 labels, advanced filtering, and fast-load product pages for 80,000+ SKUs
Mobile App
Native iOS and Android with brand-native navigation, wishlist, and mobile checkout
Omni-Channel
In-store + online unified — one inventory view, one customer identity, one loyalty programme
03 — The Results
to India's Leading Fashion Commerce Platform.
Westside's digital launch became one of the most successful omnichannel commerce deployments in Indian fashion retail — driven by a system designed to handle the complexity from day one.
70L+
Customers
Registered on the digital platform
80K+
SKUs Live
Across 30 in-house labels
Monthly Sessions
Consistent sustained traffic post-launch
10M+
App Downloads
iOS and Android combined
230+
Offline Stores
Unified with online inventory in real time
Brand Labels
Managed through one commerce platform
"The scale of what Westside needed was significant — 80,000 SKUs, 30 labels, 230 stores, and zero tolerance for a bad launch. Binary built it right the first time."
— Binary Project Team, Westside Engagement
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