Celio

CELIO, a leading menswear brand in France and Europe, launched a large-scale digital transformation program as early as 2015 to modernize its stores, streamline the customer experience, and strengthen operational performance.
This strategy was driven by a clear objective: aligning in-store team efficiency with the new standards of omnichannel retail, while delivering a smooth, consistent, and frictionless customer journey.

At a glance

• A modernized network: 375 digitalized stores, 750 equipped sales associates, 4 countries, 2 brands
• Progressive transformation: sales associate app, mPOS, Tap-to-Pay, catalog extension, operational modules, RFID
• Omnichannel acceleration: reliable product and stock information, mobile checkout, streamlined journeys
• Fast business impact: +50% store performance in 3 months, up to 15% of revenue via self-checkout

Deployment scope

• 375 stores
• 750 equipped sales associates
• 4 countries
• 2 integrated brands: Celio & Be Camaïeu
• Pop-up stores: Japan Expo, Christmas markets

Context & challenges

As customer expectations evolve rapidly, shoppers increasingly demand practicality, immediacy, and seamless consistency between digital and physical channels.

CELIO identified several strategic priorities:

• Reduce operational friction points
• Ensure reliable access to product and stock information
• Streamline checkout journeys
• Strengthen the effectiveness of in-store teams
• Support the growth of omnichannel experiences

For a network of this scale, the project needed to be rolled out progressively, adapted to real store conditions, and supported by strong change management.

Why CELIO chose Chaps Retail

CELIO selected Chaps Retail (formerly Octipas) to support a progressive, flexible, and results-driven transformation.

The first step focused on rolling out the sales associate app, enabling teams to:

• Modernize the customer journey
• Enhance the quality and fluidity of in-store advice
• Establish the foundation for continuous digitalization
• This phased approach delivered fast results while minimizing operational disruption.

Building on the success of the initial phase, CELIO continued its digital evolution and once again chose ChapsRetail to support the transformation of its stores.
This stage remained aligned with the brand’s focus on operational excellence—adapting the solution to customer needs, simplifying daily tasks for in-store teams, and boosting overall performance.

The introduction of Tap-to-Pay streamlined the checkout experience, while mobile POS (mPOS) and other features enhanced efficiency and simplified store operations.
This phase also prepares the integration of new technologies such as RFID.

Key features of the sales associate app

The sales associate application includes :

• Clienteling
• Access to product and stock information
• Mixed cart creation (takeaway / to order)
• Mobile payment (mPOS / Tap-to-Pay)
• Catalog extension, including Be Camaïeu references
• Operational modules: bagging, inventory, unified stock
• RFID readiness for traceability and product tracking
• Loyalty program integration
• Reporting tools

Results achieved

The solution delivered fast and measurable gains :

• +50% increase in store performance within 3 months
• Up to 15% of revenue generated through self-checkout
• 5% of revenue driven by mobile checkout