Growing competition in the Fashion & Retail market forces the companies to found new business scenarios, exploiting technology trends, useful to attract final users and provide to them a different and unique experience. This innovation has to be integrated in the existing company eco-system, reducing the “disruption” level adding new solutions in the actual applications context. Introducing new technologies (like start-up) to customer legacy systems (front-end and back-end), companies can re-define the “lead-to-cash” process, putting the focus on final user's needs.