From Fragmented Data to Management Clarity: ICON Eyewear Scales E-commerce Control with Milo

As ICON Eyewear’s e-commerce business grew in scale and complexity, management insight struggled to keep up. With Milo, ICON unified data across systems, replaced slow cross-team reporting with instant, explainable answers, and regained control over margins, operations, and decision-making - without turning it into an IT project.

Customer Snapshot

Company: ICON Eyewear BV
Industry: Fashion & E-commerce
Business Model: DTC + marketplaces
Scale: Multi-brand, multi-channel e-commerce operation
Team: Management, operations, finance, marketing, logistics
Stack:

• Webshops & marketplaces

• ERP

• Logistics & fulfillment systems

• Finance & accounting

• Marketing & performance tools

Access: Management and business stakeholders

The Challenge: Growth Created Data - Not Clarity

ICON Eyewear operates a fast-growing e-commerce organisation with many interconnected systems. Each function - sales, fulfillment, finance, and marketing - generated its own data and reports, but there was no coherent management view.

In practice, this led to:

• Fragmented data across systems

• Extensive manual reporting

• Repeated alignment across teams

• Delays in decision-making

• Key questions answered through assumptions or partial views

Despite the clear need, AI initially felt premature for such a critical business function.

“My perception was that AI was still largely experimental and lacked the level of control required to support a business like ours.”

Marcel de Bresser
Business Development
ICON Eyewear BV

ICON needed clarity across the entire value chain, grounded in their own data - not another dashboard.

Why Milo (Agentic GenBI)

Milo connects all of ICON’s e-commerce systems and turns fragmented data into explainable, actionable insight.

What made Milo different:

• Connects across the full stack (commerce, ERP, logistics, finance, marketing)

• Answers real management questions, not static reports

• Explains what is happening and why, with transparent reasoning

• Designed for governance, consistency, and scalability

• Adopted as a business tool, not an IT experiment

Non-technical users ask questions in plain English and receive structured, evidence-backed answers in minutes.

Solution in Action: From Question to Clarity

Typical questions ICON’s management team asks Milo:

• “Why are margins shifting?”

• “Where is friction emerging in the value chain?”

• “What changed operationally to cause this?”

• “Which decisions will have the greatest impact right now?”

What happens behind the scenes

Unify & analyze
Milo queries data across all connected systems - webshops, marketplaces, ERP, logistics, finance, and marketing - without requiring re-platforming.

Explain the why
Instead of just surfacing metrics, Milo explains drivers such as:

• Margin pressure by channel or cost component

• Logistics or fulfillment inefficiencies

• Marketing spend vs contribution shifts

• Process or system-level bottlenecks

Each answer is grounded in ICON’s own data, with clear justification.

Deliver management-ready insight
Results are delivered as direct answers, removing interpretation gaps between teams.

Day-in-the-Life: Before vs After

Before

• Management questions triggered long reporting cycles

• Multiple teams involved to assemble answers

• Conflicting interpretations across functions

• Slower, assumption-driven decisions

After with Milo

• Management asks Milo directly

• One consistent explanation across systems

• Faster, more confident decisions

• Less dependence on manual reporting

“Questions that would normally require multiple teams and significant time are now answered quickly and with solid justification.”

Marcel de Bresser
Business Development
ICON Eyewear BV

Measurable Impact

Within weeks:

• Faster decision-making at management level

• Reduced reporting and alignment overhead

• Clear, consistent explanations of performance changes

• Greater control over growth and operational complexity

Most importantly: clarity replaced fragmentation.

What the Team Loved

• One coherent view across all systems

• Clear “what + why” explanations

• Less cross-team reporting friction

• Decisions based on data, not assumptions

• AI that feels mature, controlled, and practical

“Today, Milo has become an important tool for ICON Eyewear to maintain control over growth and complexity.”

Marcel de Bresser
Business Development
ICON Eyewear BV

About Milo (Agentic GenBI)

Milo is an agentic GenBI analyst that turns fragmented business data into clear answers and governed actions. Ask management questions in plain English, get insight backed by your own data, and move from analysis to decision in minutes. Decisions stop dying in dashboards.

Try It Yourself

Demo: https://app.milo.ai/signup
Free 14-day trial in your own environment: milo@autonomousminds.ai