Omnichannel and the importance of integrated ordering

Today’s retailers are transforming themselves around the concept that the total customer experience a consumer has with a brand is at the heart of their value. The ‘experience economy’ that has been discussed for so long is already here. At the same time, improvements in technology mean that a multichannel experience already exists. While some retailers may still be some ways off from achieving true personalisation, it is now crucial to ensure that consumers have a consistent experience with the brand, no matter the channel they use to gain access to it.

Transformation is a simple initiative when examined through the lens of what companies are trying to practically achieve; underneath every effective strategic plan for change management is the need to efficiently deliver distinctive, beneficial experiences at scale, regardless of the access channel.

Most companies believe that getting the customer experience right is the most exciting opportunity for growth. Many retailers are investing in content and design, looking to create experiences that will feel personal, compelling and memorable. Without a process that treats inventory as fully available from all channels equally, this is unlikely to be effective.

Improving order management was once thought of as an operational investment. OSF Commerce knows that OMS plays a critical role in improving the customer experience and increasing the lifetime value of customers. Retailers who continue to conduct order management within channel silos, and not as an integrated process, create redundancies that increase IT expenses and inefficiencies that could affect both customer satisfaction and sales.

A key aspect of delivering differentiated customer experiences in the future will also involve looking beyond mobile, and focusing on the Internet of Things (IoT), augmented reality (AR) and virtual reality (VR), channels which will provide exciting prospects over the coming years. But getting fulfilment strategy right and ensuring integrated ordering is a must if these new opportunities are to provide their greatest returns.

For retailers struggling to keep track of orders, manage returns and execute fulfilment, OSF Commerce have developed a white paper to guide merchants along the path to OMS adoption as they adjust to trends in multichannel purchasing and enable visualisation of product demand across the enterprise.

In this Omnichannel & Integrated Order Management white paper, you will learn how to gain:

  • insight into the best choices amongst enterprise and mid-market systems
  • omnichannel capabilities to meet evolving customer demands
  • improved communication between CRM, CMS and OMS systems
  • a solid and stable foundation for international growth


Download the white paper now.