Omnichannel Order Management System (OMS) takes order management to the next logical level by providing inventory visibility, expertly routing order requests for best-location fulfillment, and efficiently managing returns across all retail channels. With more retail channels than ever (online, mobile, voice-based ordering, social media, IOT, as well as traditional channels such as brick and mortar and over-the-phone), omnichannel retail technology provides the systems that make omnichannel retail not just possible, but comprehensive and connected.
All these purchasing and fulfillment channels enable customers to buy, collect, pay, and return products in the ways they prefer: a superpower for the retailer and complete freedom for the customer.
What result can you expect?
With more partnerships, options, and third-party vendors just a Google search away, it can be difficult to understand what a truly powerful, industry-forward omnichannel OMS can (and should) do. Here’s what to expect from a top tier omnichannel Order Management System in terms of business deliverables:
Does the system drive in-store traffic? A best-in-class omnichannel OMS does NOT mean the end of brick and mortar. Actually, it makes in-store purchases more convenient than ever. Whereas Amazon can deliver in one day, a powerful omnichannel OMS is nearly instantaneous. Imagine the customer’s journey: he or she reads reviews for multiple competing products online and selects the one that best suits his or her specific needs. Then, instead of waiting for delivery, there’s an option to pick their purchase up at a nearby store in just a few hours. For many, this allows them to get what they need today instead of waiting until tomorrow.
Does the system drive online sales? In addition to a brick and mortar boost, a leading omnichannel OMS should also supercharge online sales by providing a cohesive, trustworthy, and value-driven ordering experience across channels. Availability, ease of purchase, and checkout should feel the same regardless of channel. Consumers want to feel that they are dealing with a legitimate operation at all times, whether they are ordering by clicking a link on social media or a paid search one. When this is achieved, potential customers on all platforms are more likely to complete the purchasing process and, if satisfied, order again.
Does the system reduce the need for discounting? When you have a quality product delivered in a meaningful and on-brand manner, discounting is rarely necessary. Discounting can provide the metaphorical carrot to help a customer through a disjointed checkout process, baiting them to remember a discount code and plug it in the promo box, all in the name of a “good deal.” Outside of special occasions, discounts become irrelevant when retailers can offer convenience. When the products customers want are available, easy to purchase, and easy to receive (with a flexible return policy), they experience their inherent value.
Does the system increase inventory availability and visibility? Like reducing the need for discounting, product availability and visibility provides inherent value. A modern omnichannel OMS should show the customer when and where their desired product is located, how long it will take to fulfill through each channel, and the shipping options available. For instance, let’s say a customer in a brick and mortar store learns the product they want to buy is out of stock. Traditionally, this would mean a lost sale, or at least a delayed sale. A true omnichannel OMS allows the sales associate to order the product online for the customer before they leave the store, and have it shipped directly to the customer’s home.
Does it provide comprehensive return management options? Even with the best of products, returns are sometimes necessary, and today’s omnichannel OMS should be able to anticipate this need. Imagine a customer buys a pair of shoes online, but they are too big. She still wants the shoes, but she doesn’t want to go through the hassle of packing up the shoes, printing out a return label, and dropping the package in a mailbox. Instead, the customer is given the option of going to a flagship store at a local mall to exchange the shoes for the right size. This results in a satisfied customer whose needs were met and whose expectations were exceeded.
Does it provide real-time analytics and operational reporting? An outstanding omnichannel OMS not only has the aforementioned features, but also never leaves the retailer in the dark. Look for real-time analytics, inventory management, and reporting that allows channel managers and C-suite executives to be in the know at all times. When decision-makers know which strategies are working and which goals are being met, they can capitalize on success and get in front of potential supply chain issues.
Get started fast with simple integration
If implementing your brand new omnichannel fulfillment strategy seems overwhelming, it’s just a sign that you’re not using the right order management solution. With Orckestra’s powerful orchestration engine, you can quickly deploy personalized order routing and fully reap the benefits from your Omnichannel order fulfillment strategies. Our API-first approach allows us to interface with any existing systems or/and ecommerce platform to get you started in only 90 days!
For any help in taking the first steps or guidance for your omnichannel fulfillment strategy, please don’t hesitate to contact our experts.
