Omni-Channel Order
Management Guide
Today’s complex consumers are more knowledgeable, connected, empowered and mobile. The internet and social networks provide easy access to product and price information, as well as reviews. Capabilities such as being able to shop on mobile devices empower consumers to interact with a brand and consume content when and where they want.
The consumer’s shopping journey is now dynamic. Consumers’ are constantly evaluating their options and interacting with retailers across channels. The modern consumer researches online before making purchases in store, researches for products and alternatives on their mobile device while shopping in a store and even makes purchases online but visits a brick-and-mortar store to collect them. The shopping journey is an ongoing cycle because the digital touch points that consumers interact with are always on and accessible.
Obstacles to Omni-Channel
Retailing
Several major obstacles to omni-channel retailing that retailers must overcome, include:
Legacy Systems
Many retailers’ existing infrastructure, architecture and applications are dated and the technology simply cannot keep up with a business’ growth plans such as geographic expansion, the creation of a new brand or the addition of a new business channel.
Disparate Systems
Many of the existing systems that retailers are currently using were initially designed for a single channel. Operating these systems often results in many challenges, including added costs for maintenance, poor integration, risk of errors and reduced productivity.
Inaccurate Customer Information
Lack of centralized customer information allows for only a partial view of the customer profile which can lead to poorer customer service.
Incomplete Inventory Visibility
Lack of real-time visibility into inventory and sales results in a lack of inventory control and in uninformed purchase and allocation decisions.
Huge Volumes of Data
Retailers are manually compiling business intelligence (transactional, product and customer demographic, behavioral and social data) that is being collected across different channels.
Manual and Inefficient Processes
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E-COMMERCE
PLATFORM
MANAGEMENT
ORDER
SYSTEM (OMS)
POS
The e-commerce platform is at the core of all online channels
and is the customer-facing component of the cross-channel shopping journey. It allows consumers to engage, research and make purchases
on the web, tablets, mobile phones and through social
media.
Today’s order management systems must do more than
simply manage orders to online-only sales or store-only sales. Retailers need a central repository for inventory and
orders and require an OMS that can leverage fulfillment centers throughout the enterprise. As well, retailers need to use their OMS to move
inventory and deliver it to the consumer based on his or her preferred method of delivery. In order for the e-commerce platform and POS to operate
efficiently, only relevant information is synched from
the OMS. The OMS must also empower retailers with the tools needed to provide exceptional customer service
and to provide a seamless customer experience across all
The in-store POS system enables the omni-channel
approach in several ways. Typically, retailers manage their
in-store inventory through the POS. As well, POS systems
allow associates to complete the omni-channel buying cycle by processing in store pickups of products ordered online or even to place an order that will be fulfilled from another store. All of the orders processed at the POS terminal are then fed into the OMS for a complete view of the customers’ orders
across all channels.
Omni-Channel Order
Management
nect their e-commerce platform to their back-office enter-prise system (using Microsoft SQL Server Integration Services) and deploy omni-channel order orchestration. Raymark’s flex-ible point of business architecture enables retailers to unify business processes across the web and brick-and-mortar locations.
Unified Commerce Solution
Architecture
Inventory Customers Orders
Wish Lists
Shipping and Order Tracking Taxes
Store
Data entered into the back-office enterprise systems, such as price changes, promotions, inventory, etc. is available at the store level.
Data collected at the store such as transaction or customer information is fed in real-time to the enterprise systems. Reports on transactional, product or customer profile data can be generated and viewed directly from the store system.
Reporting and Analytics
All data collected at the store level is fed to the back-office enterprise systems. Data is extracted from the enterprise system to create and view reports and analytical dashboards on transactional, product or customer profile data.
All reports generated in the reporting and analytics solutions are actionable. Actionable reporting includes automated alerts, scheduling and delivery of reports and processes and integration with the back-office enterprise systems.
Back-Office Enterprise Systems
Customer information and transactions from the back-office enterprise systems are fed into the e-commerce platform.
E-Commerce
Customer information and transactions from the
e-commerce platform are fed into the back-office enterprise systems.
Store
Reporting and
Analytics
Back-Office
Enterprise
Systems
E-Commerce
Unified Commerce Capabilities
Raymark’s unified commerce capabilities can be divided into four main functionality groups:
Customer
Service
Features ensure customer profile information is properly integrated for a single view of the customer’s profile and orders.
Store
Fulfillment
Features allow associates to fulfill online orders from the store inventory.
Enterprise
Inventory
Features enable an
enterprise view of inventory and determine how orders will be fulfilled.
Order
Orchestration
Features enable processes and algorithms associated with orders, fulfillment centers and inventory allocation.
Customer Service
• Customer service notes for orders
• Advanced order search (by status, customer, vendor, order #, and more)
• Order creation (by phone, etc.)
• Order shipping and tracking • Order dashboard • Omni-channel order/ purchase history • Integration of customer profiles, wish lists, and more with Clienteling
Store Fulfillment
• Pick, pack, manifest, and ship
• Reservation of product
• Layaways • Pre-orders
• Order online and pickup from store
• Order online and fulfill from store
Enterprise Inventory
• Vendor PO generation
• Drop ship from vendor
• Fulfill from store or warehouse
• Replenishment and allocations across stores and e-commerce
• Receive vendor ASN
• Order online and fulfill from distribution center
• Order online and fulfill directly from vendor
Order Orchestration
• Returns management
• Web and in-store order management
• Partial shipments
• Integrated taxes with Avalara AvaTax
• Customer and associate notifications by email (shipping status, etc.)
• Order aging, discrepancy, and exception reports • Order fulfillment rules (based on inventory levels, preferred location, etc.)
BRAND
RECOGNITION
DRIVE IN-STORE
TRAFFIC
CONVERSIONS,
INCREASE
CROSS-SELL, & UP-SELL
E-commerce represents a great opportunity for retailers
to extend their brand to digital spaces with an online
storefront. Retailers must meet consumers wherever
they are.
Consumers use multiple channels before making a purchase. Beyond e-commerce
as a sales channel, the web can be leveraged to drive
customers to stores.
Since omni-channel customers spend more than single channel customers, retailers
can leverage clienteling opportunities in store. As well, recommended products
and promotions online can increase the success rate of cross-selling and up-selling.
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INVENTORY VISIBLITY
ACROSS THE CHAIN
SINGLE 360
0
VIEW OF
THE CUSTOMER
PERSONALIZED
CUSTOMER
EXPERIENCE
Reduce online cart abandonment, store markdowns and save sales with real-time inventory. Fulfill online or store orders from any
location, including distribution centers and other retail stores.
From an anonymous web visitor to an identified customer, track and unify customer engagement online and in-store. Have a single view
of the customer’s complete order history, purchase behavior and preferences.
Enrich CRM data by tracking customer activity online and in-store and execute more
targeted and measurable campaigns.
Canada H4P 1A5 T: 1-800-346-7296 F: 1-514-737-0014 E: info@raymark.com
