Are Your Customers Tuned In To The Omni-Channel Buzz?

Posted by:  Laura Hills 

ISR logo Are Your Customers Tuned In To The Omni Channel Buzz?

We want to share more of the article that Integrated Solutions for Retailers recently published in which they asked Magento experts Dydacomp, EYEMAGINE, and Redstage to explain what sets them apart from other Magento solution providers and how the eCommerce platform helps retailers engage with and excel in omni-channel retailing.  Here’s a synopsis of another question addressed in the article entitled “E-Commerce And The Back Office Working In Concert For Retail Success.”

Are your customers tuned in to the omni-channel buzz or remaining focused on multichannel selling?

Dydacomp: A growing percentage of customers are focusing on omni-channel marketing — adopting a sell anywhere/ship anywhere philosophy.  But implementing it is harder than it sounds, because you need fairly sophisticated back office technology for inventory management and fulfillment.  Your physical stores now double as warehouses and delivery locations.

Your inventory available for sale can be on store shelves, in your own warehouses, stored and fulfilled through 3rd party logistics providers or drop-shipped direct to customer from the manufacturer or wholesaler. Point of sales systems need to talk to back office fulfillment systems like never before.  And all the while, you need to keep the details and complexity hidden from the end customer.  Omni-channel retail is a great way for retailers with a physical presence to compete with online businesses, but to do it requires an investment in not only their e-commerce platform but also the behind-the-scenes infrastructure.

EYEMAGINE: Very few of our clients have brick-and-mortar stores or showrooms, so this is not a “buzzword” we hear a whole lot.  The reality is that companies that truly need an omni-channel solution (think big department stores that have a global presence) are typically “too big” for Magento.  As we are always reviewing different platforms in order to better serve the clients we partner with we have been considering platforms that are more “true” omni-channel solutions for the size of retailers that really need to be able to address concerns from clients like buying something on a mobile device and returning it to the store in person, or purchasing something from a tablet and picking it up from the store the same day.

Multichannel selling is very much an issue that many of our clients have; we are seeking to help them sell across marketplaces like eBay and Amazon as well as their e-commerce B2C Stores, perhaps an e-commerce B2B portal as well and other channels that they have, like affiliates.  Customizing solutions for them to manage these multichannels effectively is a part of many projects we take on, that is why having good partners with good tech makes such a big difference between success and failure for many of our clients.

Redstage: Customers that have a brick and mortar channel are exploring the power of omni-channel retail, especially when it comes to loyalty programs and gift cards.

Usually each channel must be integrated into a centralized ERP or order/inventory management system.  This way there is one central location for available information on inventory and inventory locations.  Ecommerce and POS systems are usually integrated into a centralized system in this way.  POS and e-commerce systems can be synchronized directly, but that generally makes it harder to avoid inventory allocation issues, as neither system is well equipped to manage inventory at that level.

Read the full article here:  “E-Commerce And The Back Office Working In Concert For Retail Success.”

To learn more about how to Get The Most Out of Your Magento Investment – The Back(Office) Story, watch this 30 minute webinar featuring Freestyle Commerce and Magento.  Click Here to register for access.

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