Today we announce the launch of our brand new Omnichannel Commerce Playbook! In its many forms, omnichannel is quickly resetting customer expectations, and redefining what it means to deliver seamless, fully-integrated commerce across the enterprise. This playbook provides a structured framework to help eBusiness leaders strategically plan, launch, and maintain omnichannel capabilities and services.
Customers today forge paths to purchase that seamlessly cross channels, screens and stores. For example, U.S. consumers in 2015 spent a whopping $1.5 trillion in-store that originally started or were influenced along the way by digital touchpoints. Retailers who offer omnichannel fulfillment are directly responding to customer expectations for this seamless experience. As such, services like ‘buy online, pick up in store’ and ‘ship-to-store’ drive store traffic and provide significant, measurable benefits to retailers and customers alike.
However, omnichannel commerce goes far beyond fulfillment; the full spectrum of omnichannel capabilities encompasses marketing, merchandising, and even customer service. This playbook helps eBusiness professionals analyze and deliver the omnichannel services that are right for their customers, including how to measure their impact and then optimize over time.
The Omnichannel Commerce Playbook will help you:
1. Analyze the business impact of omnichannel integration. Understanding how to identify and quantify the projected net value of omnichannel capabilities and services translates into a strong business case that drives an organization's overall omnichannel strategy and road map.
Order management systems (OMS’s) typically haven’t garnered the same attention as other commerce technology. Orchestrating online orders from the point of purchase through to the point of fulfillment was viewed (through the eyes of eBusiness professionals) as a back-office process. In fact, eBusiness professionals have historically paid little attention to these systems and were happy for them to be developed and minded by supply chain or enterprise architecture professionals. But like the awkward kid at school, Omnichannel OMS systems have blossomed and turned into the must-have technology for almost every eBusiness leader.
With Omni-channel excellence fast becoming a customer imperative, retailers and brands alike are rushing to operationalize an increasingly complex set of cross-channel order processing and fulfillment scenarios that are often referred to in aggregate as “buy anywhere, fulfill anywhere”. In fact in recent survey, we found that 52% of eBusiness professionals ranked Omni-channel integration as a top technology investment priority.
The path to Omni-channel maturity is far from simple; in fact it requires execution across a set of tactics that span organization, process and technology. Front of mind for retailers is solving the basics such as store pickup, cross-channel inventory visibility, store based fulfillment and endless aisle (in-store) ordering. Today, retailers that have already enabled these capabilities have done so by developing custom applications that integrate their eCommerce, POS and ERP/supply chain systems. However as these capabilities rapidly become the ‘norm’ for the consumer, retailers seek packaged solutions that enable them to rapidly rollout, experiment with and scale these programs.
Enter the OMS (order management system). In our May 2013 survey only 17% of eBusiness professionals identified the investment in an OMS platform as an investment priority, however this relative lack of interest is in fact easy to explain:
1) Many retailers are still in the nascent phases of their Omni-channel journey and have yet to fully map out their requirements. Simply put, these retailers still need to make the connection between the capabilities of an OMS platform and the requirements of their Omni-channel strategy.