Who doesn’t fear the unsatisfied customer? They are poison for the business and every company will do anything to avoid their customers ending up with a bad buying experience when they visit and deal on their site. An exceptional customer experience strengthens the foundation for the good experience that customers wish to return to. So, the question all digital merchants are asking themselves right now is how they can succeed with the customer service that their customers’ want. One of the crucial elements for creating loyalty is order fulfillment. The process after the buy button is the key to loyalty and an order management solution can support this.
SEE ALSO: Create great customer experience – also after the order placement
So, when do you know if you need an order management solution? We have made a guide that helps you consider if OMS can improve your business. And it’s really simple. If at least one the things below is existing in your company, you should consider the possibility.
Another sign that also points in the direction of OMS is high growth. The need for an order management system will rise as the business grows and the manual work in the ordering processes becomes a cost center.
We experience that digital merchants have become great at the first part of the customer buying journey. Many, though, should focus on a higher quality in the process after the buy button. This is where improvement can be done.
1) UNIFIED COMMERCE
You have both stores and a webshop. The customers expect to have access to full inventory in all channels. They wish to buy the online product in the store. Just as they in the store needs to have the possibility to buy the product online or from another store. In this case, OMS will ensure that you can sell all of your goods, resulting in reduced inventory levels. Moreover, it also ensures a sale who could have been lost. And above all, it gives a really good customer experience.
Thus, OMS supports these scenarios:
- Ship from store – the product is sent from a store instead of a warehouse.
- Click & Collect – Setting a product aside in the store online and picking it up shortly afterwards.
- Order in store – Buying products online, but in-store, e.g. with an iPad. The package can afterwards be picked up in the store.
2) MORE THAN ONE DISTRIBUTION CENTER
You don’t have physical stores, but a webshop with several distribution centers. Examples of a scenario where OMS makes sense could be:
- Warehouse in the EU, from where you deliver to all EU countries.
- Warehouse in Norway (outside the EU) – with OMS, returned goods can be accessible for the Norway warehouse so they can be sent locally to Norwegian customers.
- Warehouse in the US – You don’t have the whole range in the US but would like to display the whole range to the local American consumer.
3) ”DROPSHIPPING” FOR MARKETPLACES OR PARTNERS (E.G. SEVERAL B2C CHANNELS BESIDES OWN WEBSHOP)
You have one or more partnerships with online marketplaces that sell your products, e.g. Zalando.
4) SEVERAL DISTRIBUTION PARTNERSHIPS
You are included in a supply partnership. It can be viewed upon as reversed dropshipping. An example could be that there is a store in Norway that ships for your webshop.
If one or more of the criterions are existing in your business, we recommend that you have your needs analyzed and afterwards have a business case made on an order management system. Then you’ll come closer to an assessment if/how an OMS can strengthen your business.
OUR TAKE ON OMS
Customers have an increased need of flexibility. Some companies have already set the tone, which creates higher overall expectations. The customer’s expectation for order, customer service and delivery is rising. In the US, day-to-day delivery is expected. And it’s only a question of time, before the same thing happens in Denmark.
We believe that the upcoming years will be a battle of that part of the experience that relates to the process after the buy button. It’s no longer the webshop’s design or usability only that impact sales. The crucial factor for winning and retaining customers is by supporting full availability in all sales channels by agile and dynamically adapt the company’s development to the high expectations the customers now have, because of the high standards the market presents.
Order management has in the nature of things existed in many years but we’re only now starting to consider the system as best of breed. At the same time, we see that our customers know so much about marketing and design that they are forced to optimize the rest of the buying process in order to succeed with the digital business strategy.
To implement an order management system is not a small task. Conversely, you can spend a really long time on temporary solutions and custom development in your existing systems without having the same flexibility. You should not belittle the complexity of OMS. And in addition, there are the lost sales, because you can’t live up to the customer's expectation.
The question is; what will it cost your business if the customers go in vain?
WHY AN ORDER MANAGEMENT SOLUTION?
OMS is about the experience after the buy button. With OMS you transform the customer experience and create loyal customers..
To be more exact, it means that…
- OMS provides a better customer service, because the ordering process and customer service are optimized with a 360-degree picture.
- It’s an advanced tool to configure your fulfillment business rules and order allocation. It’s also a dynamic system you form without the need of development, as the business grows larger.
- OMS provides an opportunity to automate fulfillment, accounting and ordering processes.
QUESTIONS YOU SHOULD CONSIDER…
- How much do you save, by making logistics and customer service work faster and more efficiently?
- What does it cost you when your customers go in vain and they are discouraged from buying a product that you have, but cannot offer?
- Who knows how many sales channels you have to support in three years? No one can predict the channels that will be used in a decade. With OMS, you make yourself more flexible so you can follow the evolution.
Head of Commerce Cloud