Mastering multi-channel orders: why an OMS is essential for seamless fulfillment

In today’s fast-paced retail environment, omnichannel fulfillment is no longer optional—it’s essential. Customers expect seamless shopping experiences, whether browsing online, purchasing in-store, or interacting with your brand via social media.

For businesses, this means managing orders across multiple channels, juggling inventory and meeting tight delivery expectations.

The backbone of this operational complexity? An efficient Order Management System (OMS). 

By centralizing and automating order processing, OMS platforms enable businesses to tackle the challenges of multi-channel orders with confidence.

In this article, we’ll explore how OMS solutions streamline multi-channel order management to support businesses in enhancing their fulfillment strategies.

The challenge of managing multi-channel orders

Omnichannel fulfillment requires managing orders across diverse sales channels, each with unique complexities.

Online marketplaces, eCommerce platforms, brick-and-mortar stores and third-party vendors (3PL) contribute to a dynamic ecosystem. However, fragmented order management can lead to inventory inaccuracies, delayed shipments and poor customer experiences.

Common challenges businesses face in managing multi-channel orders:

• Inventory visibility: Siloed inventory systems result in overselling or stockouts.
• Order routing: Inefficient order assignment increases delivery costs and times.
• Customer expectations: Shoppers demand flexibility with delivery options, returns and communication.
• Scalability issues: As sales channels grow, manual processes fail to keep up.

Why an OMS is critical for omnichannel success

An OMS is more than software - it’s the nerve center of omnichannel operations.

By centralizing data from every channel, an OMS provides visibility into inventory, orders and customer preferences. It orchestrates workflows that minimize delays, reduce errors and enhance customer satisfaction.

Did you know?  Businesses employing omnichannel customer engagement strategies manage to retain a staggering 89% of their customer base. [1] and companies with better omnichannel customer engagement strategies witness an impressive conversion, with 89% of buyers transformed into loyal and returning customers. [2]

How an OMS helps businesses navigate multi-channel order management challenges

Companies across industries are leveraging OMS technology to master multi-channel complexity. These solutions simplify processes, enable data-driven decisions and offer a unified view of customer activity.

Key areas where OMS systems shine:

1. Real-time inventory updates: Synchronize stock levels across channels to avoid costly discrepancies.
2. Efficient order fulfillment: Automatically route orders to the optimal warehouse or store based on proximity and inventory.
3. Seamless integration: Connect with e-commerce platforms, ERP systems and 3PL providers.
4. Scalability: Support for expanding sales channels without overhauling processes.

Case Study: how Titan Brands improved backorder handling and reduced backorders by 70%

Titan Brands is a $200M+ online retailer of private-label consumer and small business goods, specializing in commercial and farm attachments, loading ramps, fitness equipment and various outdoor items.

The company was experiencing exponential growth, with revenue projected to triple over the next five years. To meet the rising demand for its direct-to-consumer and marketplace fulfillment strategy, the online retailer identified an opportunity to enhance real-time inventory visibility, increase delivery date accuracy and decrease freight costs to enhance the customer experience.

After partnering with Infios, Titan achieved the following results:

• Improved real-time inventory information,
• Increased delivery date accuracy,
• Decreased freight costs,
• Improved backorder handling and reduce backorders by 70 percent
• Eliminated error-prone processes in customer service, warehouse and finance

How to choose the right OMS for your business

Selecting the right OMS is crucial for achieving your fulfillment goals. Here are key considerations:

1. Integration capabilities: Ensure the OMS integrates with your existing ERP, WMS and CRM systems.
2. Scalability: Look for a solution that grows with your business as you add channels and locations.
3. Customization: Choose an OMS that can be tailored to your unique operational needs.
4. Reporting and analytics: Robust analytics capabilities help identify bottlenecks and optimize processes.

The future of omnichannel fulfillment

As consumer expectations continue to rise, businesses must prioritize agility and efficiency in their fulfillment strategies. An OMS is no longer a luxury—it’s a necessity for staying competitive in an omnichannel world.

By centralizing order management, providing real-time inventory insights and automating workflows, OMS solutions empower businesses to deliver on customer expectations while driving operational efficiency.

Whether you’re just beginning your omnichannel journey or looking to optimize existing processes, investing in a robust OMS is a strategic move that pays dividends.

References

[1] Clerk - Top 15 Mind-Blowing Omnichannel Statistics You Should Know for 2022
[2] Loyal Guru - Omnichannel marketing statistics