News

Solution to 'unify online, brick-and-mortar shopping experience'

June 18, 2012

Canada-based OrderDynamics Corporation, an e-commerce platform provider, has released "Connected Commerce," a new way for multichannel retailers to extend experiences from retail stores to their e-commerce channels.

The solution reflects a shift in the marketplace requiring merchants to extend consistent messaging and experiences to consumers across all touch points, Michael Turcsanyi, president of OrderDynamics, said in a company press release.

"It is becoming increasingly difficult for retailers to promote a cohesive message to consumers in today's retail world," he said. "We designed Connected Commerce to unify the shopping experience for merchants and consumers by allowing for deep two-way integration between the OrderDynamics e-commerce platform and Order Management System, and all other retail systems such as CRM, ERP, Warehouse Management Systems, and Merchandising toolsets."

Kitchen Stuff Plus, a multichannel retailer of houseware products, has used the system to improve customer service and transform its business, said John Thompson, the retailer's director of IT.

"Kitchen Stuff Plus now has the ability to quickly and easily innovate in areas of our website that will help us service more customers. Being able to check individual store inventory for specific products has helped improve overall sales and drive additional traffic within our stores," he said.

According to OrderDynamics, integration between physical and virtual retail environments has a positive effect on:

Customers: Increase repeat business and enhance customer experiences through sharing multichannel data across in-store applications, online properties and direct marketing programs.

Merchandising: Create seamless integrations of promotions and multichannel content, and drive order values through rich media, latest in-store features, dynamic promotions and integrated loyalty programs.

Marketing: Cultivate meaningful relationships with consumers by unifying brand touch points and aligning channel-centric interactions.

Order Management: Optimize and automate customer service tools to provide greater transparency with customers.

Warehouse: Ship packages faster and at a lower cost by leveraging distributed inventory and advanced fulfillment tactics. Quickly deploy pick-pack-and-ship facilities using integrated fulfillment technology.

"Consumers don't differentiate shopping channels like businesses do. Today and tomorrow's consumer expects a unified experience throughout the buying process, regardless of what medium they use," Turcsanyi said. "The retailers who can align their business to fit these needs have a tremendous opportunity to grow in the coming years."

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