The percentage of revenue that originates with the digital side of retailers' selling environments continues to grow. In the U.S. alone, almost 11% of total retail trade is generated via the E-commerce channel. What's even more important (and harder to quantify) is the percentage of business that begins in the digital space but touches the store at some point in the journey (add-on sales, store fulfillment orders, etc.)
RSR's 2018 benchmark study on the state of E-commerce found that "68% of Winners <over-performers> believe that 25% or more of their total sales are influenced by the digital channels. Winners express great confidence in their digital futures as well, with 42% indicating a belief that 50% or more of their sales will be influenced by their digital offering <in three years>…."
This is the essence of "omnichannel" retailing; consumers use more than one selling channel to complete a single journey – and the E-commerce platform is often the "front door" to the retailer's selling environment. As journeys become more complex and as shoppers expect ever more flexibility and speed, right behind the retailer's digital customer order creation capabilities there must be two more processes: order orchestration and order fulfillment. The lines between these three processes are often blurred, but when choosing a new order management solution, retailers should focus on order orchestration.
Retailers thinking about the requirements of the order orchestration capability should consider the following must-haves:
In today's retail environment, constant change is the new normal. Retailers should expect a continuing evolution of consumer-facing digital selling and fulfillment capabilities. Retailers should expect that new and increasingly complex order fulfillment processes will continue to emerge as consumers continually redefine "convenience." By focusing on an order orchestration platform that can serve multiple order creation and order fulfillment processes, retailers can insulate themselves from disruptive changes to core processes, even while the consumer-facing side of the retail model continues to evolve.
For additional considerations on keeping pace with modern order management requirements, check out the iPaper "Five ‘must have' capabilities to look for when selecting an order management solution."