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aroma® Instore Modul

Store Processes in Omnichannel Order Management

The Instore Modul
Advantages for You as a Retailer
More Functions & Modules
Deep Dive

Branches Becoming Hubs (Again)

An important component of omnichannel order management are the processes in the stores. On the one hand, the stores can be used as additional warehouses from where goods are shipped to customers (ship-from-store). On the other hand, they can be used as pick-up stations where customers collect their ordered goods delivered from the warehouse (Click&Collect). With Click&Reserve, the goods are reserved online at a store and then picked up (often on the same day) by the customer there and paid for. And finally, customers can also drop off their returns at the stores, regardless of whether they previously purchased online or in-store.


aroma® supports all these processes and provides three different dialog systems for this purpose, which can be used on PC, tablet, smartphone or other handheld devices as required. Below you will find a detailed description of the in-store process.

Ship-from-Store

sshot_Comp_Mainscreen_Instore

Typically, the ship-from-store process consists of the following steps

  • Picking
  • Packing
  • Shipping

However, for small stores and/or low order volumes, it may make sense to combine picking and packing. If paper documents (e.g. delivery bill) are used, the process can optionally be printed after packing.


Furthermore, aroma® supports data exchange with shipping service providers. This means that ready packed packages are announced there and then at certain times (usually once a day) their collection is requested. These request documents (loading lists) can also be viewed in the dialog system.

Ship-from-Store - The Individual Process Steps

  • sshot Picklist Tablet


    To prepare the picking process, aroma® creates pick lists containing the required articles and quantities. As a rule, these pick lists are created automatically - either time-controlled (e.g. every 2 hours) or depending on the number of orders received (e.g. as soon as more than 5 orders have been assigned to a store). Alternatively, a separate pick list can be created for each order. This is useful if a single order is always to be picked and packed completely before the next order takes its turn.

    While processing a pick list, the store employee indicates whether the quantities are complete and if not, why not.

    If not a single item is picked, all associated orders are rejected and the aroma® sourcing process attempts to find another store or warehouse that can fulfill those orders. Alternatively, orders can be rejected simply by clicking, e.g. if the store is currently understaffed or lacks packaging material.

  • sshot_aroma_Instore_Packen

    After the goods have been picked for one or more orders, they have to be packed into packages per order. aroma® supports this by providing preconfigured lists of shipping service providers and package sizes. In addition, it is preset that all items are packed into one package, as experience shows that this will be the case most of the time. If necessary, the items can then be moved to additional packages with one click.
    With the completion of the packing process, aroma® offers the possibility to produce certain documents such as the delivery bill or a return form and to announce the shipment electronically to the shipping service provider.

  • sshot_aroma_Instore_Versand


    When the shipping service provider collects the parcels from the store, this is recorded in aroma®, triggering important follow-up processes. These include

    • sending a shipping confirmation to the customer
    • producing and sending the invoice document
    • generating an invoice record that can be exported to an accounting system
    • (in some Eastern European countries) reporting the invoice data to the tax authorities.

    Ideally, packages are scanned or captured using the tablet or smartphone camera when they are handed over to the shipping service provider to avoid errors.

Click & Collect

In the C&C process, the customer does not order the goods to his home, but to a store of the seller. This means that the goods have to be sent from the warehouse to the store, where they are received and then handed over to the customer. From the point of view of the store, there are the following process steps

  • Receiving packages
  • Handover to customer

These two sub-steps are described below.

Click and Collect - The Individual Process Steps

  • sshot_aroma_Instore Modul_C&C-Empfangen


    Click & Collect parcels arriving at a store must be recorded in aroma® so that the system informs the customer that the goods can now be collected.

    As soon as the parcels are on their way to the store, they are displayed in the aroma® dialog system so that store employees can always see which deliveries they can still expect.

    When the parcels arrive, they then only have to be checked off. Here, too, the use of a scanner or the camera is very helpful.

    If a delivery consists of several packages, the customer is only informed when they have all arrived at the store so that they do not have to come several times.

  • sshot_aroma_Instore Modul_C&C-Übergabe


    When customers pick up their Click & Collect parcels at the store, this step will also be recorded in aroma®. Optionally, a pickup receipt can be produced on which the customers then sign, or what is signed directly on the mobile device.

Click & Reserve

sshot_aroma_Instore Modul_C&R-Kennzeichnung

The C&R process combines process steps from the Ship-from-Store and the Click&Collect process:

  • Picking
  • Packing
  • Printing (if necessary)
  • Handover to customer

Since the goods do not have to be made ready for shipment, however, no real packing usually takes place; instead, the picked goods are merely reserved and made available. It is important that the goods are marked so that they are correctly and completely handed over to the customer.

Another special feature of the Click & Reserve process is payment. It takes place after the goods have been picked up, i.e. the money is collected at the store's cash register.

aroma® supports the sub-processes with the same masks as already shown above. Additionally, the C&R orders are shown separately on the main page as well as on the pick overview and the pack overview, so that the store employees can process them preferentially.

When printing, there is the option to produce a pick-up label in addition to the delivery bill and return form. This can be used to mark the goods that have been set aside.

Return handling

sshot_aroma_Instore Modul_Retouren

A key feature of omnichannel order management is the freedom of customers to return goods anywhere, regardless of whether they were purchased in-store or online. From the point of view of a store, this means in particular that it must also be possible to take back goods from orders purchased online.

aroma® supports this with a uniform returns process that can be triggered both by the warehouses (via interface) and by the stores (via the dialog systems).

The store employees record the returned items and aroma® automatically initiates the refund due to the customer (via the originally used means of payment).

Advantages for You as a Retailer

Optimal fulfillment of customer requirements
Reduction of operational costs in the service center
International system with numerous languages for rapid internationalization of the business
Integrated templating module for efficient support of all customer communications
Benefit from Arvato's decades of experience in the service center sector

Selected Aroma® Functions & Modules

Extensive functions for optimal control of omnichannel, delivery and financial processes.

  • In addition to the physical processes, the financial processes are also managed in Distributed Order Management (DOM) with regard to customer orders. These processes sometimes differ significantly depending on the payment method, the country concerned and the tax rates. aroma® supports these processes internationally. For this purpose, all prices and tax information  are kept in the system for the articles and orders.


    On this basis, the system generates the data records for the connected financial systems and, if required, also necessary documents such as invoices. Changes to VAT rates - e.g. 2020 in Germany as part of the measures during the Corona situation - are easily configurable in aroma®. Likewise, various payment options including ordering on account or mixed payment methods from credit cards and bonus points can be mapped.


    Since the system holds all relevant financial information, it is also possible to calculate in the system what amount is to be paid out to a customer in the case of order returns. Less efficient systems always fall back on the store system - this causes unnecessary data traffic and often problems in customer service. Only when the relevant financial information is available in Order Management, as is the case with aroma®, can customer service staff also provide comprehensive information on financial issues.


  • Many retailers work with so-called dropshippers, i.e. partners who stock items in their own warehouses and to whom orders for these items are forwarded. Forwarding orders to business partners is comparatively simple. It is important and more challenging to also support the business partners in processing the order. To do this, partners need an easy-to-use system that they can use out of the box without installation or preparation. Arvato Systems provides the dropshipping module of aroma® for this purpose. Orders can, of course, also be transmitted to business partners simply via interface.

  • E-commerce and omnichannel processes always cause a lot of work when unplanned events occur, e.g.

    • an item that a customer has ordered is not available
    • an invoice is not paid at all or only partially paid by a customer
    • an incorrect item has been delivered and the customer now wants a replacement item
    • a delivery takes longer than planned
    • a customer makes a chargeback, etc.

    Arvato Systems has developed and optimized aroma® over many years based on practical experience and thus helps to optimize service processes and implement them cost-effectively.



  • Business processes in omnichannel business are often long and complex. Our Order Management System aroma® simplifies the documentation, visualization and modification of processes via an integrated Business Process Management component. This gives our customers an excellent overview of business processes and allows them to change them very easily at designated points.


    BPMN Flowchart: Geschäftsprozessanzeige


    aroma® supports 2 types of process management:

    1. Simpler processes can be configured directly in aroma®. 
    2. In addition, aroma works with a BPMN engine, through which typical BPMN diagrams can be created and processes can be modified at designated points directly in the BPMN tool (activity designer).


    This offers significant advantages

    • optimal overview of e-commerce and omnichannel process chains
    • Simple and quick changes to process chains at designated points
    • Helpful documentation of the process chains
    • Easier onboarding of new employees and partners
    • Increased efficiency and cost reduction in process management
  • As a retailer, you now offer your items on many different channels, such as your own online store and in-store. Historically, different systems were often used to maintain and manage prices and promotions for the various channels - making management slow, laborious and error-prone.

    For easy, fast and centralized management of prices and promotions across all channels, we have developed the aroma® Price & Promotions module for you.

    In addition, the module acts as a "historical memory", all historical prices and promotions are stored here. Based on predefined rules, the correct refund amount is calculated for the customer in case of returns.

    Your benefits as a retailer:

    • Benefit from a high-performance price and promotion module
    • Simplification of the management of prices and promotions 
    • Standardization across all sales channels possible
    • Optimization of return payments, avoidance of unnecessarily high payouts
    • Reduction of operational costs in the management of prices and promotions
  • With the powerful aroma® administration console, you make yourself independent of service providers and increase your flexibility at reduced costs - your team takes over the typical admin tasks of e-commerce and omnichannel operations.

    Benefits for you:

    • Reduction of operational costs for the management of operational processes
    • Empowering your own team
    • Reduction of dependency on IT service providers and reduction of corresponding costs
    • high flexibility in the management of omni-channel processes
    • Very good overview of all processes and configurations
    • clear reporting, monitoring and alerting
    • Better customer service at low cost and increased team satisfaction
  • The control and optimization of delivery, finance and service processes is based on comprehensive data collection, reporting and analysis. aroma® provides comprehensive reports on the status of the business. In addition, running processes are automatically monitored in the background, anomalies are detected and processes are escalated if necessary.

    Examples of available reports:

    • Sales reports: summary or per article group incl. drill down on articles / various analyses (e.g. slow seller, top seller, ...)
    • Overview of incoming orders with analysis options according to various dimensions
    • currently processed orders incl. analyses according to order statuses
    • Customer reports and analyses (e.g. top customers, customers who return a lot, customers with numerous contacts in customer service ...)
    • Cancellations and returns, report on awarded goodwill credits
    • Inventory report (e.g. total inventory, reserved inventory, expected inventory, inventory update date, inventory location, analysis of inventory by different inventory types like "physical items vs. licenses")
    • Financial reports by various dimensions and aggregation levels, for example, by item, currency, region, time, net sales, gross sales, etc.

    Reports can be filtered by numerous criteria and include aggregations / analyses for a quick overview. All reports are of course exportable to standard formats.

Deep Dive

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Your Contacts for aroma©

MA_Nasser_Kaspari_Commerce
Dr. Nasser Kaspari
Expert for eCommerce
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Pierre Bremehr
Expert for eCommerce