Trade in Transition
Omnichannel services explained in an understandable way
The pandemic at the latest has shown that retail urgently needs to increase its resilience. The omnichannel approach offers an opportunity here. It creates the basis for a variety of customer-attractive services such as click and collect, BOPIL, ship-to-store and others. The broad spectrum is confusing - we create clarity.
Large parts of the trade were shut down as part of the Corona pandemic. In this context, the term click and collect also appeared in the popular press: A way for retailers to at least somewhat mitigate the loss of sales caused by the lockdown.
This also made a broader public aware that retail continues to undergo a profound transformation. Whereas e-commerce was previously perceived almost exclusively as competition for bricks-and-mortar retail, the advantages of networking traditional and electronic retail channels are now being widely recognized by consumers.
In fact, the business transformation in retail is far from complete, and it also affects online retail. In view of the rapid development with ever new strategies and services, it is easy to lose one's bearings - time for some explanations of terms.
Evolutionary stages of electronic commerce

Customer Focus
A key feature of omnichannel is the absolute focus on the consumer perspective (Customer Service) based on comprehensive information about customer behavior. The goal of this effort is to support customers in the exact situation and state of mind from which they make purchases.
Today, this may be from home or on the move via PC, voice assistant, smartphone, or tablet; tomorrow, they may prefer brick-and-mortar retail due to the situation, or they may flexibly combine the channels - whatever is most convenient or useful for them at the moment.
One challenge here is to implement omnichannel processes efficiently and economically.
New forms of service increase resilience
The omnichannel approach enables retailers to offer a wide range of new services. The primary purpose of these services is to meet customers in their particular shopping situation and thus to reflect customer behavior. This increases customer satisfaction and loyalty.
However, many of the services described here offer opportunities to maintain at least a rump business, especially in the current situation (demand for a reduction in contacts):

Effective Order Management is mandatory
The smooth processing of such services stands and falls with the efficient and secure management of inventories and orders (distributed order management) - for each individual order, it must be clear when which products have to be available where for collection by customers or dispatch.
All these services therefore require the transparent dovetailing of long-established processes in retail stores with e-commerce systems and numerous new processes and systems.
In principle, the required functionalities can be mapped using existing systems such as ERP and CRM systems, warehouse management or even checkout systems. However, it should be noted that the resulting IT environment will be very complex and the maintenance of functionalities and data will remain costly. More on the topic of "Simplified IT Architecture".
This means that offering omnichannel services will have an impact on the contribution margin and thus on profitability. Many retailers put a good face on the matter and accept this.
A powerful order management system, or OMS for short, such as aroma® from Arvato Systems, can provide a remedy. Such a solution is the "single point of truth" for managing all orders and their changes. Based on the data from the OMS, all related processes are controlled efficiently and securely.
In this way, the order management solution enables retail companies to offer comprehensive omnichannel services with a lean system without compromising profitability.