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Improved order management helps retailer shift marketing into high gear
Original Parts Group CEO and founder Dave Leonard knows that a good order management system can mean the difference between saving time and wasting it. With his old home-grown system, his company was doing a lot of the latter.
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Original Parts Group Inc. CEO and founder Dave Leonard knows that a good order management system can mean the difference between saving time and wasting it. With his old home-grown system, his company was doing a lot of the latter.
The online retailer is in the process of migrating to a new system from vendor Morse Data Corp that integrates web site, marketing, catalog, inventory and other systems into a single program that will operate on the Microsoft .Net technology platform. The system, which the retailer and manufacturer of vintage auto parts will manage in house, will definitely save the company time, because now employees will only have to enter information once. It also will offer some unique marketing capabilities, Leonard says.
For example, the new system enables sales reps to take over a shopping session, move a customer’s cursor, and complete an order for a shopper who is having trouble. It also can recognize repeat customers by their phone numbers, Leonard says.
“If our database already contains the customer’s information, and the system recognizes the number and has a match, it will route the call and computerized customer files directly to the sales rep that takes the call,” Leonard says. That way, he says, reps can be armed with helpful data such as past purchases and the kind of car the shopper owns. And, the system recommends cross-sells. “It will tell a rep, 93% who ordered this carpet wanted a car mat,” Leonard says. “I can’t think of another system that does that.”
For multi-channel retailers considering implementing a new order management system, Donny Askin, CEO of Tech/Turn Consulting and former CEO of order management system vendor OrderMotion, says it’s important to look for a system that will help a merchant operate seamlessly across channels.
For example, employees in stores should be able to use a system to quickly check on availability of goods in an e-commerce-dedicated warehouse. And, he stresses, speed is key. “You don’t want to have service reps in a store sifting through five different sources looking for an item, that’s not their job. An order management system should automatically locate it.”