April 2, 2009, 12:00 AM

OrderMotion gives more control to retailers in managing customer order data

In the latest version of its OMX order management software platform, OrderMotion makes it possible to run ad hoc reports on data such as how particular types of online customers are responding to promotions, the company says.

Paul Demery

Managing Editor, B2B E-commerce

In the latest version of its OMX order management software platform, OrderMotion Inc. makes it possible to run ad hoc reports on data such as how particular types of online customers are responding to promotions, CEO Marty Fahey says. OMX version 1.1 also provides more widgets for monitoring order data updates and pre-integration with personalization software.

“We get a lot of requests from our retailer clients to better manage the enormous amount of data in their order management systems, they want to see it faster and make decisions on it faster,” Fahey says.

The new ad hoc reporting capability complements the addition of about 20 data widgets, for a total of 100, in the OMX system that let retail merchandising and marketing managers see on their desktops near-real-time updates of order information. For example, if a widget shows an uptick in orders from new customers, a marketing manager might run an ad hoc report to find out more information on which promotions coincided with those orders or on the demographics of the new customers, Fahey says.

The new OMX system, which OrderMotion makes available as a software-as-a-service model application, has also been integrated with personalization technology from MyBuys. OMX feeds order data to MyBuys to support personalized offers based on customers’ order history.

OrderMotion’s sales in January and February rose more than 12% over the same period last year, Fahey says. The vendor has about 250 clients, including e-retailer Party America and health care products merchant DrNatura.com. OrderMotion serves online retailers with annual revenue ranging from $1 million to $100 million, with the largest part of its customer base in the $10 million to $60 million range, Fahey says.

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