October 22, 2009, 12:00 AM

Dal-Tile increases fulfillment flexibility with new order management system

Dal-Tile Corp., a manufacturer and distributor of ceramic floor and wall tiles, can more efficiently fulfill orders from stores as well as warehouses through a new web-enabled order management system.

Dal-Tile Corp., a manufacturer and distributor of ceramic floor and wall tiles, can more efficiently fulfill orders from stores as well as warehouses through a new web-enabled order management system, says Rick Odorico, general manager of business operations.

By integrating its Sterling Commerce Order Management system with back-end inventory management, Dal-Tile can automatically route customer orders from stores with insufficient supplies of desired products to the warehouse or store with the merchandise in stock, Odorico says.

The system can determine, for example, which store is the best recipient for a transferred order by showing in inventory records that it not only has ample of supply of the desired products but that it also doesn’t normally get much local demand for it.

The Sterling system currently supports customer orders placed in-store at Dal-Tile’s 250 locations but also is designed to support more efficient cross-channel order fulfillment, which Dal-Tile expects to eventually leverage when it expands its business-to-business e-commerce capabilities to meet emerging customer needs, Odorico says.

Through its integration with back-end inventory and accounting applications, the Sterling order management system also enables Dal-Tile to better understand its profitability.

Viewing an online dashboard that pulls in information from back-end inventory and financial accounting applications allows Dal-Tile`s associates to better manage its business to provide the best customer experience, Odorico says. “For example, we can see if we mispriced something, then adjust the retail price for future sales,” he says. “We project the efficiencies we will gain from the Sterling Commerce application will generate about $1 million per year.”


Sterling Commerce is a unit of AT&T; Inc.

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