Omnichannel Order Management

Enable intelligent omnichannel order orchestration and fulfillment that delights your customers and enhances your profitability.

Services & Solutions > Capabilities > Order Management > Omnichannel Order Management

Deliver personalized service and flawless order fulfillment across all channels

Make your customers the center of your world.

Your customers want to be treated as if they’re the only customer you have. They expect you to know them well, to understand their wants and needs, and provide them with just about every shopping option imaginable. They want their entire experience with you to be customized precisely to their own preferences. What’s more, they expect this exceptional level of service regardless of which, or how many, channels they use to interact with you.

This is what omnichannel is all about: serving the highly demanding, highly connected, time-crunched customer. Your customers. Your family. Your friends. Your colleagues.

They prefer to shop online from your entire available inventory and receive their merchandise tomorrow, or in thirty minutes, or in two days when they can be home to accept it. If they’ve chosen to pick up in-store (BOPIS), they expect to know to the minute when their order will be available. And if they’ve decided that you should ship to them from one of your many locations, they want to know when it will leave your facility and exactly what the cost to them will be. But here’s a catch: they really don’t want to pay for shipping.

Omnichannel capabilities are critical for their experience…and your success.

You’re challenged with meeting these increasing expectations – and retaining the customers you have. You’re hindered by time, distance, and technology. And you’re threatened by disruptive competitors. You need to address all of this – but you must also ensure you’re protecting profitability. Your omnichannel capabilities – or lack thereof – play a critical role.  Recent reports from IBM and others have revealed why.

  • Omnichannel shoppers spend more with you.
  • Omnichannel customers want accurate, real-time visibility into inventory.
  • Most customers prefer to buy online, pick up in-store.
  • Shipping costs are a deterrent to their purchases.
  • Delivery speed is a critical factor.
  • Customers expect frequent and accurate communication about orders.
  • You must keep your promises.
  • Store associates need to be fully connected to the customer’s needs.
  • Omnichannel doesn’t end with the purchase.
  • Omnichannel done incorrectly can dramatically increase costs.
  • Omnichannel customers tend to shop more frequently and spend 3.5 times more than single-channel shoppers.
    (Source: International Council of Shopping Centers (ICSC))
  • They expect to be able to check in-store availability of an item through any channel.

  • But many retailers do not have integrated store and online inventories – and indicate that the lack of accurate inventory visibility is the biggest challenge impeding their ability to improve customer experience.
  • They like to take advantage of in-store pickup, and would opt for in-store pickup even when free shipping is an option.

  • They consider in-store pickup of online/mobile purchases important when choosing to shop one retailer over another. 
  • Low or no shipping charges are important for making their online purchase decisions.

  • Customers have chosen not to purchase online due to shipping charges.

  • They have opted to purchase from unknown retailers that did not charge for shipping over the ones they know and trust that did.  
  • A majority of the US population can get same-day delivery orders fulfilled from a store.

  • Customers will often choose to shop one retailer over another based on delivery speed.

  • They place great importance on consistently providing accurate, on-time delivery.  
  • They want to be notified when their online/mobile purchase is ready for pickup in the store.

  • They expect a detailed order status via any channel.
  • It’s important to customers that retailers guarantee when an online/mobile purchase will be available for pickup in the store.
  • Customers expect store associates to be able to quickly find an out-of-stock item at another location.
  • Customers expect a quick, easy, convenient in-store returns process, regardless of how the purchase was made.
  • In their rush to offer omnichannel experiences, some retailers have seen a 300% increase in the cost-to-serve due to limited capabilities and process inefficiencies.

  • Customer experiences are compromised due to disparate and under-optimized omnichannel capabilities.

  • A lack of KPIs and omnichannel performance analytics cause some retailers to perpetuate inexpensive, inefficient processes.

Don’t just meet expectations. Go above and beyond to create compelling customer experiences.

Today’s customers are price-sensitive, impatient for fulfillment, and a Google search away from abandoning their shopping carts. So, if your competitor can provide faster delivery, lower cost, or more locations for pick-up, you’d better make some changes now. Because if you don’t ace omnichannel retailing, you’ll likely never have a chance to win these customers back.

At the core of this new approach is the creation of a compelling customer experience. It’s achieved by delivering to each customer:

  • Consistency across channels
  • Content and information to make informed decisions
  • Convenience in buying, receiving, and obtaining customer service
  • Contextual, relevant, personalized interactions.

Modern omnichannel order management systems (OMS) have evolved to enable this.
And by leveraging these systems, companies can:

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Overcome omnichannel complexities
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Meet and exceed customer expectations
Optimize operational efficiency
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Deliver more perfect orders
Reduce costs and increase profitability
Gain competitive advantages

We have extensive expertise around omnichannel order management systems with proven skills to deliver comprehensive solutions to complex problems. Some of the world’s leading companies depend upon our order management services and solutions to overcome their challenges, improve the customer experience, and prepare them for whatever customer demands the future might bring.

Omnichannel Order Management Systems help you to give and get control.

An intelligent order management system, such as IBM Sterling Order Management, enables your customers to take control of their shopping experience while giving you greater control over the end-to-end order lifecycle.

The impact on your staff and customers is immediate and profound. Regardless of how the customers’ purchases are initially conducted or fulfilled, each one is provided with consistent, personal service that is tailored to their specific desires.

Your line-of-business staff gets full visibility into the order process and your company achieves more efficient and cost-effective order orchestration and sourcing. Your associates in the store are better able to engage your customers when they arrive for order pickup. Call center staff can quickly and accurately answer questions related to your customers’ specific orders and order history.

And management can act confidently based on better information and insights. The entire process runs much more smoothly to deliver a seamless, gratifying experience for your customer and better performance and profitability for your organization.

The best omnichannel order management solution provides extensive capabilities

  • Inventory Visibility
  • Inventory Optimization
  • Order Management
  • Fulfillment Optimization
  • Store Engagement
  • Call Center Engagement
  • Reporting and Analytics

Inventory Visibility

For your organization

  • Enable visibility across global inventory
  • Eliminate islands of inventory locked into specific channels
  • Gain available to promise details
  • Provide visibility to staff, partners, and customers

For your customers

  • Gain real-time visibility into inventory
  • View availability and fulfillment options quickly
  • Access a full selection of available goods
  • Get easy, faster access to the products they want
  • Base decisions based on accurate information they can trust

Inventory Optimization

For your organization

  • Gain visibility into changes in supply and demand, and match supply to demand.
  • Enable proactive alerting to manage exceptions.
  • Track in-transit inventory to increase revenue/decrease out-of-stocks (OOS) by committing in-transit inventory to customer orders
  • Manage safety stock and fulfillment options

For your customers

  • Lower prices
  • Products they want are in stock when they want them.
  • Choices that enable faster receipt of goods

Order Management

For your organization

  • Empower staff to gain visibility and control across all order management processes
  • Intelligent orchestration of complex orders across multiple locations and fulfillment methods
  • Rules-driven order sourcing across all locations
  • Proactive alerting to address emerging issues, based on user-driven alert thresholds
  • Provide accurate details and updates to customers
  • Reduced order orchestration costs
  • Easily add new sources, carriers, and fulfillment methods
  • Improve order fill rates and cycle times
  • Reduce order status calls to the call center (and improve customer satisfaction)
  • Deliver more perfect orders

For your customers

  • Know the status of orders
  • Buy anywhere, pick up anywhere, return anywhere
  • Flexible fulfillment options including ship-from-store, buy online and pick up in-store, and more
  • Receive accurate order updates
  • Get accurate delivery dates
  • Trust and satisfaction

Fulfillment Optimization

For your organization

  • Gain real-time fulfillment insights
  • Gain the flexibility to leverage different carriers and fulfillment methods as needed
  • Ship items using the lowest cost carrier for a particular route
  • Understand and act on changes as they occur in your fulfillment network
  • Minimize cost to serve

For your customers

  • Faster, more accurate fulfillment
  • On-time delivery
  • Lower shipping costs
  • Lower prices
  • Trust and delight

Store Engagement

For your organization

  • Enable buy online, pick up from store (BOPIS)
  • Enable ship-from-store (BOSS) and store returns (BORIS)
  • Streamline store inventory management
  • Enable real-time access to customer and product information, inventory at multiple store locations, and other details to help associates engage with shoppers
  • Opportunity to upsell and cross-sell customers while at the store
  • Reduced operating costs
  • Increased revenue
  • Improved customer retention
  • Improved employee experience and retention

For your customers

  • Seamless omnichannel order and fulfillment experiences in the store
  • Get the products they want while in the store, without additional effort.
  • Personalized attention and understanding of their history
  • More personalized offers in-store
  • A better overall experience

Call Center Engagement

For your organization

  • Enable CSR access to all commerce information needed to ensure a seamless customer experience (product info, order/shipment details, inventory levels, shipment/delivery)
  • Intuitive user interfaces to reduce CSR call handling time
  • Empowered CSR’s who have extensive engagement capabilities to be responsive to customer needs

For your customers

  • Fast answers to order-related questions
  • Personalized experiences whenever interacting with a contact center
  • Saves time and provides a better overall experience

Reporting and Analytics

For your organization

  • Accurate dashboards and insights about costs, supply, demand, capacity, backlogs, and more
  • View analytics such as fill rates, SLA rates, capacity utilization, etc.
  • Insights on anomalies and trends
  • Ability to perform corrective action based on analytics and alerts
  • Leveraging insights for optimizing pricing and promotion

For your customers

  • Better overall experience
  • Better alignment of inventory and offerings to their needs
  • Proactive information related to future product needs
  • Relevant promotional materials, loyalty discounts, and other value-added services

Overall benefits of optimized omnichannel
order management and fulfillment include:

For your organization

  • Streamlined and accelerated order fulfillment processes
  • Elimination of manual order processes
  • Differentiation through value-added services and great customer experiences
  • Increased sales, both online and in-store
  • Improved customer satisfaction and retention
  • Referrals to earn net-new buyers and reduce acquisition costs
  • Increased customer share of wallet and lifetime value
  • Reduced costs and increased profitability

For your customers

  • Perfect orders and flawless fulfillment
  • Highly personalized service
  • Greater access to accurate inventory information
  • Seamless experiences as they traverse channels
  • Greater flexibility to purchase how, where, and when they want
  • Increased fulfillment options, including picking up in store, ship from store, or direct to their homes
  • Faster responses to their questions and resolutions to their issues
  • Accurate account and order information
  • Ability to schedule delivery or appointments at the time of order

Optimize your benefits with our extensive omnichannel and supply chain expertise.

We combine our decades of supply chain and order management consulting experience with industry-leading IBM solutions to help companies achieve these benefits and more.

Our services and solutions enable you to provide exceptional experiences that build trust and brand happiness with every order. You’ll have the tools you need to increase revenue, contain costs, and maximize customer lifetime value.

IBM Omnichannel Order Management Solutions

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IBM Sterling Order Management

IBM Sterling Order Management helps you orchestrate complex orders across your entire fulfillment network and deliver great omnichannel customer experiences. This intelligent solution combines multichannel order aggregation, inventory and delivery visibility, and service availability within a single platform. Leveraging proven approaches and pre-built assets, Lightwell can help you deploy this intelligent omnichannel order management solution in an accelerated manner.


IBM Sterling Inventory Visibility

IBM Sterling Inventory Visibility is a cloud-based SaaS solution that provides a real-time view of inventory supply and demand activity, track inventory velocity, and optimize inventory utilization across channels. So, you can say “yes” to customers more often and meet expectations – while maximizing your inventory return on investment. Lightwell helps you leverage this solution to achieve up-to-the-minute inventory tracking and accurate available-to-promise data—even in businesses with high volumes and many SKUs.

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IBM Sterling Fulfillment Optimizer

By leveraging Watson AI, this solution accelerates smarter sourcing and fulfillment decisions, helps you reduce cost-to-serve, and provides actionable insight to help you get ahead of disruptions. Leveraging a wide range of expertise, Lightwell consultants are experts in applying intelligence and analytics to overcome inventory and order fulfillment challenges. We’re also experts in integration who can connect your systems and data sources, ensuring speed and accuracy that creates a frictionless customer experience.


IBM Sterling Store Engagement

In-store pickup gives you additional opportunities to generate sales. Lightwell can help you implement tools that help store associates engage customers and deliver a rewarding in-store buying experience.

360 degree view

IBM Sterling Call Center

When customers have a question about products or orders, they expect to get accurate answers right away. Lightwell can help your call center employ this solution, so that customer service representatives (CSRs) are empowered with the information they need to provide a seamless omnichannel experience.

Lightwell Omnichannel
Order Management Innovations

Lightwell OMS

This suite of pre-built capabilities and value-added services streamlines the implementation, reduces cost of ownership, and improves the ROI of the IBM Sterling Order Management solution.

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Lightwell Illuminate OMS Analytics

Make well-informed decisions that optimize order and supply chain processes, customer satisfaction, and financial performance. Light Illuminate OMS Analytics provides companies with comprehensive, actionable insights across their order, fulfillment, supply chain, and customer data. 


Sterling OMS Test Framework

This solution automates, simplifies, and accelerates the full testing process for IBM Sterling OMS. It helps companies quickly develop new test scenarios and modify existing ones, reducing the time and cost involved in all phases of testing, while helping to reduce errors across processes.

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Our Order Management Services

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Lightwell helps you transform multi-channel complexity into seamless omnichannel processes.

For over 20 years, Lightwell has built a reputation for excellence in the strategic planning, deployment, and optimization of technologies. We’ve helped companies implement intelligent order management solutions that overcome complexities, differentiate from competitors, and improve profitability. We have the industry knowledge along with the technical expertise to ensure you get exceptional value quickly from IBM Sterling Order Management—while helping you manage and maintain it cost-effectively.

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Let’s Get Started

Explore how our omnichannel solutions and services can help your company.

Contact us today to discuss your needs and challenges, and we’ll work together to determine the next best steps.

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