New Orleans – “Omnichannel” is a broad term that constantly evolves as the technology retailers use to engage customers evolves.
Specialty sporting goods retailer Massey’s Professional Outfitters is staying current with shifts in the omnichannel landscape, supported by the Retail Pro International retail management software platform.
Massey’s has taken a basic hybrid brick-and-mortar/ e-commerce approach to retail for many years. To accomplish this, the retailer integrated e-commerce technology to its Retail Pro retail management software, which allowed for data convergence all in one platform. The solution allows Massey’s to see data for every channel in the one place.
Massey’s has also enabled omnichannel fulfillment with Retail Pro’s vendor dropship application. Because inventory is shared across channels, there are occasions when the physical item that’s purchased online is simultaneously sold while the order was being processed. The dropship integration has automated the process, so when the software acknowledges the absence of the inventory upon order completion, it will send the order directly to the vendor for fulfillment, eliminating stockouts.
Warehouse-based replenishment for Web sales accounts for only 25% – 50%, resulting in significant efficiency gains.
Massey’s also now carries a deeper inventory, all managed through Retail Pro.
Massey’s continues to adapt tools and operations to better serve their customers’ needs and interests. In the past 18 months, the company has integrated a payment processor to its Retail Pro POS, achieving additional customer security gains and decreasing retailer liability.