What Happens When Offline Brands Become Omnichannel?

It's nearly impossible to go a whole day without hearing something about "omnichannel" and how it's the future of retail.

Whether or not that's because traditionally offline retailers are playing catch up and just now waking up to the realization that their success will depend in great part on the success of their digital initiatives is anyone's guess. One thing is certain though - adoption of solutions to ease the transition to a fully omnichannel presence is certainly underway.

Cloud-based retail order management system (OMS) provider OrderDynamics announced that Canadian footwear retailer Browns Shoes has selected the solution to power its omnichannel initiatives.

The OrderDynamics system will enable Browns to consolidate orders and bring the right products to key ship-from-store optimized locations, while allowing Browns to consolidate a customer's complete order into a single shipment as they leverage in-store inventory to fulfill consumer purchases.

"We ran a very rigorous and detailed review of what each order management vendor could offer to meet the requirements of our demanding business," said Alexandre Hubert, director of supply chain and logistics, Browns Shoes. "Many vendors simply did not offer the robust capabilities our business requires. With OrderDynamics, we were most impressed with their willingness to work with us as a true partner and adapt to meet our needs."