This document provides an overview of omni-channel order management. It discusses how consumers' shopping journeys have become dynamic across channels and how retailers must take an omni-channel approach to provide a seamless experience. It also outlines some of the main obstacles to omni-channel retailing like legacy systems and inaccurate customer data. Finally, it describes the key technology pillars needed for omni-channel strategies including e-commerce platforms, order management systems, and POS systems.

1. Guide
Omni-Channel
Order Management

2. Omni-Channel Order
Management Guide
Today’s complex consumers are more
knowledgeable, connected, empowered and
mobile. The internet and social networks
provide easy access to product and price
information, as well as reviews. Capabilities
such as being able to shop on mobile devices
empower consumers to interact with a brand
and consume content when and where they
want.
The consumer’s shopping journey is now
dynamic. Consumers’ are constantly evaluating
their options and interacting with retailers
across channels. The modern consumer
researches online before making purchases in
store, researches for products and alternatives
on their mobile device while shopping in a store
and even makes purchases online but visits
a brick-and-mortar store to collect them. The
shopping journey is an ongoing cycle because
the digital touch points that consumers interact
with are always on and accessible.
The retail industry is undergoing a phenomenal
transformation. Technological advances and
changes in the traditional shopping journey have
retailers scrambling to keep up with the newest
trends.
Omni-Channel Order Management Guide | 02
Copyright 2014 Raymark Xpert Business Systems, Inc. All rights reserved.

3. Omni-Channel Order Management Guide | 03
Omni-Channel Retailing
To respond to consumers’ expectations of a seamless, per-sonalized
and consistent experience with brands, retailers
need to take on an omni-channel approach that is customer
driven. Operational processes should be synchronized be-tween
channels and channels should be aligned to act as one
single face to consumers. Even though a company has several
channels, the consumer still views them as one, as a single
company.
This concept also applies to the consumer. A customer is
a single person and should be treated as such even if they
buy in the store and online. Customers demand exceptional
service and personalized content and offers because they
expect retailers to know their personal profiles, preferences
and their past purchase history.
Obstacles to Omni-Channel
Retailing
Several major obstacles to omni-channel retailing that retailers must overcome, include:
Legacy Systems
Many retailers’ existing infrastructure, architecture and applications are dated and the technology simply cannot
keep up with a business’ growth plans such as geographic expansion, the creation of a new brand or the addition of
a new business channel.
Disparate Systems
Many of the existing systems that retailers are currently using were initially designed for a single channel. Operating
these systems often results in many challenges, including added costs for maintenance, poor integration, risk of
errors and reduced productivity.
Inaccurate Customer Information
Lack of centralized customer information allows for only a partial view of the customer profile which can lead to
poorer customer service.
Incomplete Inventory Visibility
Lack of real-time visibility into inventory and sales results in a lack of inventory control and in uninformed purchase
and allocation decisions.
Huge Volumes of Data
Retailers are manually compiling business intelligence (transactional, product and customer demographic,
behavioral and social data) that is being collected across different channels.
Manual and Inefficient Processes
Many manual and pen-and-paper methods are still being used in stores, whether to manage customer orders or
store receiving and transfers.
Copyright 2014 Raymark Xpert Business Systems, Inc. All rights reserved.

4. Omni-Channel Order Management Guide | 04
1 2 3
E-COMMERCE
PLATFORM
ORDER
MANAGEMENT
SYSTEM (OMS)
POS
The e-commerce platform is at
the core of all online channels
and is the customer-facing
component of the cross-channel
shopping journey. It
allows consumers to engage,
research and make purchases
on the web, tablets, mobile
phones and through social
media.
Today’s order management
systems must do more than
simply manage orders to
online-only sales or store-only
sales. Retailers need a central
repository for inventory and
orders and require an OMS
that can leverage fulfillment
centers throughout the
enterprise. As well, retailers
need to use their OMS to move
inventory and deliver it to the
consumer based on his or her
preferred method of delivery.
In order for the e-commerce
platform and POS to operate
efficiently, only relevant
information is synched from
the OMS. The OMS must
also empower retailers with
the tools needed to provide
exceptional customer service
and to provide a seamless
customer experience across all
channels.
The in-store POS system
enables the omni-channel
approach in several ways.
Typically, retailers manage their
in-store inventory through
the POS. As well, POS systems
allow associates to complete
the omni-channel buying cycle
by processing in store pickups
of products ordered online or
even to place an order that will
be fulfilled from another store.
All of the orders processed at
the POS terminal are then fed
into the OMS for a complete
view of the customers’ orders
across all channels.
Omni-Channel Order
Management
The success of a retail omni-channel strategy is dependent on three main technology pillars: e-commerce platform, order
management system (OMS) and POS.
Copyright 2014 Raymark Xpert Business Systems, Inc. All rights reserved.

5. Omni-Channel Order Management Guide | 05
Raymark Unified Commerce
Raymark’s centralized and real-time architecture provides re-tailers
with instant access to information throughout the retail
enterprise. All Raymark solutions are seamlessly integrated
using the Raymark Solution Framework, which includes a
single retail database for all applications along with web ser-vices
and integration tools to enable retailers to incorporate
existing omni-channel enterprise applications.
Raymark’s e-commerce connector enables retailers to con-nect
their e-commerce platform to their back-office enter-prise
system (using Microsoft SQL Server Integration Services)
and deploy omni-channel order orchestration. Raymark’s flex-ible
point of business architecture enables retailers to unify
business processes across the web and brick-and-mortar
locations.
Scheduled orchestrations manage the business logic and
data interchange between the systems.
Data integration between POS, back-office enterprise systems
and e-commerce platform includes:
Product Hierarchy
Products
Prices
Inventory
Customers
Orders
Unified Commerce Solution
Architecture
Purchase History
Discounts
Returns
Wish Lists
Shipping and Order Tracking
Taxes
Store
Data entered into the back-office enterprise systems, such
as price changes, promotions, inventory, etc. is available at
the store level.
Data collected at the store such as transaction or customer
information is fed in real-time to the enterprise systems.
Reports on transactional, product or customer profile data
can be generated and viewed directly from the store system.
Reporting and Analytics
All data collected at the store level is fed to the back-office
enterprise systems. Data is extracted from the enterprise
system to create and view reports and analytical dashboards
on transactional, product or customer profile data.
All reports generated in the reporting and analytics solutions
are actionable. Actionable reporting includes automated
alerts, scheduling and delivery of reports and processes and
integration with the back-office enterprise systems.
Back-Office Enterprise Systems
Customer information and transactions from the back-office
enterprise systems are fed into the e-commerce platform.
E-Commerce
Customer information and transactions from the
e-commerce platform are fed into the back-office enterprise
systems.
Store Reporting and
Analytics
Back-Office
Enterprise
Systems
E-Commerce Connector
E-Commerce
Copyright 2014 Raymark Xpert Business Systems, Inc. All rights reserved.

6. Omni-Channel Order Management Guide | 06
Unified Commerce Capabilities
Raymark’s unified commerce capabilities can be divided into four main functionality groups:
Customer
Store
Enterprise
Service
Fulfillment
Inventory
Features ensure customer
Features allow associates to
Features enable an
profile information is
fulfill online orders from the
enterprise view of inventory
properly integrated
store inventory.
and determine how orders
for a single view of the
will be fulfilled.
customer’s profile and
orders.
Order
Orchestration
Features enable processes
and algorithms associated
with orders, fulfillment
centers and inventory
allocation.
Customer Service
• Customer service
notes for orders
• Advanced order
search (by status,
customer, vendor,
order #, and more)
• Order creation (by
phone, etc.)
• Order shipping and
tracking
• Order dashboard
• Omni-channel order/
purchase history
• Integration of
customer profiles,
wish lists, and more
with Clienteling
Store Fulfillment
• Pick, pack, manifest,
and ship
• Reservation of
product
• Layaways
• Pre-orders
• Order online and
pickup from store
• Order online and
fulfill from store
Enterprise Inventory
• Vendor PO
generation
• Drop ship from
vendor
• Fulfill from store or
warehouse
• Replenishment
and allocations
across stores and
e-commerce
• Receive vendor ASN
• Order online
and fulfill from
distribution center
• Order online and
fulfill directly from
vendor
Order Orchestration
• Returns management
• Web and in-store
order management
• Partial shipments
• Integrated taxes with
Avalara AvaTax
• Customer
and associate
notifications by email
(shipping status, etc.)
• Order aging,
discrepancy, and
exception reports
• Order fulfillment
rules (based on
inventory levels,
preferred location,
etc.)
• Sales audit updates
Copyright 2014 Raymark Xpert Business Systems, Inc. All rights reserved.

7. Omni-Channel Order Management Guide | 07
Benefits of Clicks and Bricks
1 2 3
BRAND
RECOGNITION
DRIVE IN-STORE
TRAFFIC
INCREASE
CONVERSIONS,
CROSS-SELL, & UP-SELL
E-commerce represents a
great opportunity for retailers
to extend their brand to
digital spaces with an online
storefront. Retailers must
meet consumers wherever
they are.
Consumers use multiple
channels before making a
purchase. Beyond e-commerce
as a sales channel, the web
can be leveraged to drive
customers to stores.
Since omni-channel customers
spend more than single
channel customers, retailers
can leverage clienteling
opportunities in store. As
well, recommended products
and promotions online can
increase the success rate of
cross-selling and up-selling.
4 5 6
INVENTORY VISIBLITY
ACROSS THE CHAIN
SINGLE 3600 VIEW OF
THE CUSTOMER
PERSONALIZED
CUSTOMER
EXPERIENCE
Reduce online cart
abandonment, store
markdowns and save sales
with real-time inventory. Fulfill
online or store orders from any
location, including distribution
centers and other retail stores.
From an anonymous web
visitor to an identified
customer, track and unify
customer engagement online
and in-store. Have a single view
of the customer’s complete
order history, purchase
behavior and preferences.
Enrich CRM data by tracking
customer activity online and
in-store and execute more
targeted and measurable
campaigns.
The retail industry will continue to transform, as retailers shift their strategies to court
the digital consumer. Retailers who leverage order management technology to evolve
the customer experience, deliver faster inventory turn and create higher margins
through inventory control have the opportunity to thrive.
Copyright 2014 Raymark Xpert Business Systems, Inc. All rights reserved.

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