The Record - Issue 15: Winter 2019

104 www. t e c h n o l o g y r e c o r d . c om H ow customers shop has changed significantly over the past few decades. Gone are the days when people had to visit a physical store and hope that the retailer would have their desired product in stock – or order it and wait for several weeks before receiving their item. Today, they can use a wide range of physical and digital channels to browse and purchase items. And when they order some- thing, they expect to receive it almost immediately. “New technologies like cloud, mobile, machine learning and augmented reality have been transforming the shop- ping experience over the past few years, blurring the lines between digital and physical retail,” says Steve Berkovitz, chief platform officer at Tecsys. “Modern customers expect to be able to switch between these different channels dur- ing their shopping journey depending on which is most convenient. This has forced retailers to find new ways to manage inventory, order fulfilment and multiple other processes so that they can deliver a cohesive and consistent shopping experience across all channels.” According to Berkovitz, the easiest way for retailers to achieve this is to adopt an omnichannel retail solution with a distributed order management system (DOM) at its core. DOMs enable retailers to accept customer orders from any channel and consolidate them into a single platform, before automatically routing them to the optimal fulfilment location. “DOMs will analyse each individual order accord- ing to a retailer’s predefined order routing rules and BY R E B E CCA G I B SON Steven Berkovitz from software firm Tecsys highlights the key role distributed order management systems play in driving omnichannel retail Equipping the borderless retailer I NT E R V I EW “We provide retailers with an end-to-end solution that gives them complete control over their operations”