Do you have an online store and also sell offline? Then you are interested in having an integrated management system.
“More and more physical stores end up selling online too. One of the aspects that receive the least attention initially – but which end up being revealed as one of the most important – is the kind of management system behind both back rooms.”
And, as orders enter from the online store, one realizes that the inventory management system or ERP of the store and the physical store is not updated by magic.
In the store, those online orders do not exist, and therefore the accounting and the inventory of both is desynchronized.
Bearing in mind that omnichannel is one of the most important trends in trade, it seems almost essential to have an integrated management system that allows us to be more agile and productive, avoiding living in two dissociated environments: the eCommerce and the physical store.
If you still do not see it clearly, here I give you 5 compelling reasons to have an integrated management system between online store and physical store.
Reasons to have an integrated management system on / off
1 – Control of orders
By having two channels generating orders, we have to use two independent databases.
The problem is not only having to duplicate the work by the person designated in the company to follow up the orders; is that we can also make a lot of mistakes.
Operationally, this situation can represent chaos. The logistics are complicated from the moment in which the genre has to leave the store to the store, but also to the end customer, at the level of order tracking, multiple delivery attempts, returns, reverse logistics … So keep those two bases of data complicates a lot of daily work.
2 – Stock control
Beyond logistical problems, one of the aspects that an integrated management system can most help us with is in stock control.
When we have a physical store but we sell simultaneously through an eCommerce, we are not duplicating the inventory. Everything we have stored can be sold off and on, so you have to have an exhaustive control of each unit sold.
If we do not, we run the risk of selling items in our eCommerce that we do not have stock and also sell units in our store that are already traveling in the messenger truck to the other side of the country.
All of this has negative implications for the client: a feeling of poor service and internal lack of coordination, problems of online reputation and, of course, losing the possibility of making customers loyal to those who happen to them.
Add to this the returns coming from both the eCommerce and the physical stores, because this makes the stock even more dynamic with items that leave and re-enter the warehouse in conditions to be sold again.
Seen in this way it seems interesting to unify stock control through a single tool, right?
3 – Accounting effects
In terms of billing, we return to work with two independent databases. If it is not unified, we run the risk of generating different invoices with the same number or wrongly numbered.
Fiscally this can be a source of problems, and if you have a manager you will go crazy to study the profitability of each channel if you do not know where the sales come from.
With an integrated management system, which allows you to analyze your sales by channel and keep billing in order, everything would be much simpler.
4 – Centralized transactions
When working with a POS in the physical store and another virtual store within the payment gateway of the online store, it is less easy to maintain control of revenues.
On the other hand, an integrated payment system allows us to know in real time exactly the number of conversions that are taking place.
Thanks to this, you can be much more agile in making decisions, from promotion to pricing strategy, through purchasing management.
You will have access to comprehensive statistics both globally and differentiated by on and offline payments, so your business analysis will also be comprehensive but you will continue to design strategic actions at the channel level.
5 – Multi-channel customer loyalty
When we manage to identify the client through the different channels, we understand their reality better. The same user may be buying alternatively in our physical establishment and in our online store, he is a unique individual.
The most common loyalty programs are those in which the customer is given a credit consisting of a percentage of the purchase made. If we have an integrated management system, we will be able to add that balance to the same ID both on and off, which makes it much more attractive for the client.
In addition to this detail, do not forget that now we can have even more information and consumption patterns of the clients, with what the loyalty and promotion actions will be more effective and even personalized.
What do you think about these 5 reasons to have an integrated management system between off and on? Can you think of any more or do you see any inconvenience?