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Omnichannel Order Orchestration: Increase Visibility, Efficiency and Customer Satisfaction

By Lori Angalich | Thu, Jul 28, 2016

Q&A with Alora Chistiakoff, Director of Commerce Services at Lightwell

We caught up with Alora Chistiakoff to discuss the challenges retailers are facing and the best practices around omnichannel order management and fulfillment. Here is a summary of what we discussed. 

  • What are the challenges to fulfilling orders across multiple locations?

Alora:  For retailers, there’s rarely one single source of truth for inventory information. There’s inventory from the store (in a POS), warehouse (in a WMS), drop ship inventory (in purchase orders), in-transit, on-order, on-demand, etcetera. To accurately understand fulfillment options, all of these pieces must be brought together into a single source, such as an order management system.

The real-time nature of this information is particularly important for retailers. A given warehouse might not be able to fulfill an order during a morning wave, but could put everything in place to ship the order later that afternoon.

They must quickly decide which is more important: getting the order out from the closest distribution center in the afternoon, or sending it in the morning from a location farther away at a higher shipping cost. Having sophisticated order orchestration capabilities is critical for this.

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