Why Catalog Retailers Need an Order Management System
For many retailers today, the conversation about technology starts and ends with ecommerce platforms.
But for companies that grew up with catalog operations, retail is rarely that simple.
Catalog retailers often manage orders from multiple channels at the same time — including ecommerce checkouts, call center orders, and customer service transactions. While ecommerce platforms handle the online storefront well, the operational complexity behind the order often requires a different kind of system.
That’s where an Order Management System (OMS) becomes essential.
But for companies that grew up with catalog operations, retail is rarely that simple.
Catalog retailers often manage orders from multiple channels at the same time — including ecommerce checkouts, call center orders, and customer service transactions. While ecommerce platforms handle the online storefront well, the operational complexity behind the order often requires a different kind of system.
That’s where an Order Management System (OMS) becomes essential.
Catalog Retailers Manage Orders from Multiple Channels
Unlike pure ecommerce businesses, catalog retailers typically receive orders from several sources:
A successful catalog mailing, for example, can quickly drive a surge in orders that must be processed alongside ecommerce transactions. Managing that level of activity requires a system that can coordinate all orders in one place.
Unlike pure ecommerce businesses, catalog retailers typically receive orders from several sources:
- ecommerce websites
- call center or phone orders
- customer service representatives
- catalog promotions and direct mail campaigns
A successful catalog mailing, for example, can quickly drive a surge in orders that must be processed alongside ecommerce transactions. Managing that level of activity requires a system that can coordinate all orders in one place.
The Operational Complexity Behind the Order
For catalog retailers, the challenge is not simply accepting orders — it’s managing everything that happens after the order is placed.
Operations teams must coordinate:
For catalog retailers, the challenge is not simply accepting orders — it’s managing everything that happens after the order is placed.
Operations teams must coordinate:
- inventory allocation
- backorders when items are temporarily out of stock
- order routing across warehouses
- split shipments when items ship separately
- customer service adjustments and replacements
Why Ecommerce Platforms Alone Are Often Not Enough
Many ecommerce platforms are designed primarily to support the online shopping experience — product listings, checkout, and payment processing.
While those capabilities are essential, they do not always address the operational needs of retailers managing orders across multiple channels.
Catalog retailers often require more advanced capabilities such as:
Operations teams must coordinate:
Many ecommerce platforms are designed primarily to support the online shopping experience — product listings, checkout, and payment processing.
While those capabilities are essential, they do not always address the operational needs of retailers managing orders across multiple channels.
Catalog retailers often require more advanced capabilities such as:
Operations teams must coordinate:
- managing backorders and partial shipments
- tracking demand versus shipped sales
- entering phone orders through a call center
- consolidating customer history across channels
- coordinating fulfillment from multiple inventory locations
How an Order Management System Helps
An Order Management System acts as the operational hub that coordinates orders across all channels.
Rather than relying on separate tools for ecommerce, call center operations, and fulfillment, an OMS provides a centralized system that manages the full order lifecycle.
Key OMS capabilities often include:
An Order Management System acts as the operational hub that coordinates orders across all channels.
Rather than relying on separate tools for ecommerce, call center operations, and fulfillment, an OMS provides a centralized system that manages the full order lifecycle.
Key OMS capabilities often include:
- consolidating orders from ecommerce and call centers
- managing inventory availability and allocation
- tracking backorders and expected shipments
- routing orders to the appropriate warehouse
- maintaining a complete customer order history
Supporting the Future of Catalog and Ecommerce Retail
Many retailers today operate in a hybrid environment where catalog marketing, ecommerce sales, and customer service operations all work together to drive revenue.
An Order Management System provides the operational foundation that allows these channels to function together effectively.
By coordinating orders, inventory, and fulfillment across the entire business, an OMS helps catalog retailers maintain the operational efficiency needed to serve customers across every sales channel.
Ability Commerce has worked with catalog and ecommerce retailers for decades, helping businesses manage complex order operations across multiple channels.
Learn more about Ability OMS and how it supports retailers managing catalog, ecommerce, and call center operations.
Learn more in our Retail Guides section.
Many retailers today operate in a hybrid environment where catalog marketing, ecommerce sales, and customer service operations all work together to drive revenue.
An Order Management System provides the operational foundation that allows these channels to function together effectively.
By coordinating orders, inventory, and fulfillment across the entire business, an OMS helps catalog retailers maintain the operational efficiency needed to serve customers across every sales channel.
Ability Commerce has worked with catalog and ecommerce retailers for decades, helping businesses manage complex order operations across multiple channels.
Learn more about Ability OMS and how it supports retailers managing catalog, ecommerce, and call center operations.
Learn more in our Retail Guides section.
