Like you, your customers are striving to minimise costs and increase efficiency. As a result, they will gravitate to channels that are most convenient and efficient for them. However, this means that the number of customer touchpoints that you need to manage is continuously growing.

Many businesses develop multi-channel, cross-channel, and more recently, omnichannel strategies as a response to this. Often, with the goal of implementing new platforms that will improve customer engagement. However, becoming truly omnichannel is not just about implementing the latest and trendiest platforms. It’s about ensuring your platforms are seamlessly integrated to provide consistent information across all channels. Andy Pratt, Business Development Consultant for Oporteo, says one of the most common problems that limits a business’s potential is integration. He explains: “A typical multi-channel wholesale business may have an ERP and WMS system, website, app, marketplace profile and more. Unfortunately, these are often supported by independent databases that need updating individually.”

As you can imagine, this reduces the level of consistency and efficiency that can be achieved. Especially as most businesses don’t have the time and resources to individually manage the growing number of sales platforms.

According to Andy, there have been some interesting technological developments around Headless Commerce to increase omnichannel success. “With Headless Commerce, a direct link between primary systems replaces the need to constantly update individual databases and business logic on each platform. This means that information such as pricing and availability etc, update instantaneously across all sales channels, without the need for manual updates. Resulting in the right message, going to the right person, on the right channel!”

Consistency it seems is the hallmark of a truly omnichannel business. Especially for wholesalers and distributors, who have an array of product information and complex pricing structures that they need to keep track of. Utilising Headless Commerce to achieve this has already been a game-changer for helping Oporteo’s customers. Many of whom are wholesalers, cash and carry businesses and foodservice companies supplying hotels, restaurants, and retailers.

4 reasons why integration is key for omnichannel success

• Time-saving processes

It removes the need for any double entry which frees up your staff time, as well as eliminates data entry errors.

• Real-time data

It provides you with a real-time view of your stock levels because every time a customer buys a product, either online or offline, both systems are updated. This means you will always be able to accurately see what you have available at the time and are less likely to oversell your stock.

• Customer personalisation

It makes your customers confident in your business when they can see the quantity of stock they need is available, and is at the price they negotiated. This also means they are more likely to be a returning customer.

• Enhanced business intelligence

It synchronises customer details with their online activities and preferences, so your staff can deal with any enquiries quickly and efficiently.

Oporteo designs, develops and delivers a range of omnichannel solutions to help wholesalers and distributors streamline their business operations and provide customers with a smooth and responsive online experience. To find out more email


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