Ensuring customers find what they need, when they need it, is crucial. A seamless shopping experience is no longer optional — it’s expected. One of the most effective tools for delivering on that expectation is an Order Management System (OMS) initiated in-store. By capturing lost sales due to stock unavailability, an OMS can significantly enhance a retailer’s return on investment (ROI) and improve the overall customer experience.
The Challenge of Stockouts
Stockouts — or out-of-stock situations — are one of the biggest threats to retail success. When a customer enters a store, finds a product they want, but can’t purchase it due to stock issues, that’s a missed opportunity. Not only is the sale lost, but the customer expectations are also unmet. Repeated experiences like this can harm customer satisfaction, weaken brand loyalty, and reduce future conversion rates.
This challenge becomes even more complex when retailers sell through multiple sales channels, including brick-and-mortar, eCommerce, marketplaces, and mobile apps. Without the right system, it’s difficult to track where items are, what’s available, and how best to fulfill a request.
How OMS Solves the Problem
A modern order management system (OMS) is built to address these challenges head-on. It offers real-time inventory visibility across every location — store shelves, warehouses, and even in transit — to give store associates and customers a clear picture of product availability.
Here’s how an OMS changes the game:
1. Real-Time Inventory Updates
The OMS ensures your inventory management system reflects up-to-the-minute data. This prevents overselling, reduces out-of-stocks, and allows staff to communicate accurate product availability.
2. Omnichannel Fulfillment Capabilities
By integrating with point of sale systems, an OMS enables flexible fulfillment options like Buy Online, Pick Up In-Store (BOPIS), Ship from Store, and Click & Collect. These services keep customers engaged even when products aren’t immediately available in-store.
3. Distributed Order Management
An OMS supports distributed order management, meaning orders can be fulfilled from any available location — not just a central warehouse. This speeds up delivery times and enhances the customer experience by offering faster, smarter options.
4. Backorder and Promise Date Management
When items are temporarily unavailable, the OMS manages order processing and backorders in a way that keeps the customer informed. It provides estimated delivery dates and allows tracking, maintaining trust and reducing cancellations.
Capturing Lost Sales and Fulfilling Orders
By solving the stockout issue and improving the order fulfillment process, an in-store OMS helps capture sales that would otherwise be lost. Retailers gain the ability to:
- Offer a wide range of fulfillment options
- Process orders from any channel in real time
- Reduce cart abandonment in-store and online
- Better meet growing customer expectations for speed and accuracy
This approach doesn’t just preserve sales — it actively enhances customer engagement by giving them more control over how they shop.
Benefits of OMS for Retailers
The impact of OMS is both operational and experiential. Here’s what retailers can expect:
Increased Sales
When customers can always find and buy what they want — even if it’s not in stock at that location — conversion rates improve. This is especially vital during peak periods or when dealing with increased order volumes.
Improved Customer Satisfaction
By offering flexible, reliable fulfillment and real-time updates, retailers improve customer service and foster long-term loyalty. A better experience leads to higher retention and better reviews.
Reduced Operational Costs
With more accurate inventory management, businesses can reduce the need for excess stock and optimise warehousing. Automation of the order fulfillment process and better order processing also reduce labour costs.
Efficient Omnichannel Experience
An integrated OMS connects your stores, website, and other channels seamlessly. This results in fewer missed opportunities, consistent brand presentation, and better service at every touchpoint.
Positive Return on Investment (ROI)
Implementing an OMS isn’t just a tech upgrade — it’s a strategic investment. The results speak for themselves:
- Higher Revenue through captured sales and increased purchase opportunities
- Cost Effective operations with optimised stock and reduced manual errors
- Enhanced Efficiency in-store and across the entire supply chain
- Better Insights into what’s selling, where it’s being sold, and how customers are shopping
When combined with POS and inventory systems, an OMS becomes the backbone of a unified retail experience — from browsing to fulfillment.
Final Thoughts
An in-store OMS isn’t just about fixing stockouts — it’s about delivering an exceptional shopping experience at every step. By connecting your order management system with real-time inventory data, retail teams can capture missed sales, improve operational flow, and exceed customer expectations.
If you’re looking to boost ROI, enhance your customer service, and streamline how you’re fulfilling orders, an OMS is the way forward.
Ready to bridge the gap between stock and sale? Start capturing lost sales and delighting customers with every transaction.
