Building a Business Case for Omnichannel Commerce

White papers

OMS

Building a Business Case for Omnichannel Commerce

Framework and data for retailers to justify omnichannel investments across fulfillment, marketing, merchandising, and customer service.

Published

June 4, 2026

Read time

3 min read

Source

This 2016 white paper outlines why omnichannel retail drives higher retention, sales, and loyalty, citing Aberdeen and Forrester data. It examines consumer behavior with digital devices, details fulfillment options such as BOPIS and ship-from-store, and explains the role of order management systems. The paper also covers real-time personalization and phased capability rollout based on retailer maturity.

Key takeaways

Retailers with omnichannel strategies achieve 89% customer retention versus 33% without

Consumers using digital devices in-store convert 40% more and spend 22% more on average

Ship-from-store and BOPIS reduce cart abandonment driven by high shipping costs

Real-time personalization can lift conversion rates 200-600% and increase average order value

OMS platforms connect channels to inventory for accurate, efficient order routing

Market overview

SCR methodology note

Vendor landscape

Leaders

Implementation considerations

Important consideration

Original Source

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