What:  SM store muscles up its omnichannel and fulfilment capabilities with a new Distributed Order management system

Why it is important: the Philippines is a specific market but due its specificities in terms of customer behaviour, it could be very well an interesting example for other retailers in terms of approach to omnichannel business.

SM Retail, the largest retail chain in the Philippines, has launched its new Distributed Order Management System (DOM) with the help of Fluent Commerce, a cloud-distributed Order Management System (OMS), and Merkle, Dentsu’s customer experience company. This new system is designed to improve the customer shopping experience and streamline operations across SM Retail's network of stores.

The Fluent Order Management system has been deployed with the potential to be used by more than 50 brands nationwide, starting with ShopSM. The new system introduces features like click-and-collect and home delivery, providing customers with more convenient shopping, pickup, and delivery options. It also gives SM Retail a unified view of inventory, improving efficiency in managing stock in both stores and warehouses.

A significant benefit of the new system is its flexibility, allowing customers to pay online and pick up in-store, or vice versa. This adaptability caters to the changing needs and preferences of shoppers. The system also includes a dynamic logic to handle unique logistical challenges, such as sourcing and routing items from different locations during emergencies. This feature will be particularly useful in the Philippines, which frequently experiences adverse weather conditions, like earthquakes and typhoons.

SM Retail’s new system will enable it to seamlessly connect its online and in-store channels, offering its customers unprecedented flexibility in payments and fulfillment.

SM Stores revamps its Distributed Order Management System