A customer-first omnichannel online strategy
The company laid the foundation for its ambitious growth strategy by launching its first online store on Magento Open Source in 2013. Seeing customers’ tremendous response to their omnichannel e-commerce offering, Devlyn upgraded to Magento Commerce in 2015 to bring even more product SKUs online, take advantage of a more robust performance, extend their large customer loyalty programme online and more easily manage multiple customer groups — including employees, who were eligible for a discount programme. When it came time to take Devlyn’s e-commerce operations to the next level of omnichannel engagement, the obvious choice was to upgrade to Magento Commerce 2.
Devlyn needed a high-performance, full-suite solution to support their long-term vision of delivering the best customer experience for prescription glasses. “The difference that Magento brings is its flexibility,” said Devlyn. They decided to take advantage of Magento Order Management, the solution that would bring the company’s omnichannel vision into focus. With Order Management, they could offer a triple threat for fulfilment: Ship-from-Store, Deliver-to-Store and Click and Collect.
The company created a virtual pool of inventory that could then be sold in any channel: online or by an associate in any of their shops. “To service our customers, Ship-from-Store was obvious,” said Devlyn. Now the customer who wanted those glasses in a different colour can choose from thousands of options, instead of just what the shop has in stock. “We believe we have a very compelling offer that is truly more omnichannel than any of our competition.”
The order management features revolutionised Devlyn’s order processing. Through the power of the Magento Commerce sourcing engine, orders are now routed to the closest store, while minimising other costs like split deliveries. Once the order hits the shop, Order Management makes it easy for the associate to pick, pack and deliver the frames to the lab for processing. This is all done efficiently and without time-consuming conversations with the corporate office. Lastly, the flexibility of Magento Order Management enabled Devlyn to integrate the pick, pack and ship processing with their existing Point of sale solution, instead of deploying another tool.