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 program online, and more easily manage multiple customer groups — including employees, who were eligible for a discount program. 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 fulfillment: Ship-from-Store, Ship-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 stores. “To service our customers, Ship-from-Store was obvious,” said Devlyn. Now the customer who wanted those glasses in a different color can choose from thousands of options, instead of just what the store 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 revolutionized Devlyn’s order processing. Through the power of the Magento Commerce sourcing engine, orders are now routed to the closest store, while minimizing other costs like split shipments. Once the order hits the store, Order Management makes it easy for the associate to pick, pack, and ship 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.