While a majority of companies continue to focus on and plan their budget and strategies around the front end, the back-end requirements often slip through the cracks. However, end-to-end ecommerce requires more than just an attractive and well-designed website. Forming the skeleton behind a fancy ecommerce website, the powerful back-end systems ensure that orders are recorded and fulfilled in a timely and effective manner. To allow updating of inventory levels, orders, payments, shipment details, product descriptions, prices and other valuable customer information, the back-end systems such as NetSuite ERP and the frond-end ecommerce platforms like Shopify must work in concert and complement each other for not only streamlining the order process and enhancing the customer experience but also scaling the business.
According to Robin H. Smith, a supply chain and data integration expert with over 25 years of experience, this unified experience is difficult to achieve with most plug-and-play integration solutions that do not fit the merchant’s business practices and force them into a particular business model. At the root of this challenge also lies a recurring theme: most organizations lack a clearly defined strategy before adopting and implementing a data integration solution.
Smith believes, a successful integration between multiple systems dictates a proviso: an efficient multi-point data integration strategy on how a merchant plans to bring the orders to the back-end systems, provide them back to the website, update inventory price, choose the medium to fulfill the order and other similar factors that directly impact the customer experience and the brand’s DNA. This is where VL OMNI is in a class by itself.
VL OMNI is an integration platform partner for real-time, agile, and scalable iPaaS (Integration Platform-as-a-Service) data integration. As a trusted integration partner for real-time accurate customer data, shipment details, inventory, and prices, VL OMNI integrates clients’ systems, channels, partners, and applications to allow data to move seamlessly through their infrastructure as they grow, expand, and accelerate their business. With over 25 years of experience in the data integration industry, VL OMNI’s team of dedicated integration experts, programmers, EDI specialists, and marketing professionals draws on its unparalleled expertise to help clients grow their business.
At the core, VL OMNI is solving two long-standing problems for companies across diverse industries: integration and visibility. According to Smith, Co-founder and CEO at VL OMNI, customers that adopt omnichannel ecommerce strategies often end up having separate processes for each integration. “We empower them to bring all the integrations—from marketing automation, ERP and ecommerce systems, and applications—to a single place and formulate a strategy as per their requirements to use the data, in a timely and highly synchronized manner across their entire application stack,” he adds. On the visibility front, VL OMNI equips merchants with VL OMNI Dashboard where they can monitor different channels, including aspects like how the data is being moved, if the data is error-free, and the orders are getting through as expected and more.
VL OMNI primarily caters to the businesses looking for aggressive growth and scalability. Data integration at such companies begins with understanding the clients’ current situation, their scaling needs, and their vision for the future. Once the clients communicate their goals, VL OMNI works closely with them to concoct the best integration strategy possible, from a technology perspective, for integrating the front-end platforms with the back-end systems. In doing so, VL OMNI ensures that the integration strategy aligns with the client’s marketing and business objectives—an aspect that Smith views as a winning differentiator. “At VL OMNI, it’s a technology play plus a business play. We bring both business strategy expertise and technology know-how to the table to help our clients derive maximum value. We align the business elements with the integration as opposed to just providing an integration service,” he informs. The uniqueness of VL OMNI also stems from its philosophy of not forcing the customers into a predefined business model but providing them with the flexibility and the scalability in the process. Needless to say, customers’ requirements of their integrations are prioritized, instead of forcing them to conform to fixed requirements.
“We bring both business strategy expertise and technology know-how to the table to help our clients derive maximum value”
VL OMNI ensures the same seamless experience while integrating NetSuite with Shopify. When it comes to integrating NetSuite ERP with the Shopify Plus ecommerce store, the complexity in the integration is increased twofold. Businesses who implement these applications do so with specific needs in mind to meet strategic goals and keep growth on track, and as a result, these core applications are often tweaked and customized to fit these needs exactly. Unlike static plug-and-play integrations or DIY and PHP coded integrations, VL OMNI builds connectors that meet customers’ specific integration requirements. The expert team at VL OMNI delves into and assesses the workflows required to move the data and configures the connectors to fit the client’s needs. Be it changing a data field or adding, changing, or removing a trading partner, or even altering the application mix in the client’s technology stack, VL OMNI Connectors are up for solving any challenge without costly reprogramming or downtime. With over 300 Connectors in its library, VL OMNI enables integration between any two Connectors with minimal configuration and no custom coding.
To illustrate more on VL OMNI’s prowess in integrating NetSuite with Shopify, he cites a customer success story that involved a sportswear apparel brand using NetSuite. With operations in Canada and the US, the brand wanted to roll out Shopify stores in both locations. The VL OMNI team was quick to realize a mismatch in the way the skew structure had been set up in Canada versus the one in the US. As a result, the challenge boiled down to aligning products in NetSuite with products on the front end. “Before we could tie the systems together, we helped the client in resetting all of their products in their Canadian NetSuite to align the Canadian store with a store that they were cloning out of the US. A custom code would not have been successful for such integration,” recalls Smith.
Scripting similar success stories for its clients, VL OMNI hit many milestones in 2019, along with the completion of 25 years of its existence. Moving ahead, the company has no plans to slow down and has recently opened a new office with double the square footage to allow for internal growth. While headless commerce is gaining steam in ecommerce for driving a unified channel customer experience, VL OMNI is primed to help the clients reap the benefits of this trend through a robust integration strategy. The company aims to enhance channel visibility and add greater insight to the VL OMNI Dashboard. With a strong presence in the Middle East, VL OMNI also looks forward to expanding its footprint in Europe.