Omnichannel is one of the most abused buzzwords in retail. But, in a world of digitally connected consumers, developing and implementing a solid omnichannel strategy is critical to the long-term success of a retail business. During this webinar featuring Sucharita Mulpuru-Kodali, one of Forrester’s most distinguished analysts, we’ll review the most fundamental considerations of an omnichannel strategy, including: - Setting realistic goals and expectations for your organization - Building out a step-by-step plan with manageable phases - Deploying best practices while managing to a budget - Leveraging core order management functionality to pull the strategy together You’ll walk away with valuable insight and practical information that will guide your omnichannel goals and investments.

1. Going Beyond the Buzz:
What Omnichannel Really Means
Sucharita Mulpuru-Kodali, VP & Principal Analyst, Forrester
Scott Todaro, CMO & EVP, Freestyle Solutions
May, 19 2016

2. • The presentation is approximately 35 minutes in duration
• Please use the Go-To-Webinar chat window to ask questions
• Questions will be answered at the end
Webinar Logistics

3. Agenda
• About the speakers & Freestyle Solutions Overview
• Setting realistic goals and expectations
• Building out manageable, phased plan
• Deploying best practices while managing to a budget
• Leveraging an OMS to pull the strategy together
• Q & A

4. About the Speakers
Sucharita Mulpuru-Kodali, Vice President, Forrester
• 11 years at Forrester covering eCommerce
forecasting and trends, merchandising best practices
• Saks, Toys R Us, Disney
• RIS New Most Influential Person in Retail - 2016
Scott Todaro, CMO & EVP, Freestyle Solutions
• 16 years in eCommerce and retail
• Leadership positions ecommerce leaders: ATG,
Demandware, AisleBuyer, DMI
• Guest lecturer at industry events

5. About Freestyle
Freestyle Solutions Company Overview
• Formerly Dydacomp, a company started by retailers for retailers
• 30 years experience building order and inventory management
• Invented Order Management as a software category in 1985
• Over 2,000 live customers in retail and consumer brands
• Largest OMS feature set offered for mid-market (over 1,100 features)
Freestyle Solutions Top 20 Most Promising
Tech Solution Providers for Apparel & Textile Industry
2015 Innovation & Excellence Award
Most Innovative Management Solutions Company USA

6. Partial List of Over 2,000 Freestyle Solutions Customers

7. Only OMS Provider Multiple Delivery Models
On-Premise
Freestyle Omnichannel Management Service
(O.M.S.) is a cloud-based order and inventory
management system developed specifically for
mid-market B2C companies
Freestyle Multichannel Order Manager
(M.O.M.) is the most comprehensive on-
premise order management system designed
for mid-market B2B and B2C companies
SaaS

9. Beyond the Buzz: What
Omnichannel Really Means
Sucharita Mulpuru, VP & Principal Analyst
May 19, 2016

10. © 2016 Forrester Research, Inc. Reproduction Prohibited 10
Retail is Increasingly Competitive
5.96%
4.97% 1.62%
1.97%
11.49%
6.08% 7.09%
3.18%
27.08%
22.13%
19.46%
21.59%
1.91%
-2.56%
-5.21%
-2.68%0.88%
-3.10%
-13.70%
-4.88%
-20%
-15%
-10%
-5%
0%
5%
10%
15%
20%
25%
30%
Year-over-year total revenue growth
Walmart
Costco
Amazon
Staples
Best Buy
2011-2012 2012-2013 2013-2014 2014-2015

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Omnichannel is a Growing Retail Priority
2013 2014 2015
Mobile #2 #1 #1
Omnichannel #5 #4 #2
Marketing #7 #3 #3
Site merchandising #1 #2 #4
International
expansion
#4 #7 #5
Site replatform #9 #5 #6
Rank of priorities for online merchants
Source: State of Retailing Online 2015 (Forrester/Shop.org)

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Omnichannel
Fulfillment
Common Problems What’s next
Endless aisle
• Not exposing much of store
inventory (i.e. too many “onesies”)
• Inability to find the inventory easily
(especially in big box or apparel
stores)
RFID
In-store pickup
• Low traction because a small
percent of inventory is available for
this option
• High cancel rates
Ship to store or other address
option
Ship from store
• Splitting orders
• Inventory too varied by store to
generate efficiency
Better store associate training
and monitoring
Cross-channel
returns
• Long-tail items can’t be easily
reintegrated without markdowns
Improved ship from store;
selective marketplace
offerings; RTV and RMAs
Same day delivery
• Very limited inventory
• Dependent on VC funded startups
More retail showrooms with
IKEA-like models where
relevant; owned retailer
distribution; new technology
Omnichannel Today

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Domino’s

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Omnichannel Will Address Many Things

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“Process” Can Be These Four Things

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A Typical Channel-Centric Retail Organization
Structure

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Some Retailers Have Tried To Foster Channel
Synergies With An Omnichannel Function

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A Customer Obsessed, Future State Retail
Organization Structure

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Best Practice Omnichannel Environment
Order Management will be at the center of it all

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OMS Will Drive the Omnichannel Experience

23. Thank you
forrester.com
Sucharita Mulpuru
smulpuru@forrester.com
@smulpuru

24. Leveraging OMS to pull it all together

25. • Merchandising systems
• WMS
• POS
• CRM
• eCommerce platform
• ERP
• Order Management
• AS400
Where Does Retail Information Reside?
Retail has been around a long time, and there are many systems in
place that were purchased at different times for a multitude of reasons

26. • Hire a systems integrator to stich everything together
• Start a 7 year plan to slowly change over all your systems
• Set up manual processes to overcome technical shortfalls
Options to date:
It’s Just Too Expensive to Buy All New Systems
Changing all your systems at once is not an option

27. OMS is System of record for orders and inventory, but not transactions
OMS Today
Website
Mobile
Call Center
OMS WMS

28. The OMS can be the system
of record for most major
retail data types
In the Future the OMS Will Be The Information Repository
Omnichannel
Management
Orders
Inventory
Product
Customers

29. The Future System
All customer and
employee facing
systems pull from a
central repository
of retail data

30. Thank You!
Scott Todaro
CMO & EVP
Freestyle Solutions
(M) 617-823-2962
Scott.Todaro@Freestylesolutions.com
Freestylesolutions.com

31. Question & Answers