Guest Post by Knotted Commerce
We recently collaborated with Knotted Commerce to cultivate the ultimate guide for eCommerce apparel brands - and we’re excited to share a deeper dive in this partner contribution…
If you’re an apparel brand, you’ll know exactly how competitive the eCommerce space is (those quarterly strategic meetings aren’t getting any easier!). You invest a lot of time in building a brand, product design, and creative initiatives. However, as you continue to grow and your business becomes more complex, operations can become unmanageable - negatively impacting your customer experience and financial bottom line… no bueno!
Integrating core business solutions is no longer a nice-to-have - it’s a must. While some brands might rely on point-to-point connections or off-the-shelf apps, a better alternative is to leverage an Integration Platform as a Service (iPaaS). This approach ensures greater flexibility and scalability as your fashion business develops in complexity.
Below are five eCommerce integrations that every fashion brand should consider and why:
1. eCommerce store (e.g., Shopify) to ERP
A brand’s Enterprise Resource Planning (ERP) system is the backbone of its operations, handling everything from supply chain management to financial reporting. Integrating your eCommerce platform with your ERP can significantly improve efficiency by automating and streamlining the flow of essential data.
Key integration process flows:
- Sales orders: once a customer places an order online, the order data is automatically sent to the ERP, triggering inventory checks, initiating fulfilment, and updating financial records.
- Inventory: stock levels are updated in real-time, ensuring your online store reflects accurate product availability. This reduces the risk of overselling and provides a better customer experience.
- Customer data: customer information, including purchase history and contact details, is synced with the ERP for targeted marketing and stronger relationship management.
Matt Smith, Operations Manager at London Lash Pro, commented, “We have already seen efficiency improvements in outbound pick and pack, inventory management and customer service through more streamlined processes” when asked about integrating their NetSuite ERP and Shopify Plus stores.
2. eCommerce store to CRM/ CX platform
Customer is King and when competition is fierce, a stand-out pre-/ post-purchase CX is vital to keep those shoppers coming back. Integrating your online store with a Customer Relationship Management (CRM) system/ CX platform allows you to establish a single source of truth for all customer interactions.
Key integration process flows:
- Customer profiles: automatically create and update profiles in the CRM whenever a customer registers, makes a purchase, or contacts support.
- Purchase history: keep track of every product a customer buys, allowing your marketing and sales teams to tailor recommendations and promotions more effectively.
- Feedback and support: sync customer inquiries, returns, and support tickets to quickly identify issues and improve overall satisfaction.
3. eCommerce store to returns platform
3 things are certain in this world - death, taxes, and fashion returns. It’s common for shoppers to buy multiple sizes, colours, or styles and send back the products they don’t like. This trend is supported by the rise in popularity of dedicated returns platforms that help streamline this process, cutting down on manual work and ensuring a smooth experience for the customer.
Key integration process flows:
- Return requests: once initiated by the customer on the eCommerce store, the return request automatically flows into the returns platform, generating shipping labels and tracking details.
- Inventory restocking: as returns are received and inspected, the platform updates inventory levels to reflect restocked items in real-time.
- Refunds and exchanges: the returns platform can trigger refunds or exchange orders, sending updates back to the eCommerce store so customers stay informed.
According to recent studies, around 60% of mid-sized and larger fashion-focused eCommerce brands currently use or have integrated a dedicated returns management platform. Don’t be in the 40% falling behind your competitors!
4. eCommerce store to PIM (Product Information Management)
Fashion brands often deal with constantly changing product lines, sizes, colour variations, and seasonal collections. A Product Information Management (PIM) system allows you to maintain consistent, accurate product data across all channels. Say goodbye to manual processes and Excel sheets by integrating these 2 solutions.
Key integration process flows:
- Product data sync: product descriptions, images, materials, and sizing details from the PIM are automatically pushed to your eCommerce storefront, ensuring accurate and up-to-date listings.
- Catalogue updates: seasonal launches or new collections can be seamlessly updated across all sales channels, reducing time-to-market.
- Localised content: for global brands, PIM supports language translations and localised attributes, synced effortlessly to region-specific storefronts.
5. eCommerce store to 3PL/ logistics provider
Customers expect fast, reliable shipping and easy returns (especially those demanding fashion shoppers!). A smooth logistics and fulfilment process can make or break your brand’s reputation. Integrating your eCommerce store with a Third-Party Logistics (3PL) or logistics provider is therefore critical for executing your brand/ delivery promise.
Key integration process flows:
- Order fulfilment: when an online order is placed, shipping requests automatically flow to the 3PL for packing and dispatch.
- Tracking updates: order status and tracking details stream back into the eCommerce platform, keeping customers informed via email or SMS.
- Reverse logistics: in the event of returns or exchanges, shipping labels and inventory restocking can be automated, cutting down on manual steps and improving customer satisfaction.
If this article has made you consider integrating your systems, get in touch with the eCommerce integration specialists at Knotted Commerce for a chat.
Did you enjoy this guide? Discover more eCommerce tips for fashion brands in our latest partner whitepaper, ‘Runway to Revenue’.