How OMS Played a Key Role in Newell Brands’ DTC Digital Transformation Strategy 

Background 

With sixty brands, Newell Brands knew they needed to commit to a digital transformation strategy to not only streamline their operations, but to keep their business agile enough to “future-proof" against anything the retail industry throws their way.  

And to successfully scale their DTC operations, they knew an order management system that could support the complexities of powering multiple brands was a key piece to their new technology stack.  

Challenge 

Trying to streamline sixty different brands comes with challenges. Multiple backend systems (ERPs, WMS etc.) and multiple selling channels (ecommerce sites, physical stores, marketplaces, drop shipping etc.) created complex business processes with siloed inventory and data. Plus, they had a variety of ways they were managing orders—from using multiple order management systems to having their ERPs act as an OMS— which wasn’t sustainable for growing a DTC business.  

They knew they had way too many systems and needed to reduce their technical architecture, streamline their processes, and reduce costs. To solve this problem, they decided to audit all their existing technology vendors—including their order management systems—and build a standardized tech stack containing only best-in-class vendors that could be used across all their brands.  

Solution

After a year-long evaluation process with executive leadership and outside consultants, Deck Commerce was selected as the best order management system that could help Newell Brands achieve their DTC strategy.  

Deck Commerce takes inventory from all the different systems and channels and aggregates it into a single source of available-to-sell inventory that can push out to all the different selling channels. It provides Newell will the real-time, cross-channel inventory visibility they need to take their DTC operations to the next level.  

Newell can now manage multiple brands with different rules all in one single system. “Even though we have a single system, we can provide a customized configuration of settings based on the brand’s strategies and goals. For example, we can set up Graco Baby differently than Yankee Candle and we are able to manage that out of a single system. We don’t need to have multiple systems or force all the brands to do things one way. That is the biggest win for us.” - Mariana Turchak, Sr. Manager, Order Management Solutions.