Omnichannel: Engbers Männermode rolls out a new concept

Mr. Malachowski, you and act’o-soft are responsible for implementing the omnichannel functions in the engbers system. How do you solve the type of omnichannel payment scenario that Ms. Hogelucht just described from a software perspective?

Malachowski: In the case of engbers, the readjustment during the test phase primarily pertained to the downstream processes as it relates to the buying process at the POS. For example, engbers‘ accounting department wanted to maintain separate accounts for processes of the brick and mortar stores and the online store.

That’s why we had to make sure that all information in regards to the source of the purchase is transferred to the downstream systems to indicate where the amount should be allocated to. 

Mr. Klages-Brindöpke, what is the technology behind the omnichannel process?

Klages-Brindöpke: In this case, our solution is a special service where the ERP system of engbers runs in the background (Microsoft Dynamics AX). Our web services middleware was developed in dot.net-Core. We integrated the special web services that were in parts newly developed by engbers via simple mapping. This gives us a joint middleware that’s based on our standards. The omnichannel processes have been gradually implemented in several stores since March 2017. 

Ms. Hogelucht just mentioned that all of these processes run in the background and seem to be just one process in the eyes of both the customers and employees. Why is this so important?

Malachowski: We emphasize human digitization. Besides, customers always have to perceive all of this as one process because they essentially don’t care whether an omnichannel process is integrated or not. Having said that, by design, engbers makes its store employees take center stage in its processes. That’s why we emphasize the user experience when it comes to our cash registers and POS systems. Employees are meant to understand the processes based on effective software guides that direct them through the system.

Ms. Hogelucht, how are the sales employees handling the new system?

Hogelucht: We had used our old system for the past 17 years. Our staff members who have used this system for a while took a little longer to make the transition. However, all of our new colleagues agree that our job training is faster and the POS system has a clearer structure than before.

What are your future plans in terms of digitization?

Hogelucht: We are acutely aware that we will always continue to make improvements because this is a fast-paced, ever-changing business world, especially when it comes to consumer buying behavior. I hope we will continue to learn more about the behavior of our customers and our employees, who have built very close-knit relationships thanks to communication skills.