Fashion retailer Urban Outfitters has adopted a new order management platform to improve its multichannel shopping experience.

The rollout is part of a customer relationship management (CRM) implementation and will cover all the retailer’s channels and brands.

The retailer hopes to improve inventory visibility and synchronise channel operations on its website, allowing customers to research, buy, ship and return using the site, regardless of their location.

“The new system will provide us with a foundation for our cross-channel operations that will help us to deliver the customer experience we are aiming for,” said Calvin Hollinger, chief information and logistics officer at the retailer.

The system also provides call-centre capabilities as well as tools to manage the sales lifecycle, including order capture, order management, transportation, warehouse and yard management and supply-chain visibility.

Sterling Commerce is providing the system, as well as another platform for secure managed file transfer to enable the secure integration of major customer files stored internally and externally as part of the CRM rollout.