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April 30th, 2018

Retailers running Oracle NetSuite have a sound enterprise resource planning (ERP) foundation for financial, inventory and order management. NetSuite also provides ecommerce, point-of-sale (POS) and customer relationship management (CRM) capabilities, but many retailers elect to use best-of-breed software for those functions. Often, third-party marketing automation software will also be in place.

That introduces challenges in how merchants can meet rising customer expectations for a seamless omnichannel experience. Integration that connects NetSuite with disparate systems is mandatory for retailers to gain a unified 360-degree customer view and deliver personalized engagement across all channels.

As noted in a new Dell Boomi ebook, “How to Harness Cloud Integration and NetSuite to Build Your Retail Business,” successfully managing the customer journey across all touchpoints is essential for modern retailers:

“The challenge is for retailers to cultivate an exceptional customer journey at every interaction, from digital advertising to on-site product recommendations, in-store interactions and post-purchase support. That requires data and connectivity.”

To learn more about how Boomi and NetSuite can drive your omnichannel retail operations, download our new ebook, “How to Harness Cloud Integration and NetSuite to Build Your Retail Business.”

The 360-Degree Customer View

The integration challenge for retailers is two-fold. For one, retailers need connectivity to better understand and engage with customers and deliver an omnichannel experience. Secondly, they need to integrate with B2B suppliers and partners to transition from product-centric to customer-centric operations. (Stay tuned for an upcoming blog post on B2B and supply chain integration for NetSuite retailers).

On the customer-facing side, retailers gain a unified customer view by connecting NetSuite with best-of-breed ecommerce platforms such as Demandware, Magento and Shopify, or with a partner site such as Amazon, eBay or Walmart. Connecting NetSuite with marketing automation software from Marketo or HubSpot captures insights and also streamlines the lead-to-cash cycle.

If Salesforce or another CRM is used, or if a retailer has brick-and-mortar stores with a third-party POS system, integration with NetSuite is also essential to realize a holistic cross-channel customer view.

The 360-degree customer view isn’t just an academic exercise. It’s needed to understand customer history across channels, behaviors and interests so that any interaction can be personalized. That helps retailers match the highly personalized experiences that customers enjoy with Amazon and other digital leaders.

Integration also supports the ideal of a frictionless omnichannel buying cycle, from initial interaction with a website or digital ad to the ability to buy, pick up and return by any channel. For instance, integration connecting NetSuite with an in-store POS helps an associate “save the sale” by arranging purchase of an item not in stock, either through home delivery or pick-up at another store.

Future-Proof Retail

The needs and opportunities for integration in a NetSuite-based retail environment are growing as new channels and technologies continue to emerge. Smart consumer devices with IoT sensors are opening a new source of customer data. Artificial intelligence applications will play an increasing role in optimizing the customer experience.

Boomi meets the full range of needs with a flexible, future-proof intelligent data platform trusted by more than 7,000 organizations.

To learn more about how Boomi and NetSuite can drive your omnichannel retail operations, download our new ebook, “How to Harness Cloud Integration and NetSuite to Build Your Retail Business.”

About the author: Rebecca Whitlatch is Dell Boomi’s partner marketing manager for NetSuite.