Retailers skip DOM and go control tower

To achieve omnichannel success, retailers should abandon distributed order management systems (DOM) in favor of a supply chain control tower. DOM only provides order fulfillment in the here and now. In a volatile marketplace driven by online consumers, retailers must maintain a continuity of supply in the pipeline to fulfill future orders as well as ones for today. Not only could control towers orchestrate that fulfillment with on-hand stock, they would enable retailers to coordinate with suppliers and make course corrections to meet changing demand, thus ensuring product availability for steady sales.