How a Multi-Channel Retailer Unified In-Store and E-Commerce Operations

Industry: Retail (Specialty Home Goods)
Challenge: Disconnected in-store and online operations
Result: Real-time inventory sync, 28% revenue increase, unified customer experience

The Challenge: Two Businesses in One

Vintage Modern, a specialty home goods retailer in New Jersey, had a problem common among growing retailers: their physical stores and e-commerce operation functioned as separate businesses.

"We had three stores and a Shopify website," explains owner David Kim. "But they didn't talk to each other. I'd sell something online that we'd already sold in the store. I'd have customers drive to a location for an item that wasn't actually there. It was embarrassing and expensive."

The disconnection created multiple problems:

• Inventory inaccuracy: Online showed items that were sold in-store (and vice versa)
• Overselling: Same item sold twice, requiring refunds and apologies
• Missed sales: Couldn't sell store inventory online or fulfill online orders from stores
• Customer frustration: No visibility into which location had what
• Operational inefficiency: Manual inventory counts, duplicate data entry

"I was spending Sunday evenings trying to reconcile everything," David recalls. "And it still wasn't right."

The Vision: One Inventory, One Customer

David's goal was simple to state but complex to achieve:

• Real-time inventory visibility across all channels and locations
• Unified customer profiles regardless of where they shop
• Flexible fulfillment (ship from any location, buy online pickup in store)
• Consistent experience whether shopping online or in-person

The Solution: Integrated Commerce Platform

We worked with David to design and implement a unified commerce infrastructure.

Phase 1: Assessment and Architecture (Weeks 1-3)

Current state analysis:

• Documented all existing systems and data flows
• Identified integration points and gaps
• Cataloged inventory across all locations
• Analyzed customer data in each system

Platform selection: After evaluating options, we recommended a unified commerce approach:

• POS: Shopify POS (to integrate with existing Shopify e-commerce)
• Inventory management: Centralized through Shopify with real-time sync
• Customer data: Unified profiles across all channels
• Reporting: Single dashboard for all operations

Integration design:

• Real-time inventory sync across all locations
• Automatic stock adjustments when items sell
• Low-stock alerts by location
• Cross-location transfer management

Phase 2: Infrastructure Preparation (Weeks 4-6)

Network upgrades:

• Business-grade internet at all locations
• Redundant connectivity (primary + cellular backup)
• Secure, segmented networks (POS isolated from other traffic)
• Reliable WiFi for mobile POS capabilities

Hardware deployment:

• New POS terminals with integrated payment processing
• Mobile devices for floor staff (inventory lookup, mobile checkout)
• Barcode scanners for efficient inventory management
• Receipt printers with customer-facing displays

Phase 3: Data Migration and Setup (Weeks 7-10)

Product catalog:

• Consolidated product data from multiple sources
• Standardized SKUs across all channels
• Enhanced product information (descriptions, images, attributes)
• Set up proper categorization and tagging

Inventory reconciliation:

• Physical inventory count at all locations
• Established accurate starting quantities
• Set up reorder points and alerts
• Configured location-specific settings

Customer migration:

• Merged customer records from POS and e-commerce
• De-duplicated customer database
• Preserved purchase history and loyalty status
• Enabled unified customer lookup

Phase 4: Staff Training and Go-Live (Weeks 11-14)

Training program:

• Role-specific training for each position
• Hands-on practice with new systems
• Scenario-based exercises (returns, exchanges, special orders)
• Documentation and quick reference guides

Phased rollout:

• Week 11: First store goes live
• Week 12: Second and third stores
• Week 13: Enable cross-location features
• Week 14: Enable ship-from-store for e-commerce

The Results: One Business, Many Channels

Operational Improvements

Inventory accuracy:

• Before: 78% accuracy (weekly counts)
• After: 98% accuracy (real-time sync)

Overselling incidents:

• Before: 15-20 per month
• After: Less than 1 per month

Inventory management time:

• Before: 6 hours/week per store
• After: 1 hour/week per store

New Capabilities Enabled

Buy Online, Pickup In-Store (BOPIS):

• Launched within first month
• Now represents 22% of online orders
• Drives additional in-store purchases (32% of BOPIS customers buy more at pickup)

Ship-from-Store:

• Online orders fulfilled from nearest location with stock
• Faster delivery for customers
• Reduced shipping costs
• Sells through store inventory (reduces markdowns)

Cross-location visibility:

• Staff can check stock at other locations instantly
• Can transfer items between stores for customers
• "Save the sale" capability for out-of-stock items

Business Impact

Revenue increase: 28% year-over-year

Breakdown:

• Online revenue: +45% (better inventory visibility, fewer stockouts)
• Store revenue: +18% (BOPIS driving foot traffic, better customer experience)

Cost reduction:

• Shipping costs: -15% (ship-from-store uses closer locations)
• Inventory carrying cost: -12% (better visibility reduces overstock)
• Labor efficiency: 4 hours/week saved per store

Customer satisfaction:

• Net Promoter Score: +22 points
• Online reviews: 4.2 stars → 4.7 stars
• Repeat customer rate: +18%

Key Success Factors

1. Executive Commitment

"I was involved in every decision," David notes. "This wasn't a project I delegated. It affected every part of my business, and I needed to understand it."

2. Realistic Timeline

"We could have rushed and gone live in half the time. But proper data migration and staff training made the difference between success and chaos."

3. Network Infrastructure

"Real-time sync means nothing if your internet is unreliable. Investing in proper connectivity at every location was essential."

4. Staff Buy-In

"I involved my store managers early. They helped design workflows and became champions for the new system with their teams."

5. Right Partner

"I needed someone who understood both retail operations and technology. Finding that combination was critical."

Is Your Retail Operation Disconnected?

If your physical stores and e-commerce feel like separate businesses, you're leaving money on the table and frustrating customers. Modern unified commerce:

• Eliminates inventory inaccuracy and overselling
• Enables flexible fulfillment (BOPIS, ship-from-store)
• Creates consistent customer experience across channels
• Provides business insights across all operations

Layth Solutions has been supporting NYC-area retailers for 30 years. We understand the unique demands of retail—transaction volume, peak season pressure, and the need for systems that just work.

Schedule a free consultation to discuss your retail technology challenges and explore what unified commerce could do for your business.