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Outside Business Journal

New E-Comm Partnership Bridges Gap Between Retail and Direct-To-Consumer Sales

A collaboration between e-commerce platforms Quivers and NuORDER allows brands to automate in-store pickup for online orders

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As omni-channel sales strategies continue to evolve for brands in the outdoor space, more partnerships are cropping up to help brands get their goods to consumers in creative, flexible ways.

A new collaboration from e-commerce platforms Quivers and NuORDER does just that. Dubbed “Ship-to-Store” (STS), the innovation is an integration between commerce management software Quivers and B2B order-writing platform NuORDER. STS makes it possible for consumers to choose a “ship to store” option during checkout on a brand’s website, allowing products to be picked up at a local retailer even if they’re purchased online. According to Sam Cook, CCO at Tecnica Group, this allows brands to “meet the consumer’s desire for a meaningful, local, in-store experience,” while still completing sales on brand websites.

Here’s how it works, according to Quivers and NuORDER. The STS fulfillment option populates for customers during checkout on brand websites, even if the product is currently out of stock at the retailer where it will be picked up. This can happen, the two companies said, because even if an item is out of stock at the retail level, it may still be in stock in a particular brand’s NuORDER account. When a customer selects STS, “Quivers creates a purchase order on behalf of the selected retailer in NuORDER. Once the brand fulfills the NuORDER purchase order, the retailer can release the item for pick-up by the consumer.”

Of course, the process only works for brands that use NuORDER to organize their wholesale business—and NuORDER isn’t the only player in the space. Others, like Elastic Suite, also have wide adoption in the outdoor industry.

Still, it’s a step forward for brands trying to deepen their omni-channel strategy and support retailers while still giving consumers the flexibility to buy products how they want to.

“In order to meet the expectations of consumers, brands need to sell online directly to consumers, and must ensure the product gets into the hands of consumers how and when they want,” said Ruben Martin, co-founder and CEO of Quivers. “Our new Ship-to-Store capabilities with NuORDER are a big forward step to connecting all parts of the commerce ecosystem including DTC, B2B, online, and offline. It’s not just about connecting it all but doing so in a radically consumer-centric way that creates a seamless experience.”

Quivers, touting the achievement of the new partnership, is calling STS a first-of-its-kind solution.

“While some brands and big chain retailers have offered STS at their owned corporate stores, brands haven’t been able to offer ship-to-store and in-store pickup with their large independent retail network, until now,” the company said. “This integration is the first of its kind and integrates B2B, e-commerce, and physical retail in exciting ways.”

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