One SAP, One View: How OMS+ Unifies DTC and Wholesale for Retailers

The distinction between manufacturers, wholesalers, and direct-to-consumer (DTC) brands is increasingly blurred for the modern retailer. Still, their backend systems rarely reflect this unity, with teams forced to navigate a fragmented landscape. It means logging into legacy ERP screens for wholesale orders while toggling custom web portals for DTC transactions. This disconnected reality slows down call centers, frustrates store associates, and fractures the customer experience.

The Reality of Complex SAP Landscapes

Retailers running complex SAP landscapes often face a swivel chair problem. Customer service agents might need one system for order entry and another for customer account maintenance, creating friction in every interaction.

For example, a food manufacturer and retailer’s team had to navigate two separate programs—a legacy ERP and a custom order-entry system—to service a single customer. This complexity forced agents to waste valuable time switching contexts, leading to slower response times and a higher likelihood of errors. The case shows that when data is siloed, inventory visibility lags, and the simple act of checking a status becomes a multi-step chore rather than a one-click answer. ​

A Single Interface for Every Channel

DataXstream’s OMS+ solves this by functioning as a single, unified interface that sits directly on top of SAP. It serves as a central lens through which all customer orders flow, whether via the web, phone, catalog, or EDI.

Since OMS+ provides a real-time window into SAP data, it offers a 360-degree view of the customer. Whether an agent is handling a bulk wholesale order or a single DTC refund, they see the same accurate inventory, order history, and customer status in one place. Moreover, OMS+ ensures that the brand experience remains consistent, regardless of how the customer chooses to buy. ​

Operational Simplification and Concrete Benefits

By streamlining complex SAP processes into an intuitive interface, OMS+ drives measurable operational improvements across both DTC and wholesale operations. For DTC and call centers, this means:

• Reduced Training Time: OMS+’s intuitive design drastically shortens the learning curve. The retailer in the example above reported that, after adopting OMS+, new-hire training was reduced by approximately 25%, while existing staff were trained in just 20 hours. ​
• Lower Average Handle Time (AHT): By consolidating functions such as order entry, refunds, and reships into a single program, agents can work faster, resulting in shorter call times and reduced customer wait times.
• Real-Time Visibility: Agents have immediate access to real-time inventory numbers, enabling them to provide customers with accurate information instantly without second-guessing system data.

For wholesale teams, adopting OMS+ results in:

• Streamlined Workflows: OMS+ simplifies the dense gray screens of standard SAP. For instance, sales order validation is simplified with header-level status displays and color-coded order lines to indicate item availability.
• Bulk Automation: Tasks that once required manual entry are automated. Wholesale teams can now upload 160-line royalty reports via Excel in moments, replacing hours of manual data entry with a simple bulk upload.
• Role-Based Efficiency: The platform allows for role-based configurations, meaning a wholesale user sees a layout optimized for pricing and shipping, while a DTC user sees what is relevant to them, keeping screens clean and focused.

Finally, OMS+ transforms SAP from a complex system of record into an agile customer service engine. By unifying DTC and wholesale under one view, it enables retailers to start focusing on delivering a seamless, high-quality brand experience.

What This Means for SAPinsiders

OMS+ unifies disparate operations into a single interface. Many retailers running SAP manage their wholesale and direct-to-consumer (DTC) operations in separate systems, leading to inefficiencies and data silos. OMS+ addresses this by providing a unified front-end that sits directly on SAP, creating a single view for all customer orders, whether they come from EDI, a call center, a website, or a retail store. This eliminates the need for employees to switch between applications to handle different types of transactions.​

Drive measurable efficiency gains and reduce operational costs with a robust OMS. Standard SAP interfaces can be complex and click-intensive for customer-facing teams. OMS+ streamlines these processes, resulting in significant, quantifiable improvements. These efficiencies translate directly into lower average handle times in call centers and increased productivity for all users.​

Direct real-time data access improves the customer experience. A common challenge in complex SAP landscapes is the latency or difficulty in accessing real-time data for customer-facing staff. OMS+ provides live, real-time inventory and customer data directly from SAP, empowering employees to deliver faster, more accurate service. This immediate access to reliable information ensures the customer receives a consistent, high-quality brand experience across all touchpoints, from initial inquiry to final delivery.