The modern digital consumer is increasingly demanding and will abandon retailers that do not meet their expectations. This pattern of behavior extends across earlier and later stages of the shopping journey. Failure to successfully capture consumer interest at the early stages of browsing by providing information up front about inventory availability and fulfillment options — "order by get by" — can send consumers to competitors that do provide this information. A modern order management system (OMS) with intelligent promising capabilities can curtail this eventuality and instead build competitive advantage into a retail organization.

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