--- title: Role of OMS in Customer-Centric Retailing with Darko Tushev description: Hear Darko Tushev discuss how an OMS connects digital and physical retail operations around a customer-centric experience. Listen to the full conversation. image: https://www.hotwax.co/hubfs/podcast/role-of-oms-in-customer-centric-retailing-with-darko-tushev/Darko%20Tushev_website-podcast-page.png --- [![HotWax Commerce](https://www.hotwax.co/hs-fs/hubfs/hotwax-logo.png?width=200&height=63&name=hotwax-logo.png)](https://www.hotwax.co/) [![HotWax Commerce](https://www.hotwax.co/hs-fs/hubfs/Common%20assets/Logos/HotWax/HWCLogoDarkMode.png?width=200&height=63&name=HWCLogoDarkMode.png)](https://www.hotwax.co/) ☰ - Product - Overview - [Order Management System](https://www.hotwax.co/product/omnichannel-order-management-system/) - [Store Inventory Management](https://www.hotwax.co/solution/store-inventory-management) - [Omnichannel Suite](https://www.hotwax.co/product/omnichannel-order-management-system-for-shopify/) - [OMS Architecture](https://www.hotwax.co/product/technology/oms-architecture) - [MCP Server](https://www.hotwax.co/product/technology/mcp-server) - [AI Powered Order Routing](https://www.hotwax.co/product/technology/ai-powered-order-routing) - [FAQs](https://www.hotwax.co/frequently-asked-questions) - [Product Updates](https://www.hotwax.co/product-updates) - [Knowledge Base](https://www.hotwax.co/hotwax-commerce-documentation) - Integrations - [Shopify](https://www.hotwax.co/shopify-order-management-integration) - [NetSuite](https://www.hotwax.co/hotwax-netsuite-integration) - [All Integrations](https://www.hotwax.co/all-integrations/) - Use Cases - By Business Benefits - [Prevent Overselling](https://www.hotwax.co/use-cases/prevent-overselling) - [Unified Inventory](https://www.hotwax.co/solution/unified-inventory/) - [Order Routing](https://www.hotwax.co/solution/configurable-order-routing) - [Ship From Store](https://www.hotwax.co/solution/ship-from-store-software) - [Buy Online Pick-Up In Store](https://www.hotwax.co/solution/buy-online-pick-up-in-store-bopis-software/) - [Pre-Orders](https://www.hotwax.co/solution/pre-orders/) - [Inventory Transfers](https://www.hotwax.co/inventory-transfers) - [Cycle Counts](https://www.hotwax.co/cycle-count) - [Return In Store](https://www.hotwax.co/solution/buy-online-return-in-store-boris-software) - [Retail Sales Audit](https://www.hotwax.co/product/omnichannel-retail-sales-audit-oresa/) - By Business Model - [Footwear](https://www.hotwax.co/industries/footwear) - [Jewelry](https://www.hotwax.co/industries/jewelry) - [Fashion & Apparel](https://www.hotwax.co/industries/apparel-and-fashion) - [Beauty](https://www.hotwax.co/industries/beauty-and-personal-care) - [Travel](https://www.hotwax.co/industries/travel-and-bags) - Resources - [Blog](https://www.hotwax.co/blog) - [Podcast](https://www.hotwax.co/podcast) - [Whitepaper](https://www.hotwax.co/whitepaper) - [Luxury Order Management](https://www.hotwax.co/order-management-system-for-luxury-brands) - [Comparing Order Management Capabilities B/W Shopify and HotWax](https://www.hotwax.co/comparing-order-management-capabilities-between-shopify-and-hotwax) - [How To Do By Online Pick-Up In Store Right](https://www.hotwax.co/how-to-do-buy-online-pick-up-in-store-right) - [Solution Briefs](https://www.hotwax.co/solution-briefs) - [Demo Videos](https://www.hotwax.co/demo-videos/) - [Sample BI Reports](https://www.hotwax.co/business-intelligence-bi-reports) - Company - [Our Story](https://www.hotwax.co/about-us/our-story/) - [Team](https://www.hotwax.co/about-us/) - [Partners](https://www.hotwax.co/become-a-partner) - [Customers](https://www.hotwax.co/customers) - [Pressroom](https://www.hotwax.co/hotwax-commerce-pressroom) - [Social Impact](https://www.hotwax.co/social-impact-hotwax-commerce) - [Events](https://www.hotwax.co/events-and-conferences) - [Security](https://www.hotwax.co/privacy-and-security) [Book a demo](https://cta-na2.hubspot.com/web-interactives/public/v1/track/click?encryptedPayload=AVxigLISXXGkcOtRysPKfjcriLyodY4rudkc50veKlKDe8q2B1%2FRWGeLxDhbY%2BkohRU8XspED5h92umpu7OkRZM1bllkBJKAFAlbNGEnCRAQX7O752HQT17G9v%2FBCweH%2FXvHlZ5%2FUC0MRPtKYCn5XoGb8TpxbLxvKbLalLOZcHeqoaHicFtr15mZOUkn2Y06IxHVsa5b0g%3D%3D&portalId=6357099) # Role of OMS in Customer-Centric Retailing with Darko Tushev ![Episode date](https://www.hotwax.co/hubfs/Hotwax-2021/Podcast-List/Calander_icon.svg) July 22, 2024   ### Summary In this episode, our guest Darko Tushev explores the vital role of Order Management Systems (OMS) in modern retail. Learn about the importance of breaking down silos between online and physical retail operations, promoting leadership alignment on customer-centric values. Darko addresses challenges like meeting heightened customer expectations for fast delivery and seamless returns, advocating for a holistic approach to retail operations, where OMS plays a central role in orchestrating inventory visibility and order fulfillment across diverse channels. His insights emphasize the importance of adapting technology to serve both online and in-store customers effectively, fostering a unified retail experience driven by customer satisfaction. ## Conversation Rundown **\[ 14:55 - 16:08 \] Is “omnichannel” just the new normal in retail?** What once represented a cutting-edge strategy distinguishing leading retailers, encompassing services such as Buy Online, Pick Up In-Store (BOPIS), ship-from-store, and in-store pickups, has now transitioned into essential components of standard business operations. These services are no longer viewed as competitive advantages but as fundamental expectations that every retailer must meet to stay relevant. This shift signifies the necessity for retailers to adopt and integrate these capabilities seamlessly, ensuring customers have multiple convenient ways to fulfill their orders. **\[ 16:17 - 17:54 \] Why consider scalability in retail?** Implementing retail strategies like Buy Online, Pick Up In-Store (BOPIS) requires careful consideration of business models and customer experiences. While BOPIS can enhance convenience in fashion retail, it might detract from the experience in an ice cream shop where the act of scooping is integral. Scalability must also be tailored: converting a furniture store into a showroom with centralized shipping can optimize efficiency, while fashion retailers might benefit from combining store-based inventory with centralized fulfillment. Each strategy should enhance customer experience, streamline operations, and align with business objectives to ensure it adds genuine value. **\[ 19:17 - 20:01 \] How can mid-sized retailers integrate flexibility and scalability?** Achieving scalability and flexibility through robust order management systems (OMS) is paramount for mid-sized and smaller businesses. By selecting OMS providers that offer easy implementation and adaptable features, businesses can quickly onboard and integrate their operations across various sales channels. This agility not only supports seamless scalability to meet growing demands but also enables iterative improvements in processes and customer experiences. Flexible OMS solutions empower businesses to customize functionalities, optimize workflows, and integrate new technologies swiftly, fostering operational efficiency and enhancing overall customer satisfaction. This strategic approach ensures that businesses can effectively navigate market changes, expand their reach, and maintain a competitive edge in the evolving retail environment. **\[ 23:41 - 24:13 \] Making customers vs Making sales** The integration of agile apps and microservices allows retailers to meet varying customer demands promptly and effectively. This approach not only ensures that products are available when customers need them but also enhances overall satisfaction through seamless order management and reliable fulfillment. By prioritizing customer needs over mere transactions, retailers can foster long-term loyalty and advocacy. This strategy emphasizes the importance of integrated systems that support real-time inventory updates, accurate order processing, and responsive customer service, thereby reinforcing a brand's reputation for reliability and customer-centricity in the marketplace. **\[ 24:40 - 24:28 \] How can a user-friendly approach enhance productivity?** In retail environments, the successful adoption of technology depends on its seamless integration into daily operations and its ability to enhance productivity for associates. A critical factor in this adoption is the user-friendliness of the technology, how well it aligns with the needs and workflows of retail staff. For instance, while iPads equipped with comprehensive tools may be available in stores, their effectiveness depends on whether they are intuitive and easy to use within the fast-paced retail environment. Associates naturally gravitate towards tools that simplify tasks and streamline processes, ultimately allowing them to work smarter and achieve more with less effort. Therefore, prioritizing user-centric design in retail technology solutions is paramount, ensuring that tools not only support operational efficiency but also contribute to a superior customer experience across both digital and physical channels. **\[ 28:57 - 33:10 \] How can brands manage online and in store customers?** In retail operations, brands must prioritize customer satisfaction at every touchpoint. Effective leadership plays a pivotal role in fostering a customer-centric culture, where executives set the precedent by emphasizing the importance of exceeding customer expectations over short-term sales metrics. This approach permeates throughout the organization, from product managers to store associates, instilling a shared commitment to delivering exceptional experiences. Integration across physical and digital channels ensures consistency in service delivery, including the handling of returns and cancellations with grace and efficiency. By empowering team members and holding them accountable for customer happiness, retailers can cultivate a culture where every interaction reinforces brand integrity and strengthens customer loyalty, ultimately driving sustained growth and profitability. **\[ 31:57 - 33:10 \] Are rising customer expectations driving complexity in retail systems?** In today's retail landscape, the convergence of advanced technology and escalating customer expectations has fundamentally reshaped operational dynamics. Customers now anticipate swift, often same-day deliveries and seamless service, contrasting sharply with historical norms of longer wait times. This shift has propelled retailers to invest heavily in sophisticated inventory management systems to maintain real-time visibility and optimize fulfillment capabilities. However, while these technological strides enhance efficiency and customer satisfaction, they also amplify complexities and costs within the industry. Retailers must navigate a delicate balance between meeting heightened expectations and ensuring sustainable practices across supply chains, labor practices, and environmental impacts. This necessitates ongoing industry reflection to assess the long-term viability and equitable outcomes of these evolving retail paradigms. **\[ 33:16 - 34:13 \] Effect of bracketing on retail business** Bracketing, where customers order multiple items intending to keep only a few, reflects evolving consumer behavior shaped by convenient online shopping and flexible return policies. While it highlights the importance of accurate product information to reduce unnecessary purchases, it also raises sustainability concerns. Increased returns lead to higher logistical costs, more packaging waste, and greater environmental impact. Retailers must balance meeting customer expectations with promoting sustainable practices, emphasizing education on the environmental consequences and leveraging predictive technologies to minimize unnecessary purchases and returns. ## Meet the Experts Darko Tushev is a Product Manager at Gap Inc., with over 7 years of experience in retail technology and omnichannel strategy. With a deep commitment to enhancing customer experiences and operational efficiency, he navigates complex challenges with clarity and innovation. His pragmatic approach is grounded in a profound understanding of business dynamics, ensuring that technology aligns seamlessly with organizational goals. ## Retail Tips & Tweetables One should invest in systems that can scale with their growth to maintain operational efficiency. Technology should simplify, not complicate, your retail operations. Empowering your team through education and resources drives collective success. Clear communication of brand values differentiates your business in a crowded market. Your customer's view of you, it's your reality. ## Listen Now: [![Apple Podcasts](https://www.hotwax.co/hubfs/Hotwax-2021/Podcast-List/Podcasts%20(1).svg) Apple Podcasts](https://podcasts.apple.com/in/podcast/role-of-oms-in-customer-centric-retailing-with-darko-tushev/id1546669275?i=1000662949322) [![Spotify](https://www.hotwax.co/hubfs/Hotwax-2021/Podcast-List/Spotify_logo.svg) Spotify](https://open.spotify.com/episode/5QU9PofMvyoP4iE7MSUU4X?si=Sg-zMzxaS0-kO5KS7n8ODA) [![YouTube](https://www.hotwax.co/hubfs/Hotwax-2021/Podcast-List/YouTube%20(1).svg) Youtube](https://youtu.be/M8kS24nR91s?feature=shared) ## Share This - *share* - [*share*](https://twitter.com/intent/tweet?url=https://www.hotwax.co/podcast/role-of-oms-in-customer-centric-retailing-with-darko-tushev) - *share* - [![Share on 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Commerce](https://www.hotwax.co/hubfs/Hotwax-2021/HotWax_February2020/Images%20Icons,%20Apparel%20background,%20Hexagon/logo-hotwax-dark.svg)](https://www.hotwax.co/) ### Connect ### Headquarters 175 S Main St Suite 1310, Salt Lake City, UT 84111 - Product - [Omnichannel Order Management](https://www.hotwax.co/product/omnichannel-order-management-system/) - [FAQ](https://www.hotwax.co/frequently-asked-questions) - [Product Updates](https://www.hotwax.co/product-update) - [Documentation](https://www.hotwax.co/hotwax-commerce-documentation) - Use cases - [Buy Online Pick-Up In Store](https://www.hotwax.co/solution/buy-online-pick-up-in-store-bopis-software/) - [Configurable Order Routing](https://www.hotwax.co/solution/configurable-order-routing) - [Ship From Store](https://www.hotwax.co/solution/ship-from-store-software) - [Unified Inventory](https://www.hotwax.co/solution/unified-inventory/) - [Pre-Orders](https://www.hotwax.co/solution/pre-orders/) - [Buy Online Return In Store](https://www.hotwax.co/solution/buy-online-return-in-store-boris-software) - [Store Inventory Management](https://www.hotwax.co/solution/store-inventory-management) - Solutions - [Omnichannel OMS for Shopify](https://www.hotwax.co/product/omnichannel-order-management-system-for-shopify/) - [Omnichannel Retail Sales Audit](https://www.hotwax.co/product/omnichannel-retail-sales-audit-oresa/) © 2026 HotWax Commerce ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Anil Patel", "url" : "https://www.hotwax.co/podcast/author/anil-patel" }, "dateModified" : "2026-10-10T15:54:41.696Z", "datePublished" : "2024-07-22T11:05:38.000Z", "headline" : "Role of OMS in Customer-Centric Retailing with Darko Tushev", "image" : [ "https://www.hotwax.co/hubfs/podcast/role-of-oms-in-customer-centric-retailing-with-darko-tushev/Darko%20Tushev_website-podcast-page.png" ], "mainEntityOfPage" : { "@id" : 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