Turkish Retailer Expands Omnichannel Capabilities

Turkish apparel retailer DeFacto has built a significant physical footprint, with 357 stores in Turkey along with 60 locations in 12 other countries across the EMEA region. Now the brand is stepping up its omnichannel capabilities with the deployment of an order management system from OrderDynamics.

DeFacto already is a de facto omnichannel retailer: “We are seeing 15% of all orders coming from omnichannel, like click and collect, reserve and collect, in-store kiosks and our call center,” said Eser Erkan, E-Commerce Director for DeFacto in a statement. “All this is driving more traffic to our brick-and-mortar stores.”

The retailer is leveraging OrderDynamic’s inventory virtualization and visibility functions to show shoppers all products available in-store, using 17 Istanbul stores’ inventory to fulfill digital orders. This capability is designed to increase in-store inventory velocity, moving slow-to-move items and overstocks. DeFacto also has set up in-store kiosks, so shoppers can place online orders if the item they want is not available at the store location.


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