Cross-channel order management has gone from a good idea to an essential capability for today’s multichannel retailer. The smarter consumer—having experienced a seamless cross-channel experience with some retailers—has come to expect it from every retailer. At the same time, the everyday fiscal pressures that retail¬ers face, such as optimizing operational efficiency, make cross-channel order management an essential survival strategy. Enabling your company to sell, source, track, fulfill and support via any combination of channels has become a competitive necessity and an operational no-brainer. This ability to create a differentiating customer experience—while improving operational efficiency—is a classic example of the IBM Smarter Commerce™ approach.