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“With Viare… It happens so rarely now that a customer reaches out saying ‘Where’s my order?’" – Jack Hawkes, Paddy Pallin Online Store Manager.

 

Anna Samkova of Albany Advisory shares insights from the Viare x Paddy Pallin Webinar.

“Where’s my order?” It’s a question every business dreads—because it’s not just about a delayed package. It reveals deeper problems with how orders are managed and fulfilled. And when customers start asking this question, your customer experience is already suffering.

In today’s competitive landscape, customer loyalty isn’t just about having a great product—it’s about how quickly and seamlessly you can deliver it. Think about why millions of people pay for Amazon Prime. It’s not just for free shipping; it’s for speed and convenience.

This is the kind of effortless convenience that Paddy Pallin—an Australian outdoor and travel gear retailer—unlocked with Viare’s OMS. Before their transformation, they were facing many of the same issues other businesses do: slow fulfilment, frustrated customers, and overwhelmed staff.

But once they integrated Viare’s system, everything changed.

 

How OMS Became Paddy Pallin’s Secret Weapon

A well-optimised OMS should run quietly in the background, driving your entire fulfilment process. But when it’s not working, the cracks start to show. Delayed deliveries, confused customers, and endless “Where’s my order?” inquiries are signs that your backend systems need help.

For Paddy Pallin, Viare’s OMS wasn’t just a tool—it became the backbone of their customer experience:

• Real-time tracking meant customers no longer had to wonder about their orders—they were automatically kept in the loop.
• The speed of dispatch tripled—a 300% increase—thanks to intelligent order routing that sent items from the most efficient location, whether that was a store, warehouse, or third-party logistics (3PL) provider.
• Their staff could now focus on delivering better customer service instead of wasting time on repetitive tasks like answering order status inquiries.

As Patrick from Viare summed it up perfectly, “Great fulfilment drives great experience.” For Paddy Pallin, their OMS wasn’t just solving problems—it was helping them build customer loyalty by providing convenience and reliability.

 

The Cost of a Failing OMS

Let’s be clear: If your OMS isn’t optimised, you’re losing customers. Every time someone waits too long for an order or feels out of the loop, you’re losing a bit of their trust. And once trust is broken, it’s hard to win back.

McKinsey reports that companies with highly personalised customer journeys can increase their customer lifetime value (CLV) by 15% to 20%. But here’s the catch: no matter how good your personalisation is, it won’t save you if your fulfilment is slow and unreliable.

For Paddy Pallin, fixing their OMS with Viare wasn’t just about operational efficiency—it was about delivering an experience their customers could trust. Their fulfilment process went from a weak spot to one of their greatest strengths.

 

Why Seamless Experience is the New Competitive Edge

Here’s the reality: Your OMS isn’t just a back-end system—it’s the heart of your customer experience. In today’s world, customers don’t just expect fast service—they demand it. They’ve been trained by services like Amazon Prime to expect speed and transparency. If you’re not meeting those expectations, you’re falling behind.

For Paddy Pallin, Viare’s OMS led to a 300% increase in order dispatch speed. But more importantly, customers no longer had to ask, “Where’s my order?” because they already knew. Real-time updates meant the customer was always informed, without needing to reach out for help.

The lesson here is simple: Convenience drives loyalty. If your fulfilment process isn’t fast and seamless, customers won’t stick around, no matter how great your product is.

 

What You Can Learn From Paddy Pallin’s Success

If you’re not optimising your OMS, you’re missing a huge opportunity to build customer loyalty through convenience. A great product gets your customers interested—but a great customer experience keeps them coming back.

Paddy Pallin’s transformation shows that fulfilment isn’t just about getting orders out the door—it’s about building trust and delivering on your promises. The real question is: Is your OMS helping you keep that promise?

“With Viare… It happens so rarely now that a customer reaches out saying ‘Where’s my order?’" – Jack Hawkes, Paddy Pallin Online Store Manager.