Latest / Leaders In Payments / Special Series: The Omnicommerce Revolution with Shae Orrick, Sr. Product Manager at Worldpay | Episode 330

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Special Series: The Omnicommerce Revolution with Shae Orrick, Sr. Product Manager at Worldpay | Episode 330 · Leaders In Payments

• 0:19
  Speaker 1: Thank you or mobile, you'll find WorldPay at the heart of great commerce experiences globally.
• 0:25
  Speaker 1: In this five-part series, we'll dive deep into seamless commerce experiences across all customer journeys, including from the consumer and merchant perspectives.
• 0:36
  Speaker 1: We'll also look at solutions in the market today and where Omnicommerce is heading in the future.
• 0:43
  Greg Myers: Hello everyone and welcome to this, the third episode in our series, in collaboration with WorldPay, about Omnicommerce.
• 0:50
  Greg Myers: Today, we're going to be talking about Omnicommerce from the merchant perspective and how merchants must adapt to meet the needs of consumers changing buying habits.
• 0:59
  Greg Myers: In the last episode, we discussed how different consumer demographics are driving the payments ecosystem and how COVID was an accelerator, so I suggest you go back and take a listen to that episode as well.
• 1:11
  Greg Myers: It was episode number 326.
• 1:13
  Greg Myers: Joining me today is Shea Warrick, product manager for WorldPay.
• 1:18
  Greg Myers: So, shea, thank you so much for being here and welcome to the show.
• 1:21
  Shae Orrick: Well, thank you so much.
• 1:23
  Greg Myers: Well, let's go ahead and dive right in.
• 1:23
  Greg Myers: Much for being here and welcome to the show.
• 1:24
  Greg Myers: Well, thank you so much.
• 1:25
  Greg Myers: Well, let's go ahead and dive right in.
• 1:26
  Greg Myers: If you don't mind, tell our audience a little bit about yourself, maybe where you grew up, where you went to school, where you currently live and, if you don't mind, touch a little bit on your professional journey as well.
• 1:33
  Shae Orrick: Yeah, absolutely so.
• 1:35
  Shae Orrick: I grew up in a small town in Colorado.
• 1:38
  Shae Orrick: It's called Durango.
• 1:39
  Shae Orrick: It's the bottom southwest corner and just really picturesque, lovely little ski town but a little too small for me.
• 1:47
  Shae Orrick: When I was growing up I wanted to be an actor, right.
• 1:50
  Shae Orrick: So I went to school and I got my BFA in acting from Oklahoma City University.
• 1:55
  Shae Orrick: I did try my hand at making it out in New York City, had so much fun.
• 1:59
  Shae Orrick: But you know, small town girl had to go back.
• 2:00
  Shae Orrick: I wound up back in Durango, just really not sure what the next chapter of my life was going to look like.
• 2:02
  Shae Orrick: I wound up back in Durango, just really not sure what the next chapter of my life was going to look like.
• 2:07
  Shae Orrick: And Durango, like I said, is small.
• 2:09
  Shae Orrick: So really you had an option to work at the local restaurants, at the hospital or my mom told me about a company called Mercury and that's really what kicked off my professional career here in payments.
• 2:20
  Shae Orrick: Mercury was a small little startup business in Durango that became a big name in integrated payments and 11 years ago I started there as a customer support representative.
• 2:32
  Shae Orrick: I've had the opportunity to work in many areas of the business, so I've done sales.
• 2:37
  Shae Orrick: I've become a sales trainer.
• 2:39
  Shae Orrick: I then took a job working with our strategy and our go-to-market team and driving solutions forward.
• 2:45
  Shae Orrick: I'm now the senior product manager for the Omnicommerce solution.
• 2:49
  Shae Orrick: We've got Commerce 360.
• 2:50
  Shae Orrick: Very excited, and I work closely with all the teams here at WorldPay and with GoDaddy to maintain and enhance the solution.
• 2:58
  Greg Myers: All right, well, can you please define for our audience, just to level set, what Omnicommerce means?
• 3:04
  Shae Orrick: Yeah, I'd love to.
• 3:04
  Shae Orrick: So Omnicommerce is really a comprehensive business approach providing a seamless and unified shopping experience for consumers from end to end.
• 3:13
  Shae Orrick: It means integrating various systems and data across multiple channels while optimizing technology and creating a consistent and personalized consumer experience.
• 3:24
  Shae Orrick: So you combine your storefront with an online presence, you throw in the social connection.
• 3:29
  Shae Orrick: These are all set up to work seamlessly together in an Omnicommerce experience.
• 3:34
  Shae Orrick: It gives the merchant a lot of control of their business.
• 3:37
  Shae Orrick: Everything flows all the way into one spot.
• 3:40
  Shae Orrick: It can help them also promote their presence and obtain and retain their customers right.
• 3:45
  Shae Orrick: It ensures consumers receive that unified shopping experience that we all want, basically saying hey, it's easier to find and buy, you have a happy customer and you have a growing business for the merchant.
• 3:58
  Greg Myers: Okay, great Thanks for defining that so well.
• 4:01
  Greg Myers: In the last two episodes we talked about Omnicommerce at a high level and through the lens of the consumer.
• 4:07
  Greg Myers: For this episode, I like to do two things.
• 4:10
  Greg Myers: I'll talk about it from the merchant view and how they adapt to and have to grow, and then also talk about it from the solutions that WorldPay provides.
• 4:21
  Greg Myers: I know you mentioned it, you know, with the name Commerce 360.
• 4:24
  Greg Myers: So we're going to dive a little bit deeper into that because we haven't done that yet in the series.
• 4:28
  Greg Myers: So first let's talk about it from the merchant perspective, and I don't think they sit around and randomly say, oh, I need an Omnicommerce solution, so maybe talk about their view and their journey.
• 4:43
  Greg Myers: How do they typically get started to end up with an Omnicommerce solution?
• 4:48
  Shae Orrick: No, yeah, you're absolutely right.
• 4:50
  Shae Orrick: Merchants aren't waking up one morning and saying, oh, I need X solution to run my business, right, I mean, merchants are so busy, right, Setting up a business and running a business and maintaining it.
• 5:02
  Shae Orrick: Their focus isn't always on figuring out the best solution, maybe right, but just finding something that's going to work, allow them to perform the basic business needs, at the core of which is accepting payments.
• 5:14
  Shae Orrick: But business is so much more right.
• 5:16
  Shae Orrick: You'll see merchants getting started.
• 5:20
  Shae Orrick: They might do some research online, might hear an ad on the television, right?
• 5:25
  Shae Orrick: Or payment processing or for overall business solution.
• 5:29
  Shae Orrick: It could connect them to any number of things, right?
• 5:31
  Shae Orrick: Some are software driven.
• 5:33
  Shae Orrick: There are other just standard payment devices that they could go frankly on Amazon, purchase and then go find themselves a banking partner to plug into.
• 5:42
  Shae Orrick: It gets a little messy.
• 5:43
  Shae Orrick: But, others will get connected to a solution through a trusted partner.
• 5:44
  Shae Orrick: To plug into it gets a little messy, but others will get connected to a solution through a trusted partner.
• 5:46
  Shae Orrick: Right and I mentioned that from the banking relationship, which is one of the ways we go to market is leveraging our wonderful relationships with these bank partners who connect with these merchants, you know, at the ground level.
• 5:58
  Greg Myers: Okay, and what do you think, or what would you say, are the merchants' top three pain points that having an Omnicommerce solution solves for them?
• 6:08
  Shae Orrick: It gets them organized by connecting their business right and putting it in one space to make it easy for merchants to manage everything.
• 6:15
  Shae Orrick: It will also give them key business insights.
• 6:17
  Shae Orrick: So when everything's talking together, the merchant isn't reconciling just one part of the business with another.
• 6:23
  Shae Orrick: We can take inventory management, for example, right.
• 6:26
  Shae Orrick: So if you have a storefront and are selling a particular product really well, or you'd want to know how close you are to running out of something so you can keep your supply up, it all can be managed and be brought to you through that insight that the portal can provide and then finding and maintaining happy customers.
• 6:43
  Shae Orrick: So this, I think, is a really big pain point that customers don't think about or merchants maybe don't realize as a pain point until they're really in it.
• 6:51
  Shae Orrick: Right, there's a lot of competition out there for businesses.
• 6:55
  Shae Orrick: You have large box stores.
• 6:57
  Shae Orrick: They can pay to have massive marketing campaigns, right.
• 7:00
  Shae Orrick: So they've got deep brand awareness in the market.
• 7:02
  Shae Orrick: But there's also 33 million small businesses out there looking to play in those markets as well, and so for a business, it's got to find a way to stand out that isn't going to be crazy costly but also allows for customers, both new and existing to continue to come through the door so that they see that revenue.
• 7:21
  Shae Orrick: Driving and this is the part that I think is the most overwhelming for most small businesses right is how to find the time and effectively market their business to create a seamless multi-channel experience for consumers, and most merchants honestly don't know where to start.
• 7:36
  Shae Orrick: In fact, 67% of businesses out there today don't have any marketing plan or strategy or a process to make it easy for the consumer to find them and jump into it.
• 7:46
  Shae Orrick: And this is one of the most beneficial opportunities that an Omnicommerce solution can bring to a merchant is having that presence and allowing a consumer to purchase where they want and how they want because of how it's set up and keep them coming back.
• 7:59
  Shae Orrick: It all sinks into this one portal easily managed by the merchant, and it's really a no-brainer.
• 8:05
  Greg Myers: Okay, that makes a lot of sense.
• 8:06
  Greg Myers: So let's talk in a little bit of detail around the WorldPay Commerce 360 solution.
• 8:16
  Greg Myers: So maybe can you describe for the audience you know, what does it include?
• 8:18
  Greg Myers: What are the specific solutions that kind of fall under that umbrella?
• 8:20
  Greg Myers: I'd love to.
• 8:22
  Shae Orrick: I've mentioned a couple times everything coming to one-stop shop, right?
• 8:25
  Shae Orrick: One-stop space, and that is the merchant portal.
• 8:27
  Shae Orrick: So all those business insights, information, reporting, payments all that syncs up into the portal for the merchant to easily access.
• 8:36
  Shae Orrick: It also comes with a sleek payment system, right.
• 8:39
  Shae Orrick: So the device is pretty sharp looking, if I do say so myself, and it's a perfect size for most businesses, right?
• 8:46
  Shae Orrick: A lot of businesses like displaying things on the counter really want to use that real estate.
• 8:51
  Shae Orrick: You don't want anything too bulky, just want something that you know is sleek and tech forward, which is what we're able to offer.
• 8:57
  Shae Orrick: And then there is a seamless connection to websites that are hosted by GoDaddy.
• 9:03
  Shae Orrick: So this part is an amazing aspect of the solution and really, you know, adds to the whole Omnicommerce proposition, right?
• 9:10
  Shae Orrick: Godaddy's a leader in the website hosting and build space, right, they create amazing websites that are custom fit for merchants needs and has some very user-friendly tools.
• 9:20
  Shae Orrick: So if a merchant wants to create their own website, they're not necessarily reliant on them.
• 9:24
  Shae Orrick: They make it easy.
• 9:25
  Shae Orrick: Merchants will leverage this and can promote them, sell their products online, and any online sales will easily connect back to that portal that I mentioned at the top.
• 9:35
  Shae Orrick: It also will allow for merchants to connect on social media.
• 9:39
  Shae Orrick: I know I certainly do a lot of shopping on social media, much to my husband's chagrin, but you know they got me hooked right and I have found several businesses that I'm very loyal to because of that social media presence and being able to connect to that.
• 9:54
  Shae Orrick: Commerce 360 also provides some wonderful marketing tools I mentioned.
• 9:59
  Shae Orrick: That's a really difficult point for some of our merchants to get into, but we make it easy so we can set them up with marketing posts and email blasts.
• 10:08
  Shae Orrick: You can do a reward loyal customers idea and bring new ones in.
• 10:13
  Shae Orrick: All of that's key.
• 10:14
  Shae Orrick: We have inventory management, which is key for businesses.
• 10:18
  Shae Orrick: The inventory management syncs from both the device and from the online store.
• 10:23
  Shae Orrick: All of that is in real time, so a merchant is going to have a clear idea of what is in their stock count at any point of time during the day that they check.
• 10:31
  Shae Orrick: We have an invoicing option and pay links all still driven from the merchant portal, and you can customize frequency of invoices.
• 10:39
  Shae Orrick: You can go ahead and create a text to pay through pay links again meeting consumers how they want to pay.
• 10:46
  Shae Orrick: There is access to a third party app marketplace.
• 10:50
  Shae Orrick: So let's say you're a merchant that's looking for a feature that's not necessarily native to Commerce 360.
• 10:56
  Shae Orrick: We've got some great features but let's say, something's missing this robust app marketplace that a merchant can peruse.
• 11:03
  Shae Orrick: They can find all kinds of different services there.
• 11:05
  Shae Orrick: So these apps work directly with Commerce 360.
• 11:08
  Shae Orrick: So the merchant's not losing that Omni experience, it's just enhanced.
• 11:13
  Shae Orrick: We have a wonderful connection to accounting direct link into QuickBooks.
• 11:18
  Shae Orrick: So it's processed and sent through the device or, like I said, the online storefront, even invoicing you name it right.
• 11:25
  Shae Orrick: It'll sync with QuickBooks and help the merchant with all their accounting needs.
• 11:28
  Shae Orrick: And you know, obviously it also takes payments.
• 11:31
  Shae Orrick: So you know.
• 11:34
  Greg Myers: Right, right, okay, I mean obviously that's.
• 11:37
  Greg Myers: It sounds like pretty much everything a business needs, you know, to run their business, and bringing all these solutions together, I mean, just makes a lot of sense.
• 11:45
  Greg Myers: So what were the merchants doing before this kind of solution came along?
• 11:51
  Shae Orrick: Yeah, everything was kind of piecemealed together, honestly.
• 11:54
  Shae Orrick: So when I was in sales, I would describe software solutions like Commerce 360 to merchants like this.
• 12:01
  Shae Orrick: Right, the difference between a standalone, piecemealed solution or an integrated software system is a lot like a smartphone.
• 12:09
  Shae Orrick: So if we think way back right before, we all had the phones in our pockets that could do everything for us.
• 12:14
  Shae Orrick: It was like having a day planner, a camera, a calculator, a checkbook, your wallet and maybe just a simple cell phone all in a mixed bag.
• 12:25
  Shae Orrick: Right, Nothing was talking to each other.
• 12:27
  Shae Orrick: Everything was disconnected.
• 12:28
  Shae Orrick: That's what merchants were experiencing in their businesses.
• 12:31
  Shae Orrick: Accounting was separate from invoicing and inventory was managed through another means and would cause discrepancy.
• 12:38
  Shae Orrick: Right, it's messy.
• 12:39
  Shae Orrick: So a solution like Commerce 360 is effectively giving a merchant a smartphone for their business, where everything they need is managed neatly in one spot.
• 12:48
  Greg Myers: I love the analogy of the smartphone because there's so many things that we do on there that, like you said, used to be separate.
• 12:56
  Greg Myers: So I think that's a great way to think about it.
• 12:58
  Greg Myers: And you've mentioned the merchant portal a couple of times and I think you know, in kind of being an outsider to the product, it just sounds like that's like a key part of it.
• 13:10
  Greg Myers: So what all can the merchants manage from there?
• 13:13
  Greg Myers: Can you talk a little more detail about that?
• 13:15
  Shae Orrick: It's the brains of the operation, so to speak.
• 13:17
  Shae Orrick: So most of what we talk about from a feature standpoint is driven from the portal At the core of it.
• 13:22
  Shae Orrick: You're going to be able to see just your daily payments and your monthly you know last month's reconciliation all the numbers portions right that come with a merchant business you're going to be able to take a look at.
• 13:35
  Shae Orrick: You can go find specific transactions if you need to run a return or void something specific, and then you'll be able to also see your online orders right, not just your online orders from a website perspective, but someone who maybe is utilizing the new online order feature that we'll have coming in June to go ahead and fulfill an order that came in through social media.
• 13:59
  Shae Orrick: Right, you've got your catalog.
• 14:01
  Shae Orrick: This is where all the inventory management aspects of the business go through.
• 14:05
  Shae Orrick: You can update your stock count there if you need to manually do that, but, like I said, the terminal and online order will also automatically do that when things are purchased.
• 14:15
  Shae Orrick: You can add products.
• 14:15
  Shae Orrick: You can add products, you can freeze products.
• 14:17
  Shae Orrick: So, let's say, you're starting to see low stock count on a blue shirt.
• 14:21
  Shae Orrick: You can go ahead and put that on hold until you get more stock in, and then you can handle all of your reports, you know, and get some things that are a little bit more customized.
• 14:30
  Shae Orrick: You can see the inventory that's selling best orders by certain time period and get down to the nitty-gritty from a payment reporting standpoint as well, for things like tips and anything that comes from the POS from an order perspective.
• 14:45
  Shae Orrick: You'll also access the third-party app marketplace through the portal, so anything you purchase in the portal will translate direct to the terminal, which is great and it's easy to use, very similar to how the app store works in your smartphone.
• 15:03
  Shae Orrick: You can run your invoicing and your pay links, as well as have access to a virtual terminal.
• 15:05
  Shae Orrick: If you're not at your store location and need to process a payment Anything from a marketing tool perspective, or if you want to even add an online store, your journey can start from the portal and get you connected with WorldPay and GoDaddy in order to enhance your Commerce 360 solution.
• 15:21
  Shae Orrick: There's really no end to what you can do here.
• 15:25
  Shae Orrick: You come here to drive your business.
• 15:27
  Greg Myers: Okay, and what would you say makes Commerce 360 unique?
• 15:32
  Shae Orrick: You know, I would say that it's the ease of use, with the power and the flexibility of all the tools that it has, in addition to the partnership that's behind it.
• 15:42
  Shae Orrick: Right Merchants can come to this solution and they know they're being supported by two industry leaders with WorldPay and GoDaddy.
• 15:49
  Shae Orrick: Worldpay comes with decades of payments experience right and, combined with GoDaddy's innovative drive through website design and marketing services, we're really able to meet merchants where they're at and with Commerce 360, we can provide tools and services that will help them achieve their business goals.
• 16:07
  Shae Orrick: Like I said, it's one-stop shop with all the toys that you could possibly want, customized for your business.
• 16:14
  Greg Myers: Okay, and what's on the roadmap?
• 16:16
  Greg Myers: Roadmap, or at least whatever you can share about the future of Commerce 360?
• 16:20
  Greg Myers: .
• 16:20
  Shae Orrick: Yeah, absolutely.
• 16:21
  Shae Orrick: So.
• 16:22
  Shae Orrick: We are about to launch, like I mentioned, a new online order feature.
• 16:25
  Shae Orrick: I'm really excited about it.
• 16:26
  Shae Orrick: You know there are some merchants who aren't quite ready for the big website build.
• 16:31
  Shae Orrick: Right, of course, we want everyone in that Omnicommerce space because it's what consumers are looking for.
• 16:36
  Shae Orrick: But if they're not quite ready to be there, this feature is wonderful.
• 16:40
  Shae Orrick: The merchants will simply go into their portal and they can enable the service.
• 16:44
  Shae Orrick: An online order page will be created with all of their current inventory already in the system.
• 16:49
  Shae Orrick: They don't have to do much other than click a button.
• 16:51
  Shae Orrick: Once they post the link for the online order page to a social media platform like Instagram or Facebook, then they're off to the races.
• 17:00
  Shae Orrick: Very excited about that one.
• 17:02
  Shae Orrick: We're also going to continue enhancing the user experience by creating a space for merchants to manage users for both online and a mobile app.
• 17:11
  Shae Orrick: That is in partnership with us.
• 17:12
  Shae Orrick: It gives our merchants even more control over their business and the experience they and their employees have, which is key, and we're also going to see AI technology really start to play a lot more in the solution.
• 17:23
  Shae Orrick: So right now, it's being leveraged mostly as an inventory management tool, but it is the future and I see a great deal of investment going forward to make it almost like a business partner for our merchants.
• 17:36
  Shae Orrick: Business partner at their fingertips.
• 17:38
  Shae Orrick: That's what we can think of it as, and we're going to continue to focus on creating features that make our merchants' business lives easier.
• 17:44
  Shae Orrick: This means consistent market research.
• 17:46
  Shae Orrick: We're going to speak with merchants to hear what they want to see.
• 17:49
  Shae Orrick: We'll leverage our own industry knowledge to find different ways of enhancing the solution.
• 18:01
  Greg Myers: But it's only going to get better, is how I like to think of it.
• 18:03
  Greg Myers: Yeah, I love that.
• 18:04
  Greg Myers: I love the analogy there as well.
• 18:05
  Greg Myers: So we've covered a lot of things, obviously about kind of the merchant view.
• 18:07
  Greg Myers: You know in depth about the product.
• 18:08
  Greg Myers: Is there anything else that you'd like to add or think maybe we didn't cover?
• 18:13
  Shae Orrick: You know I know in the last couple episodes we talked a little bit about how COVID accelerated right the technology and consumers to be driven more online, but it was probably moving that direction anyway and you know we just got there a little bit faster.
• 18:27
  Shae Orrick: So I would just say I'm looking forward to continuing to work with a partner and with WorldPay on driving a solution that we know is going to be future-proof, right for our merchants and their businesses.
• 18:42
  Greg Myers: Well, I think that's a great way to wrap up the show.
• 18:45
  Greg Myers: So I want to thank you for being here.
• 18:47
  Greg Myers: Thank you for your time today.
• 18:48
  Greg Myers: I know it's very valuable.
• 18:49
  Greg Myers: So, shay, thank you so much.
• 18:51
  Greg Myers: I really appreciate you being on the show today.
• 18:54
  Shae Orrick: No, thank you so much for having me.
• 18:55
  Shae Orrick: It was great.
• 18:56
  Greg Myers: Great, and to all you listeners out there, I thank you for your time as well, and until the next story.
• 19:02
  Speaker 1: Thank you for tuning in today to this special series on Omnicommerce brought to you by WorldPay.
• 19:07
  Speaker 1: To learn more about WorldPay and their Omnicommerce products and solutions, please visit wwwworldpaycom.
• 19:20
  Speaker 1: Slash en slash products slash commerce 360.