Robin Smith - VL OMNI   


Since 1994, VL Omni has been automating and integrating data for the omnichannel retail sector (both B2B and B2C). VL is one of the first Shopify Plus Technology Partners, and Robin has been invited to speak at numerous events on the topics of e-commerce strategy, growth, and more.

About VL OMNI: VL integrates and automates data strategically, applying business rules to the data transformation directly so that there is no need to manually manipulate the data at the target application. VL provides point to multi-point integration using cutting-edge programming strategies, languages, storage solutions, and more.

"Integrating Complex Data, a Key to E-commerce Growth and Scalability" with Robin Smith

Interview Excerpt Below:

"Grant: Alright. Fair enough. If an e-commerce business owner wanted to work with you guys, what would you say is ... What would be a reasoning why you think that you would be a good fit for them or why you're good at what you do?

Robin: The kind of e-commerce store operator we target is not the entry level. We're not a plug and play solution, so we tend to look for the ones that are scaling, that are struggling with complexity in their supply chain and complexity in their business operations, and those that are mature companies that are sticking their toe into the e-commerce space for the first time. Those two touch-points, and those align with platforms like, say, Shopify Plus, for example. Magento.

Grant: Okay.

Robin: What we like to do with customers is we like to work through their business model and look at the work flows that they want to put in place to actually engender a solid customer experience that represents their brand, and also allow them to leverage proper integration strategies so that they're building the foundation for scalability. Many companies approach integration as point to point, plug and play, quick, dirty, and they hit that Black Friday/Cyber Monday curve or maybe it's something else that's specific to their business, and all of a sudden, it's like they had the wind taken right of them because they hit a brick wall. I've seen this so many times. Laying a proper foundation is really, really critical. If you're in it for the long term, then you want to scale.

Grant: Okay. That's a great segue into our Money Question of the Day. If you had the chance to work with an e-commerce business owner, what would be the one thing you would focus on to grow their profits or increase their sales?

Robin: How do you differentiate yourself from your competition? What is it that makes you unique? What makes you the place that I want to go and buy that product? Is it the quality of your product? Is it the quality of your experience? Is it the quality of your customer service, the way that you interact? Or is it just that you're so cool, that I have to be buying from you?

I think if the answer is, I want to have a superior customer experience and I want to have a unique brand identification beyond product, then the underlying key issue there is how you use the data you're collecting and how you integrate your platforms, your application stack. If a customer is answering yes to those kind of questions, then they should be talking to us.

10 Minutes to E-Commerce Success

!0 Minutes to E-Commerce Success Interview Series


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