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Enabling the Multi-Channel Retail Supply Chain (Strategic Focus)
Description: For many retailers within APAC and around the world, the question of whether or not to adopt a multi-channel retailing strategy has already been answered: multi-multi-channel retailing is a business imperative. But there still remains much confusion about how to implement technology that supports a multi-channel operation that's efficient, effective, and focused on the total customer experience.
Scope
- Considers four key channels for retailers: stores, catalog, online, and mobile, with a detailed analysis of the supply chain dynamics of each.
- Provides technology recommendations to retailers that have already decided to engage in multi-channel retailing.
- Primarily looks at APAC, but retains a relevance to retailers around the world.
Highlights of this title
Too often, key data has been siloed within individual channels or within legacy technologies. Ovum believes that it is essential for retailers to shift to a composite-channel strategy, however, in order to accomplish this from the IT side, retailers will need to improve the underlying data upon which business processes rely. Key reasons to purchase this title
- Understand the challenges facing the supply chain aspects of multi-channel retailing.
- Gain insight into Ovum's recommendations for IT leaders to support the business goals of multi-channel retailing.
Contents: SUMMARY Catalyst Ovum view Key messages
There are numerous channels available to retailers, therefore the mix is critical Retailers must focus on the composite-channel
Fulfillment is the end goal of multi-channel retailing
Core retailing data needs to be drastically improved for multi-channel optimization Application environments hold the key to multi-channel retailing support
Market Context: The Shift Online and its Implications for Retailers
The retail industry is coming out of recession and looking for quick growth Acquisitions are seen as a vital element of growth strategy
Is technology driving the industry? A shift to new channels is underway Internet penetration is increasing across APAC
Mobile penetration is increasing, but in a far more volatile fashion than the internet Business Focus: Optimizing the Retail Supply Chain for Multi-channel in APAC and Abroad There are numerous channels available to retailers, therefore the mix is critical
Bricks and mortar stores remain the foundation of the retail industry Catalogs and call centers have broadened the reach of retailers The online channel has emerged as a force in the retail industry M-commerce is emerging, but is only prevalent in some countries
Cross-channel as the multi-channel intersection point Retailers must focus on the composite-channel
Organizational structure - no longer multi-channel, but the composite-channel
Demand forecasting will be reliant upon people, data, and functionality across the channels Consolidated inventory management allows for quick stock reallocation
Multi-channel scale can drive consolidated supplier interactions
Establish the financial value of a channel independently, but do not make it operationally independent Fulfillment is the end goal of multi-channel retailing
A rules-based approach is being taken to order fulfillment but is also introducing complexity Historic supply chain strategies may be hindering fulfillment
Cross-docking has left little warehouse space for the pick-and-pack processes of multi-channel retail VMI can create headaches for retailers
The returns process is absolutely critical for retailers, but often overlooked Technology Focus: Getting Multi-channel Right the First Time
Core retailing data needs to be drastically improved for multi-channel optimization A single truth of data should be the goal for retailers
MDM can assist retailers that are looking to improve data quality
Application environments hold the key to multi-channel retailing support Retailers should focus on reaching an end-state application architecture Integrating enterprise applications can assist business process support Retailers should look to leverage an ESB and BPM
An architecture approach to application integration can reduce project duration
Application rationalization and consolidation should be done in tandem with multi-channel strategies Retailers need to consider the other practicalities of implementing multi-channel technology
An incremental approach to multi-channel technology makes the most sense Outsourcing is a key option available to retailers
Cloud computing is not expected to feature heavily in multi-channel retailing technology A shortage of both IT and business skills is something that retailers should address early IT's role in multi-channel strategies should be as a unifying force
RECOMMENDATIONS
Recommendations for enterprises
Treat multi-channel as a composite-channel Build a single source of data truth
Audit existing enterprise environments to determine potential support for multi-channel process support Recommendations for vendors
Focus on providing modular solutions
Provide expertise where possible and have a knowledge capability ready to go APPENDIX
Ask the analyst Definitions Further reading Methodology Disclaimer List of Tables
Table 1: Fulfillment rules-based questions Table 2: Multi-channel retail fulfillment options List of Figures
Figure 1: APAC retail industry size ($bn) and growth (%), 2007-11 Figure 2: Number of acquisitions in the APAC retail industry, 2008-10 Figure 3: Internet penetration (%) across APAC countries, 2000-15 Figure 4: Mobile penetration (%) across APAC countries, 2000-15 Figure 5: The roles of m-commerce in the retail shopping experience Figure 6: Cross-channel customer interaction flows
Figure 7: A siloed multi-channel retail strategy Figure 8: Composite-channel retailing
Figure 9: Multi-channel retail fulfillment paths
Figure 10: Data duplication is a drawback of siloed channel IT
Figure 11: MDM can help retailers untangle data processes and drive structure Figure 12: A multi-channel retailing application architecture
Figure 13: An ESB can integrate legacy and external applications Figure 14: Oracle's approach to multi-channel retail architecture
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