I’ve spoken about how the SAP Campaign Management suite of tools can help prevent internal data disconnects by assessing the holistic Omni-Channel effect of activities on a particular customer or product. At a macro level one can make a strong benefits case for both business and IT to pursue a capability release strategy aligned to enabling this toolkit.
Equally important to making the business case are the tremendous benefits to your particular user groups that should be accounted for as you undertake this transformation. Communication of a strong value proposition with your user stakeholders will drive better buy-in and corporate adoption of these new solutions. I’ll look at some common business pain points faced by retailers today and provide an opinion on how the Omni-Customer Framework can alleviate or eliminate them.
Transparent Marketing Planning & Offer Consistency:
Retailers, in my personal experience, are tremendously frustrated when a vendor attempts to ‘channel manage’ them. Perhaps a vendor will offer promotional subsidies on a product, but the same product offering is shown by your competitor the week before yours will hit the street. A vendor may limit inventory to you in order to enable support of a competitor with that same product on promotion. This vendor tactic damages the brand positioning of your channels, your customer’s shopping experience, and potentially your bottom line. Retailers will have noticed that having a Multi-Customer infrastructure causes these same problems. Many Category Managers have personally experienced being ‘taken out’ from other internal divisions through offer collisions, conflicts, or have seen their product offering cannibalized by similar products in different channels.
SAP can provide solutions to this common problem by consolidating all marketing events, promotional activity and personalized customer engagement into a single and/or transparent source. SAP CRM provides the base of this framework. Beginning with Campaign Management, […]