Omni-Customer: The Benefits for the End-User

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, […]

By | 2018-04-23T10:32:30-04:00 March 28th, 2017|Categories: Blog, Retail, Retail Technology|Tags: , , |0 Comments

Data as a Product: 5 Benefits of Rethinking Your Multi-Customer Solutions as an Omni-Customer Platform

In 2013, at the SAP National Retail Forum (NRF), the results of a Retailer survey concerning Omni-Channel maturity were presented. The findings demonstrated the degree to which Retailers were taking advantage of Omni-Channel opportunities. The results indicated that although 85% of Retailers considered themselves Omni-Channel, only 8% of the same Retailers provided an ability for a customer to transact in multiple Channels, and, even more concerning, only 7% of these Retailers indicated that they had a single view of the customer across their channel offerings. This issue remains important for Retailers today. In fact, Forbes lists the ‘(Creation of) New Revenue Streams’, including ‘data-as-a-product offering’ to be the #1 strategic issue facing CIO’s for 2016.

Retailers today are keen to capture as much information about the customers shopping their various platforms. However, according to the survey commissioned by SAP, the vast majority subscribe to a ‘Multi-Customer’ collection model. Customer data sets are often found to be independent of each other; Loyalty, eCommerce, POS transactions, Private Label Credit Card, etc., each have distinct data sets that result in both customer overlaps and customer gaps. A customer may have not shopped on a Retailers website, but is a loyalty member and holds a Private Label Credit Card. This single customer’s information could reside as data points within various databases and each of these customer records could, and likely will, contain differing information that is invisible to other Channels.

Data-as-a-product can be defined as ‘the use of a Retailers comprehensive data set as inputs into descriptive and predictive analytical processes’. Consolidating, simplifying and enriching this data set aids in building a strong and personalized customer relationship with your organization and moves you beyond the simple reporting paradigm to which most retailers continue to subscribe. During our recent webinar regarding the functional/technical […]