Phy-gital Roundtable: Breakfast Roundup from Germany and Netherlands

02 May '15 | Debjyoti Paul

German Shoppers: Meet Them in the Fast Lane to Phy-gital

15 January '15 | Ralf Reich

Shoppers Will Share Personal Information (But They Don’t Want to be “Friends”)

15 January '15 | Anil Venkat

Modernize or Perish: Property and Casualty Insurers and IT Solutions

14 January '15 | Manesh Rajendran

Benelux Reaches the Phy-gital Tipping Point: Omnichannel Readiness is Crucial

13 January '15 | Anil Gandharve

The New Omnichannel Dynamic: Finding Core Principles Across Industries

13 January '15 | Debjyoti Paul

Technology does not disrupt business – CIO day 2014 Roundup

02 December '14 | Anshuman Singh

Apple Pay – The Best Is Yet To Come

02 December '14 | Indy Sawhney

Digital transformation is a business transformation enabled by technology

01 December '14 | Amit Varma

3 Stages of FATCA Testing and Quality Assurance

06 October '14 | Raman Suprajarama

3 Reasons why Apple Pay could dominate the payments space

18 September '14 | Gaurav Johri

Beacon of Hope: Serving Growth and Customer Satisfaction

05 August '14 | Debjyoti Paul

The Dos and Don’ts of Emerging Technologies Like iBeacon

30 July '14 | Debjyoti Paul

What You Sold Us On – eCommerce Award Finalist Selections

17 July '14 | Anshuman Singh

3 Steps to Getting Started with Microsoft Azure Cloud Services

04 June '14 | Koushik Ramani

8 Steps to Building a Successful Self Service Portal

03 June '14 | Giridhar LV

Innovation outsourced – a myth or a mirage or a truth staring at us?

13 January '14 | Ramesh Hosahalli

What does a mobile user want?

03 January '14 | Gopikrishna Aravindan

Defining Omni Channel Retailing

Posted on: 16 May '14

Not so long ago, consumers used to shop at mostly independent channels such as brick and mortar stores, e-commerce sites, print catalogs, and from door-to-door sales reps. In today’s Omni Channel retailing model, everything has changed and consumers draw from multiple channels simultaneously.  In fact, consumers now average ten touch points for every purchase journey. And these touches can include Facebook, Google, Pinterest, a retail salesperson, store kiosks, online product review sites, Amazon or category-specific online stores, deal sites, eBay, Twitter, email – the list goes on and on.

As technology blurs the line between physical, mobile and online retailing, retailers and their supply-chain partners must figure out how to provide a seamless shopping experience for buyers across all channels. Their singular focus should be to offer the “right” product at the right price, the right time, and at the right place.

The companies that do this correctly are highly successful. A recent market research report by McKinsey & Company found that Omni Channel consumers spend four times more than single channel consumers on average. That data point alone should get any retailer’s attention.

The way your company’s business technology applications are connected to each other and share data can play a crucial role in helping you gain a competitive edge in this new retail landscape.  With an integrated landscape that orchestrates data between applications according to business logic across multiple channels, you can support, and drive, the Omni  hannel customer engagement goals. A fully integrated Omni Channel service orchestration means:

  • Providing top-down views of customers, channels, and behavior and transactional data to drive more sales
  • Helping build channel- wide inventory visibility planning, synchronization and fulfillment to streamline supply chain operations
  • Developing a unified network of distribution centers, warehouses and vendors to ensure that products are available when and where customers want them

While this may sound easy, the companies that achieve this level of integration know that it is anything but. Most retailers end up creating different and isolated store, web, social and mobile systems to support Omni Channel retailing initiatives simply because their existing infrastructure and technical environment are not set up to support a cohesive platform.  This siloed approach doesn’t work and doesn’t scale. It increases operational costs because ever more resources are needed to manage the growth of different components, and there is no way to correlate data among channels.

So, how do you get to the kind of IT infrastructure that will support a real Omni Channel world? You need a commerce oriented backbone services architecture that can support everything from customer-facing and back office applications to underlying systems that consolidate customer and partner interactions across all touch-point channels. This type of services architecture also scales to support channel growth and to accommodate new channels that will undoubtedly emerge in the future.

Want to learn more?  Visit Omni Channel service orchestration for more information.

Ramesh Hosahalli

Ramesh heads the Digital Commerce practice wherein he is accountable for revenue growth and business development. He is also responsible for developing thought leadership that will help clients enable retail without boundaries and develop innovative ideas to reach customer at any place and on any device. He has over fifteen years of experience in retail business and marketing technology. His experience includes business process transformation, strategy formulation and platform development in such industry verticals as Retail, Consumer Goods, Manufacturing and Telecommunications.