wipro omni channel merchandising shares spotlight with marketing and it -presentation
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Find out how merchandising can grow more powerful with the help of Marketing and IT.TRANSCRIPT
© 2012 WIPRO LTD | WWW.WIPRO.COM 1
Omni-Channel
Merchandising Shares
Spotlight with Marketing
and IT
© 2012 WIPRO LTD | WWW.WIPRO.COM 2
Merchandising can
grow more powerful
with the help of
Marketing and IT
The shift to the omni-channel retailing
model has diminished the role of
merchandising within the retailing
organisation.
However, its impact on the overall
business has in many ways
expanded.
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Today, within the new omni-channel retail organization, merchandising’s once pre-
eminent role must now be shared with some “co-stars,” primarily marketing and
information technology.
Sharing the spotlight
Reasons for the growing importance of marketing and IT:
Marketing
• All-important storehouse of customer data
• Ownership of the communication vehicles to reach customers – mass media, email, SMS and social media
IT
• Technological tools to sense customer demand - to measure store traffic, mobile traffic, real-time, item-level sales data across channels
• Provides enterprise-wide inventory visibility in real time
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Retailers are using increasingly sophisticated and varied tools to sense
customer demand in stores and across channels, but many face challenges
in using this data to execute on their merchandising strategies
Methods to accurately sense customer demand
Source: RIS News, Nov 2011
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Merchandising Priorities
Purchasing affinities revealed by analyzing online shopping
patterns can be applied in stores to create cross-selling
adjacencies and to support context-aware offers in mobile
channels
Improving
demand
forecast
accuracy
Creating
tailored,
localized
merchandise
assortments
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Improving forecast accuracy is a higher strategic priority for non-store
channels, while creating tailored, localized assortments and improving
merchandise presentation are more critical in the store environment
Top Strategic Merchandising Actions (stores vs. non-store channels)
Source: Aberdeen Group, May 2011
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Enterprise-wide, real-time inventory visibility provides a high-level view of
omni-channel merchandising decisions and also facilitates faster
reactions to new challenges and opportunities
• Digital Merchandising Capabilities
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Non-store channels are far ahead of stores in achieving a centralized data repository for merchandise data, and have been better able to integrate
customer demographic and purchase data with merchandise management systems
Top Knowledge and Performance Management Capabilities (Stores vs.
non-store channels)
Source: Aberdeen Group, May 2011
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Retailers are increasingly recognizing that integrated, industry-standard
merchandising systems are a necessity in today’s omni-channel
environment
Merchandising System Plans for the next 3-5 years
Source: RSR Research, August 2011
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Conclusion
As the number and type of decisions around
merchandising multiply along with new
channels and customer touch points and as
executing on those decisions becomes a
greater challenge, retailers will turn to both
sophisticated marketing tools and advanced IT
solutions.
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http://www.wipro.com/Documents/Wipro-Merchandising-TLReport-
Feb-2012.pdf
For more details please visit the link below :
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