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Find out how merchandising can grow more powerful with the help of Marketing and IT.
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© 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.
© 2012 WIPRO LTD | WWW.WIPRO.COM 3
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
© 2012 WIPRO LTD | WWW.WIPRO.COM 4
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
© 2012 WIPRO LTD | WWW.WIPRO.COM 5
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
© 2012 WIPRO LTD | WWW.WIPRO.COM 6
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
© 2012 WIPRO LTD | WWW.WIPRO.COM 7
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
© 2012 WIPRO LTD | WWW.WIPRO.COM 8
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
© 2012 WIPRO LTD | WWW.WIPRO.COM 9
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
© 2012 WIPRO LTD | WWW.WIPRO.COM 10
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.
© 2012 WIPRO LTD | WWW.WIPRO.COM 11
http://www.wipro.com/Documents/Wipro-Merchandising-TLReport-
Feb-2012.pdf
For more details please visit the link below :
© 2012 WIPRO LTD | WWW.WIPRO.COM 12
Wipro set up the Council for Industry Research, comprised of domain
and technology experts from the organization, to address the needs of
customers. It specifically surveys innovative strategies that will help
customers gain competitive advantage in the market. The Council, in
collaboration with leading academic institutions and industry bodies,
studies market trends to help equip organizations with insights to
facilitate their IT and business strategies.
For more information on the Research Council visit
http://www.wipro.com/insights/business-research/ or mail
wipro.insights@wipro.com
About Wipro Council for Industry Research
© 2012 WIPRO LTD | WWW.WIPRO.COM 13
About Wipro Technologies
Wipro Technologies, the global IT business of Wipro Limited (NYSE:WIT) is a
leading Information Technology, Consulting and Outsourcing company, that
delivers solutions to enable its clients do business better. Wipro Technologies
delivers winning business outcomes through its deep industry experience
and a 360 degree view of “Business through Technology” – helping clients
create successful and adaptive businesses. A company recognised globally
for its comprehensive portfolio of services, a practitioner’s approach to
delivering innovation and an organization wide commitment to sustainability,
Wipro Technologies has over 130,000 employees and clients across 54
countries.
For more information, please visit www.wipro.com
© 2012 WIPRO LTD | WWW.WIPRO.COM 14
Thank You ©Wipro Limited, 2012. All rights reserved.
For more information visit www.wipro.com
No part of this document may be reproduced in
whole or in part without the written permission of the
authors.
Wipro is not liable for any business outcome based
on the views presented in this document. For specific
implementation clients should take advise from their
client engagement manager.
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