Business through the looking glass: why the customer-centric retailer needs supply chain visibility

Tags: Customer Experience, Multichannel Retailing, Supply Chain

Type: White Paper

Now that consumers can shop through multiple channels (be it online, by phone or in-store), the most successful businesses will be those that are truly customer-centric. But only when there is complete integration of operations, with visibility to key data at every connection point, can a company be capable of presenting customers with the right offer via the right channel at the right time. The integrated supply chain offers visibility of customer interactions, which in turn allows retailers to capture customer information and provide rapid responses to buying behaviors.

Many large retailers think they have adequate supply chain management because they have a data warehouse with a Business Intelligence application running alongside it. But in most cases the pipeline is there, but it’s not connected to the sub-pipes leading to all the parts of the organization that impact the business; and because it’s not see-through, people who need critical information to make decisions quickly simply can’t use it. A glass pipeline running throughout the enterprise gives an accurate view of demand and supply to anyone who needs it – employees, suppliers, business partners and, in many cases, customers.

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