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INDUSTRY NEWS


14 May 2008

Retailers 'lacking cross-channel systems integration'


Nearly two thirds of all retail enterprises do not have a cross-channel initiative for systems and process integration, a new report from Aberdeen has highlighted.

Surveying some 220 enterprises, the analyst found that only 30per cent of cross-channel retailers have implemented some level of cross-channel integration for their inventory, order management and customer processes such as pricing, product information and promotions.

Aberdeen explained that all of the above processes can contribute towards new customer acquisition and customer retention, particularly in the online, catalogue and store channels.

"The reasons for the lack of integration include channel conflicts - lack of channel flexibility, legacy systems impeding multi-channel process integration, and lack of agile customer and process management tools for cross-channel productivity, communication, and resolution," said Sahir Anand, senior analyst at Aberdeen.

The report revealed that 53 per cent of best-in-class enterprises are currently developing an integrated brand identity across their customer base as part of a core strategy.

According to a recent report from Responsys, retail enterprises should consider initiating cross-channel integration in order to provide customers with timely responses and maintain market relevance.

© 2006 Adfero Ltd.

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