By Elizabeth Kelleher
Retailers should implement a master data management (MDM) strategy to enable a unified approach to multi-channel retailing and a seamless customer experience, according to a new report by Ovum.
The report, titled ‘Enabling the Multi-Channel Retail Supply Chain’, says visibility into multi-channel supply chains and associated operations has been hampered by a siloed approach to both organizational structure and IT capabilities.
Ovum senior analyst Adam Jura said, “In Ovum’s opinion retailers should therefore focus their attention on improving data quality across multiple channels through a master data management strategy.”
The report also shows that internet penetration, which is considered to be a feed-in driver for investment in multi-channel retail strategies that include an online operation, has increased across the Asia Pacific region.
“These results have important implications for retailers within the region, as consumer demand for the online channel is only going to increase,” said Jura.
“E-commerce in countries like Australia, South Korea and Japan has already established a strong foothold, although there is still someway to go from the retail supply side, in terms of meeting customers’ demands.”
