Integrated Multi Channel Retailing (IMCR), refers to the seamless integration of the various sales and service channels provided by the retailer to the customer. An item ordered through one channel can be received through another channel and returned through a third channel.
The advantages here are manifold, while customer saves on time and gets the flexibility and power to decide and use any channel for any activity, the increase in output for the retailer need not always mean more inventory cost for the products or labor cost as the just in time processes and integrated solutions provide economy og operations, all this while leveraging on the increase in business and customer retention.
Implementation of multi-channel retailing from IT perspective encompasses the following:
Based on the lifestyle of the market segment, have a clear understanding of the various channels customers would be comfortable in using
Analyze the partnership, distribution and franchisee model in use and the likely changes due to new multi-channel requirements
Do a gap analysis on the existing infrastructure and multi-channel needs
Integrate the infrastructure covering the following areas
Product Catalog
Inventory and Merchandise
Pricing
POS
Shipping
After Sales Service
Franchisee/ Distributor Integration
Promotions and Discounts
Some of the technology requirements for IMCR are
Online portal having catalogs and shopping on the Internet
Integration with mobile phones and hand held devices
Secure online payment payments and gateway integration
Supplier B2B messaging hubs and extranets
Integrated inventory management and product search facilities
Usage of messaging standards and protocols like X12, EANCOM, EDIFACT and XML and POS standards like ARTS
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