Multichannel Retail: Using Integrated Technology to Achieve Cross-Channel Brand Consistency

Multichannel Retail: Using Integrated Technology to Achieve Cross-Channel Brand Consistency published by Datamonitor in June, 2009. This report consists of 36 pages and the price starts from US $ 3995.

Introduction

Abstract

Introduction

In this piece, Datamonitor' s analyst specializing in Retail Technology will discuss the developments in multichannel retail and will identify the key vendors offering end-to-end multichannel technology.

Scope of this research

• This report will discuss the importance of brand consistency in a multichannel retail environment.
• Highlights and analyzes key vendors with an end-to-end multichannel retail technology offering.

Research and analysis highlights

Focus on the customer experience has become a top priority for retailers. Maintaining consistent customer service levels is made all the more complex as consumers are now shopping across many channels. Whether the customer shops through a bricks and mortar store, a transactional website or by mail order, the consumer expects consistent service.

To achieve customer loyalty, product and customer data must be shared across channels. However, this is counterintuitive to the legacy retail systems that are in place in most retail organizations. Multichannel application suites offer ease of cross-channel data sharing, enabling retailers to offer a number of multichannel services.

BT Expedite is the leading vendor in terms of revenue generated from selling applications to the multichannel retail space. However, the market is immature and fragmented with many vendors jostling to design the next big application. The market will continue to grow and continue to consolidate, but at a more rapid pace than the last few years.

Key reasons to purchase this research

• This report is essential reading for those looking to gain insight into multichannel retailing in the UK and the technology.
• Learn about the leading multichannel retailers and their technology strategies.
• The research will provide insight into the different technology providers offering end-to-end multichannel technology to the UK retail sector.

Table of Contents

OVERVIEW

• Catalyst
• Summary

KEY MESSAGES

• Disparate systems must be linked to provide services expected of a multichannel retailer
• Application suites provide the visibility required to run a successful multichannel operation
• BT Expedite leads, but the multichannel space is immature so expect market consolidation

MARKET OPPORTUNITY

• Retailers and consumers are interacting through multiple channels and touch points
  • Online remains a retail sales growth channel through the downturn
  • The catalog channel is heating up as grocers start competing in the space
  • Kiosks extend the instore offer and put information at the fingertips of the shopper
  • Mobile is mostly used as a marketing tool but expect the channel to be used for purchases in the future

• Trading across a number of platforms pushes retailers to focus on cross-channel services
• Disparate systems must be linked to provide services expected of a multichannel retailer
  • Retail systems were not designed to interact with one another
  • Current consumer behavior drives retailers to integrate bricks and mortar stores with online store systems

CUSTOMER IMPACT

• Brand and service level consistency across all channels is vital for customer loyalty
  • Consumers see brand, not channels
  • To maximize customer loyalty, consistency is paramount in multichannel retailing
  • Data is not being managed at a multichannel level in the UK retail sector
  • Without data sharing, many of the top UK retailers are not achieving cross-channel brand consistency

• Data sharing provides the visibility required to run a successful multichannel operation
  • A single view of inventory data is necessary for building multichannel consistency
  • A single view of customer data across channels helps retailers provide consistent customer services
  • A single central repository is required for a single view of a retail organization
  • The need for data sharing is reduced when using an application suite

• Multichannel application suites are not ideal for all types of retailers
  • Multichannel suites are not suitable for retailers with complicated supply chains or those with a large amount of customer data
  • SMB retailers and those dealing with less data are suitable sectors for a multichannel suite
  • Multichannel suites vary in terms of focus on the central process

• Case study: BT Expedite for Aurora Fashions

COMPETITIVE LANDSCAPE

• BT Expedite leads, but the multichannel space is immature so expect market consolidation
  • The multichannel retail market is immature
  • BT Expedite is leading the pack in the UK retail multichannel application suite space
  • Market consolidation warms up competition, threatening BT Expedites leading position

• Vendor profiles
  • BT Expedite
  • K3
  • Cegid VCSTimeless
  • Sterling Commerce
  • Sanderson Group Plc
  • Maginus

GO TO MARKET

• Target the retail CEO and CFO, selling against customer service and loyalty benefits
  • The CEO is the technology decision maker in a retail organization
  • Sell against retailers multichannel priorities

• Firstly understand the retail organization, as not all are suitable to multichannel suites
  • Build an understanding of the retail organization, and sell against the pain points
  • Mid-tier retailers are great candidates for a multichannel suite
  • Multichannel application suites are most suited to the fashion industry
  • Allow flex for change and growth

APPENDIX

• Definitions
• Methodology
• Further reading
• Ask the analyst
• Datamonitor consulting
• Disclaimer

FIGURES

• Figure: Online retail spending in the UK increased by nearly 73% from 2003 - 2008
• Figure: Consumer broadband subscriber number growth in the UK is petering out and online retail sales are following trend
• Figure: Food & Grocery, and Electricals account for 51% of online retail in the UK in 2008
• Figure: Increasing customer satisfaction is the top UK retail priority for IT investment in 2009
• Figure: Customer brand interaction is more intricate in 2009
• Figure: 40% of males research products online before purchasing instore
• Figure: Cross channel brand consistency translates into customer loyalty
• Figure: Shared inventory and customer data are currently not managed at a multichannel level in the UK retail sector
• Figure: Few UK retailers are achieving customer expectations in terms of cross-channel consistency
• Figure: Multichannel retailing requires a single central repository
• Figure: Datamonitor estimates that BT Expedite is the clear market leader for software and services to UK multichannel retail
• Figure: None of the leading multichannel suite providers are offering all multichannel application modules
• Figure: Retail CEOs have taken charge of IT purchasing decisions in the UK retail sector

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