Omni-channel and Social Enterprise

Defining Omni-Channel Commerce


There are various channels in which you, as a retailer, can reach a customer. Some of them can be your retail outlet, online web-store, smart phones, tablets, printed catalogue, direct mailers, newsprint and much more. The customers want to be equipped with information, reviews, comparisons and specifications. Whereas unified customer experience can lead to higher sales, any dissonance in buying experience can lead to a lost sale. It is therefore very important that marketing activities are carried with a uniform manner and with a common set of master data. Giving a unified message to customer is not easy. This requires a close coordination among various departments of the company. Next we look at the elements in SAP which you can leverage to kick start your Omni-channel initiative.

Many retailers are already using a leading enterprise resource planning systems like SAP. This has helped them to create a solid foundation for managing and controlling their back-end operations. The efficiency increased enormously by having one single solution managing all business processes of an enterprise. The fact that SAP-IS Retail solution has picked up so fast is also a testimonial to the fact that the solution has delivered great value to many customers. Let’s look at what defines this term “Omni-channel commerce” before we look at elements in SAP which can help you to initiate it.

Elements in SAP which help to enable Omni-channel Commerce


SAP offers you a complete platform on which you can build upon having unified experience across channel. Following please find some of the most important aspects:


  • Catalogue: By defining catalogues in SAP you can use this for structuring all your customer channels. You can also define variants to incorporate multi-lingual / multi-currency dimensions.


  • Classification: Classification data brings out the attributes of the product. This is often used for understanding the specifications and also for comparing products. This forms an important aspect because this is a key for someone who is not physically in front of the product.


  • Products and Inventory: Material master with relevant information like unit of measure, long and short descriptions, and classification data need to be leveraged to have a unified experience. Inventory levels are a must as well to ensure that you offer only those products which are in stock.


  • Price Lists: You can define price lists in SAP and have this as a common reference. You can easily factor in discounts promotions and taxes using condition techniques. Periodic revision in prices can have a process to synchronize defined for each channel.


  • Multi-Media: You can store documents in SAP and relate it with products. While relaying information to channels this can be used along with products so that it can add the visual effect to the buying process.



Benefits of Omni-channel Commerce


The following key benefits accrue with Omni-channel commerce - advantages which may convince you to also move towards it:


  • Enable your customers’ shopping experience by a unified buying experience.

  • Quick and efficient way to promote campaigns to your entire audience.

  • Enriched product information across channels thus leading to customer engagement.

  • Better up-sell and cross-sell opportunities.