Intelligent Networking Of Distribution Channels Is Challenge

10 April 2010 | Judas | 0 Comments

Announcement Information Mobile Technology

Although the distribution has been established through various channels in the trade long ago, ie the consistent networking of distribution channels for most companies, a major challenge.

This now shows a poll, the hybris, a specialist in Multi-Channel Commerce and Communication, has carried on the third E-Commerce Summit in Zurich under 160 companies. Another result of the survey: Mobile platforms are already being propagated as a sales channel in the multichannel integrated strategy, and growing. This is not least on the current iPhone hype due – about two thirds of the participants already use their smartphone for mobile information retrieval.

The survey shows also that it is not enough, on as many channels to be present. It is rather to link the various distribution channels together so that they benefit most from each other and not cannibalize each other. The biggest challenge will see the companies surveyed in the service-oriented organization of the back-office processes such as requests, complaints, returns processing (80%), followed by the data management across multiple distribution channels (74%).

It is surprising to note that despite these problems make use of only about 43% of the company of a product information management (PIM) system. This is an increase of only one percent compared to last year. 69%, however, want to further develop the integration continues.

Of these promising companies in particular a gain in efficiency in the marketing of new products (93%). 89% hope to raise up new target groups, and believe 84 percent, thus being able to generate higher sales. From a multi-channel strategy is to promise a 78% improved image and to improve the conversion rate. ”

“Surprisingly, in my view, the relative restraint in the use of PIM solutions,” said Mark Holenstein, Regional Manager CEE & France with hybris. “I’m curious how this develops, the demand if the product information management will be replaced by a product content management solution. The possibility, in addition to the integration and management of structured and unstructured product then data such as images, videos or by customers themselves to manage content generated using such a solution is in my view, still attractive. ”

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