CASE STUDY:
Sears Canada Improves Multichannel Promotions
Simon Rodrigue, assistant VP of eCommerce, shares his views on reducing returns and improving customer experience…
“Since retailers are managing various multichannel efforts now more than ever—from brick-and-mortar locations and e-commerce sites to catalogs, kiosks and even product vending machines—many struggle with disjointed data silos, making it difficult to keep information (including price) consistent across all channels,” he explained. “Retailers often don’t have that visibility across all channels, and this is where they run into trouble.”
As a result, many retailers are implementing systems to manage, share and publish product master data across all areas of business. Sears Canada, for example, is using Stibo Systems’ STEP solution to facilitate a synchronized combination of product information management and publication management. Stibo Systems manages its data in a single, central repository for delivery across multiple channels.
“We use our site, sears.ca , as a hub for customer interaction, and in order to do this, we need to engage the consumer with the right information they need to make a purchase,” said Simon Rodrigue, assistant VP e-commerce for Sears Canada, Toronto. “Part of this is having the best product data possible to support the consumer in the decision process.”
Sears Canada implemented the STEP solution to integrate its e-commerce site with all other areas of the business, from brick-and-mortar locations and store signage to print advertising and customer service.
“Maintaining accurate product information across all of our channels not only helps shoppers make informed purchasing decisions, it also reduces returns and customer-service costs,” Rodrigue said. “And, of course, makes customers want to visit us again in the future.”
According to Rodrigue, data management can be a massive competitive advantage.
“If you have the right tools—and we believe we do—it will make for a very agile player in the marketplace,” he said.
If you want to read more, the complete article can be found here.
