STORES 2014 BIG Show Daily - January 14, 2014 - 6


6
Standardizing Omni-Channel Success
ustomers may not walk into a store
specifically saying they want an
"omni-channel experience." But
they do expect consistency and a certain
seamlessness to the process. And in the
bigger picture, retailers say, industry standards
are a way to help deliver it.
"Achieving Omni-Channel Success
with Standards-Based Chain Processes,"
a Monday afternoon session moderated
by Bob Carpenter, president and CEO of
GS1 US, explored the breadth of omnichannel
by discussing its evolution from
multi-channel; the need for precision in
bricks-and-mortar inventory as retailers
increasingly delineate online what's available
at what location; using omni-channel
to drive more demand; and the importance
of building consistent best practices with
suppliers to continue streamlining processes
to meet customer expectations.
Solutions include, for example, unique
numbering and identification systems,
electronic product code-based RFID, data
synchronization, electronic information
exchange and bar codes.
"The differentiation between Kohl's
C
and Macy's should come on product,
should come on assortment, should come
on marketing, on advertising, on organi-
but the major subjects we've talked about
here, they're not going to be done by the
IT guy. They're not going to be done by
the supply chain guy. It has to be done by
the entire organization. It's got to be led
from the top."
Molitor, who prefers the term "cus-
tomer-centric retailing" rather than
omni-channel, said his organization is
in the process of revamping its product
information system.
"For that to operate right, there's a
Peter Longo of Macy's listens to a point by Dan Smith of Hudson's Bay Company.
zational strengths, so on and so forth,"
said Peter Longo, president of Macy's
Logistics and Operations. "It should not
be differentiation because we can't agree
on an industry standard that facilitates
commerce."
In addition to Longo, speakers included
Mike Molitor, SVP of e-commerce of
Kohl's, and Dan Smith, CIO of Hudson's
Bay Company.
Smith noted it will take much col-
laboration moving forward - including
internally.
"We can figure out how to keep growing
mobile to be the best mobile around,"
he said. "We can figure out how to make
the online part of it. We can figure out better
fulfillment. Those things are in flight,
certain set of information we need from
suppliers in order to facilitate the internal
search elements of our website, as well
as to uniquely identify these particular
products in a way that makes it easy for
customers to find them," he said. "We're
in the beginning of that. To be honest, it's
been a little bit of a wild, wild west. It's
reset our own governance in terms of data
standards and things. It's not like we're
referring to a particular manual.
"I think the thing that we're talking
about today, as we all embark on this
process of trying to attribute products and
other things, is that there's an opportunity
to create a field of standards - if you will,
a superset - that allows suppliers and
retailers to work better with one another."
Tuesday

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Table of Contents for the Digital Edition of STORES 2014 BIG Show Daily - January 14, 2014

STORES 2014 BIG Show Daily - January 14, 2014 - 1
STORES 2014 BIG Show Daily - January 14, 2014 - 2
STORES 2014 BIG Show Daily - January 14, 2014 - 3
STORES 2014 BIG Show Daily - January 14, 2014 - 4
STORES 2014 BIG Show Daily - January 14, 2014 - 5
STORES 2014 BIG Show Daily - January 14, 2014 - 6
STORES 2014 BIG Show Daily - January 14, 2014 - 7
STORES 2014 BIG Show Daily - January 14, 2014 - 8
STORES 2014 BIG Show Daily - January 14, 2014 - 9
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STORES 2014 BIG Show Daily - January 14, 2014 - 31
STORES 2014 BIG Show Daily - January 14, 2014 - 32
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