Adding Business Ecosystems to Omnichannel

Omichannel has become a buzzword in marketing and beyond. The jury is still out on what omnichannel really is, but most will agree that it is a refinement and/or extension of earlier known buzzwords as multichannel and cross channel. You may learn more in this article.

In omnichannel you will try really, really hard to have a single customer view across all channels, and you will try really, really, really hard to present your product information in a uniform and consistent way across all channels.

One challenge here is that your business is not an island. You are part of a business ecosystem, or several of them, as examined in the post Data Management for Business Ecosystems.

“Your customer” may look at “your product” in the sphere of another member of your business ecosystem. It may be at one of your trading partners or at one of your competitors.

So, what can you do about this when it comes to data management?

In the hard case, your competitors, it is about knowing more about your customer. Knowing about your customers relationships. Knowing about your customers relations with products and their categories. Knowing about your customer’s locational belonging. All in all the case of multidomain MDM as seen in the post Multi-Domain MDM and Data Quality Dimensions.

Expand digitilization across business ecosystems from single purposes to cover an omnichannel view

Besides your own product information you must register what you know about that product information as it is stored and handled by other members in your business ecosystem – trading partners and competitors.

With product information, you must be able to exchange that with your trading partners. You cannot expect that everyone is handling the information about the same product in exact the same way as you. Actually you should not want that. You want to be better than your competitors in some ways and you want to add value for your trading partners. But you would for sure find value in joining a place of intersection where common known characteristics about products are exchanged between trading partners – such as the Product Data lake.

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