Early in January of 2012 I found myself struggling with the current terms around multi-channel, cross channel and omni-channel to adequately describe the current retail and e-commerce marketplace reality we all face.
Searching for a term that would better capture the full complexity and many drivers impacting the business, on January 3rd 2012 in a moment of epiphany I came up with the term and concept of Matrix Commerce on which topic this whitepaper is a primer.
Matrix Commerce describes the complex construct integrating marketing, sales, sourcing, pricing, profitability, service levels, delivery and consumer perceptions. Inherent in this is the notion of complete customer centricity from many of the above items extending to include customer desires for positive social outcomes relative to cause alignment and even the sustainability performance of companies they choose to do business with.
A mouthful for sure, but while you’re chewing on that start considering the types of real time and rapid processing systems which will be required to support such multi-facetted business decisions, not to mention the reams of big and not so big data that will be necessary for companies to collect in order to make them. Continue reading…
IBM (NYSE: IBM) today announced new marketing and sales innovations that will allow retailers to deliver a consistent shopping experience for consumers across multiple touch points — from the store, mobile and online. IBM’s global survey of 26,000 consumers announced today revealed that 35 percent of consumers are considering diversifying the way they buy goods and services in the future.
To meet these rising demands, IBM is introducing new software that serves the rise of the so-called “omni-channel shopper,” those consumers who shop multiple channels and expect a consistent sales and marketing experience.
As part of the Smarter Commerce Initiative, IBM is helping retailers serve these consumers so they can shop where, when and how they want, quickly finding and purchasing the products they want, all the time viewing the retailer’s interactions with them as a service.
CMOs, CIO’s and e-commerce leaders are striving to better understand their most effective sales and marketing strategies. Their goal is to increase sales by growing average order values, conversion rates and cart sizes. IBM’s new marketing and sales technologies help achieve these goals by gaining insights into all customer interactions, buying patterns and purchases across mobile, social, online, call center, email and offline. Continue reading…