IntroductionFor many retailers within APAC and around the world, the question of whether or not to adopt a multi-channel retailing strategy has already been answered: multi-channel retailing is a business imperative. But there still remains much confusion about how to implement technology that supports a multi-channel operation that's efficient, effective, and focused on the total customer experience.Scope*Considers four key channels for retailers: stores, catalog, online, and mobile, with a detailed analysis of the supply chain dynamics of each.*Provides technology recommendations to retailers that have already decided to engage in multi-channel retailing.*Primarily looks at APAC, but retains a relevance to retailers around the world.HighlightsToo often, key data has been siloed within individual channels or within legacy technologies. Ovum believes that it is essential for retailers to shift to a composite-channel strategy, however, in order to accomplish this from the IT side, retailers will need to improve the underlying data upon which business processes rely.Reasons to Purchase*Understand the challenges facing the supply chain aspects of multi-channel retailing.*Gain insight into Ovum's recommendations for IT leaders to support the business goals of multi-channel retailing.

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Enabling the Multi-Channel Retail Supply Chain (Strategic Focus)
Published on June 2010
Report Summary
Introduction
For many retailers within APAC and around the world, the question of whether or not to adopt a multi-channel retailing strategy has
already been answered: multi-channel retailing is a business imperative. But there still remains much confusion about how to
implement technology that supports a multi-channel operation that's efficient, effective, and focused on the total customer experience.
Scope
*Considers four key channels for retailers: stores, catalog, online, and mobile, with a detailed analysis of the supply chain dynamics of
each.
*Provides technology recommendations to retailers that have already decided to engage in multi-channel retailing.
*Primarily looks at APAC, but retains a relevance to retailers around the world.
Highlights
Too often, key data has been siloed within individual channels or within legacy technologies. Ovum believes that it is essential for
retailers to shift to a composite-channel strategy, however, in order to accomplish this from the IT side, retailers will need to improve
the underlying data upon which business processes rely.
Reasons to Purchase
*Understand the challenges facing the supply chain aspects of multi-channel retailing.
*Gain insight into Ovum's recommendations for IT leaders to support the business goals of multi-channel retailing.
Table of Content
SUMMARY 1
Catalyst 1
Ovum view 1
Key messages 2
There are numerous channels available to retailers, therefore the mix is critical 2
Retailers must focus on the composite-channel 2
Fulfillment is the end goal of multi-channel retailing 2
Core retailing data needs to be drastically improved for multi-channel optimization 2
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Application environments hold the key to multi-channel retailing support 2
Table of Contents 3
Market Context: The Shift Online and its Implications for Retailers 4
The retail industry is coming out of recession and looking for quick growth 4
Acquisitions are seen as a vital element of growth strategy 5
Is technology driving the industry' A shift to new channels is underway 6
Internet penetration is increasing across APAC 7
Mobile penetration is increasing, but in a far more volatile fashion than the internet 7
Business Focus: Optimizing the Retail Supply Chain for Multi-channel in APAC and Abroad 9
There are numerous channels available to retailers, therefore the mix is critical 9
Bricks and mortar stores remain the foundation of the retail industry 9
Catalogs and call centers have broadened the reach of retailers 10
The online channel has emerged as a force in the retail industry 11
M-commerce is emerging, but is only prevalent in some countries 11
Cross-channel as the multi-channel intersection point 12
Retailers must focus on the composite-channel 14
Organizational structure - no longer multi-channel, but the composite-channel 14
Demand forecasting will be reliant upon people, data, and functionality across the channels 16
Consolidated inventory management allows for quick stock reallocation 17
Multi-channel scale can drive consolidated supplier interactions 17
Establish the financial value of a channel independently, but do not make it operationally independent 18
Fulfillment is the end goal of multi-channel retailing 18
A rules-based approach is being taken to order fulfillment but is also introducing complexity 19
Historic supply chain strategies may be hindering fulfillment 21
Cross-docking has left little warehouse space for the pick-and-pack processes of multi-channel retail 21
VMI can create headaches for retailers 22
The returns process is absolutely critical for retailers, but often overlooked 22
Technology Focus: Getting Multi-channel Right the First Time 23
Core retailing data needs to be drastically improved for multi-channel optimization 23
A single truth of data should be the goal for retailers 23
MDM can assist retailers that are looking to improve data quality 24
Application environments hold the key to multi-channel retailing support 26
Retailers should focus on reaching an end-state application architecture 26
Integrating enterprise applications can assist business process support 28
Retailers should look to leverage an ESB and BPM 28
An architecture approach to application integration can reduce project duration 29
Application rationalization and consolidation should be done in tandem with multi-channel strategies 30
Retailers need to consider the other practicalities of implementing multi-channel technology 30
An incremental approach to multi-channel technology makes the most sense 31
Outsourcing is a key option available to retailers 31
Cloud computing is not expected to feature heavily in multi-channel retailing technology 32
A shortage of both IT and business skills is something that retailers should address early 32
IT's role in multi-channel strategies should be as a unifying force 33
RECOMMENDATIONS 34
Recommendations for enterprises 34
Treat multi-channel as a composite-channel 34
Build a single source of data truth 34
Audit existing enterprise environments to determine potential support for multi-channel process support 34
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Recommendations for vendors 34
Focus on providing modular solutions 34
Provide expertise where possible and have a knowledge capability ready to go 35
APPENDIX 36
Ask the analyst 36
Definitions 36
Further reading 37
Methodology 37
Disclaimer 37
List of Tables
Table 1: Fulfillment rules-based questions 19
Table 2: Multi-channel retail fulfillment options 21
List of Figures
Figure 1: APAC retail industry size ($bn) and growth (%), 2007-11 5
Figure 2: Number of acquisitions in the APAC retail industry, 2008-10 6
Figure 3: Internet penetration (%) across APAC countries, 2000-15 7
Figure 4: Mobile penetration (%) across APAC countries, 2000-15 8
Figure 5: The roles of m-commerce in the retail shopping experience 12
Figure 6: Cross-channel customer interaction flows 13
Figure 7: A siloed multi-channel retail strategy 15
Figure 8: Composite-channel retailing 16
Figure 9: Multi-channel retail fulfillment paths 20
Figure 10: Data duplication is a drawback of siloed channel IT 24
Figure 11: MDM can help retailers untangle data processes and drive structure 25
Figure 12: A multi-channel retailing application architecture 27
Figure 13: An ESB can integrate legacy and external applications 29
Figure 14: Oracle's approach to multi-channel retail architecture 30
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