Découvrez les résultats de l'enquête menée par Coleman Parkes auprès de 750 décideurs impliqués dans la gestion des informations produits. Ce rapport vous éclaire sur les enjeux de l'anarchie commerciale et ses causes profondes. Il offre également des solutions concrètes pour aider les entreprises à maîtriser la complexité croissante du commerce de détail.
"Great change drives great innovation. The 1980s saw the rise of ERP. CRM emerged in the 2000s. Fast forward another 20 years, in this age of commerce anarchy, we are now witnessing the advent of a new technology paradigm: product-to-consumer (P2C).
P2C management promises to offer an invaluable approach for taking back control of the shopper experience as it expands into ever-more complex, fragmented, and extended markets.
A simple example. Say you’re a conglomerate of beauty brands active in 40 countries. What makes the most sense: trying to build a single presence on TikTok, or opening 40 accounts?
And say you have 30 brands across these 40 countries, do you then try and control 1200 accounts? Then consider that you are not only facing this challenge on TikTok, but also across myriad other hyperscale platforms such as Google, Facebook, Instagram, Pinterest, Snapchat, Twitter, and YouTube. Never mind retargeting platforms such as Criteo and AdRoll, as well as price comparison sites like Shopping.com, Idealo etc. Suddenly, it’s easy to understand why commerce anarchy is perhaps the most pressing issue businesses face today.
This report examines the rise of commerce anarchy before guiding you through the best approaches to not only overcoming it, but taking back control and thriving in it. I believe it makes essential reading quite simply because, outside a small handful of hyperscale businesses, commerce anarchy poses a real and present danger to every brand, retailer, service provider and marketplace.
The strategic management challenge is not about optimizing today’s digital processes. It’s about transforming future relationships. Only by entirely rethinking the P2C journey will organizations ever be able to deliver the personalized, consumer-centric experiences their shoppers have come to expect.
By taking effective control over every aspect of the global P2C product information value chains, organizations can manage powerful outbound digital flows and also the deep feedback loops which link them to buyers. That is how to create seamlessly brilliant shopper experiences."
This is not just the most important operating model to which brands, retailers, service providers and marketplaces need to shift. It is the only one."
