What is the omnichannel maturity model?
In order to know which steps can be taken towards an omnichannel architecture, it's important to know at what stage your company is in terms of architecture. In the maturity model this can be found in the following five main processes: customer, product, transactions, pricing and stock.
This involved the information that you may want to use while interacting with the customer at the various touchpoints.
The road to an omnichannel architecture often starts from a point where there is a limited presence of customer information in the POS systems or online store. Usually a further integration between the cash and ecommerce systems follows, through CRM solutions. Later these are enriched with customer profiles, and also enriched by the customer itself, making it possible for all channels to serve the customer better on the basis of personalized information.
For the product process, it is important to have a uniform central picture of the products used in the various channels.
Initially, the products are often in their own ERP-, POS- or webshop system, without any integration with other systems. ERPs are often enriched with marketing information from the webshop before being used in an omnichannel system. A necessary step for achieving a good architecure, is to acquire a central PIM/DAM, in which product information is stored that is used for all channels and is leading for all other systems, including ERPs.
For the transaction process, the question raises to which extent transaction-information itself allows to be synced between the various systems. Besides this, the question is how analyses of this data can lead to more targeted actions for marketing and promotions.
Where transactions from the start are recorded in an ERP- and POS system, in which the transactions are aligned and at the customer level, these later go (often via web registration) into a central database to which customers get access themselves. This way models arise from analysis, leading to customer targeting, marketing and promotions on the various channels.
Pricing and promotions
In the process of pricing and promotions it's important that pricing and promotion strategies in an omnichannel architecture result from a comprehensive picture of all different channels. Where at the start prices and promotions are defined in ERP, it is ultimately the goal to have them appear in a central platform in which uniform prices are recorded and promotions may arise on the basis of customer relationships, market demand and availability.
The storage process is one of the most important processes in the omnichannel landscape, besides pricing and promotions. It's essential that there are integrated web- and POS systems, that lead to stock- and delivery optimization.
Stock is often stored in a separate ERP or POS system, and should therefore evolve to central and optimized processing of inventory and orders. Often, this is achieved by outsourcing stock to third parties, enabling fast delivery.