Commerce & retail
If your retail organisation is struggling with a limited view of customers, delivering disjointed experiences, and increasing costs, silos are likely the culprit. To connect them, a multi-disciplinary approach is crucial. Keep reading to discover the key steps retailers can take to begin to connect across internal barriers and accelerate digital transformation efforts.
Ever felt like you’re trying to understand your customer by looking through a keyhole?
Ever built a new system only to find out another department had that data all along?
If you’ve answered yes to either of these questions, you've got silos!
Silos typically stem from internal misalignment of goals and priorities. This is what we have learned from discussing the topic with retail business leaders at a recent Retail Hive conference coupled with experiences from our past projects. Despite this misalignment, company’s internal funding processes often permit teams to independently implement diverse solutions to address their specific needs, adding to the problem.
Structural issues may further exacerbate the problem. When different departments operate in isolation, applications and data tend to follow suit, resulting in standalone systems with overlapping functionality. Unfortunately, these solutions are introduced without due consideration for their impact on the overall customer experience or the broader strategic goals that could be achieved by combining data and operational methods.
This lack of collaboration, while understandable, leads to the formation of business and data silos—disconnected repositories of information. This places unnecessary limits on the value of your data. Informational isolation can even breed distrust, as teams fight to preserve their own data and limit interdepartmental transparency.
Instead, you need to break down silos and accelerate retail digital transformation by fostering collaboration and synergy across the entire organisation. In this article we’ll discuss how you can do that.
If your data is held across siloed applications, it’s likely to be captured inconsistently and interpreted differently, leading to poor data quality.
As a result, your organisation is likely to struggle obtaining a unified view of its customers. That can present a major problem, as it means you will be unable to cater effectively to the needs of consumers and forge a strong, lasting connection with them.
So, how should retailers tackle these challenges?
We believe that the answer lies in connecting, not breaking silos. A multi-disciplinary approach with a shared vision is crucial for retailers to gain a holistic view of their business, improve decision-making, and enhance overall efficiency.
In times of crisis, silos may be tackled rapidly, but how can we replicate this behaviour in non-crisis times, enabling businesses to proactively respond to ever changing market conditions? Let’s take a look.
As our team helped several clients tackle organisational and data silos, we have identified five key steps retailers can take to begin this process and accelerate digital transformation efforts.
First, leadership must create a common vision, establish key objectives, articulate the challenges associated with realising those objectives, and employ a cross-disciplinary approach to reaching them.
This not only ensures that resources are invested into initiatives that will drive the desired change, but also helps employees develop empathy and understanding of what other departments need so that they can collaborate more effectively.
Next, it’s time to review and document how data is created, transformed, and consumed within the organisation. Look across applications, users, business units, external parties, functions, processes, channels, and sub-brands.
Get a clear view of the primary sources of data, understand where data is entered manually, and identify all the relevant internal stakeholders. That way, you’ll gain clarity around the current status quo and be able to chart a course of improvement towards your vision.
Once you’ve reviewed the data flows inside the company, you should create an overarching view of the existing data architecture and governance processes.
Clarify who the data owners are, assess the quality of your metadata, and highlight where inefficiencies, gaps, and synergies exist. Evaluate and outline how the data you have could be used to drive better understanding of your customers and your organisation.
A retail ecosystem can be thought of as vast, interconnected community of consumers, retailers, and partners. It enables contributing partners to collaborate, benefitting their businesses and customers.
Ecosystems rely on data exchange not only across the key external contributors, but also across internal functions, including sales, marketing, logistics, and customer service. So, aim to develop an ecosystem strategy that supports your company vision for working with partners and consider what changes you will need to make to your underlying architecture to unlock the potential benefits.
When implemented effectively, an ecosystem strategy helps obtain a 360-degree view of customers and operations. Besides that, it facilitates data-driven decision making, provides access to a wider base of potential customers and products, and supports the delivery of personalised customer experiences as well as the ability to respond rapidly to changing market conditions.
Finally, don’t forget to perform a business change readiness assessment based on the key factors that will impact your ability to break down silos. Typically, these factors are:
Once the assessment is finished, develop and implement a plan to improve company readiness prior to making the actual changes. At this point, identifying advocates to communicate the required changes across the organisation will be key.
By connecting silos, retailers can create a unified, customer-centric, and data-driven environment that enables lasting business growth. It’s not always an easy task to undertake, but more often than not, it’s essential to unlock value and reduce both costs and security risks.
Having worked on numerous digital transformation initiatives across sectors, we understand the importance of setting clear priorities and goals, as well as how to leverage data to bring true value to the organisation.
If you’re looking to transform your retail operations, get a better understanding of customers, increase retention, and boost sales performance while reducing total cost of ownership – reach out to our team. We’re ready to help guide you on your next innovation project.
New Business Director – Retail
As New Business Director specialising in the UK retail and consumer brands industry, Jack is focused on helping companies leverage modern technologies to create lasting value. Jack has over 15 years of experience in working with high street brands and global blue chip companies within the digital and retail space. His passions are for people, brands, technology, and finding new, meaningful ways to connect them for positive impact.
