Multi Channel Integration

A single view

In order to successfully deliver customer service, merchandising and marketing content across all channels, distributors really need to consider multi channel integration; firstly to obtain a single 360 degree view of the customer in terms of understanding what that customer is doing, and secondly to provide a single source of data for pricing and product information. As you might expect, this is not a simple task and for many distributors, multi channel integration remains something of a holy grail.

Accurate information

The problems of multi channel integration are compounded by the fact that distributors typically have to work across a number of sales channels including; catalogue & mail order, web, call centres, field sales staff, trade shows and trade counters. Under these circumstances, ensuring that accurate stock availability, pricing, offers etc., are made easily available across all channels can be a complex procedure which is perhaps why some distributors still balk at the idea of multi channel integration.

Disparate systems

Another common problem that can stand in the way of multi channel integration is the fact that many distributors still use disparate systems to control the different channels, which adds an additional level of complexity in terms of integration between those channels. Add in the fact that there may be a large number of price lists for different customer types, customer account information etc., and it’s clear that multi channel integration holds the key to overcoming these many difficulties.

Find out more about Maginus' Advanced Distribution Software, powered by Microsoft Dynamics AX and how customers such as Smeg UK, IDS and Inmans Electrical benefit from Maginus Multi Channel Solutions.