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Understanding the Definition of Retail Channel Success

To really understand how the retail channel definition has changed over the years, it’s important to take a look at how it used to be defined in the past. For many companies, there is a need to focus on one of their products in particular. If they didn’t have that product available, they wouldn’t be able to offer a complete solution or have a profitable business. They need to know what they have available, what is selling and how to make that product more attractive to their consumers.

However, if they only knew about the overall retail channel definition then they would find it quite difficult to plan their business structure and budget. The retail channel definition changes year after year and it’s hard to keep track of all of the changes. To do that, you usually need to refer to the retail software definition which was recently introduced for the fourth time in a decade. Here are some of the things that you might want to take a look at when it comes to the definition of retail.

Identifiable Customer Premises

This refers to the businesses that sell a product or service to the end users. A great modern example is a business that allows customers to buy YouTube subscribers directly to them. The commerce runtime should identify the customer so that the fulfillment services can be provided for that customer and so that the process of sales can continue. It should also define the identity provider solution that is required for the end-user to get the product or service that they have ordered. This ensures that the entire premise of the retail channel definition is properly maintained. Without this aspect, a lot of problems can creep up along the way.

Common Interface for Business Logic

The retail channels deal with products and services that come from different parts of the world and therefore require common interface standards. It’s imperative that the identity provider solution and the commerce runtime can be easily unified across all the business units that make up the enterprise. Without a common interface, the organizations have to face difficulties while developing software and deploying it for end-users. A common interface ensures ease of deployment and provides a smooth user experience no matter what device is used. All the business units have to be involved in the development process and the software should easily integrate with each other.

Channel Selection & Layout

A successful retail channel requires a well-chalked channel layout. This is necessary to provide easy access and enable users to search quickly. In the case of an omni-channel, the layout should include an app store, order management section, payment gateways, catalog, web analytics and web store. This makes it easier for customers to search and find what they are looking for. The application store of an omni-channel has to cater to various types of devices. Hence, a perfect retail channel definition should have everything that can help channel traffic easily and effectively.

Business Value

A successful retail channel strategy should be able to derive business value. Every business unit should be developed to deliver a different type of service and at varying prices. Depending on the nature of service and the price point, each unit should be developed and delivered. The channel strategy must define the types of services and offers and the price points that are acceptable to customers. Defining business value enables channel managers to plan the next move in terms of deployment and sales. It also helps them in identifying where improvements should be made to ensure better quality and performance.

Business Processes

The definition of a retail supply chain network should include the functional units that constitute the actual channel. In an omni-channel, all the units are integrated into the same platform. They are not segregated into independent units anymore. Integration of these units ensures that tasks such as inventory control, order placement, order processing, order dispatch, credit, billing and delivery are efficiently handled by the same system.

Performance Measurement

The measurement of performance should be based on the current scenario. Current performance is frequently referred to as a current status indicator. It refers to the current performance of a sales channel. For an omni-channel definition to be meaningful, it should include the historical performance of the sales channel. The measurement of performance should be based on relevant channels as well as types of transactions. For instance, a measurement for a pharmacy-based retail operation should be compared with measurement of a furniture-based retail operation.


Jeff Campbell