This document discusses the growing importance of omnichannel commerce and managing product information across sales channels. It notes that the number of sales channels is expanding, and customers now shop in nonlinear ways, using multiple channels. To provide customers with seamless experiences, companies must offer consistent experiences, branding and information across all channels. The document emphasizes that high-quality, standardized product information is a key differentiator and must be managed across the entire supply chain and all systems to avoid errors and duplication. It provides an example of the challenges faced by Office Depot in centralizing and standardizing its product information management.

1. Omnichannel – Information Management Is King!!
Jos Schreurs,
Partner @ Qhuba
Schelle, November 2014

2. The world is changing…!
The Strategy Execution Network!
2

3. The number of channels is exploding - !
each with it’s own strengths…..and weaknesses!
• Social interaction
• Product discovery
• Marketing
• Price-checking
Pre-
Purchase
Purchase
Post-
Purchase
• Cashless/cardless
purchase online or in-store
• Self-checkout
• Order management
• Customer service
• Loyalty
Traditional Omni-channel
The Strategy Execution Network!
3

4. Technology dramatically changed the
shopping process and experience!
The Strategy Execution Network!
4

5. The new consumer uses a non-linear path!
The Strategy Execution Network!
How Cynthia shops
Cynthia wants a new
LAPTOP
Check
BLOGS and POSTS
Check with FRIENDS
Check ONLINE REVIEWS.
Check PRICES online RETAILERS.
BUY in physical store
(or online If conditions would
be better)
5

6. Moving to omnichannel to offer!
customers a seamless shopping experience!
Single Channel Multi-Channel Cross-Channel Omni-Channel
The Paste
Retailer most often had
only one channel,
e.g. a shop or only
catalogues (mail orders)
The Strategy Execution Network!
The First Step
Channels are standalone.
Customer confronted
with different assortment,
prices, deals, etc.
eCommerce is separated,
systems are silo-ed
The Current State
Alignment in brand
experience, Assortment,
Prices, etc.
Backoffice (organisation,
Systems) however not
integrated
The Ambition
Consistent experience
across all channels,
marketing not scattered,
systems integrated,
customer has seamless
experience while moving
between channels
6
Backoffice
integration
(processes, systems,
organisation and data)

7. Commerce in the omnichannel world!
Virtual Marketplaces
lead to more growth and profit
The Strategy Execution Network!
Longtail
to be THE place for e-shopping
Processes
o Auto onboarding new products
o Auto enrichment of product information
o Auto data QA
o Make content unique
Vendor management
o Dropship capabilities
o Product EAN, MPN & Brand for product
onboarding and auto enrichment
o Rich product information
o Contracts need extended SLA’s
Customers
consumers &
professionals
Vendors
manufacturers,
distributers,
retailers
Marketplace
Operators
Growth
More products
+
Better Prices
+
Great service
Profit
No stock
+
No logistics
+
Less IT
7

8. Omni-Channel: Focus of Winners !
Uniform brand identity
across channels
Customer insight across
channels
Rich Product Data
Build a brand Community
The Strategy Execution Network!
Source: RSR Research
8

9. Product Information is differentiator in
successful omnichannel strategy!
eCommerce is more than SEO, Webdesign, Usability, etc…content is king
Product information is a key differentiator driving SEO, customer satisfaction and
shopping basked value and also reducing returns, broken order processes, etc
This impacts all parties in the value chain, from manufacturer up to distributor up to
reseller and retailer.
Managing the information value chain…..growing into….
Goods
Orders
Financial
Product
Informa.on
Managing the information network ecosystem
Goods
Orders
Financial
The Strategy Execution Network!
Manufacturers
Distributors
&
resellers
Retailers
Customers
(B2B
or
B2C)
Product
Informa.on
9

10. Product Information is however often stored in silo’s and
scattered over the system landscape!
The Strategy Execution Network!
PUBLISH
DATA & IMAGES
MANAGE
DATA & IMAGES
Call centre
Web
Catalogues
Brochures
ERPs
ERP
Price,
Stock,
etc
Marketing
Publishing
Supplier
Supplier
Supplier
Supplier
Buyers
CD
Supplier
Supplier
Supplier
Supplier
Supplier
Product
Managers
Merchandiser
Translation
agency
Core
Product
data
ONBOARD
DATA & IMAGES
§ Publica(on
centric
§ Informa(on
sca3ered
over
many
sources
§ Non-­‐standardised
interfaces
§ Mul(ple
data
entries
and
duplica(on
of
data
resul(ng
in
many
errors
§ Long
(me-­‐to
market
10

11. The Strategy Execution Network! 11

12. Core Competencies
Industry Experience
The Strategy Execution Network!
Jos Schreurs
• Omnichannel transformation
• (Product) Master Data
Management
• Program/Transition Management
• Restructuring, reorganization,
crisis management
• Management of ICT
• Retail
• Media
• Insurance
• IT services
Work experience:
Qhuba: Partner Master Data Management
Office Depot (via Qhuba):
• Program Manager MDM
• Program Manager Content Mgt Solution
Royal Wegener
• CIO and Managing Director ICT/Media
• Director Business Development
• Program Director common process/systems
• Project Manager ICT integration
Origin (now Atos)
• Project Manager Akzo IT insourcing
• Account Executive Insurance Market
Digital Equipment Corporation:
• various IT functions
12

13. The Strategy Execution Network!
The
journey
to
product
data
excellence
13

14. The Strategy Execution Network!
§ Office Depot and OfficeMax merged in
November 2013.
§ The new Office Depot is a global provider of
office products, services, and solutions.
§ Worldwide sales: 17 billion
§ 66,000 employees across the globe
§ Active in 59 countries, (19 in Europe), with over
2,200 retail stores, award winning e-commerce
sites dedicated Sales organisation, Call centre,
email campaigns and eCats
§ Each month 330 books/45.000 unique pages/
year for complex region (DACHBLX)
§ Leading brands includes Office Depot,
OfficeMax, OfficeMax Grand & Toy, Viking,
ATIVA, TUL, FORAY and DiVOGA.
Office Depot
14

15. Before the start of journey
This part of the presentation is not public.
For a personal request for this part of
The Strategy Execution Network!
eCommerce & Marketing Operations
the slidedeck, please contact
jos.schreurs@officedepot.com
15

16. The Strategy Execution Network! 16

17. The Strategy Execution Network!
Qhuba contact details!
For PIM / Master Data Management:
Jos Schreurs
+31.6.533.529.45
jos.schreurs@qhuba.com
Wim Griffioen
+31.6.512.105.51
wim.griffioen@qhuba.com
Creative Valley
Orteliuslaan 23
3528 BA Utrecht
The Netherlands
www.qhuba.com
17