Book a demo
Login

Navigating complexity in ecommerce: collaboration and integration for digital shelf success

4 minute read

Unraveling the complexities of pickup and delivery in ecommerce

The ecommerce landscape is continuously evolving, with pickup and delivery services from physical stores and fulfillment centers gaining popularity. This growing trend introduces complexities that consumer packaged goods (CPGs) companies must address to ensure seamless execution. The need for efficient inventory management, order fulfillment, and last-mile logistics presents challenges for ecommerce managers. Coordinating multiple channels, optimizing inventory allocation, and meeting customer expectations for fast and reliable delivery add layers of complexity to the ecommerce ecosystem.

To navigate these challenges, ecommerce managers must adopt a collaborative approach. By partnering with supply chain teams, logistics providers, and technology solutions, they can streamline operations and enhance the customer experience. Collaboration enables real-time inventory visibility, efficient order management, and effective last-mile delivery. By embracing technology solutions such as warehouse management systems, order management systems, and route optimization tools, ecommerce managers can orchestrate the entire pickup and delivery process, ensuring smooth execution and customer satisfaction.

Table of Contents

Embracing the power of eretail media for bricks and clicks

With the convergence of brick-and-mortar and online retailing, media has gained significant importance in the ecommerce landscape. This shift adds another layer of complexity for CPGs to tackle effectively. Traditional marketing channels alone are no longer sufficient to reach and engage consumers. Eretail media, encompassing advertising placements on online marketplaces, retailer websites, and social media platforms, has become a powerful tool for brand visibility and conversion optimization.

To leverage the power of eretail media, ecommerce managers must integrate it into their overall marketing strategy. By collaborating with marketing teams, they can ensure eretail media is given due consideration in the brand media plan. Eretail media should not be confined to trade spend budgets alone but should be viewed as an integral part of the overall marketing mix. By demonstrating the impact of eretail media on driving online and offline sales, ecommerce managers can secure greater budget allocation and effectively optimize their digital shelf presence.

 

Maximizing ecommerce success with the right tech stack

To achieve success in the ecommerce realm, relying on a siloed approach to technology infrastructure is no longer sufficient. Many CPGs have accumulated various tools and data sets over the years, resulting in isolated information islands. However, to drive optimal outcomes, it is essential to have the right combination of data inputs, robust insights, and an interconnected tech stack that prioritizes actionable insights.

Ecommerce managers must evaluate their existing tech stack and identify opportunities for integration and consolidation. By centralizing data and leveraging advanced analytics tools, they can gain valuable insights into consumer behavior, market trends, and inventory performance. These insights enable better decision-making and drive the overall ecommerce strategy.

Implementing a unified tech stack also facilitates collaboration among different teams within the organization. By breaking down data silos and fostering data-driven discussions, ecommerce managers can drive collaboration, alignment, and a unified approach to achieving digital shelf success. Additionally, leveraging automation tools and artificial intelligence (AI) technologies streamlines processes, enhances efficiency, and enables scalable growth in the ecommerce space.

 

Overcoming organizational challenges for effective ecommerce collaboration

Collaboration presents unique organizational challenges within the CPG landscape. There is no one-size-fits-all solution, as each organization has its own dynamics and requirements. However, fostering a collaborative culture is crucial for effective ecommerce execution and optimization. Organizations must encourage cross-functional collaboration, break down silos, and align goals to drive holistic ecommerce success.

One approach is to establish dedicated ecommerce teams as project-focused units, responsible for spearheading ecommerce initiatives. These teams can collaborate closely with various functions across the organization, leveraging their specialized expertise to drive each element of the ecommerce business. Another model involves embedding ecommerce specialists within different departments, ensuring seamless integration and execution throughout the organization.

Regardless of the organizational structure, collaboration is the key. By establishing clear communication channels, promoting knowledge sharing, and nurturing a culture of collaboration, organizations can break free from departmental barriers and harness the collective expertise of their teams.

 

Looking ahead: innovating and adapting in the ecommerce landscape

In the rapidly evolving omnichannel landscape, innovation and adaptability are crucial for sustained success. Ecommerce managers must stay informed about emerging trends, technological advancements, and shifts in consumer behavior. They must actively seek out opportunities to innovate and differentiate their ecommerce offerings to stay ahead of the competition.

 

Continual learning and upskilling are essential for ecommerce managers and their teams. By investing in training programs, attending industry conferences, and networking with ecommerce experts, they can stay abreast of the latest developments and acquire the necessary skills to thrive in this ever-changing landscape.

Collaboration plays a vital role in fostering innovation. By collaborating with technology partners, industry experts, and even competitors, ecommerce managers can explore new possibilities, share best practices, and drive industry-wide advancements. Through collective efforts, the ecommerce ecosystem can continue to evolve and deliver exceptional experiences to consumers.

In conclusion, successfully navigating the complexities of the ecommerce landscape requires a collaborative and integrated approach. Ecomm managers must prioritize collaboration across functions, integrate eretail media into their marketing strategy, optimize their tech stack, and foster a culture of innovation. By doing so, they can maximize their presence on the digital shelf, deliver seamless consumer experiences, and thrive in the dynamic ecommerce ecosystem. Embracing collaboration and staying at the forefront of industry trends will enable ecommerce managers to unlock new opportunities and drive sustained growth in the digital era.

Related content

Tagged

Subscribe to ‘The Digital Shelfie’ newsletter.

Latest insights

Email adresses

Solutions

Subscribe to our newsletter

Copyright © 2023 - Data Impact by NielsenIQ

Privacy policy

Data collection - Use of cookies - Consent

DataImpact undertakes to ensure that the collection and processing of your data, carried out from the www.dataimpact.io site, comply with the Data Protection Act and the RGPD. This processing is necessary for the execution of our services and the internal functioning of our company. For any information on the protection of personal data, you can also consult the site of the Commission Informatique et Liberté www.cnil.fr.

Identity of the data owner:

Personal data are collected by : Société par actions simplifiée DataImpact whose registered office is at 39 Rue Lucien Sampaix, 75010 Paris, RCS PARIS 799 367 222 T: +33 (0)1 42 51 87 08

Purpose - use of your data:

DataImpact is likely to collect personal data about you for the purposes necessary for its activity, whether in terms of recruitment, responding to your requests for information, execution and monitoring of service contracts. Types of data collected: DataImpact only collects data that is strictly necessary for the purposes of its activity. The personal data collected can be the following:

-In the context of a request for information (name, first name, email, telephone, company name).

-As part of a recruitment process: (surname, first name, email, telephone, company name), information on the curriculum vitae (marital status, surname, first name, date and place of birth, nationality, professional background, academic background, hobbies)

-If necessary, connection data including your IP address may be collected for purely statistical purposes.

Origin of the data:

The personal data collected by DataImpact are those directly given by the person concerned when using the contact form or surfing on the site www.dataimpact.io.

Intended transfers of personal data to a non-EU Member State:

To date, DataImpact does not transfer, nor envisage any transfer of your personal data to a non-European Union member state.

Retention period of the categories of data processed:

Connection data are kept at the latest within one year after connection to the www.dataimpact.io website.
Data relating to applicants for a post are kept at the latest five years after the last contact, with a view to possible recruitment.

Data of prospects are kept no later than three years after the last contact.

Customer data are kept for the duration of the service contract.

Protection of your data:

DataImpact ensures that its employees and service providers, subcontractors or hosts, also respect the absolute confidentiality of the information provided to them.

We maintain in-house electronic and organizational security measures in relation to the collection, storage, and communication of data.

Your rights under the Data Protection Act:

DataImpact takes all appropriate measures in order to facilitate the exercise of the rights of its clients regarding their personal data (right of access, rectification, deletion, limitation of processing, portability, to define the fate of its data after death).

The information provided in connection with the exercise of these rights is provided in writing or electronically. On request, the information may be provided orally. All requests should be sent by post to 739 Rue Lucien Sampaix, 75010 Paris or to [email protected].

In accordance with the regulations in force, your request must be signed and accompanied by a photocopy of an identity document bearing your signature and specify the address to which the reply should be sent. A reply will then be sent to you as soon as possible and in any event within one month of receipt of the request.

Flows out of your data after your death:

The new article 40-1 of the French Data Protection Act allows individuals to give instructions regarding the storage, deletion and communication of their data after their death.

You can read the procedure relating to these directives by following the following link: “https://www.cnil.fr/fr/ce-que-change-la-loi-pour-une-republique-numerique-pour-la-protection-des-donneespersonnelles#mortnumerique”.

Cookies:

You are informed that, during your visits to the www.dataimpact.io website, a cookie may, if necessary, be automatically installed on your browser software. A cookie is a small file stored on your computer. As such, it is a block of data that does not allow users to be identified but is used to record information relating to their browsing on the site. Cookies are used, on the one hand, to facilitate your navigation on the site and, on the other hand, for statistical purposes. In order to better know the frequentation of the site, we (mainly) measure the number of pages viewed, visitors, visits, as well as the activity of visitors on our site and their frequency of return.

The parameters of the browser software make it possible to inform about the presence of cookies and possibly to refuse them in the manner described at the following address “http://www.cnil.fr/vos-libertes/vos-traces/les-cookies/”.

You have the right to access, withdraw and modify personal data communicated through cookies under the conditions indicated above.

Terms of Service

Article 6 III of the Law of 22 June 2004

Société par action simplifiée DataImpact
39 Rue Lucien Sampaix, 75010 Paris
T: +33 (0)1 42 51 87 08
M: [email protected]
RCS PARIS 799 367 222

Director of publication: Yacine TERKI

Hosting : O2 SWITCH 222 Boulevard Gustave Flaubert 63000 Clermont-Ferrand

Terms and conditions of use:

The information contained and consultable on this site is provided for information purposes by DataImpact. They can be modified at any time without notice. Under no circumstances does it constitute advice or a service of any kind whatsoever. You assume full responsibility for the use of this site or the information it contains.

DataImpact cannot be held responsible for damages related to the consultation or use of the website by the user. Hypertext links may refer to third party sites over which DataImpact has no control.

DataImpact declines all responsibility for the content of these sites. The use of this service is reserved for strictly personal use. Any reproduction or representation, of all or part of the information, brochures or logos contained on the site, on any medium whatsoever, is prohibited. Failure to comply with this prohibition constitutes an infringement that may result in civil and criminal liability of the counterfeiter.