As ecommerce sales contribution continues to grow, digital channels are under the spotlight. Increased reliance on the channel brings with it an opportunity to secure additional support and investment.
Many brands and retailers are now asking their digital teams blue sky questions about how big the ecommerce channel can be, how quickly it can grow, and what the optimal investments are.
This is music to the ears of most digital leaders who can now look beyond incremental short term investments, to long term strategic investments that are going to deliver significant growth leaps.
One of the most common questions we are being asked to help our clients answer is “how should I structure my omnichannel operations and do I have the right mix of capabilities to deliver sustained ecommerce growth.”
In the past, omnichannel structure and capabilities have grown and evolved organically, without the appropriate level of strategy and planning.
Assumptions are sometimes made that digital people understand all elements of digital equally well and that one person’s capabilities can be relied upon to deliver a successful ecommerce function. This is similar to assuming that your plumber can fix your lights. You need a range of people and skillsets to keep your house operational, and so too do you need a range of skills to build, grow and maintain a successful omnichannel business.
Some of the core capabilities needed include strategic planning, digital marketing, trading, CRM, planning, supply chain, logistics, analytics, technology, customer service and design.
We recently ran a capability assessment for a FMCG brand looking to expand into international markets via marketplace channels. The approach we took included 4 phases:
The outcome of these exercises will vary greatly depending on the digital maturity of the organisation, what they want to achieve and the ecommerce channels they plan to sell through.
The way in which capability gaps can be addressed, typically falls within one of four areas:
The outcome of any capability assessment should be a phased roadmap that includes all the jobs to be done with assigned responsibilities.
If you would like to discuss how to approach a capability assessment for your organisation, please get in touch.
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