Erp Case Analysis

1. A high end shopping mall in Bangalore has deployed an advanced smart-phone based solution which will generate data insights from customers visiting the mall. The technology uses real-time analytics to convert data collected from a buyer’s movements in the mall to provide meaningful interactions. Once a customer opts-in for this service, the solution will monitor the preferences based on his location and interests and ultimately will provide personalized services through its mobile application. It uses Wi-Fi sensor routers to track the exact location of the customers and their proximity to the store.

1. What are the different kinds of analytics that the store performs on the data that is collected from the customers?

Ans:

The first type of analytics that the store performs is Descriptive analytics:- This takes into account the movement trends of the customer a few minutes to an hour back post he enters the mall, notes his preferences of stores that he is visiting so that his interests can be categorized. The data could be given to the different stores so that they know when to expect customers and for which product thus helping them in price optimization, customer micro-segmentation and marketing, inventory management, customer sentiment analysis and in-store behaviour analysis.

Post the Descriptive analytics, the store could perform Predictive Analytics:- Through this the store could predict where could the customer go next and help him with a personalized service and information. Every Retailer has a certain goal and on the other hand every Customer has certain desires. These predictive analytical methods help to bridge the gap between the customers and retailers.Predictive analytics provides information on the movement and purchase patterns of individuals while they are at a retail site

One more kind of analytics that the store could have performed is Prescriptive analytics which take advantage of the data of descriptive models and the hypothesis of predictive models and try to answer, not only what the customer will do next, but why they will do so. This will monitor the preferences based on the customer location and interests and ultimately will provide personalized services through its mobile application

b. How could this mall use Social CRM to tap its existing and new customers?

Ans:

Retailers have the opportunity to leverage social technologies in their favors. By understanding that each social action by a customer offers the opportunity for the business to make a touch point, collect data, or build loyalty, the mall could better grasp how important social customer relationship management (CRM) is to them. Some social CRM techniques that could be adopted by the mall are:

1. Engage with customers: The mall could maintain a two-way communication to build relationships. Things like timely response to queries, not leaving online queries unanswered which is extremely important nowadays, round-the-clock monitoring etc. will help retaining and building new customers. Through the mobile app , the mall already has data of customers preferences , thus it could use SMS/mails to send promotional offers which could interest  the customer.

2. Feedback and experience: Through social media, the mall could gather feedbacks and customers experience of the malls and the brands it possesses. The mail could then utilize the understanding to create a better experience for the customer or rather attend to the customer’s requirements.This would help in customer retention.

3. Identify & Reward Your Loyal Customers: People like to be rewarded. So the mail could identify those who engage with their brand proactively through social media and make it a point to promote and reward them. Give them a coupon, a cash back, or a surprise freebie. Let them feel happy and come back to you. This would help in customer retention.

4. Creating a mall specific application : This app would allow customers to view all the brands in the mall , allow them to give suggestions , seek advices , see if a particular brand exists etc. Members could review it, different customers could also connect, advertisements for deals and offers as per the customer preferences could be shown on the side.

5.  Analyzing buying patterns: The mall could analyze which brands the customers are willing to shop with, what eateries they are willing to go to and as per that data , they could brand their existence to gain new customers.                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 

Question:-

With the help of an example, explain how mobility has impacted the functioning of the Supply chain of an organization?

Ans: Mobility in Supply Chain Management means:-

• Better order fill rates
• Reduce pick and place time
• Easier to locate and secure spare parts
• Truck inventory can be audited automatically

Many companies often use obsolete supply chain management technologies, including wired devices acquired through vendors that don’t communicate effectively. These outdated methods cause multiple issues to arise in all areas of the supply chain, from warehouse and distribution management to transportation management, yard management, and labor management. Many channels of communication get dropped in a supply chain without the proper management tools. The good news is that wireless mobile device costs are becoming increasingly more affordable for businesses like yours.