Given the complexity of their business models, over the decades retail businesses in particular have largely employed functional organisational models. This meant that each business centre worked within its own silo, pursued its own goals and financial objectives, and was optimised to meet them. But this kind of organisation structure and way of working – which is often evidenced in the separation of purchasing and sales activities – has always been somewhat detrimental to the realisation of business goals – in the age of digitization, it is almost fatal.
Customers no longer focus their activities exclusively on a preferred channel but swap channels every minute. More than ever before integrated data structures make it possible to tailor purchasing activities to innumerable target groups and to achieve a high degree of flexibility. In sales, it has long been possible to utilise advertising media that are very strongly geared to margins and inventory situations. Those who master this approach reach the next level and can realise strategic advantages over their competitors