Complex Commerce: Managing the Multi-Store Problem
Despite massive investments in digital transformation, the soaring trajectory of innovation, and consumers who increasingly expect exceptional commerce experiences, much of the infrastructure powering digital commerce has remained unchanged for the past 20 years. The limitations and perceived complexity of traditional e-commerce catalogs have made it difficult for multi-faceted businesses like franchises, channel partnerships, multi-brand organizations, and distributor-to-supplier networks to succeed. In reality, however, the problem is not complexity. The problem is a lack of strategic processes for managing that complexity, leading to poor integration of new data into catalogs and diminished brand identity, tarnishing the customer experience and reducing revenue. Poorly managed complexity causes back-office systems issues that ripple into front-end consumer interfaces and experiences.