The control tower concept that is provides a framework for collaboration and integration is the perfect design strategy to allow the omni channel to support the change demands of the consumer.  This concept and the practices supporting the concept provide the perfect framework for the retail marketplace to efficiently and effectively support the discontinuous change and disruption to the market driven by consumers and their use of mobile technology.  Retailers require a method to manage and implement changes in their processes and tools to support consumer shopping across all channels and the control tower concept provides the framework for retailers to successfully navigate and quickly understand the results of new tools and processes.   


The control tower concept and tools have already helped the extended supply chain in managing the integration and collaboration across the extended supply chain and these same concepts will help retailers integrate and manage the collaboration and integration across the consumer social shopping and purchasing practices.  Conceptually the control tower provides a centralized means to integration tools and processes across a wide range of partners, tools and processes that is a perfect fit to help retailers with the changing demands of the consumer.  The control tower provides the framework to easily plug and plan new tools and integrate to new partners and processes in manner that can support the discontinuous change that consumers are implementing in their shopping and purchasing practices.


Retailers cannot hope to manage the types and velocity of change that consumers are implementing into their shopping purchasing methods without a robust and flexible framework.  This framework requires a centralized process that will allow for new tools to be easily added and then integrate into the retailers legacy back office systems and procedures without wholesale change and worse changing the integration each time a new tool or procedure is added.  This type framework provides the means to quickly and cost effectively implement new capabilities without impacting the back office legacy applications.  This is critical for the retailer in this changing market and without this type of framework the risk and capability of the retailer to meet these demands would be overwhelming. 


One of the key strengths of eCommerce retailers like Amazon or Google is their ability to integrate and offer new services as the consumer demands change.  They are able to do this because of a framework that easily supports a plug and play integration.  This same framework must be embraced by large multi channel retailers now in order for them to survive, let alone thrive, in this new retail marketplace.  The control tower concept supports this requirement in a manner that allows the retailer to change their face to the consumer without wholesale change in their back office.


And now for the audience participation portion of the show…

ECommerce will have wide ranging impacts on both the retail and manufacturing sectors.  How can you focus these abilities to improve the consumer's experience?  Improving the consumer’s experience will require a re-evaluation of the sales channels, the manufacturing channels and practices and the supply chain channels and practices from the raw materials to the consumers’ homes.  In order to ensure and maintain success in this new reality you must harness the tools and capabilities in many new areas.  How can you support these continuously changing requirements?