Scott Langingham (host of developerWorks podcast) and Todd “Turbo” Watson (blogger and tech evangelist) talk with John Marchionda and Simon Howard from Husqvarna, during the Smarter Commerce Global Summit 2012 in Orlando.
“If you look at the role of digital and where that’s taking marketing today, is that most consumers are online. They’re using digital platforms to communicate, so if we are going to interact socially with that dialogue and/or go where they go for information, we have to have the necessary platforms in place to be able to do the marketing things we want to do. So, that’s where I look to my [IT organization] to say ‘Hey, are we able to do this?’”
Smarter Commerce is designed to help companies better integrate and more effectively manage their value chain. It includes buy, market, sell and service processes that put the customer at the center of decisions and actions, leading to greater customer loyalty, revenue and profit margin growth, and agility. Smarter Commerce increases customer value, regardless of what or how a company currently sells. It does this by putting the customer at the center of specific business processes such as inventory optimization or reverse logistics. But it also takes a higher level approach, gradually reorienting the entire business model — from how a company approaches innovation to how it designs its operations — based on deep customer and market insights.
