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Myer using mobile apps to stay competitive

Shahida Sweeney | Nov. 11, 2014
The Australian retail giant see its future in mobile reporting, digital, and analytic tools.

Australian retail group, Myer, is fast-tracking investments in mobile, digital and online apps under moves to deliver an "omni-channel" experience for customers and build on its $3.1 billion in annual sales.

The future lies in integrating online and mobile channels, according to Wayne Black, the retail giant's business intelligence manager.

Black, who was a panel member at the IDG Australia's recent CIO Summit in Melbourne, told delegates that mobile and online channels are central planks for Myer's ICT investment strategy.

Mobile reporting is streamlining business processes while "moving managers from the back room directly to the store floor."

Myer's investment in mobile and online apps supports anywhere, anytime communication between customers as well as 12,500 staff nationally. These channels also potentially reach 54,000 shareholders and a network of 1,200 suppliers globally, he says.

The success of mobile reporting lies in managers' ability to gain an overview of business operations, sales channels as well as the supply chain, says Black.

This is being done increasingly through managers' smart phones and other mobile devices. These factor in managers' bring-you-own or choose-your-own devices. Analytics data can now be accessed using mobile devices -- while offering a snap-shot of business operations -- from the back-room directly to the shop floor, he says.

Gaining full business visibility
Organisations are investing in the integration of mobile and online apps with business intelligence and analytics tools, says Black. Success lies in gaining full visibility about business performance and customer needs across all lines of business.

A key driver for success lies in gaining mobile access to sales reports, inventory or the supply chain, Black says. This access incorporates a judicious mix of grids and graphs while enabling managers to customise their view of reports or make split-second decisions.

The challenge for Myer, before investing in mobile reporting, was that staff needed to manually run and assemble a report for each store. These reports then had to be sent out individually to each store manager. The process was repeated every hour. This reporting system was cumbersome, inefficient and error-prone.

"There was also no centralised business intelligence (BI) or analytics template for users," Black says.

Investments in mobile reporting, together with BI tools, now enable store managers to gain routine reports about inventory, sales or performance figures. They can also track the movement of goods across the supply chain and replenish items as and where needed.

At-a-glance reporting
In a new reporting environment, floor-level staff are making snap decisions using smart phones or mobile devices. Reports can be consolidated faster -- with better visibility of sales and performance across lines of business.

While a manually-assembled report tool 4 hours each day to create, it now takes 20 minutes to compile and share a report using mobile and BI platforms.


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