After “Big Data”, the new success factor in e-commerce that is being hyped up is “Customer Centricity”. In fact, this is not a new concept, but rather the next, logical step in e-commerce. Customer centricity is an approach to doing business that focuses on the customer’s wishes and expectations. Rather than just reacting to customers’ wishes, customer-centric businesses – retailers as well as manufacturers – rely on anticipating these needs and wants in order to be successful. Luckily, there are already enough technical solutions to enhance the buying process and to meet the expectations of digital natives; nevertheless, the implementation still represents a huge challenge for most companies. Customer centricity presupposes a suitable IT structure, high-quality master data and efficient processes in place. Therefore, customer centricity (as a general approach or a goal) is closely linked to the “digital transformation” of companies and usually entails considerable investments and extensive restructuring.
Engelhorn, a premium fashion retailer, believes in the importance of customer centricity and digital transformation. We have asked Thorsten Huth, Head of the Technical e-Commerce Department at engelhorn and data expert, what really matters.