IBM supports Migros to build the foundation for merging online and offline channels ↷ IBM and Swiss retailer Migros are building a new business process platform that helps unifying the customer experience across all channels .
While e-commerce had dramatically changed the retail business in many areas over the past decade , grocery shopping was long regarded as a pure offline domain – until the outbreak of a global pandemic in 2020 . Since then grocery retailers are confronted with a significant change of their business model , not only due to the growing online demand , but also through other megatrends like sustainability and a frictionless shopping experience .
‘ The large retailers – such as Migros in Switzerland – are beginning to embrace innovation and change at a pace and a magnitude that probably was not known in grocery stores since the invention of the supermarket ’, says Florian Melchert .
He is Associate Partner with IBM Consulting in Zurich , which was chosen by Migros as an implementation partner for one of the largest transformation programmes in its history in order to address this tremendous change . core business processes and implement a single state-of-the-art application platform , that will allow the seamless integration of traditional and online shopping and that is attractive to consumers .’
Why ? Because the positive aspects of both models can be blended into one unified shopping experience . Melchert calls this approach ‘ No-Line Commerce ’. He is convinced that this is the future in an ever-changing retail market , in which the consumer does not really care or need to care where products and services are purchased or even returned to . Consumers can switch the channels as they like .
And this No-line idea will not stop at the traditional supermarket assortment : ‘ Customers are getting more and more used to combining assortments , leverage multiple channels , and switch their buying behaviour frequently . And it is in these conditions large retailers like Migros need to offer services as solutions , in order to retain and even extend their market position .’
Melchert and his team are determined to support Migros , harmonise and streamline
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