As a fast moving consumer goods (FMCG) or consumer packaged goods (CPG) company who is accountable for eCommerce sales and revenue in your organisation?
Ecommerce?
Marketing?
Business Development?
Legal team?
HR & Recruitment?
L & D?
R & D?
Distribution?
Leadership?
Accounts?
With many organisations, it falls on the eCommerce or marketing team, but it simply shouldn’t be that way. If you are marketing a product and you run out of stock – it’s wasted budget, unhappy customers and brand loyalty goes down the drain.
The answer to who’s responsible for eCommerce, should actually be everyone and all departments.
eCommerce (sales from any source to be honest) sits with everyone.
Everyone within the organisation should understand their purpose, the part they play, the value, and the reason that they are a very important cog in the wheel of a sale. If one of these cogs is not working or worse, is not aware of the part they play, the machine stops.
This article on Navigating the retail storm through supply chain agility from McKinsey & Company highlights just that with a great example from American Eagle Outfitters Inc. They are implementing an aggressive strategy and reinventing its supply chain to meet customers expectations.
