Retailer’s Master Data Management Improvements Drive Omnichannel Growth

A $1.2B big box retailer specializing in home décor, with over 50,000 unique items across broad product categories was experiencing steady growth in its physical locations. Expanding the omnichannel experience became a critical initiative to capitalize on the retailer’s strong assortment. The company recognized the need to update and improve its master data management capabilities, particularly in the areas of item setup and foundation data to support this growth.

Initially, the company’s website served primarily as a marketing vehicle to showcase the physical store assortment. As such, the focus on item details was based on what merchants needed to support internal processes. With the expansion of buy online pickup in store (BOPIS) capabilities, the importance of customer-facing item descriptions and detailed product​ attributes became imperative. In addition, the client needed item setup consistency to support other merchandising solution initiatives.

Working closely with the retailer’s merchandise operations and omnichannel teams, Parker Avery defined and updated item detail standards and processes. Throughout the seven-month master data management improvement project, the following key tasks were completed:

• Developed a standards and guidelines document to ensure a consistent approach to the retailer’s item creation
• Defined key product attributes that support online shopping and customer decisions
• Coordinated with product partners to standardize attribute content and format
• Collaborated with product partners and merchants to update key dimension values that support expanding omnichannel capabilities for customer fulfillment
• Provided standard and consistent product descriptions focused on customer-facing content

Deliverables consisted of: ​

• Item setup standards and guidelines
• Updated controlled list of item attribute values
• Updated product descriptions for over 50,000 unique items in the retailer’s assortment