This may well be the new acronym to push MCR aside – let me tell you about a concept I’ve been working on recently with Simon Clark and Ray Fowler. TCR takes retailing lessons cross-sector and impacts on media, telecoms and services companies dealing with consumers online and across multiple channels.
TCR is the end to end management of physical products and digital assets from production to consumption.
Consumers are buying physical goods and digital downloads through the same channels and increasingly from the same brands. TCR addresses the management of all these products and assets to ensure the desired customer experience and business performance.
As all consumer brands compete for share of wallet Retailers, Media and Telcos are battling each other in a rapidly converging market. Each will approach this opportunity with their own particular business and customer strategy and how each aims to differentiate may vary, but one thing is for sure. How effective they are in their end to end processes for creation, transaction and delivery of products and services will dictate their success.
• TCR is about how customers access your products and services through the range of channels available to them
• TCR is about how companies enable customers to do this effectively through their propositions, processes and systems
• The emergence of digital products and services in today’s broadband world means that physical and digital supply chain issues now overlap
I like Ray Fowler’s sound-bite to describe TCR – “from warehouses to websites, DVDs to MP3s”.
Is this the next new thing, is this the right definition, what do you think?
Tags: multi-channel retail
