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Case 2 Brooks Brothers Closes in One Omni Channel Retailing

Brooks Brothers needed to update its information systems to match the shift to omnichannel retailing. It implemented SAP CRM and the SAP HANA database to unify processes across its global stores and preserve its personalized customer service. Brooks Brothers selected SAP HANA for its speed and ease of use over other options. It will now use customer data in real time to offer personalized service and marketing across all its stores worldwide.

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Paulo Arguello
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2K views3 pages

Case 2 Brooks Brothers Closes in One Omni Channel Retailing

Brooks Brothers needed to update its information systems to match the shift to omnichannel retailing. It implemented SAP CRM and the SAP HANA database to unify processes across its global stores and preserve its personalized customer service. Brooks Brothers selected SAP HANA for its speed and ease of use over other options. It will now use customer data in real time to offer personalized service and marketing across all its stores worldwide.

Uploaded by

Paulo Arguello
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Case 2 Brooks Brothers Closes in One Omni Channel Retailing

1. What were some of the information system problems Brooks


Brothers needed to resolve?
As a company with a long and rich history, Brooks Brothers had many
processes and systems that needed a revamp to match the worldwide
shift towards “omni-channel” retailing, emphasizing mobile e-
commerce and an emphasis on data
collection.
2. What critical aspect of Brooks Brothers service did the company
hope to preserve with its SAP implementations?
Brooks Brothers hoped to preserve the personalized service tailored
individually to each customer with its new CRM and database
implementations.
3. Why did Brooks Brothers select the SAP HANA database
management system?
Brooks Brothers selected SAP HANA over other alternatives for its
ease of use and overall speed. Other options allow for more complex
queries, but did not suit Brooks Brothers’ needs as well.
4. How will Brooks Brothers use its new database?
Brooks Brothers will use customer data to continue to offer
personalized service, create customized marketing campaigns, and
analyze purchase histories, all in real time. In the past, the company did
not have a unified system across all of its many stores throughout the
world.
5. Do you think systems
like SAP CRM and SAP HANA are necessary for all businesses with a
global presence? Why or why not?
Answers will vary – businesses with global presence need solutions that
are fast and interconnected via the Web, and which unify processes
throughout the firm no matter how far flung individual stores may be.
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Case 2 Brooks Brothers Closes in One Omni Channel Retailing 1. What


were some of the information system problems Brooks Brothers needed
to resolve? As a company with a long and rich history, Brooks Brothers
had many processes and systems that needed a revamp to match the
worldwide shift towards omnichannel retailing, emphasizing mobile e-
commerce and an emphasis on data collection.

2. What critical aspect of Brooks Brothers service did the company


hope to preserve with its SAP implementations? Brooks Brothers hoped
to preserve the personalized service tailored individually to each
customer with its new CRM and database implementations.

3. Why did Brooks Brothers select the SAP HANA database


management system? Brooks Brothers selected SAP HANA over other
alternatives for its ease of use and overall speed. Other options allow for
more complex queries, but did not suit Brooks Brothers needs as well.

4. How will Brooks Brothers use its new database?

Databases and Information Management 18 Brooks Brothers will use


customer data to continue to offer personalized service, create
customized marketing campaigns, and analyze purchase histories, all in
real time. In the past, the company did not have a unified system across
all of its many stores throughout the world.
5. Do you think systems like SAP CRM and SAP HANA are necessary
for all businesses with a global presence? Why or why not? Answers
will vary businesses with global presence need solutions that are fast
and interconnected via the Web, and which unify processes throughout
the firm no matter how far flung individual stores may be.

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