Murdoch’s Ranch & Home Supply

Murdoch’s is an upscale, modern-day mercantile that delivers a unique retail experience with well-known brands, quality products and friendly service for folks who live, work and play out West.

“Good data is essential for planning and executing customer marketing strategies. Informatica’s MDM – Product 360 provides relational context around that data to help us create a superior experience that stands out from the crowd.”

Lance Tinseth

CIO, Murdoch’s Ranch & Home Supply

Business Need

Align marketing and IT to create a more efficient operating structure across online and offline retail properties, streamline processes, and enhance the value and operations of the entire supply chain.

Incorporate new data collection and management systems to support customer nurturing initiatives and develop product hierarchies to make the purchase experience more compelling.

Challenges

Accommodate 20-30% product churn each year and integrate new fashion brands and seasonal products
Develop systems to capture structured and unstructured consumer behavior data for analytics to produce actionable intelligence to optimize ecommerce operations and on- and off-line marketing campaigns.
Replace spreadsheet-based data models with automated product data management that provides departments and supply chain partners with self-service tools to deliver better profit-making opportunities.

Build a dynamic data infrastructure to gather, organize, enrich, and leverage product data for more than 200,000 SKUs that unify both brick-and-mortar stores and the online store for a seamless multi-channel customer experience.
Establish data governance guidelines to protect sensitive customer information such as credit card numbers, tokens, and contact information to balance data accessibility with security.

Solutions & Results

Increased sales by enabling faster “go live” product availability—both online and in-store
Created a single source data repository that aggregated information across ecommerce, learning management, digital signage, and other operations for consistency and efficiency.
Fast-tracked onboarding and training new eMerchandising staff

Produced a complete multi-channel picture of customer behaviors and preferences to simplify and standardize merchandising, ordering, and answering customer questions to create an exceptional user experience.
Developed a consistent product, process language and hierarchy to standardize operations across all enterprise teams to improve cross-functional collaboration.
Empowered in-store employees and e-commerce associates to better cater to customer needs with easier access to information and faster delivery of product search results in online and offline endpoints.

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Products & Services

Informatica MDM – Product 360

Combines product information management with robust capabilities in data integration and governance. As a single repository of all product data for distribution in all sales channels, Informatica MDM – Product 360 provides a cohesive, centralized platform for all channel commerce.

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