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Integrating Online Content Management Systems for Retail Supply Chains

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Retailers moving online have discovered that there is more to a website than just featuring their products. Retail websites need more than shopping carts and e-commerce integration to run the show. What they need is content. And what could be better than providing retail websites with dynamic content? The very nature of retail websites makes dynamic content a necessity. With growing traffic and increases in the popularity of e-commerce-enabled websites, retailers have felt the need for better methods of managing their websites' contents. Content Management Systems (CMS) have provided viable alternatives to providing dynamic content, thereby generating retail websites with wider business-related applications.

CMS are useful tools in the hands of management to reduce costs, optimize staff, and provide optimal levels of service for customers online. At the same time, they assimilate into existing management systems while maximizing efficiency. At the most basic level, a CMS consists of a set of tools that creates a content feed, then compiles and publishes this information on websites. An advanced CMS also allows for modifying, removing, and archiving website content. Depending upon the amount of sophistication needed, individual CMS systems may vary in features. However, most CMS systems contain features that assist in publishing, revising, search cum retrieve, as well as other advanced features.

Practical implementation of CMS systems is proving to be a boon for retailers. Many online retailers are already moving into the next phase which involves an exciting range of next-generation solutions for integrating state-of-the-art CMS with Supply Chain Management (SCM).



With the help of a state-of-the-art CMS, it is possible to integrate supply-chain elements A key element of advanced CMS is retaining customer information for a reasonable duration, thus eliminating the need for returning customers to re-enter customizable information repeatedly. Retailers are also exploring the ability of a CMS to locate products and create catalogue content from details present on the site. Similar products can be grouped together, enabling the website to quickly redraw the site and present it to a niche group who might be interested in specific consumables like gifts and cosmetics rather than sports and outdoor wear.

A state-of-the-art CMS system will also allow for profit estimation by evaluating the number of online orders received and estimating future orders over a fixed interval. An advanced CMS can also offer the alternative of integrating with other online systems. For example, the website's finance system can accept data directly from the CMS, thus reducing the need for keying in the same data repeatedly. It is also possible to integrate with other systems such as order tracking, dispatch systems, and elementary customer service with the help of an advanced CMS. Customers who place an order with the retailer's website receive an automatic email detailing their order, order status, and expected delivery date.

Most smaller online retailers do not need CMS. However, multi-channel retailers are already looking forward to sophisticated CMS systems that will work with advanced supply-chain features for increased profitability and improved operational effectiveness. Though organizations may feel tempted to go with a cheaper CMS, in the end, it always pays to invest in a higher-end system to prevent redundancy and other issues. It is advisable to select a CMS that offers additional capabilities for merging with existing systems to allow for complete integration of the CMS with Supply Chain Management.
On the net:More Than Content Management—The Benefits of End to End Supply Chain Management
www.nvisage.co.uk/knowledgebase/articles/more_than_content_management.asp

So, what is a content management system?
www.steptwo.com.au/papers/kmc_what/index.html

What is content management system?
searchwebservices.techtarget.com/sDefinition/0,,sid26_gci508916,00.html
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 e-commerce  applications  management systems  projects  customers  websites  online retailers  shopping carts  consolidation  supply chain management


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