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Over the past couple weeks, we’ve had several of our customers ask us a seemingly simple question: “who should own GDSN within my organization?” Given the logistics-centric origins of GDSN, it’s not surprising that it most typically lives within IT or Supply Chain, rather than in the eCommerce team. But GDSN is not limited to logistics data – it transmits image URLs and marketing feature bullets as easily as it can transmit weights and packaging hierarchy.Realistically, it will be a long time – likely many years – before a critical mass of retailers will accept 100% of the rich content required for omnichannel item setup via GDSN. But we’re already seeing instances today where retailers can leverage some of the attributes, when submitted – for example, through Kroger’s Program Mercury. And since these Global Data Dictionary (GDD) attributes may ultimately flow through to customer-facing applications - like the product page on the website - it’s imperative that eCommerce teams at least understand how the data flows, and enact a proactive strategy to take full advantage of the opportunity. Tweet this!
We’re seeing our most agile customers break down the problem by dividing up organizational responsibility as follows:
Ultimately there’s no single answer that’s right for every organization, but hopefully this overview will help you drive an internal discussion. If we can help or share other brands' case studies, please let us know. And we’d love to hear your own experiences in the comments below.
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