We see Roger Busch as a born communicator. He has 20 years of IT experience, is very conceptual and analytical and has the ability to structure complex relationships and present them in a simple form.
Who is Roger Bush?
I have been working as a consultant and interim manager for several years. My main areas of activity are the evaluation and implementation of ERP and PIM solutions for companies at home and abroad. Due to my education and my professional activities I have both deep technical and business knowledge and experience. 25 years of professional experience have given me the opportunity to work in a wide range of industries. The most formative time for me were the activities in the software industry for banks and in the Commerce. Afterwards I worked for ten years in the Commerce household goods, tools and garden furniture industry and learned about the requirements in the B2B and B2C environment. In the course of my project work, I also gained extensive knowledge of the furniture industry.
What is it like to work as a consultant? What are the biggest advantages and disadvantages?
For me, the biggest advantage and attraction is that I can deal with a wide variety of companies. The diverse demands that customers make on me and my work are exciting, challenging and satisfying. A disadvantage of this form of work is that I am not firmly integrated into a company and therefore usually have to deal with my topics alone. To counteract this, I have built up a network of people and companies with whom I regularly exchange ideas.
Which transformation do you think is going Commerce through at the moment?
My observation is that the one goes through Commerce two essential transformations. One transformation is the shift in sales channels. The stationary Commerce one is being supplemented or in some cases even replaced by the online Commerce one. The second transformation is that information about products and services is available to interested customers easily, quickly and everywhere. The interested customer can quickly and easily get an impression of services and prices. In order to appear competent to the interested customer, the presence in the WEB and the presentation of services and products must be on a high level.both transformations lead to the fact that the customer must have excellent product data in addition Commerce to great assortments and excellent logistics. Since only very few manufacturers can provide sufficiently good data, the data must be maintained and managed by the retailers. New systems and new processes must be introduced for the maintenance and management of product data.
What added value do PIM systems generate?
With a PIM system embedded in the processes and organization, three major improvements can be achieved: First, the maintenance and management of article data is simplified and made more efficient. All information available for a product is stored in the PIM system. Missing information can be maintained and managed in the PIM system at a central location. The second big advantage of PIM systems is the possibility to assign products to one or more classifications. The third advantage of PIM systems is the possibility to export product information in different formats and thus make it available for e.g. e-commerce solutions or customers. In combination with a MAM solution, data and images can also be provided in the necessary formats for the production of catalogues.
What are the challenges for companies regarding PIM solutions?
Once a company has recognized that a PIM solution will greatly simplify the handling of product data, the question arises as to which PIM product is the right one. Should a MAM solution also be used or should a DAM solution even be procured? Before software is considered in detail, it must be clear what requirements are placed on the product. The company must answer the questions of which services and functions are necessary and how the new processes should be designed. This enormously important step is often forgotten or neglected. Instead of dealing with the requirements, time is invested in the presentation of software solutions. When introducing PIM solutions, many companies lack the skills and experience to plan and execute such projects. This missing knowledge can be temporarily added with external experts.
What are the biggest challenges when introducing PIM systems?
I regularly experience in PIM projects that the opinion prevails that with the introduction of a new software solution the problems and questions regarding digitization are clarified. But this is far from being the case. The new software requires adjustments of processes, which have to be developed and implemented together with the people concerned. The tendency towards perfectionism and 100% solutions is another challenge that I am often confronted with in the German-speaking world. At the beginning of a PIM project, not all potentially possible attributes of the product data model have to be known. The product data model will grow in the course of time and be adapted to the circumstances. It is better to start with a not perfect solution than to wait for the perfect specification.
How do you see the artificial intelligence in the Commerce?
I am firmly convinced that AI will play a major role in Commerce this very soon. I see one area of application in the enrichment and refinement of product data, the field in which Onedot is successfully active. Another area I see in the creation of consumer-friendly product texts and the handling of customer inquiries by bots. These are areas where costs can be saved by using AI without compromising the quality of the services.
What is the advice you can give to commerce companies?
I don't presume to be able to give Commerce a general advice, but through the insights into different companies I have realized that the successful companies are those that adapt quickly to changes and use new technologies, even if not everything is 100% clear. Companies have to build up these competences in order to survive in the market.
How do you see the development of trade?
As discussed earlier, this Commerce is subject to major changes. The future will continue to be Commerce operated, but the tools with which it is Commerce operated and the applicable rules are changing.
What do you think best describes the future of retail?
I am convinced that it will Commerce continue to fill the gap between manufacturers and consumers in the future. In order to successfully master this task, he must build up Commerce new competencies in the areas of product data management and the recording of customer needs.
The busch-consulting GmbH was founded in 2014 by Brigitte and Roger Busch.
