Management Information System
Zara is highly vertical-integrated and also centralized. As mentioned earlier, Zara relies more on direct communication with its consumers rather than spending for advertisings. Therefore, flow of information system must be excellent. Zara gathers data
from consumers daily, even several times in a day. The headquarters gather consumers‘
data from its stores across the globe. They use the Personal Digital Assistants (PDA) to gather immediate customer input and feedback and directly send it to the headquarters. Types of information gathered by PDA for example why a customer does not like the clothes and what would make it better. Moreover, in its day to day operation, Zara also uses the Point of Sale System (POS) which includes the transaction processing system that captures customer purchase intentions. The examples will be asking customers what they like and what they do not like in fitting rooms, etc. The POS system show how garments rank in sales in different
Natural Gas generators
at the heart of Inditex‘s
plant and distribution center in Tordera, Spain.
Trucks to ship Inditex‘s products from
the logistics centers daily
52
areas, Therefore, the headquarters can identify their customers‘ purchase behavior and
preferences more accurately, based on their geographic area.
Management Information System
Zara is highly vertical-integrated and also centralized. As mentioned earlier, Zara relies more on direct communication with its consumers rather than spending for advertisings. Therefore, flow of information system must be excellent. Zara gathers data
from consumers daily, even several times in a day. The headquarters gather consumers‘
data from its stores across the globe. They use the Personal Digital Assistants (PDA) to gather immediate customer input and feedback and directly send it to the headquarters. Types of information gathered by PDA for example why a customer does not like the clothes and what would make it better. Moreover, in its day to day operation, Zara also uses the Point of Sale System (POS) which includes the transaction processing system that captures customer purchase intentions. The examples will be asking customers what they like and what they do not like in fitting rooms, etc. The POS system show how garments rank in sales in different
Natural Gas generators
at the heart of Inditex‘s
plant and distribution center in Tordera, Spain.
Trucks to ship Inditex‘s products from
the logistics centers daily
52
areas, Therefore, the headquarters can identify their customers‘ purchase behavior and
preferences more accurately, based on their geographic area.
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