At the core of retail 4.0 lies vast amounts of data generated from various sources, including customer transactions, inventory levels, and sales trends. MDM refers to the processes and technologies used to ensure the accuracy, consistency, and reliability of this master data across the organisation.

In sectors reliant on vast amounts of data, the optimal approach for enhancing data flow efficiency, mitigating risks, and extracting precise insights from extensive datasets is through prioritising investments in MDM.

MDM serves as the linchpin for consolidating crucial data into a unified hub, facilitating seamless connectivity and integration. This enables stakeholders across the ecosystem to gain transparent visibility into both product and customer data. A well-defined MDM not only adds value but also enhances the effectiveness of digital transformation initiatives through streamlined workflows.

According to a survey by Wipro, 64% respondents said they utilise data to enrich brand loyalty and 54% said it is very helpful in tracking multi-channel sales. The survey was conducted by asking the respondents to point out 3 areas where they saw big data analytics and management to drive growth.

With products distributed across multiple retailers and channels, maintaining consistency and accuracy in product data is paramount for CPG brands. MDM solutions centralise and standardise product information, ensuring that data is uniform and up-to-date across all touchpoints.

Ensuring the accuracy of data obtained from field sales personnel regarding visited and serviced outlets is paramount, alongside monitoring projected product demand in the market. This practice is pivotal within the framework of Retail 4.0.