Structured Process Analysis

Structured Process

 Formally defined, standardized processes that involve day-to- day operations; accepting a return, placing an order, and purchasing raw materials are common examples.


The structured process I will focus on is the SALES process at Ralph Lauren. This process involves all activities from the moment a customer shows interest in a product to the completion of a sale and post-sale services.

Scope Process: 

The scope of Ralph Lauren’s sales process includes both in-store and online sales transactions. It covers product selection, payment processing, inventory updates, and customer relationship management. This process ensures that customers receive high-quality service and that the company maintains accurate records of sales and inventory.

Steps in the Sales Process

·      Customer Engagement: The customer visits a Ralph Lauren store or the online website to browse products.

·      Product Selection: The customer chooses desired items, assisted by sales associates or online filters.

·      Order Placement: The customer proceeds to checkout, where the order details are confirmed.

·      Payment Processing: Payment is completed through cash, card, or digital payment systems.

·      Inventory Update: The inventory management system automatically updates stock levels after the sale.

·      Order Fulfillment: For online orders, the warehouse prepares, packs, and ships the items to the customer.

·      Customer Confirmation: The customer receives confirmation of the sale and shipment details.

·      After-Sales Service: Ralph Lauren provides support for returns, exchanges, or loyalty rewards.


Effectiveness and Issues

Overall, Ralph Lauren’s sales process is efficient and customer-focused, supported by strong digital and in-store systems. The incorporation between sales and inventory helps maintain accurate stock levels and ensures smooth customer experiences. However, some issues can arise, such as occasional inventory mismatches between online and physical stores, checkout delays during high-traffic periods, and limited personalization in the online shopping experience compared to in-store interactions. Addressing these challenges could further enhance efficiency and customer satisfaction.


Information System Supporting Sales

Ralph Lauren’s sales process is supported by an integrated Point of Sale (POS) and Customer Relationship Management (CRM) system within its ERP platform. These systems record transactions, track inventory, and manage customer data across retail and online stores.

Five Components of the IS:

1.     Hardware: POS terminals, tablets, barcode scanners, and receipt printers.

  1. Software: Oracle Retail POS and Salesforce CRM for managing sales and customer data.
  2. Data: Purchase records, inventory levels, product SKUs, and revenue reports.
  3. Procedures: Standardized methods for entering transactions and maintaining accuracy.
  4. People: Sales associates, managers, analysts, and IT support staff.


Information Silos and System Issues

Ralph Lauren’s older systems once created silos between in-store, online, and inventory data. The current integrated system largely eliminates this by syncing data in real time across departments. Some Remaining Issues: Occasional data delays between regions. High maintenance and training costs. Minor system lags during peak seasons. Ralph Lauren’s POS–CRM–ERP system improves accuracy, customer experience, and data sharing, reducing most silo problems while supporting global sales operations.


CRM, ERP, and EAI

CRM is an abbreviation for Customer Relationship Management system. It is a suite of applications, a database, and a set of inherent processes for managing all the interactions with the customer, from lead generation to customer service. Every contact and transition with a customer is recorded in the CRM database. Vendors of CRM systems claim that using their products makes the organization Customer-Centric. 


ERP is an abbreviation for Enterprise Resource Planning. It is a suite of applications called modules, a database, and a set of inherent processes for consolidating business operations into a single, consistent, computing platform. The ERP system is an information system based on ERP technology. The Primary purpose of an ERP system is integrations, an ERP system lets the left hand of the organization know what the right hand is doing. 


EAI is an abbreviation for Enterprise Application Integration. It is a suite of software applications that integrates existing systems by providing layers of software that connect applications together. Major vendors for ERP are Oracle with products such as Oracle Fusion Cloud ERP and NetSuite, Sap with products such as S/4HANA, Microsoft with products such as Dynamics 365, Infor, and Workday. Yes, the company has selected SAP’s S/4HANA for its financial ERP operations and its replacing SAP ECC 6.0. The company is also moving towards undertaking its Next generation transformations initiative. Where the company is aiming to replace the multiple ERP systems with a unified SAP based ERP system. 


Inter-enterprise IS

Inter-enterprise Information System is an information system that supports processes and data sharing between two or more independent organizations. These systems facilitate coordination, communication, and business transactions across organizational boundaries. Yes, Ralph Lauren does have an Inter-enterprise Information System, as it has launched a digital tracing system using QR tags for garments which allows them to track the products through the various steps of their supply chain. This is a necessity for a clothing brand as this helps them manage the marketing and promotions for the upcoming selections as they can gauge how long the merchandise might take to be finished and ready for logistical operations.