Case USA39: How a Global Retail Brand Substituted Omnichannel Dashboards for Enterprise Architecture Design
- Sunil Dutt Jha
- Aug 14
- 1 min read
Overview:
This case is part of a 100-diagnostic series exposing how US enterprises have mislabeled visibility tools as Enterprise Architecture progress.
In global retail, a recurring pattern is treating omnichannel dashboards as evidence of architectural maturity.
Sales data from online, in-store, and wholesale channels was unified into slick dashboards, giving executives a real-time view — yet the enterprise structure linking pricing, fulfillment, returns, and customer service was never modeled.
P1–P6 Insight Preview:
Dashboards improved cross-channel monitoring (P6 business) and integrated data components (P4), but lacked enterprise pricing strategy alignment (P1) and process architecture for unified order management (P2).
System behavior (P3) remained fragmented; tech ops (P6) maintained multiple reconciliation jobs to keep figures aligned.
Role Disconnects:
CEO: “We finally have a single view of sales” — but fulfillment still runs in silos.
CIO: “Our channels are connected” — only in the reporting layer, not in operations.
Sales Head: “This view helps us spot trends instantly” — but acting on them is slow and manual.
Chief EA: We connected reports, not the enterprise.
Head of Omnichannel Operations: I can see performance gaps — but I can’t fix them without going through five different systems.
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