Integrasi sistem inventory management berbasis IoT dalam CRM real-time: Studi kasus Zara dengan pendekatan Value Chain Porter

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Published: 2025-08-02
DOI: https://doi.org/10.55904/nautical.v4i2.1548
Keywords:
Customer Relationship Management, Inventory Management, IoT, Real-Time Feedback, Value Chain, RFID

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Dian Gunawan
Telkom University
Hadian Rahmat
Telkom University
Muharman Lubis
Telkom University

Abstract

Transformasi digital dalam industri ritel modern menuntut efisiensi operasional yang tinggi dan pengalaman pelanggan yang unggul. Zara, bagian dari Inditex Group, telah menjadi pionir dalam mengintegrasikan sistem Inventory Management (IM) berbasis Internet of Things (IoT) ke dalam sistem Customer Relationship Management (CRM) secara real-time. Penelitian ini bertujuan untuk menganalisis bagaimana penerapan teknologi sensor RFID, rak pintar, dan sistem gateway IoT di Zara mendukung aliran data langsung dari toko ke pusat distribusi dan CRM analytics, membentuk feedback loop yang meningkatkan responsivitas pelanggan. Dengan pendekatan kualitatif deskriptif dan kerangka analisis Value Chain oleh Porter, penelitian ini menemukan bahwa integrasi IM–CRM meningkatkan on-shelf availability hingga 98%, menurunkan waktu pengisian ulang menjadi di bawah 12 jam, serta meningkatkan skor kepuasan pelanggan sebesar 20%. Implikasi strategisnya menunjukkan bahwa sistem inventory tidak lagi bersifat pasif, tetapi menjadi katalisator dalam personalisasi layanan pelanggan dan pengambilan keputusan yang cepat berbasis data real-time.

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Vol. 4 No. 2 (2025): Nautical: Jurnal Ilmiah Multidisiplin Indonesia (In progress)

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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

How to Cite

Integrasi sistem inventory management berbasis IoT dalam CRM real-time: Studi kasus Zara dengan pendekatan Value Chain Porter. (2025). Nautical : Jurnal Ilmiah Multidisiplin Indonesia, 4(2). https://doi.org/10.55904/nautical.v4i2.1548

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