Data Warehousing at Rei

Data Warehousing At REI Assignment Four

Khristine Gray

Professor Jose Lepervanche

ISM4011 Introduction to Management Information Systems

13 November 2014

According to an article found on Oracle’s website, data warehouse is a database containing data deriving from transactions or other sources. Analysis is separated from transactions which enables consolidating data from various sources. Recreational Equipment Incorporated, simply known as REI, needs a system that houses information about its customers. Customer outdoor activity is needed to provide better service in identifying and organizing ways that they interact with the company. Some of the disadvantages of consumer cooperatives compared to traditional firms include profits and loss of control. In the area of profits, traditional firms generate good profits by selling products or services at the highest price possible. Consumer cooperatives product and service prices are controlled by their customers who can impact maximizing profits. In the area of loss of control, clearly all businesses need customers to survive. If customers control product prices their voices are of great significance to the organization. Business control seems to lie more in the hands of the consumer rather than in the hands of the business owner.

Some of the marketing strategies that REI’s data warehouse will allow them to use are the ability to recognize members upon login, obtain online and retail purchases or returns, training attendance for equipment or activities, and ability to offer and suggest products and services based on profile. REI would not have been able to establish such a closer relationship with customers and be able to better meet their needs without the data warehouse. Some of the risks or concerns surrounding the creation of a data warehouse are being relevant to REI’s co-op members and taking the time to understand the company’s vision and building a data warehouse around it. IBM’s data warehouse...