Bulldog Reporter – Customers expect a personalized, seamless brand experience across digital and physical commerce touch points, and unified commerce is key to delivering this experience. This is the new mantra in retail—according to new research from Boston Retail Partners (BRP), 43% of the respondents indicated that a consistent brand experience across channels is one of their top commerce priorities. A customer’s journey is no longer a linear path to purchase—it’s now an exercise in connect-the-dots for retailers as they try to piece together customer information, browsing history, inventory visibility and much more to enhance the customer experience.
“Retailers realize that they can no longer operate from within silos, and the convergence of digital and physical commerce is now a retail imperative,” said Brian Brunk, principal at Boston Retail Partners, in a news release. “Unified commerce transcends channels and enables store associates to personalize the experience to a customer based on her digital footprint. It is encouraging to see that so many retailers have implemented or will implement a unified commerce platform within the next five years.”