Report Outlines how a Unified Order Management System can Solve the Great Digital Divide Plaguing Retailers
Consumers state that digital influences up to 75% of pre-store visits but less than half of retailers deliver these capabilities
The traditional retail model is being disrupted as consumer expectations and shopping behavior rapidly evolve. A customer journey that remains in only one channel, whether online, mobile or in-store, is no longer the norm. Customers expect to move in and out of a multitude of different channels including in-store, online, mobile, and social media, and they expect a seamless and frictionless transition from one channel to another. This creates a new requirement for retailers to host a single shared shopping cart that moves with the customer.
A common, real-time platform for all customer engagement points is a key tenet of unified commerce. Unified commerce goes beyond omni-channel, putting the customer experience first, breaking down the walls between internal channel silos and leveraging a unified commerce platform. It is not simply the future in-store or Web platform, but combines in-store POS, mobile, Web, order management, call center and clienteling into one integrated platform. Unified commerce, with a common commerce platform, supports all customer touch points and channels. This eliminates integration issues and supports real-time visibility, enabling an enterprise-wide, unified view of the customer, inventory, fulfillment, etc. Unified commerce has become the new retail imperative.
To fix this problem, retailers need to rethink old paradigms and adopt a new approach to unified commerce. To support this desired experience and increased capabilities, retailers need a robust order management solution that can serve as the anchor for the single shared shopping cart and operate as the brains of a unified commerce platform.