Unified Commerce is the goal, what is reality?

Retailers recognize the need for a holistic customer experience that transcends channels, but most attempts are falling short

According to the BRP SPECIAL REPORT: Unified Commerce is the Goal, “Faux” Omni-channel is the Reality, 85% of retailers indicate that unified commerce is a top priority. However, many retailers have taken the “just get something done” approach to deliver a seamless customer experience across channels. The unfortunate result of this quick fix approach is a “faux” omni-channel model that doesn’t execute as promised and risks disappointing customers.

The industry has reached a critical point where retailers can no longer afford to operate from within channel silos. They must transform their organization, business processes and technology to align with the demands of their customers. Retailers realize the importance of offering a true unified commerce environment to their customers but most have not reached that goal yet. Only 18% of the retailers surveyed in BRP’s 2016 POS Survey indicate they have implemented a unified commerce/single commerce platform, and two-thirds of those companies indicated that it “needs improvement.”

Unified commerce goes beyond omni-channel, putting the customer experience first, breaking down the walls between internal channel silos and leveraging a single commerce platform. The idea of a single, centralized, real-time platform for all customer engagement points is a key tenet of unified commerce. A unified commerce platform is not simply the future in-store or web platform, but combines POS, mobile, Web, call center and clienteling into one single integrated platform. It has become the new retail imperative.

This Special Report provides insight into BRP’s 2016 POS/Customer Engagement Survey and highlights the unified commerce objectives and challenges facing leading retailers today.

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