How do we get from faux omni-channel to unified commerce? – RetailTechCon 2016 Workshop Recap

Boston Retail Partners conducted the “How do we get from faux omni-channel to unified commerce? ” workshop at RetailTechCon in Orlando on March 31, 2016. The workshop brought together leading retailers for a discussion on how retailers can fix the problems associated with “faux” omni-channel and achieve a unified commerce environment.

This interactive workshop included audience participation and an artist summarizing the discussion with graphic images in real-time (see below).

RetailTechCon 2016 Unified Commerce Image

RetailTechCon 2016 Workshop DiscussionThe retail executives attending this session debated the benefits and challenges of implementing a unified commerce system as well as several key implications to consider. It was a lively debate with some very interesting points from a pragmatic retail perspective.

Many retailers have taken the “just get something done” approach to deliver a seamless customer experience that transcends channels. The unfortunate result of this quick fix approach is a “faux” omni-channel model that doesn’t execute as promised and has the risk of disappointing customers.

Retailers can no longer afford to operate within channel silos. Now is the time for retailers to transform the organization, business processes and technology to align with the new shopping behaviors and expectations of today’s customers. A unified commerce platform is the new imperative for handling orders, fulfillment and inventory across channels in real-time. Retailers still have a long road ahead to achieve a successful unified commerce platform, but increased customer satisfaction and profits will make it worth the effort.2016 RetailTechCon Recap_Cover

Here is a link to download the document that recaps this workshop discussion:

DOWNLOAD: 2016 RetailTechCon Workshop Recap – How do we get from faux omni-channel to unified commerce?

As always, I am interested in your feedback on this topic. Please share your opinions and comments below.




Ken Morris

Ken was CEO and President of LakeWest Group and founder of CFT Consulting and CFT Systems, a retail software company. Earlier in his career, he held retail information technology executive positions at Lord & Taylor, Filene’s (Macy’s), Talbots, Stop & Shop Supermarket Company, and Sears. His experience is with strategy, selection development and deployment of retail management systems and processes.


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