The Executive's Handbook to Modern Digital Commerce

Oracle E-Book – How to get the most out of your technology investment and provide a superior shopping experience.

Ten short years ago, brands relied upon a handful of point solutions for their digital commerce needs. The mobile frontier loomed, the Internet of Things hadn’t been born, and arti cial intelligence was still a Hollywood fantasy. Nearly every brand sold more products in-store than online. In what felt like an instant, everything changed.

Mobile exploded.Technology evolved. Innovative organizations created extraordinary digital commerce experiences, which in turn heightened customer expectations across the board.

The pace of digital change left many in the dust. For the rst time in digital commerce history, key digital commerce solution providers began developing integrated cloud suites.These early offerings forced brands to choose between site performance and an ideal customer experience. Inef ciency and legacy challenges ensued.

Fortunately, today’s digital commerce teams, from marketers to developers, no longer need to choose between speed, scale, functionality, or innovative site experiences.

We created this handbook to help digital commerce leaders make a compelling case for having it all.


“Real-time retail, through unified commerce, enables retailers to identify the customer and gather, analyze, and disseminate customer, product, pricing, and inventory data across all channels—instantly. Consumers expect a seamless experience in the store, on the web, and via their mobile device— making real-time retail the new industry imperative.

Retailers are increasingly turning to a common, unified platform to deliver consistent, relevant shopping experiences across all channels. This centralizes data storage and application integration and allows easier real-time access to information across the ecosystem (stores, distribution centers, suppliers, etc.).  According to BRP’s 2017 POS/Customer Engagement Survey, 9% of retailers currently offer a single commerce platform, with 62% planning to implement one within three years.

Cloud computing, either off or on premises, offers the quickest and surest path to seamlessly connect all ecommerce, mobile commerce and in-store transactions to order management, inventory, marketing, financials, supply chain, and customer service. Retailers are recognizing the value of centralizing applications in the cloud: speed of deployment, faster software updates, lower software costs, and a real-time, single version of the truth.”


“Many retailers have started down an omnichannel path by offering services that emulate the seamless holistic shopping experience that the customer expects, but in most cases the method is manual and involves complex integration across multiple systems and processes, and often doesn’t work very well in real time.

There are several bottlenecks or challenges retailers face on the road to implementing a uni ed commerce platform, including: complicated and rigid legacy systems, inadequate network bandwidth, lack of budget/funding, limited time and staff resources, and navigating the complex, rapidly evolving solution landscape.

The first step to overcoming these challenge is to develop a long-term business and IT plan that identi es the roadmap, the strategies, the process, the organization structure, the matching application portfolio, and the mission critical ROI driven implementation sequencing retailers can execute against.”

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