Why achieving unified commerce should be a priority

TheRecord – If unified commerce is high on your priority list this year, you’re not alone. Citing a recent survey by Boston Retail Partners (BRP), Retail TouchPoints reported that 81% of retailers will be using unified commerce platforms by the end of 2020.

And BRP “identifies cloud-based unified commerce — the use of a single platform to support commerce for stores, mobile and the web — as the linchpin to competing in a fast-changing, omnichannel environment.”

Increasingly, a unified experience is also defined as a personalised experience. “Consumers no longer ‘need’ to go shopping — if a consumer wants an item she can pull out her smartphone, click a button, and the item will be at her door within a day or two. The advent of online shopping has made us constant consumers,” said BRP in a 2017 report, Personalising the Customer Experience. “Because of this constant ability to shop and easily research the lowest price, retailers — especially those with brick and mortar locations — need to further differentiate themselves to entice customers into the store. Providing a more personalised experience and offering value-add services can help even small retailers differentiate and compete successfully against companies like Amazon. The best and most powerful way to succeed is through personalisation.”

BRP’s report cited these findings from other studies, 84% of consumers choose to interact with sales associates when at a physical retailer (Salesfloor), 87% base purchasing decisions from the advice of a retail employee (Salesfloor) and 46% of shoppers will buy more from a retailer that personalises the shopping experience (eMarketer).

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