A Guide to Unified Commerce
The demand for personalized consumer omnichannel experiences has led companies and e-commerce managers to rethink their operations and put the need for consumer experience optimization at the top of their business priorities.
At the same time, with online channels having a central weight in business life, there is a growing need to collect and analyze data to gather valuable insights about customers, their preferences and desires. To do this, several data collection and analysis software solutions can be used. However, these solutions are independent and disconnected, which can keep companies from making the best use of their data.
Today, organizations use integrated technologies to handle e-commerce businesses, enabling effective communication and the linkage of data gathered from numerous points of contact. This experience has helped people understand the benefits of using a “unified commerce” strategy and has given us some tips on how to make the plan effective.
What is Unified Commerce?
The goal of unified commerce is to consolidate all your customer and product data onto a single platform. These platforms can connect various customer relationship management, e-commerce, and mobile commerce systems, among others, to assist in enhancing the customer experience.
It is essential to have a strategy that unifies all channels to provide the same information that the client expects, keeping in mind that the objective of unified commerce is to encourage individualized shopping experiences that satisfy consumer expectations. All channels must be connected in order to provide a steady flow of information sharing and to lessen data gaps on specific channels. When used in this methodology, you might experience advantages like:
- Real-time stock viewing and updating.
- Provide quick and simple experiences and raise consumer satisfaction, as an improved point-of-sale system can offer useful data and make automatic payments easier at the register.
- Save time on integrations because there won’t be as many channels across as many platforms.
- Simplify performance, KPIs, and data analysis.
The Benefits of Unified Commerce
Today’s consumers have grown accustomed to expecting accommodations and choices for everything—from where and how they watch movies, listening to music, and eating dinner—to how they get to and from their places of employment. When people shop for, contrast, pay for, and receive the goods they purchase, they demand the same agility. Customers want to interact with brands and sellers whenever it is convenient for them, and they want to be aware of what they will receive and how they will be treated each time they use a company’s product, store, or online site.
Soon, unified commerce will be considered standard. Customers will be delighted by the various pathways that first movers develop unified commerce engagement across platforms and media can establish, creating a durable competitive advantage:
Consistent, welcome content and improved conversion rates are guaranteed when every customer-to-brand engagement is delivered using the precise tone, timing, wording, offers, and visuals that each consumer finds compelling.
Flexible POS and Fulfillment
A contactless self-checkout that accepts digital wallets and loyalty points in addition to cash, credit, and debit cards will increase sales and basket sizes by making it simple for customers to shop in-store, at the curb, or at home.
Better Use of Data
Gathering and studying information about consumer purchasing habits, online and offline site visits, browsing preferences, demographics, timetables and triggers for purchases, and other information.
To ensure successful connection with the 78% of consumers who completely dismiss marketing messages that are not individualized and matched to their interests, use granular segmentation at every touchpoint.
Automating repetitive and routine processes with robotics reduces errors and improves inventory management, fulfillment, customer service, and marketing campaigns.
Optimal Media Mix
Reaching into unified commerce gives brands access to useful real-time, consumer-focused data about the where, when, why, and how of each consumer’s shopping habits. By choosing the platforms, messages, suggestions, offers, and time frames that best serve clients, businesses may allocate their marketing budgets more effectively.
How To Get Started
Despite the advantages mentioned above, it’s crucial to remember that implementing a unified commerce process might be difficult at times. For instance, the installation fee and turnaround time for unified commerce are two initial obstacles to its introduction. It can also be important to reorganize your team. It takes time to develop a unified commerce strategy, and the result should always be a channel that prioritizes the quality of the service and the user experience.
Therefore, you must first evaluate the current state of your business before making any investments in a unified commerce platform. What cross-channel communication already exists, and where are the biggest gaps? To evaluate the level of service and communication you are offering in terms of simplicity, convenience, and customization, we advise modeling several client journeys. Before attempting to connect systems, it’s also crucial to make sure you have the proper technological foundation in place. Process optimization is essential; thus, you should always start by conducting a people-based audit of your current procedures.
We’ve concluded that unified commerce is the future direction of e-commerce. Unified commerce, in our opinion, is an advancement of omnichannel and can assist e-commerce companies in keeping up with customers who are increasingly online and prioritize the customer experience.