With digital commerce revolutionising retail, unified commerce becomes a whole new ball game of opportunities for retailers.
Unified commerce is about transforming the customer journey. It’s about removing the friction from shopping by giving the customer the information and support they need to make a buying decision.
There are four major themes emerging across the current retailing landscape:
Increased customer expectation and sophistication
Customers have increasingly higher expectations of convenience and access to information, products and service. Technology can help retailers get a better view of their needs.
When making technology investment decisions, retailers need to focus on advancements that will improve the overall customer experience and remove friction from the buying journey.
Unified commerce is here and it’s beyond the omni-channel promise
An integrated in-store and online experience is no longer a nice-to-have. It is now a matter of survival in the competitive retail landscape.
Ecommerce solutions have already leapfrogged POS - with the ability to perform everything that POS terminals do - while providing richer data about customer journeys, faster updates to information, inventory and offer in near real-time, with generally higher levels of reliability.
This opens up the almost limitless potential of integrated data and solutions:
- A single view of the customer’s interactions and purchases, whether in-store or online.
- A unified system of managing a widely distributed fulfilment network through optimal selection of store, distribution centres (DC) and third-party logistics (3PL) models
Overcoming the barriers to unified commerce
Unified commerce is not a goal in itself, instead it is the enabler for placing the customer experience front and center to your strategy.
By locating and processing data and transactions on one integrated platform, retailers gain a single source of truth that delivers accurate and up-to-date information, reducing the number of critical connections to inventory, sales management and fulfillment systems that are a necessary and critical point of failure in many retail architectures today.
How true unified commerce technology can fit your strategy
Point of sale systems are becoming increasingly connected within the overall business system architecture. They must be integrated with, or to your ecommerce platform.
Whether your customer starts their buying journey online or instore, using the most convenient channel becomes irrelevant. Their entire sales history, and your entire fulfilment network is at their disposal to get the right product at the right time, for the right price.
True unified commerce combines the rich content and user experience of online shopping with the functionality of in-store POS and operator-initiated orders and sales.
How the eStar Store fits your commerce strategy
The eStar Store combines the rich content and user experience of online shopping with the functionality of in-store POS and operator-initiated orders and sales, creating a true unified commerce solution.
- One system for online, in-store and serviced sales
- One channel for all sale receipts
- One platform for a complete view of the customer
- eCommerce-grade scalability
- Integrated address book and digital wallets
If you would like to see eStar Store in action and understand how true unified commerce can work for your business, arrange a personalised product tour with an eStar expert now.
Matt Neale is the Chief Technology Officer of eStar, Australasia's leading specialist ecommerce solutions provider, delivering outstanding experiences with some of the region's best brands, through a combination of thought leadership, user experience, development, design and partners. Learn more:
T: 0800 151 655