UNIFIED COMMERCE

A Scripted Freelance Writer Writing Sample

As reported by Gartner, 89 percent of businesses will soon expect to compete

primarily on customer experience. Customer experience, over price and product, is

becoming a key differentiator of the brand. However, as retailers add more channels

to sell, their customer experience for each customer touchpoint becomes more

difficult to manage.

Many retailers realize the need for channel-wide seamless customer experience. Many

admit, however, that they are not doing it well at the moment. They don't have the

technological capabilities necessary to make it happen.

Because of looming bad experiences, retailers are looking for unified commerce with

fear of customer churn. In this article, we're going to explain what is unified

commerce and its merchant benefits.

Unified Commerce vs, Omnichannel

Unified trade, as defined by the Boston Retail Partners (BPR) report., prioritizes

customer experience by leveraging a single trading platform. A single internal channel

platform rids operating in their own silos. Instead, merchants leverage a single,

centralized, real-time platform for all points of customer engagement.

Some may think that unified commerce sounds a lot like omnichannel but that is not

the case. Omnichannel also aims to create a consistent customer experience across all

channels of sales. Merchants, however, have separate systems for each channel. They

are often stand-alone systems. This leaves their own silos operating in disparate

systems. This leads to organizations sharing inconsistent and inaccurate data. There is

no single, easily shared version of master data.

Unified commerce depends on a single data of veracity. It is accessible to the

customer and merchant whenever and wherever, when data is shared in real-time.

That's unified commerce vs. omnichannel's value.

What are the Advantages?

Unified commerce has many advantages. They all come back, however, to create a

better customer experience. Present day shoppers want to buy, receive, and return

anywhere. They want to return or exchange in-store if they buy online. If an in-store

item is out of stock, the employee should be able to order something for them from

the online database.

Shoppers also need product information that is accurate and consistent when

shopping online. They should see the availability of inventory throughout the stores.

Product descriptions throughout the channels should be detailed and consistent.

Recommendations for a product should be relevant and timely based on the past

history of purchase. Some of the main advantages of unified commerce that help

create a better customer experience include:

• Inventory Visibility

• More Delivery Options

• Simplified Multichannel Options

To learn more about real-time inventory and order integration between your sales

channels and fulfillment channels, check out the articles listed below.

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Christina J

Smyrna, Georgia, United States •

I am an Atlanta native and former virtual assistant turned innovative media professional. I have 2 years of progressive experience in marketing design and media communications.

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