As new channels of distribution became available, retailers quickly pivoted to leverage them to maximize sales. This often resulted in an inability to create one view of the customer.

Building a unified approach to commerce allows for a single source of truth from which every area of the business can seamlessly engage with individual shoppers.

5 critical Unified Commerce components:

  1. Store experience
  2. Digital experience
  3. Order management
  4. Customer service
  5. Data

Becoming unified:

  • Clean and centralize your master data
  • Implement a single platform to integrate systems
  • Create an organizational structure aligned with a customer-centric approach
  • Adopt a cross-functional business model with shared KPIs

Kate Gorman, Board Chair and Partner, Columbus Consulting International

See full digital publication here.

* Republished with permission from Retail Today.

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