In today’s digital world, customers are demanding digital-led experiences that deliver customized and
personalized customer satisfaction. Retailers are engaging themselves in different initiatives which
deliver efficient and personalized experiences to its consumers. They are undertaking various
differentiated strategies and solutions to effectively understand what makes customer choose the
right product and what they in-turn end up buying. Retailers are thus seeking to adopt agile and
modern solution that complement excellent customer engagement and differentiation in a
competitive marketplace.
According to Forrester’s European consumer survey, 50% of European online adults are using
technology to engage with companies more than before the pandemic started. This technology often
translates into a hybrid customer experience, across digital and physical touchpoints as customers
are beginning their buying journey online and then visit stores for actual purchase i.e., confirming an
item’s stock level online prior to visiting the store or placing a click-and-collect order. Retailers are
thus expected to have visibility across every end point of the customer journey to be able to help its
customers shop seamlessly with maximum information and transparency.
Even tough, retailers have harnessed the benefits of multichannel and omnichannel solutions, yet
they are unable to fully comply with the demands of its customers. Retailers are unable to gather
insights into their supply chain and integration on the final delivery to the customer and order
feedback. Factors such as customer profiling, communications, offers, point of sale, and inventory
remain disjoint for most of the retailers.
UC is one step beyond omni-channel and uses a tightly integrated technology stack to build a
customer-driven ecosystem. It focuses on the entire customer loyalty lifecycle: from marketing, to
order fulfilment, to after-sales care. Retailers are thus shifting their focus towards unified commerce
solutions due to its various benefits of customer centricity. Further, it is expected that going forward,
UC will offer a market of $3 trillion to be captured.
Omnichannel Platform
|
UC |
All the sales channels are not connected
|
All the sales channels are connected
|
No real time data updates limiting
communication across different channels
|
Real time data updates enable efficient
communication across different channels
|
Implemented on a traditionally coupled
architecture
|
Implemented on a headless or decoupled
approach
|
Does not help gather data from different end
points on to a single point
|
Helps gather insights and track data across
different channel from a single point
|
Nonlinearity of data does not allow for
customization
|
Unification of data enables effortless
customization
|
There are certain benefits of UC over omnichannel platforms which seek to attract retailers in the coming future. These include:
Four key components of Unified Commerce
Interactions | Channels | Systems | Products |
Refers to business interactions with customers as well as business unit interactions within and amongst each other to deliver personalized and satisfactory CX |
Refers to customer engagement channels which provide CX that flows continually and isn’t interrupted as customer toggles between multiple channels | Refers to the use of loyalty software which includes POS systems, e-commerce platforms, order and inventory management and fulfilment, and channel and marketplace management which connects all customer-facing and backend retail management systems and processes | Consistent product information should be provided across in-store, social media, and website to the customers |
There are a few steps which every organization should undertake for a successful UC transition. These include:
The UK has witnessed a potential growth in the retail industry with typically Manchester being the growing hub for retail and digital industries. The UK e-commerce market is expected to grow to GBP 92 bn by 2025 from GBP 81 bn in 2021. Also, the UK e-commerce conversion rate (1.88%) is globally third right after Germany (2.22%) and the US (1.96%). 8x8, the US UCaaS (Unified Communications as a Service) and ECaaS (Enterprise Communications as-a-service) service provider is expanding its operations in the UK by acquiring companies and opening regional offices.
Halfords, UK’s leading retailer of motoring and cycling services and products, selected 8x8 integrated cloud contact centre and communications product to unify its communication and contact center operations. 8x8 was selected due to platform scalability, flexibility and integrations with Salesforce and Calabrio Teleopti Workforce Management.
Mulberry, UK’s fashion brand deployed the Aptos’s Order Management solution across multiple countries in Europe, Asia, and North America for a unified view of inventory whether stock is in stores, distribution centres or warehouses.
The success of any e-commerce platform depends on the impact it leaves behind on the customers while shopping. Retailers are thus shifting their focus towards implementing a unified commerce approach, connecting all the business systems such as order fulfillment, inventory management, customer relationship management, and point of sales with one another through a single platform.
UC is one such solution which is rapidly gaining prominence and is expected to be a key to unlocking digital business transformation. The omnichannel concept, combined with unified commerce, creates a much more advanced and futuristic platform that seamlessly integrates all channels and departments of the business.
Xebia can harness the potential of this burgeoning market and offer its platforms and solutions to the retailers. It can help retailer develop agile software solutions, create a single unified source of data to enhance customer experience across all touchpoints and in-turn help retailers shorten time-to-market and maximize revenue. Talk to us today to know where you stand in your unified commerce initiatives and how we can together create a path to unified journey.
https://osome.com/uk/blog/2021-ecommerce-trends/?msclkid=01e737f7bed411ecb7352c337b73d22b
https://www.tcs.com/omnistore-gartner-market-guide-unified-commerce-platforms-anchored-pos?msclkid=d0fdbdd8b96311eca21e30b1b35bb30d
https://www.forrester.com/blogs/serving-customer-needs-across-a-hybrid-customer-experience-eu/