The trend, which consists of integrating data collected about prospects, customers and products into a single platform, boosts conversions, consumer satisfaction and business efficiency, among other benefits.

Faced with the perspective of an increasingly informed, demanding and digital consumer, retailers They see the need to respond quickly, generate increasingly better and more personalized experiences and maintain optimal operations from order to delivery. For all this, emerges and the trend of unified commerce is consolidated or unified commerce as a key ally to enhance all aspects of the retail business.

Considered as a evolution of the omnichannel approach, a strategy with which it is complemented, unified commerce goes far beyond offering a coherent interaction regardless of the channel chosen by the user and delivering seamless communication.

The unified commerce approach is built from the ground up by placing the customer at the center of the operation. With this perspective, it integrates all data about prospects, consumers and products in a single platform, from customer relationship management to the point of sale, order fulfillment or inventory management, to offer a perfect symbiosis of all aspects that make up the business.

According to consulting firm BRP, 56% of retailers plan to adopt a unified commerce platform in the next two years.

These are the main reasons why this trend is consolidated:

• Improved customer satisfaction. Thanks to a constant, consistent and frictionless experience at all touch points.
• Increased consumer loyalty as a consequence of the above.
• Higher conversion rates. With increases of 8% to 10% compared to companies that did not adopt a unified commerce strategy, according to data reported by Napse.
• More operational efficiency. Everything is managed from a single platform.
• Absolute integration of all sales channels.
• Lower costs. No need to maintain multiple systems.
• Greater customization. By integrating the data, it is possible to have a 360º view of the customer in real time and in a single source.
• Making more informed decisions. The platform allows adopting a model data driven, in which decisions are made based on data.

“The future of retail commerce is being written at full speed, so companies in the sector cannot remain anchored in practices or processes of the past."explains Martín Malievac, Director of Research and Development at Napse. "Retailers must work hard to transform their organizations, develop the agility that allows them to face future challenges and bet on strategies such as unified commerce, which allows them to take the customer experience to a higher level.”, he concludes.

Source: Napse