In a world where integration and consistency across sales channels have become the norm consumers expect, the concept of unified commerce is emerging as the essential value for any retail business that wants to grow and thrive in a fast-moving, competitive environment that must quickly adapt to new shopping habits.
Implementing a unified-commerce strategy requires a comprehensive sales platform that delivers a seamless customer experience, no matter which channel the customer chooses to interact with. But¿ what should that unified-commerce solution look like? Let’s start at the beginning.
How Does Today’s Consumer Want to Shop?
Modern consumers expect a unified, frictionless shopping experience that lets them move easily between physical and digital channels.
The journey might begin on a supermarket’s online store, continue with adding items via WhatsApp, proceed to an online payment, and finish with curbside pickup in less than two hours at the nearest store on the way home¿where staff prepare and hand over the order.
It might also start in a fashion store, where an associate personally assists the shopper, offers tailored suggestions after identifying them as a loyalty member (clienteling), and checks stock availability in that location or others (endless aisle). The journey can finish without a trip to the main checkout: the customer pays on the spot and receives an e-receipt via email.
Or it could take place in an airport, where a traveler buys two bottles of water and a snack and pays quickly and autonomously at a self-checkout, avoiding queues altogether.
What do these scenarios have in common? Flexibility, agility, and personalization. And how can retailers deliver those qualities as efficiently and swiftly as possible?
“Regardless of where the customer journey starts or ends, it will likely include multiple touchpoints across a retailer’s ecosystem.” ¿ Gartner
Why Is Unified Commerce the Answer?
In our June 2024 special report¿grounded in research from the global consultancy GARTNER¿you’ll find insights on:
- How today’s consumer prefers to shop
- Why unified commerce is the solution
- What technology must deliver to meet those needs¿and its key characteristics
- Compelling data on Adyen’s consumers
Download our free June 2024 report.
If you don’t have access, ask for the document here.
Are you ready to embrace change and let your customers shop whenever and wherever they choose, thanks to a truly native unified-commerce platform? Contact us¿no strings attached.
