More on Unified Commerce
What is Unified Commerce? When Googled, a common explanation is the unification of multiple channels under one system. Cabiri believe that Unified Commerce goes beyond this, for us it refers to the unification of the customer experience across platforms and channels visited, placing customer firmly at the core of operation. Unifying a customer first experience rather than unifying a system, which would be the creation of a monolith.
Monolith creation fundamentally opposes composable and counters its benefits. With that clarified and in terms of predicting trend, we would be looking for Unified Commerce to lean on a switch from 'lurch' to seamless transitions between channels. Smoothing customer experience. Gartner agree and define their term as a “modern dominant business strategy that provides retail consumers with a continuous experience as they browse, transact, acquire and consume, regardless of touchpoint.”
Explained with an example future customer scenario:
Customer sees something on Instagram and clicks Shop Now.
Website identifies rough location and suggests a visit to try on item.
Customer travels to shop, and tries on item in different sizes.
Associate engages customer, assists and offers accessories available on line.
Associate puts together an order that’ll be delivered to customers home.
Customer gets receipt by email.
Customer tracks order by phone (registered user).
Customer emailed with related items.
In summary, while channels operating under an omnichannel approach share assets to look the same, those operating under an unified commerce approach feel the same. They are from a customer journey perspective, the same. Unified commerce is more than just omnichannel. In store for example, a sales associate could add items to a customer web cart from the store or at the checkout, suggest an item till that’s currently in stock, in store and languishing in the customers wish list. A step too far perhaps for some.
