The smartest retailers are moving beyond physical, and beyond digital. Unified retail, as we spotlighted in Beyond ‘In-store vs Online’: the Rise of Unified Retail, is the next logical step in commerce – and it’s helping retailers deliver powerful customer experiences like never before.
By coupling in-store and e-commerce channels, and sharing information seamlessly between the two, retailers can:
But what does unified retail look like, and how can retailers enable seamless and consistent experiences across all customer touch points – both in-store and online?
To paint a picture of unified retail in action, let’s follow Mina’s customer journey at her local car dealer, Lux Motors.
This is just one example of how a unified retailer can use customer data to create an amazing customer experience both in-store and online.
So, how do retailers make the shift to a unified model? From our experience, it begins by laying the following foundations…
1. A dedicated customer platform
In unified retail, customer interactions are transparent and connected.
Thanks to the seamless interplay between staff in-store and online, there’s never any risk of a customer receiving recommendations for a product they’ve already bought (or returned). Just the products they want to see, when they want to see them.
Getting unified retail right means sharing data on a single platform with visibility across Marketing, e-commerce, and Customer Service. And with everyone on the same page, your customer content becomes powerfully accurate.
2. A 360-degree view of the customer
We’re talking every tap, click, and exchange – at every touch point.
And by opening that level of visibility across a single platform, unified retailers cultivate truly personalised customer experiences, no matter what channel their customers use.
3. Intelligent Customer Journeys
There’s a lot of hype about AI right now, but – looking at what brand marketers are achieving – it’s justified.
AI already underpins the smartest unified retail experiences. With predictive intelligence, unified retailers can pinpoint:
Better yet, AI driven automation is a great way of simplifying some of unified retail’s more sophisticated processes and enabling more timely customer communications.
4. Empowered in-store mobility
Mobile and unified go hand in hand. Giving sales assistants tablets not only empowers them with that 360-degree view of the customer in front of them – it also makes capturing additional data as natural as greeting customers at the door.
5. Unified retail scalability
As needs shift and change, unified retailers require a platform that they can scale on-demand, allowing them to launch new websites, move into new markets and territories, and deploy new applications – all without missing a beat.
As customer expectations continue to shift towards the fast, consistent, and personalised, the case for unified retail is becoming overwhelming.
And today’s smartest retailers know it – even as you read this, they’re busy blending in-store and online experiences to connect with shoppers in a whole new way.
Explore our interactive page to see why unified retail is the future, and discover who’s blazing a trail in unified retail today.