Unified commerce, a smooth customer journey across every channel
69% of French consumers want a more cohesive experience between their online and offline purchases¹. With the rise of digital technology and new innovations, commerce has undergone significant changes. Consumers seek seamless, personalized, and consistent experiences.
To meet these demands, retailers need to eliminate the barriers between their sales channels. Unified commerce is the solution to this transformation and presents significant strategic opportunities.
Understanding unified commerce
What is unified commerce?
Unified commerce is a strategic method designed to merge all touchpoints—such as physical stores, websites, mobile apps, and social media—into one cohesive platform. The objective is to offer customers a smooth, personalized, and consistent experience, no matter which channel they use.
The historical evolution of commerce
The evolution of commerce has experienced several key phases. For many years, single-channel commerce—relying solely on physical stores—was the norm. With the advent of digital technology, multichannel commerce emerged, enabling consumers to shop both online and in-store. The subsequent phase, cross-channel, integrated these channels to create a more seamless experience.
Multichannel, omnichannel, unified commerce: what are the differences?
Multichannel commerce involves selling through various, independently operated channels. Typically, teams and systems are separate, leading to siloed information and preventing a holistic view of the customer.
In an omnichannel approach, channels are interconnected with better data synchronization compared to the multichannel model. However, the systems remain separate and share data through integrations. Unified commerce represents the final stage of this evolution: the total integration of all sales channels on a single platform.
CIO of BUT
Max Dragone
Openbravo has become a key tool to progress in our omnichannel strategy and so our stores are now able to play a new role in serving the increased online demand by acting as fulfillment points. It is also central for delivering the type of in-store experience our customers demand.
Succeeding in unified commerce
A customer-centric approach
Achieving success in unified commerce requires putting the customer experience at the core of your strategy. This involves comprehending your customers’ expectations and needs and personalizing every interaction. Centralized data analysis enables deeper insights and allows for tailored adjustments to your offerings.
Integrating sales channels for optimal fluidity
Seamlessly integrating sales channels allows customers to begin their journey on one channel and complete it on another without any hassle. Examples include:
- Click and Collect (order online and pick up in-store);
- eReservation (reserve an item online and review it in-store without payment);
- Ship from Store (use stores as logistical hubs for expedited shipping);
- Cross-channel returns (purchase online, return in-store, and vice versa).
Orisha Commerce solutions for physical stores and digital commerce are designed to address a wide range of shopping scenarios
Zara is an example of successful integration. The brand offers a Click & Find service that allows customers to locate an item in-store using the mobile app. Customers save search time in the store and have real-time product availability information.
Using inventory and data management tools
A unified stock system provides a comprehensive view of all physical inventory in real time—whether it’s in warehouses, stores, franchises, or through e-commerce. Inventory management tools help prevent stockouts, optimize procurement, and ensure a smooth customer journey. Orisha Commerce offers advanced inventory management solutions with real-time visibility and streamlined processes. The Openbravo Commerce Cloud platform seamlessly integrates all commerce touchpoints into one central reference system.
The impact of unified commerce on consumer behavior
Current consumer purchasing preferences
44% of customers seek an effortless shopping journey, from product search to post-sales service, both in-store and online. Digitalization has significantly altered consumer habits. Customers now demand seamless and integrated shopping experiences with personalized interactions.
Unified data enables the analysis and understanding of purchasing preferences across various channels, allowing retailers to tailor the customer experience and refine their commercial strategy.
The importance of personalization
Today, 71% of consumers anticipate a personalized experience. A successful customer journey hinges on personalization, facilitated by unified customer data. This strengthens customer relationships through consistent interactions. Amazon exemplifies effective personalization with its AI-driven recommendation engine, which accounts for 35% of its sales.
Current and future market trends
By 2025, emerging trends will include:
- Hyper-personalization enabled by unified commerce and extensive data collection, allowing for highly personalized offers and content;
- Integrated customer service accessible through multiple channels;
- Online communities, such as Décathlon’s dedicated loyalty programs for its community;
- Intelligent assistance powered by AI, including dynamic FAQs and chatbots.
In a few years, it is likely that conversational commerce (chatbots and AI-powered virtual assistants) will become predominant. Orisha Commerce’s “Repair & Workshop” solution already includes an AI chatbot for comprehensive product support.
Hyper-personalization will continue to develop thanks to AI. To anticipate these trends, companies must continuously innovate. Orisha Commerce has established an Innovation program to allow its clients to maintain direct contact with our product team.
Finally, ethics and transparency will play a central role in commerce. Orisha’s ReCommerce solutions enable merchants to simplify the management of repair, rental, and resale of second-hand products.
Surmounting the challenges of unified commerce
The barriers to channel integration
Integrating channels can be challenging due to the diverse systems and processes in place. Many retailers still operate with siloed systems to manage stock, products, and customers, hindering a unified vision. Adopting a unified platform can centralize data!
Channel integration demands technical expertise in data, supply chain, and digitalization, along with investments in IT infrastructure and logistics. Additionally, unified commerce depends on effective inventory management and real-time tracking. Few businesses possess the agile logistics required to meet these demands. Implement unified stock and optimize flow management with AI.
Solutions to reduce purchase journey friction
Fluidity is the core of unified commerce. To minimize friction in the purchasing journey, retailers should guarantee a seamless mobile experience, featuring responsive design, quick loading times, and intuitive navigation. Order processes must be streamlined with clear steps, and customer service should be responsive and reachable across various channels.
The role of digital technologies in transforming the sector
Digital technologies break down the silos between sales channels. AI can be utilized to leverage data for enhanced personalization. Cloud-based solutions provide a flexible and scalable infrastructure. Additionally, immersive experiences are on the rise: try-on tools, furniture projection in homes, and interactive gaming.
Unified commerce is a catalyst for growth among retailers! By integrating different channels in real time, it streamlines the customer experience and enhances business performance. Adopting a unified commerce strategy will facilitate a frictionless shopping journey.
By Orisha Commerce
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