Omnichannel Retail vs Unified Commerce

Unified Commerce offers an all-in-one approach to retailers that want to move from siloed multichannel retail to cohesive omnichannel retailing. If omnichannel retailing is the objective then unified commerce, via a cloud based unified commerce platform, is the best means to that end. It is possible to try and deliver the omnichannel retail objective by stitching together various different retail management systems. However, these “bolt-on” and “work-around integrations” often fail and can have the opposite effect. Unstable integrations can seriously hamper the smooth running of day-to-day operations.

In summary unified commerce is a cloud-based software solution that combines CRM, eCommerce, a suite of omnichannel retail management functionality. It includes inventory management, warehouse management and reporting and EPoS in one system. A key factor is that each function updates in real time from a central database. Key is that data is available in real-time from one source and is always accurate across every channel for every stakeholder. Most importantly it will allow customers to move between channels without disruption or interference.

According to a PWC study, Speed, convenience, helpful employees and friendly service matter the most to consumers, each hitting over 70% in importance. If you give customers a great experience then they’ll buy more, be more loyal and share their experience with friends. Hence the value of an omnichannel strategy.

The omnichannel customer experience needs to feel human. Hence, when you harness the power of technology it needs to be designed for humans. In this way it will deliver a strong and positive emotional connection to your brand and your business.

A successful omnichannel strategy will start with a thorough review of your retail management systems and processes. This provides deep insights into how your business is actually running. It contributes to ensuring your retail management tasks are effective. It will help you to identify improvement needs. It will tell you the extent to which existing retailer software, systems and related procedures are delivering on your objectives.

Developing a good strategy requires a good understanding of what exactly an omnichannel customer experience looks like. An Omnichannel Customer Experience can have various features. Customers have so many ways to engage with retailers, from traditional channels to an ever-growing array of digital modes.  So, it helps to get a clear picture of the touch points where a customer can experience your company. 

A digital buying journey, for example, will very often begin with a social media interaction. It may be an advert or post on Facebook, Instagram, Pinterest or other. It will often lead to a website visit to browse the range of products and the detail of those of interest. A question about the product might be placed with the onsite widget, an email inquiry or phone call to a store. The question might be about size or stock.  Whoever handles the interaction needs to have that unified real time view across shop and warehouse locations to know if the customer purchasing desire can be fulfilled.

Develop a vision for how to deliver an excellent experience but also how these interactions should feel for their customers. 

Greater visibility into customer personas enables the design of end-to-end service journeys across digital and live channels.

To implement an effective omnichannel strategy, companies must embrace a culture of customer orientation across all employees.

The principles, service journeys, and functional enablers must be supported by a unified commerce architecture that can help to deliver a coherent omnichannel retail experience.

As time goes by, software vendors who listen to their omnichannel retailer customers evolve new solutions that make the most of fast changing technology trends. Those retailers who are aware of the changes going on around them will be seeking these solutions out. In doing so they will get ahead and reap the advantages and rewards of either being pioneers. 

The IT architecture of unified commerce software is increasingly seen as the way to deliver omnichannel retail. So, understanding what to look for to ensure you get the real thing is important.   

Only with a single view of inventory, orders, and customer data, can omnichannel retailers keep track of what’s happening across their entire business in real time. This allows them to make informed business decisions that drive revenue. Customers will only get the benefits of being able to browse, pay, and fulfill orders however they want if the platform genuinely and without interruption delivers always up-to-date product inventories.

A Canadian company and dedicated Unified Commerce provider whose platform offers to “... manage your inventory, service, data, staff, and customer relationships with a single technology.  We provide our omnichannel retailer customers with a simple way to build, manage and grow their retail, restaurant or eCommerce business, and create a best-in-class omnichannel customer experience. Our end-to-end solutions unify inventory, customer management, sales and analytics across all channels, in-store and online."

Shopify is a big global player in eCommerce and it’s no surprise that one of their platform variants offers a unified approach to omnichannel retail. In their own words: “Shopify POS is the most versatile system for unifying your in-store and online sales. Delight customers at every touchpoint and win back time to focus on what matters most to your business.” And they know from their omnichannel retail customers experiences where the pain is “When you’re able to sell everyone with one platform, the lines between offline and online become blurred—purchases and fulfillment feel fluid to customers, and you and your staff aren’t left wrangling siloed data or dozens of disparate tools to run your business.”

Another vendor who claims to be:  “A one stop shop for your connected omnichannel retail software and systems.”  They go on to say:  “Our connected suite of omnichannel retailer software enables you to offer your customers a connected omnichannel retail experience, driving customer loyalty and optimising your business performance. Connected omnichannel retail software in a connected world.”

In all cases it’s worth checking that the comprehensive all-in-one system doesn't leave some essentials out. So, for example, make sure it has got warehouse management included and the eCommerce element is native.  

OMNIS is the genuine article, an end-to-end omnichannel retail eCommerce platform. It's a single coherent software system, offering enterprise-level eCommerce, EPoS, CRM and a suite of essential omnichannel retail management functionality. It will optimise your omnichannel retail operations and drive business growth. 

The words of OMNIS omnichannel retailer customers are the best evidence on how we at Iconography have delivered on the promise to deliver an all-in-one approach and move from siloed multichannel retail to cohesive omnichannel retailing.