In this second article, we walk you through seven crucial steps to successfully shape this transformation. From system integration and channel optimization to data-driven customer interaction and organizational renewal, each step contributes to a fully integrated, future-proof approach.
haven’t read the first article about unified commerce yet? read it here.
1. Integration of systems and data
The foundation of unified commerce is a central and seamless integration of systems and data. This starts with implementing a robust central data platform that brings together sales channels, customer information, inventory management, and transactions. Real-time synchronization between all touchpoints ensures consistent information across all channels.
Start by inventorying existing legacy systems and assess whether they support or hinder integration. Cloud-based solutions often provide the scalability and flexibility required. Finally, AI and data analysis play a crucial role: predictive models and automated decision-making help better understand and leverage customer behavior, preferences, and trends.
2. Optimization of sales channels
Unified commerce demands perfect alignment of all sales channels. That starts with consistent product information, pricing, and promotions across both online and offline platforms. Expand your capabilities with click-and-collect and ship-from-store options so customers can choose how and where they receive their orders.
Also, ensure a seamless mobile experience with a responsive app, mobile payment options, and loyalty programs. Social commerce is on the rise too—integrate your social media channels into your sales strategy and enable direct purchases through posts and ads.
3. Improvement of the in-store experience
Physical stores remain relevant but take on a new role within unified commerce. Technologies like smart shelves and sensors (e.g., computer vision) enable real-time inventory monitoring. Self-checkouts and contactless payments improve speed and convenience for customers.
In-store personalization is increasingly important. Bluetooth technology can send personalized offers to nearby customers, while staff equipped with smart devices can offer better advice. With advanced analytics, you can analyze customer flows, avoid queues, and optimize your store layout.
4. Enhancement of supply chain and inventory management
An optimized supply chain is a key pillar of unified commerce. Real-time inventory visibility is achieved through RFID technology and a central inventory management system covering all locations and channels. AI-driven forecasting models help predict demand and optimize stock levels.
Additionally, automated ordering systems can react directly to real-time sales data. To ensure faster delivery, flexible fulfillment options such as dark stores and regional distribution centers are needed. A smart order management system assigns orders to the most efficient location.
5. Personalization and customer centricity
Unified commerce revolves around the customer—and that means delivering personalized experiences. Build a 360-degree customer profile by combining data from all touchpoints. AI can then analyze behavior and preferences to deliver tailored recommendations.
Integrate your loyalty program across all channels and personalize it with tailored rewards. Customer service also plays a central role: provide a single platform where customers can easily get support across any channel. AI assistants and chatbots can offer 24/7 support and a smooth experience.
6. Security and privacy
The more systems and data you integrate, the more important robust security becomes. Implement advanced security measures such as encryption, firewalls, and access controls at every level. Conduct regular audits and penetration tests to identify and address vulnerabilities.
You must also comply with regulations such as GDPR. Design systems and processes to allow customers to access, modify, or delete their data upon request. Transparency and trust are essential in a data-driven environment.
7. Organizational changes
The technical transformation is only successful if the organization evolves with it. Unified commerce requires a cultural shift where data-driven thinking takes center stage. Train employees in new technologies and workflows, and show them how their contributions impact the new strategy’s success.
Create cross-functional teams responsible for channel integration and customer experience. You may also want to appoint a Chief Digital Officer (CDO) to lead and oversee the digital transformation at a strategic level.
Ready for the next step?
These seven steps will guide you toward a retail strategy that is both future-proof and fully customer-centric. Unified commerce requires clear vision and smart choices—but it also offers retailers abundant opportunities to truly stand out.
