January 18, 2018
What was once known as multichannel commerce and evolved into omnichannel commerce is now becoming “unified commerce.” The change in name is a nod to the idea that in order to make multiple sales channels work seamlessly for customers, a unified approach to operations and reporting technology is essential. To that end, 81 percent of retailers said they plan to have a platform capable of offering unified commerce in the next three years, according to a new report from consultancy Boston Retail Partners.
“Retail and customer engagement models must transform,” said Brian Brunk, principal at BRP. “However, the legacy retail applications and infrastructure still in place at many retail organizations are not properly equipped to support changing retail models and continuously evolving customer expectations. To meet the demands of their customer, the retail winners in 2018 and beyond need to accelerate the transformation to cloud-based unified commerce. Victory belongs to the agile.”
Additionally, the report found that even if they are not able to have a single platform in place, 91 percent of those companies polled said they plan to at least offer order visibility across all their sales channels by the end of 2020.