Making Magic with Unified Commerce
August 28, 2018
What is unified commerce? I am asked this question often as I work with clients to transform their buying journeys. Unified commerce is an initiative to create a concise, coordinated way to transact with customers – to engage, sell, deliver, and provide service. It is the unification of business units, technologies, and processes behind the customer journey that, ultimately, influence every purchase. I have a saying, ‘Luck is all of life’s experiences coming together to influence one event.’ In the same way that we create “luck” in our lives, we create retail magic when we focus on the customer and the purchase journey. But it’s not magic. It’s common sense and adopting a customer-focused point of view.
Commerce is splintered today in most retail organizations. Generally, it’s divided into what we believe are ‘logical’ units. This may be based on customer type or where they buy from us. Think for a moment, though, about the names we assign these customer locations. We call them ‘channels.’ And, exactly when was the last time you heard a consumer say, ‘I think I will go to the in-store channel today to buy shoes.’ Never.
In the same way that we create “luck” in our lives, we create retail magic when we focus on the customer and the purchase journey. But it’s not magic. It’s common sense and adopting a customer-focused point of view
There is an obvious reality we overlook in our efforts to deliver products to market. Our customers don’t know what a channel is when they interact with us. They have a need and they are looking to fulfill it – whether it’s shoes, shampoo, or a high-fashion handbag. So, if customers don’t see channels, we should align our perceptions with theirs. They see one company. We behave as one company. They want a predictable and consistent experience with us wherever they are in their journey. We deliver. And, that’s Unified Commerce.
To learn more about our Unified Commerce Audit, send me a note at email@example.com.