Mobile Drives Accelerated Shift in Unified Commerce
Mobilization of retail shoppers and a renewed focus on the customer are catalysts for the new model of unified commerce. According to the 2017 POS/Customer Engagement Benchmarking Survey, from BRP and sponsored by PCMS, retailers understand the always-connected consumer demands a seamless, personalized experience whenever, whenever and however he or she prefers and retailers are focused on delivering that unified customer experience.
Unified commerce goes beyond omni-channel, putting the customer experience first, breaking down the walls between internal channel silos and leveraging a common commerce platform. Retailers are moving in this direction with 71% planning to have a unified commerce platform within three years.
BRP’s 2017 POS/Customer Engagement Survey of top North American retailers offers insights into retailers’ current priorities and initiatives as the digital and physical worlds converge to facilitate a seamless experience across channels. Critical to unified commerce are the four key pillars that define the required customer experience: personal, mobile, seamless and secure.
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