Omnichannel calls for Unified Commerce

Consumers have high demands for retail today. They want to be able to shop wherever and whenever is convenient for them, with all the information at hand. Through omnichannel investments, retailers are trying to keep up. A new Avensia report features the main challenges they face on the way, and concludes in one solution – Unified Commerce.

Complex customer journeys, costs and system limitations. These are some of the challenges brought up in Avensia’s unique report on omnichannel challenges in retail.

 With digitalization changing consumer behavior, the customer journey has become more difficult to follow. Before customers go to the store, they often look up products online. When something catches their eye in store, they pull out their devices to compare prices online.

 The overlap between online and offline customer behavior ultimately makes data collection and determining what channel led to the sale difficult for retailers.

Unified Commerce – developing with omnichannel in mind

 What’s more, it is obvious that many systems – business systems and checkouts (POS) in particular – aren’t built with omnichannel in mind. Even relatively new systems lack the basic functionality for omnichannel retail, and require special integrations.

 “To solve the omnichannel puzzle and move forward with their business, retailers need a solution where all components are built and integrated for the same purpose,” says Anders Andersson, Marketing manager at Avensia. “Unified commerce is it, and it’s going to lead the next big paradigm shift in the market.”

Report - Omnichannel Retail 2016

The Avensia Omnichannel Retail report is based on in-depth interviews with Lyko, Intersport and Granngården – three prominent Swedish omnichannel players. The respondents are all in leading positions at their respective companies and in charge of omnichannel and strategies to develop their business.