Magazine article CRM Magazine

The Future of Commerce: The Omni-Channel Imperative

Magazine article CRM Magazine

The Future of Commerce: The Omni-Channel Imperative

Article excerpt

[The following excerpt is from the hybris software white paper titled, Differentiated Commerce: The OmniCommerce Imperative--Ed.]

In moving from channel-centric business models to one where customers can expect a relevant, contextual and consistent experience across every channel, companies need a single commerce technology platform that:

* Enables brand consistency, in terms of the context of underlying assortments, offers, promotions content and policies, across all customer touch points

* Provides a real-time system of reference that enables single views of product, pricing and promotions, inventory, orders and customers

* Incorporates mobile as essential for continuous customer engagement

* Is built on an open foundation that easily integrates legacy systems as well as emerging touch points and experience focused technologies

All of these platform functionalities ar needed to achieve optimum levels of customer engagement and commerce effectiveness.

Establishing consistent brand messaging and differentiation is becoming more difficult as consumers develop impressions about brands from inputs and influencers outside a marketer's control, such as social communities, forums, and product ratings and reviews. …

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