Key tech stack elements to create single view
Focus on the business processes and your company’s and customers’ needs.
Your technical setup should be built based on your business processes and your company’s and customers’ needs.
First things first. You need to build a solid commerce foundation supporting your customers’ needs and expectations and ensure that it is supported by all areas of the business.
Once you have done that, there are areas you should definitely look into if you wish to go from offering omnichannel features to true unified commerce.
CDP and customer 360
Creating a 360 view of your customers with a customer data platform is key and it will help you understand your customers by creating a single source of truth when it comes to customer data.
You need to structure the processes and information around your products and eliminate unnecessary costs around the handling of product information in different channels.
With a PIM you can give customers the information they need in the channel where they meet your brand and/or products to make sure they feel confident that this product satisfies their needs.
Radio Frequency Identification is a technology where you tag products so they can then be identified through radio waves.
The technology has existed for many years but has now become more accessible, modern and affordable. Companies like GANNI has implemented RFID which enables them to improve productivity, minimize risk and ensure stock accuracy.
In the third episode of the London series I shared how UNIQLO and Zara are using RFID to eliminate product scanning and creating a smooth self-checkout solution.
Order management system (oms)
An order management system will give you full control of the order orchestration, post-purchase handlings like exchanges, returns etc. plus a full overview of your customers’ order history, stock levels across all locations and sales data.
An OMS is one of the key elements in a unified commerce setup.
Digital point of sales
A modern POS system is a must in your single view setup. It lets sales data float between your channels allowing you to utilize this data across channels.
In the second episode of the London series, I wrote more on omnichannel POS.
Headless microservice architecture
Honestly, I would expect all brands with just a slight omnichannel focus to have begun the transformation from a monolith architecture to a microservice architecture. The world of commerce is ever-changing.
With headless microservice architecture, you can build a future proof setup giving you high performance, scalability and faster time to market when it comes to new concepts and features.
This setup removes complexity making it easy to remove or replace one service without recoding your whole setup.
A modern warehouse management system will support and optimse warehouse functionality and streamline processes around your distribution center management. Allowing you to provide fast delivery as well as enable features such as sustainable packing, engraving etc
AI and personalisation
An intelligent personalisation engine is a must if you want to create an excellent customer experience across channels. Some of the leading solutions on the market right now are Salesforces Einstein, Richrelevance and Raptor.
App is a part of the future channel mix. But you have to consider your business model and you have to execute it right.
Take a look at my colleague Ask’s advice on how to succeed with commerce app.