Retailers are increasingly asking whether the era of omnichannel retail is coming to an end. Josh Sevcik, Lead Commerce Strategist at CDW, offers a nuanced answer: “Yes and no.” The omnichannel approach — which connects various sales platforms, allowing customers to purchase in-store or online — is not disappearing. Instead, it’s evolving into unified commerce, a more integrated model that aims to break down the data silos inherent in omnichannel systems. This shift reflects the next step in the digital journey that began with the rise of the internet.
What Is Unified Commerce?
Unified commerce is a comprehensive approach to retail that integrates all sales channels, data, and backend systems into a single platform. Unlike omnichannel, which focuses on connecting different systems, unified commerce seeks to eliminate friction between these systems, creating a seamless customer experience. Whether customers shop in-store, online, or via mobile apps, they can expect a consistent and uninterrupted experience.
The Benefits of Unified Commerce
This integration offers substantial benefits across various retail operations, from personalized marketing to customer service, and even inventory management. For instance, retailers can get real-time updates on stock levels across all sales channels. Imagine a customer buys an item online; immediately, the inventory is updated across the entire business. This allows store employees, marketers, and merchandisers to have full visibility into available stock at any given time.
Such capabilities are pushing unified commerce to the forefront of retail strategies. As Salesforce explains, this instant inventory visibility is a game-changer, allowing retailers to streamline their operations and provide a more responsive service to their customers.
The Evolution from Omnichannel to Unified Commerce
While omnichannel and unified commerce share similarities, they differ fundamentally in how they integrate retail systems. Omnichannel connects different sales channels, but unified commerce centralizes everything into one cohesive platform. This shift marks a move away from merely linking systems to creating a truly seamless experience for customers.
Josh Sevcik explains, “Omnichannel was really about connecting all of the dots. With unified commerce, it’s about creating that continuous, uninterrupted experience.” Retailers are no longer just integrating separate systems; they are merging them into a unified ecosystem where data flows freely across all platforms.
A great example of this transition is PVH, the owner of brands like Calvin Klein and Tommy Hilfiger. By combining the online storefronts for multiple brands and integrating them with custom mobile apps, PVH created a seamless shopping experience for customers, utilizing unified commerce principles.
Will Unified Commerce Become the Retail Norm?
The shift toward unified commerce is more than just a trend; it’s becoming the industry standard. As Sevcik points out, customers are increasingly seeking personalized, smooth, and frictionless experiences. “Companies are no longer competing only on price or products,” as Adobe puts it, “they are differentiating themselves with effortless and personalized experiences that build customer loyalty and sustained growth.”
Retailers who want to compete with giants like Amazon, which are known for providing seamless shopping experiences, must follow suit. Sevcik suggests that the widespread adoption of unified commerce is inevitable, as it addresses the core needs of modern consumers: ease of use, personalized experiences, and quick access to product information.
Navigating the Transition to Unified Commerce
Implementing unified commerce is not a quick fix — it’s an ongoing journey that requires careful planning and execution. Retailers must align their strategy with their customers’ demands and ensure their technologies support a smooth, integrated system.
A Four-Step Process for Unified Commerce Implementation
CDW, led by Sevcik, offers a structured four-step approach to help retailers navigate the transition to unified commerce:
- Determine Customer Demands
To successfully implement unified commerce, retailers need to start by understanding their customer personas and journey. By conducting vision assessments, retailers can pinpoint the driving forces behind their customers’ needs. “You have to always start with the customer for it to be a successful strategy,” says Sevcik. - Identify Friction Points
A seamless experience requires identifying and eliminating friction points in the current process. This might involve analyzing where customers are falling off in the sales journey and addressing those gaps. - Evaluate Data Usage
Unified commerce thrives on data. Retailers must assess how data is currently being used and identify areas for improvement. This might involve adopting a new Customer Resource Management (CRM) system or upgrading the existing infrastructure to optimize data flow. - Assess Current Technology
The final step is evaluating current technologies and determining if they are sufficient for implementing unified commerce. This could mean upgrading existing systems or switching to an enterprise-level platform like Salesforce or Adobe Commerce.
Importantly, this process doesn’t mean completely overhauling a retailer’s current framework. Rather, it’s about building upon existing systems to create a more integrated and efficient experience.
The Future of Retail Commerce
Unified commerce represents the next phase in the evolution of retail. By connecting all data, sales channels, and systems into a single, seamless platform, retailers can offer customers a more personalized and efficient shopping experience. As the industry moves toward this unified approach, it’s clear that businesses that prioritize ease of use, personalization, and integration will be the ones to thrive in the future of retail.
Unified commerce isn’t just a trend — it’s becoming the new standard. As Sevcik sums up, “We’re not throwing out everything that we’ve ever done with retail. It really is taking a lot of the key things that the brands are doing today and showing them how we can improve it and evolve.” Retailers who embrace this evolution will be better equipped to meet the demands of modern consumers and maintain a competitive edge.
