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Unifying communications across channels by incorporating customer data from all sources is the first step towards unified commerce.  

This article defines unified commerce as a method to make customer experience flexible, continuous and consistent across all channels from email to in-person. It can be achieved through personalisation and unified communication and is a more advanced version of an omnichannel approach.

The process of unified commerce can help marketers ensure relevancy and consistency across all stages of the buyer’s journey from searching to consuming a product or service, without being redundant and repetitive. As unified commerce can be achieved only through unified communication, the author suggests marketers create a centralised customer data platform.

Integration of information from all sources including purchase history, CRM and interactions through all channels can help marketers get better insights about the customer’s buying journey. By utilising this data, marketers will know when and how to send personalised marketing messages and transactional emails to cross-sell and up-sell products. 

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[4 minute read]

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