New Ideas in Marketing
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Insights gleaned from a unified platform can predict consumer behaviour and create personalised shopping experiences.

A unified commerce platform lets retailers have a single view of inventories, orders and customer data across online and offline stores in real-time. Syncing storefronts across the business allows access to up-to-date product inventories. It also enables flexibility in browsing, payment and fulfilment of orders.

This article states that consumers can add products to their online carts and opt for in-store pickup or vice-versa on a unified platform. Brands can also track consumer behaviour across touchpoints and leverage the insights to serve ads across social media and other sites their consumers visit.

A unified platform is capable of offering a convenient returns experience which improves retention rate and revenue. Through unified commerce, companies can create “harmony” between customer touchpoints.

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[7 minute read]

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