The Rise of Unified Commerce

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Today's consumers expect a shopping experience that is both personalized and seamless between digital and physical channels and that is soon what they will receive.

Boston Retail Partners' 2015 E-Commerce Survey revealed that 43 percent of retailers indicated that a consistent brand expereince across channels is one of their top priorities. That's going to be easier said than done, of course, as sellers must connect customer information, browsing history, inventory visiblity and more in order to enhance the customer experience.

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Other highlights of the study, which examined e-commerce initiatives, priorities and trends, include:

+ A unified commerce platform is critical – 78% of retailers will have a unified commerce platform implemented within 5 years

+ Mobilizing commerce remains a high priority – 45% of retailers indicated that mobile websites are their most important e-commerce capability

+ Payment options and security are essential – 63% of retailers plan to accept Apple Pay within 2 years

“Retailers realize that that they can no longer operate from within silos, and the convergence of digital and physical commerce is now a retail imperative,” said Brian Brunk, principal, Boston Retail Partners. “Unified commerce transcends channels and enables store associates to personalize the experience to a customer based on her digital footprint. It is encouraging to see that so many retailers have implemented or will implement a unified commerce platform within the next five years.”

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