If you’re a multi-channel retailer with omnichannel challenges, chances are you’ve heard the term “commerce platform” flying around lately. But what does it mean?
In basic terms, a commerce platform simply refers to technology that enables a transaction (the commerce bit). The platform part allows you to overlay that technology across various channels such as online and in-store.
A single commerce platform gives you a master view on all your data across all your channels which allows you to tell a consistent story and nurture your customers properly. Data from your commerce platform can also provide you with key metrics on where to invest your time, money and effort.
Why it matters to marketers
Moving to a commerce platform can better set you up to tackle a multi-channel approach to marketing. For instance, when a campaign is launched across your channels you’ll be able to more accurately attribute sales to that campaign whether they occurred online or in-store.
A true commerce platform will equip you with the same capabilities for all channels. You’ll be able to re-use tools from one channel in another. (i.e. the promotions engine is the same for in-store and e-commerce.)
Why it matters to operations
Rolling out a new program or initiative across multiple channels can be headache inducing at best or downright impossible at worst. Platform tools can help facilitate how you implement programs across in-store and online such as buy online, pickup in-store or reserve online, buy-in-store.
If silos are an issue for you, moving to a commerce platform is likely a good solution to bringing all your systems and data together. Download our whitepaper titled, Unbox Retail With An Open, Modular Platform: 4 Best Practices To Ensure System Optimization to learn what you need to look for to get started.