Omnichannel vs unified commerce: who will win this battle?

Omnichannel vs unified commerce: how do they differ and, above all, why this urgency in unified retail?

You may have already heard these terms as one of the main agents of this new revolution in the market. But how did the dichotomy between omnichannel vs unified commerce come about?

Let’s look at some of the data that answers this question. According to a recent Adyen survey, 85% of consumers have already stopped shopping by avoiding the lines. And more than 50% prefer a company that offers the possibility of payment without going through the cashier.

Well, that doesn’t justify the differences between omnichannel vs unified commerce!

What if we told you that this same shopping profile spread to other online channels? For example, 70% of online consumers give up the purchase if there are difficulties at the time of payment, and the percentage is even higher in generations Y and Z.

This means that the integrated multi-channel system, but with independent platforms and processes, can be noisy and not meet the expectations of the modern consumer.

Let’s better understand the setting for this omnichannel vs unified commerce battle and how this discussion impacts retail.

Omnichannel vs unified commerce: Why is this discussion necessary?

As we mentioned in the introduction, Adyen has done some research with Gen Z customers and millennials to better understand their buying behaviors.

In addition to the information that we already expected, such as the preference for online purchases, especially in applications and mobile devices, we discovered a very interesting fact. This generation has no patience for long and bureaucratic processes.

Rows? Hundreds of registration requirements? There are no chances! You simply abandon the cart in e-commerce or place your purchases on the first empty counter. And that’s it, their omnichannel strategy failed to complete the sale even with the entire structure seemingly integrated.

This is because it is very common for omnichannel companies to invest in creating new channels and integrated systems, but insist on independent decision making and management.

And what are the biggest difficulties with the omnichannel strategy? Integration and monitoring of the success of the experience. After all, in the omnichannel strategy we cannot know exactly where the customer came from and which channels they went through until they finalized their purchase.

Can you see that there is a huge bottleneck between the abstract and idealized idea of ​​the omnichannel and how it works in practice?

But what is it that attracts startups to the omnichannel vs unified commerce discussion?

Differences between omnichannel and unified commerce

Before we talk about the real differences between omnichannel and unified commerce, let’s understand what connects the two. In a superficial way, we can affirm that the objective of the two strategies is very similar: to offer a better, more fluid and integrated shopping experience.

However, the differences between omnichannel and unified commerce are mainly in the basic structure for each one to work, that is to say in practice, which of course affects the final result particularly.

In the omnichannel strategy, we seek to offer the necessary channels to serve the current customer, but we must ensure that the fluidity and integration between them is 100%. So that they do not feel variations in the service, the language, the experience and the stock of products.

To this end, we invest in systems and tools that allow integration between channels. However, in practice, this integration does not occur completely. After all, internal processes are not integrated.

This is exactly where unified commerce comes in. After all, the idea of ​​this new strategy is to concentrate all the channels, processes and interactions in a single platform. In other words, we take an intermediary out of this equation.

In this way, it is possible that the synchronization of the database, transactions, inventory and contacts is done in real time.

What is the best strategy for your company? Omnichannel vs unified commerce

You have already read all the comparisons that we offered you between omnichannel vs unified commerce and it is natural that you ask yourself: well, what is the best for my company?

We must confess now that the discussion between omnichannel and unified commerce does not exist! Yes, you read that right. Whenever new technologies, strategies or contact formats emerge, we need to compare them with the previous ones to decide if it is a good investment, that’s why we call it a discussion.

This is one of the principles of any manager, but in the context of the rivalry between omnichannel vs unified commerce, we have only one goal, to provide excellence in the customer experience. What we are looking for is to refine the means used to achieve this goal. However, the omnichannel will not cease to exist, especially since it is still a newborn in the Latin American market.

What you have to check is whether your company will be more efficient by unifying the management of all contact channels, or by maintaining independent managers for each of them. A very valuable tip is to understand the complexity of each channel used and verify if a unified system achieves this level of global management.

It is necessary to consider, mainly, if the bottlenecks in the omnichannel strategy are due to the lack of a unified system, or to the poor management of stocks, inventories, etc.

Do you want to know how Maplink can be a great ally to make the customer experience even more fluid, connected and integrated? Then check it out!

Maplink

How Maplink can help you:

  • API integration and implementation to optimize operating processes.
  • Cloud storage.
  • Optimization of delivery routes.
  • Among many other features.

We are the largest distributor of Google Maps in Latin America. We integrate solutions that allow you to use geolocation intelligence to improve the integration between online and offline channels, through the integration of your system with the Google Maps API. But how does it work in practice?

  • Greater service efficiency, reducing response time and facilitating access to each client’s history.
  • Greater agility and improved communication between the customer and the company, ensuring a much more positive shopping experience for the consumer.
  • Greater agility in the workflow, since the system begins to feed automatically and in real time.
  • Cost reduction by automating activities, eliminating the use of paper and optimizing travel by grouping geographically close jobs.
  • Access to updated data, which facilitates the monitoring of metrics and indicators that guarantee customer satisfaction.
  • Improved profitability, due to increased equipment productivity.
  • Cost reduction by automating activities, eliminating the use of paper and optimizing travel by grouping geographically close jobs.
  • Access to updated data, which facilitates the monitoring of metrics and indicators that guarantee customer satisfaction.

For those looking for more solid solutions, we develop actions adapted to your needs.

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