Unified commerce is transforming the retail industry, moving beyond traditional omnichannel strategies to create seamless shopping experiences. The approach integrates all customer touchpoints onto a single platform, aligning with evolving consumer behaviours and expectations.
A Coresight Research survey conducted on July 8, 2024, revealed that 65.8% of US consumers use multiple channels when shopping. Of these, 31.9% frequently use multiple channels and switch between them, while 33.9% sometimes use different channels but generally stick to one primary method.
The impact of multi-channel shopping on consumer behaviour is significant. Nearly one-quarter of survey respondents reported that their overall spending has increased either significantly (8.2%) or slightly (16.6%) as a result of engaging with retailers across multiple channels.
Key technologies driving unified commerce include customer data platforms (CDPs), RFID for real-time inventory management, and advanced order fulfillment systems. CDPs aggregate data from various touchpoints, creating a centralized repository that ensures retailers have a comprehensive view of each customer.
RFID technology enhances inventory visibility, crucial for preventing stockouts and enabling omnichannel fulfillment services. In January 2024, Sensormatic Solutions announced its continued collaboration with Allbirds to enhance the latter’s shopping experience through RFID-enabled inventory accuracy.
Order fulfillment remains a critical challenge in unified commerce. A Coresight Research survey found that 40% of retailers identified high delivery costs as their top last-mile challenge. To address this, companies like Locus offer delivery-linked checkout features that enable retailers to fulfill orders on customer-preferred timelines while maintaining optimal capacity and service efficiencies.
The digitalization of physical stores is another crucial component of unified commerce. Technologies like smart shopping carts, electronic shelf labels (ESLs), and digital screens are blending online convenience with in-store experiences. In April 2024, Amazon announced the deployment of its Dash Carts to all Amazon Fresh stores and select Whole Foods Market and third-party grocery locations.
Target has implemented a unified commerce approach by providing customers with flexible fulfillment choices and implementing RFID tags for real-time inventory visibility. Similarly, Walmart has invested heavily in digital technologies, including the launch of Walmart Connect, a digital advertising platform.
The benefits of unified commerce extend beyond customer convenience. Kroger noted that customers who shop both in-store and online spend 3–4X more than in-store-only shoppers. Ulta Beauty reported that its omnichannel guests spend 2.5–3X more than in-store-only shoppers.
As unified commerce continues to reshape retail, shoppers can expect more innovative and integrated experiences. Retailers who successfully implement unified commerce strategies will be well-positioned to thrive in this evolving retail landscape, meeting the needs of increasingly tech-savvy and channel-agnostic consumers.
