Interview • 15.02.2018

Unified Commerce: Mapping all processes in real time

Avoid "frustrating stumbling blocks in the shopper experience”

Once it was multichannel, then omnichannel and now unified commerce. With new software options, all the functions of a customer journey are supposed to be apparently invisible and run from a single source. Jean-Marc Thienpont, Managing Director POS Solutions at Adyen explains in an interview why it is important to put oneself into the customer's perspective to positively influence sales, margins and brand value.

Mr. Thienpont, what does the term “unified commerce“ mean?

Simply put, unified commerce is built on omnichannel and takes it to the next level, the next-generation integrated software solution that integrates and maps all areas of the sales and purchasing processes. Whereas omnichannel literally still involves several channels, unified commerce covers all the pertinent processes (payment, CRM, inventory management etc.) and is able to map them in real-time. Instead of using different types of interfaces, retailers only have to work with one platform, which also has great advantages in terms of payment processing. All this simplifies and standardizes the consumer’s shopping experience.

Which customer touchpoints play a part in unified commerce?

In unified commerce, stores are digitized using technology, while payment also plays a key role in this. For example, in-store kiosks can display so-called endless aisle scenarios, allowing retailers to give their customers access to the entire online inventory. If the customer at the store wants a product that is currently not available in-store, this immediately enables the retailer to give a delivery date, offer alternative choices, schedule a pickup date and present complementing options. And all of this across the entire store network. According to Drapers Multichannel Report, an endless aisle implementation can garner a sales increase of up to 14 percent. What’s more, a centralized overview of the customer payment history can also help retailers to better understand their customers and create personalized services.

How can retailers adapt their systems from a technological perspective to reflect this merger?

Major software companies are already introducing their first options in this area and many retailers are likewise planning to implement this type of solution. Payment is a key area where the consolidation of distribution channels and payments drastically shapes the implementation of a successful customer experience. Customers shop brands and don’t think about channels. Why can I only return an online item through the online channel if there is a nearby store? Why is it not possible to order an out of stock item online while I am at the store and then have it sent to my home? Many customers don’t understand the reasoning behind it and rightly so.

What are the respective benefits for retailers?

Retailers can count on their IT to be less burdened, while they also notice a positive impact on their sales, margins and brand equity.

Let’s take a quick detour to discuss the unpopular subject of customer returns. How can this process be simplified for both customers and retailers, and how does this affect sales revenue?

The most important aspect is to make returns as easy as possible for both the customer and the retailer, regardless of whether the purchase was made in-store or online. For example, this involves a platform and cross-channel returns so customers can easily return online purchases to the store and vice versa. This requires consolidated payment data. At Adyen, we offer crucial assistance in this area. After all, retailers can always review their customer’s complete payment history across all sales channels at a glance. This leads to better ways to encourage customers to make additional purchases during returns, for example, if in-store credits can also be easily applied to the online customer account. What’s more, prospective customers are more likely to make an initial purchase if they know right from the start that it’s very easy to make returns.

At EuroCIS 2018, you will give a lecture at the Omnichannel Forum. What can the audience look forward to?

The lecture will primarily highlight how retail technology supports retailers in eliminating shopping barriers and boosting customer loyalty.

Let me illustrate this point: there are many frustrating stumbling blocks in the way of a great shopping experience, ranging from long checkout lines to out of stock items all the way to high shipping costs. Successful retailers already take advantage of various technologies to address these weaknesses and give their customers the type of experience that far exceeds their expectations. Based on data from Adyen’s international retail surveys, our lecture highlights today’s obstacles in the retail sector and explains how technologies can help retailers to build and increase brand and customer loyalty. All this is illustrated by real-life retailer examples.

Lecture in the Omnichannel Forum of EuroCIS 2018 on February 28th (4:00-4:30 pm)

"From missed sales to loyal customers. How Retail Technology helps retailers to remove shopping barriers and retain customers from their brands". Original title: "Vom verpassten Verkauf zum loyalen Kunden. Wie Retail-Technologie Händler unterstützt, Shopping-Hindernisse zu beseitigen und Kunden an ihre Marke zu binden." Jean-Marc Thienpont (Managing Director POS Solutions, Adyen)

The presentation will be translated simultaneously into English.

Interview: Natascha Mörs

related articles:

popular articles:

Thumbnail-Photo: Password? No need!
09.03.2020   #mobile payment #security

Password? No need!

Interview with Dr. Daniel Schellenberg, COO of IDEE GmbH

Do you have an existing user account? Did you forget your password? No doubt, those are some annoying questions when you shop online. The brains behind IDEE agree and leverage your "digital identity" to make surfing and online shopping ...

Thumbnail-Photo: 3D product configuration: individualization online and in real time...
24.03.2020   #online trading #online marketing

3D product configuration: individualization online and in real time

Video interview with Yusuf Sahin, sales consultant at Derwid

The more attractive the presentation of a product, the more likely customers are to decide to buy online.One way of doing this is 3D product configuration, in which all the data and options of a product flow into the background. This allows the user ...

Thumbnail-Photo: Poindus VariPOS TSE Solution
11.02.2020   #security #pos systems

Poindus VariPOS TSE Solution

TSE for German fiscal regulations

Kassensicherungsverordnung (KassenSichV) regulates the technical requirements for electronic recording and security systems, such as Point-of-Sale (POS) systems & electronic cash registers in order to end the manipulation and potential tax ...

Thumbnail-Photo: Wirecard and Klarna launch joint payment solution for merchants...
27.03.2020   #payment systems #digitization

Wirecard and Klarna launch joint payment solution for merchants

Wirecard embeds all three Klarna payment methods into merchants' checkout

Wirecard, the global innovation leader for digital financial technology, and Klarna, a leading global payments and shopping provider, announced today the launch of a new enhanced joint payment solution. All three Klarna shopping methods, Pay Now, ...

Thumbnail-Photo: Wow factor affects the bottom line at Denmarks largest garden center...
22.01.2020   #consulting #electronic shelf labels (ESL)

Wow factor affects the bottom line at Denmark's largest garden center chain

ESL results in time savings for employees and creates a positive customer experience

The rollout of electronic shelf labels is in progress at Plantorama, which expects both economic and operational benefits by replacing the paper shelf labels in all of the chain's garden centers. Staff members need more time for customers and it ...

Thumbnail-Photo: Effective and Independent
12.02.2020   #epos systems #cashpoints

Effective and Independent

Present and future of self-checkout

Better use of personnel, lowering overhead costs while still providing customers with a smooth and seamless shopping experience – that’s what every retailer strives to accomplish. For Thomas Dibbern, CEO of ALMEX GmbH, there is an ...

Thumbnail-Photo: Digital tool helps MENY in the fight against food waste...
13.02.2020   #sustainability #app

Digital tool helps MENY in the fight against food waste

Printing discount labels directly from the app

After a convincing test, Dagrofa rolls out the food waste app ‘Whywaste’ in all the Danish MENY stores. At MENY in Solrød, the store has already managed to achieve a significant reduction in food waste. In addition to the app, the ...

Thumbnail-Photo: Solid Lines 2020, a product range …
01.02.2020   #refrigeration cabinets #Trade fair special EuroShop 2020

Solid Lines 2020, a product range …

… designed with the idea of generating unforgettable shopping experiences

New architectural and design concepts are appearing in the conceptualization of current supermarkets, especially aimed at improving the customers' shopping experience by incorporating solutions that generate value, allowing to optimize energy ...

Thumbnail-Photo: Corona crisis: Contactless payment more popular than ever...
30.03.2020   #cashpoints #brick and mortar retail

Corona crisis: Contactless payment more popular than ever

Practical, fast, and, above all, hygienic

"Please make contactless payment if possible." These or similar notices are currently in the checkout area of many grocery stores. By reducing necessary contact points in the checkout zone, it is hoped to counteract the spread of the ...

Thumbnail-Photo: Leveraging your retail strengths with digitization and automation...
16.02.2020   #consulting #brick and mortar retail

Leveraging your retail strengths with digitization and automation

Oliver Voßhenrich of POS Tuning talks about EuroShop 2020 and the promise of process optimization

Retailers have to make multiple decisions every day as it pertains to the point of sale (POS) according to the managing director of POS Tuning. He explains how digitization and automation help the industry to minimize manual processes and free up ...

Supplier

Burkhardt Leitner Modular Spaces GmbH
Olgastrasse 138
70180 Stuttgart
SES-imagotag Deutschland GmbH
SES-imagotag Deutschland GmbH
Bundesstraße 16
77955 Ettenheim
GLORY Global Solutions (Germany) GmbH
GLORY Global Solutions (Germany) GmbH
Thomas-Edison-Platz 1
63263 Neu-Isenburg
ROQQIO Commerce Solutions GmbH
ROQQIO Commerce Solutions GmbH
Harburger Schloßstraße 28
21079 Hamburg
Poindus HQ - Taiwan
Poindus HQ - Taiwan
5F., No.59, Ln. 77, Xing-Ai Rd.,Neihu Dist.
Taipei City 114
Adasys GmbH – a Poindus Company
Adasys GmbH – a Poindus Company
Max-Planck-Straße 10
70806 Kornwestheim
Delfi Technologies GmbH
Delfi Technologies GmbH
Landgraben 75
24232 Schönkirchen
MAGO S.A.
RUSIEC ALEJA KATOWICKA 119/121
05-830 Nadarzyn
SALTO Systems GmbH
SALTO Systems GmbH
Schwelmer Str. 245
42389 Wuppertal