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: Tackling organized retail crime with video analytics...
26.06.2019   #video surveillance #digital video surveillance

Tackling organized retail crime with video analytics

Inpixon joins forces with National Anti-Organized Retail Crime Association

Inpixon, an indoor positioning and data analytics company, announced it is collaborating with the National Anti-Organized Retail Crime Association (NAORCA Worldwide) to combat retail crime by providing a free 90-day trial offer for IPA Video™ ...

Thumbnail-Photo: Cash Register Security Regulation
13.09.2019   #security #cashpoints

Cash Register Security Regulation

Status quo and remaining tasks

In Germany, the so-called Kassensicherungsverordnung (KassenSichV or Cash Register Security Regulation) enters into force on January 1, 2020, and will affect more than three million point of sale (PoS) systems. At that time, cash registers in ...

Thumbnail-Photo: Introducing a new, powerful mobile POS in Posiflex’s MT series...
25.06.2019   #epos systems #cashpoints

Introducing a new, powerful mobile POS in Posiflex’s MT series

MT-5310W from Posiflex combines the mobility of a tablet with the functionality of a fixed POS terminal. .

Today’s customers have higher expectations than ever when it comes to service. To meet and exceed customers’ ever-growing expectations, Posiflex is pleased to present MT-5310W, the latest addition to the popular MT series: a hybrid ...

Thumbnail-Photo: Frictionless checkout across all channels to build loyalty...
04.07.2019   #mobile payment #customer satisfaction

Frictionless checkout across all channels to build loyalty

H&M and Klarna elevate the shopping experience for US consumers

H&M and Klarna announced that they have expanded their current partnership agreement to also include the US market, in the development of an unrivalled payments and shopping experience across touchpoints. Together, H&M and Klarna are aiming ...

Thumbnail-Photo: Denmarks largest garden center chain is chasing a green profile...
26.06.2019   #sustainability #electronic shelf labels (ESL)

Denmark's largest garden center chain is chasing a green profile

Electronic shelf labels for paper reduction

Plantorama introduces electronic shelf labels in all stores, which significantly reduces the chain's paper consumption. The project will strengthen the chain's green profile and will have a positive influence on the customer experience and ...

Thumbnail-Photo: Well cooled shopping entertainment, please!
15.07.2019   #refrigeration cabinets #refrigerated counters

Well cooled shopping entertainment, please!

What about modern refrigeration technology?

Pierluigi Schiesaro and Gian Paolo Di Marco from Arneg, a company focusing on food service equipments, talk about refrigeration systems as "shopping entertainment".They also tell us what sustainable refrigeration could look like and why ...

Thumbnail-Photo: New year brings new regulations
13.09.2019   #data management #receipt printer

New year brings new regulations

What are the big changes for German point of sales systems come 2020?

Big changes are coming to Germany’s point of sale systems starting January 1, 2020. Two terms that are tossed around in this connection are "Belegausgabepflicht" (Receipt Provision Ordinance) and ...

Thumbnail-Photo: New innovative hybrid POS solution for small businesses...
20.05.2019   #pos systems #cashpoints

New innovative hybrid POS solution for small businesses

Posiflex presents a new innovative Hybrid POS solution for small businesses

The Retail market is always evolving, and so is Posiflex. Posiflex continually stays attached to the market and identifies ahead what the market really needs. Posiflex is honored to present its latest innovative Hybrid POS solution, WT-3007A, to the ...

Thumbnail-Photo: The future of retail: AI is changing everything...
08.07.2019   #digital marketing #visual merchandising

The future of retail: AI is changing everything

AI-enabled systems help retailers understand their customers

For retailers, winning is still all about delighting the customer. The trick is to move fast enough and to be as nimble as possible to satisfy the customer not only today, but in the future. ...

Thumbnail-Photo: Retail analytics: Breaking down data silos and improving operational...
29.07.2019   #data management #data analysis

Retail analytics: Breaking down data silos and improving operational efficiency

How comprehensive data usage led to higher revenue at Heine

“As a business with heritage in mail order, we used to have access to detailed reports about product performance in our catalogues. Once our digital presence grew, we had very limited information available that combined the KPIs for both our ...

Supplier

iXtenso - Magazin für den Einzelhandel
iXtenso - Magazin für den Einzelhandel
Celsiusstraße 43
53125 Bonn
Delfi Technologies GmbH
Delfi Technologies GmbH
Landgraben 75
24232 Schönkirchen
APG Cash Drawer
APG Cash Drawer
4 The Drove
BN9 0LA Newhaven
Permaplay Media Solutions GmbH
Permaplay Media Solutions GmbH
Aschmattstr. 8
76532 Baden-Baden
Superdata GmbH
Superdata GmbH
Ruhrstr. 90
22761 Hamburg