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73 per cent online retailers plan to use OMS: report
13
Oct '16
73 per cent of online retailers plan to utilise an Order Management System (OMS) at the centre of their unified commerce platform within 3 years, according to a new report from Boston Retail Partners (BRP), conducted as part of the BRP 2016 Digital Commerce Survey. Retailers plan to be aligned across channels to offer a consistent customer experience.

According to Unified, one of the key digital commerce trends, retailers' organisation and infrastructure need to be unified and aligned across channels to offer a seamless and consistent customer experience. For this plan, 56 per cent of retailers are focused on a consistent brand experience across channels as a top digital priority and 38 per cent are adding new roles and employee initiatives to accommodate omni-channel tasks.

The next trend is Personal, which is effectively engaging customers by offering personalised, relevant, compelling, and consistent brand messaging across channels. 40 per cent of retailers are focused on improving personalisation as a top digital priority, 50 per cent will have customer identifying technology within the store in 2 years, and 58 per cent plan to utilise geolocation within 2 years.

The next trend, Ubiquitous, heightens customer expectations for a personalised, seamless experience. 46 per cent of retailers are improving the mobile shopping experience as a top digital priority, 75 per cent will host a single shared cart across channels within 3 years, and 50 per cent will offer “start anywhere, finish anywhere” within 5 years.

Online retailers understand that consumers expect a personalised, seamless experience wherever, whenever and however they shop and they are focused on delivering a unified experience for the same.

Jeffrey Neville, vice president at BRP said, “Today's unified commerce imperative moves the heart of the transaction to a centralised platform. This allows retailers to become more innovative and agile with their digital commerce offerings to further enable a personalised customer experience. It is promising to see that retailers are laser focused on delivering the seamless, cross-channel experience consumers expect.”

BRP's 2016 Digital Commerce Survey of top North American retailers offers insights into retailers' current digital commerce priorities and initiatives as the digital and physical worlds converge to facilitate a seamless experience across channels. (GK)

Fibre2Fashion News Desk – India

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