New in Infinity – April 2024

Here’s new functionality across the Infinity platform that will help you and your team reduce operational complexity and create a differentiated omnichannel customer experience.

Infinity is a modular platform and you may need additional components or licencing to access some functionality.  

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PRODUCT INFORMATION MANAGEMENT

Simplify item data updates to Wedderburn Scales at POS

Businesses using supported Wedderburn scales at the Point of Sale can now send updated item data to the scales via the Atria Wedge software automatically using Windows Task Scheduler, saving you the time and effort involved in updating pricing and other data manually. If you run the Wedderburn integration at the Head Office, price updates made using the Batch Updates function will also be sent to the scales.

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INVENTORY

Enhance efficiency of EDI purchase orders

We’ve improved purchase ordering using EDI files by allowing you to identify suppliers that can be sent purchase orders plus items that can be ordered using this method, so you won’t waste time and risk stock shortages by sending EDI orders to the wrong supplier or by ordering products not on EDI.

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ORDER MANAGEMENT

Streamline order documents for debtor customer accounts

You now have the option of customising your A4 customer order documents by suppressing the payment section. This feature reduces visual clutter on the documents when you process orders for debtor customers who pay on account.

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CUSTOMERS & LOYALTY

Meet privacy law obligations by anonymising inactive customer data

As part of our programme of giving you options for managing your Personal Identifiable Information (PII) risk, we’ve developed a Windows service that anonymises information for inactive loyalty customers. The Infinity Loyalty Anonymisation Service allows you to anonymise inactive customers’ personal details held in the Loyalty database, as well as details of their order deliveries. It will also delete any messages that were sent to inactive loyalty customers using Infinity Messaging.

Simplify management of fuel discount programmes

If your fuel business operates a cents-per-litre discount (CPL) programme, you can now require that customers spend their CPL balance when they buy fuel, instead of allowing them to choose whether to save or spend it. You can also set a minimum amount a customer has to spend before the CPL discount applies. This simplified offering has the advantage of lowering the overhead involved in managing stored balances while still giving your customers the benefit of fuel savings.

Reduce fuel sales leakage with secure refund options

Fuel businesses wanting to support their commercial customers in reducing fuel sales leakages can now require that refunds be made to a credit card or fuel card instead of to cash or another media. Note that this feature requires the Vault payment and extended returns modules in order to work.

Improve auditing of manual fuel discounting

Your Head Office staff can now add a note when manually adjusting a cent-per-litre fuel balance, allowing you to view and audit the reasons why balances are being adjusted in your business.

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POINT OF SALE

Improve customer experience with faster age validation checks

If you use Infinity’s advanced age check function to make sure you’re complying with legal age requirements when serving customers, you’ll find we’ve made age validation quicker and easier, improving the customer experience and speeding up sales processing at busy times.

Improve permissions for manual fuel price changes at POS

We’ve made some enhancements to the way fuel price changes can be made at the Point of Sale to minimise the chance of the wrong price being applied. You can now use permissions to determine who can make manual price changes, and you can set a maximum amount in cents by which a fuel grade can be manually adjusted.

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REPORTS & ANALYTICS

Identify irregularities in fuel prepay sales and refunds

Fuel businesses can use the new Fuel Prepay Refund Report to spot irregularities in the payment medias used in prepay sales and refunds. So, for example, you can see if a prepay fuel card was used to purchase fuel but the refund was processed as cash. It complements the new functionality that requires refunds to be made to credit or fuel cards (see above), but it applies only to prepay sales made using those cards.

Improve financial compensation for stores running fuel discounts

The CPL Redemptions Report gives your stores and head office staff an understanding of cents-per-litre discounts that have been paid out as a way of supporting financial processes tied to discounts and financial compensation. Stores can use it to see what they have paid out in CPL discounts, while head office can use it to audit store activity, and make sure that stores are being adequately compensated for those payouts.

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To find out more about any of these enhancements and add them to your Infinity platform, contact us. 

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How a single view of customer and inventory data translates to happier customers

How do you keep up with customer expectations when consumer demands are rising – and often shifting?  

As inflation and cost-of-living increases put pressure on consumer spending, shoppers are becoming more discerning and deliberate, rapidly switching between brands in the search for what they want. 

That’s why customer retention has become an important strategy for retailers wanting to capture market share and maximise profits. Retaining customers costs less than acquiring new ones, and returning customers are more likely to spend than new customers.  

By taking the time to develop relationships with customers, provide excellent service, reward loyalty and stay connected, businesses can retain customers and drive sustainable growth.  

But at a time when only 25% of retailers can connect their online and in-store transaction data, many retailers struggle to deliver the unified experiences they need to meet customers where they are now.  

Unified commerce solves this by unifying online and store experiences with back-end systems so you can attract, scale and earn the most from loyal customers. It’s now retail’s top priority, with 88% of retailers investing in unified commerce or considering doing so to make their businesses stronger, smarter and ready for the future.   

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So how does a single source of truth translate to better customer satisfaction and retention?  

If your retail management system has been built up organically and relies on complex dependencies, you’ll know how difficult, slow and expensive it can be to integrate with modern technologies and create new customer experiences.  

A unified commerce platform can take that pain away. It bypasses the limitations of legacy and omnichannel systems by breaking down the walls between internal channel silos, using a centralised commerce platform that combines point of sale, inventory, ordering and fulfilment, loyalty, pricing and business intelligence.  

With one platform, you gain the single source of truth that gives you real-time visibility of your customer, inventory and fulfilment data across all your stores and channels.   

You can offer customers the easy purchase, convenient delivery and stress-free return options they want, while recognising and rewarding the shopping they do with you.   

Here’s how: 

Optimise inventory and availability 

Infinity lets you consolidate your inventory from all locations – warehouses, call centres and physical, mobile and online stores – and make it available for customers to buy anywhere, at any time. You can extend your range across more channels - marketplaces, in-store kiosks, shoppable screens, pop-up stores, concessions and mobile devices. And you’ll reduce costs, cut stock requirements and increase margins. 

Fulfil orders the way customers want 

When your data is unified, you can offer a range of fulfilment options no matter what channel an order comes in from. Click-and-collect, store-to-door delivery, drop shipping, returns anywhere and ‘endless aisle’ fulfilment are all possible. You get to choose what’s best for customers and most profitable for you. 

Reward customer loyalty 

It’s getting harder and more expensive to get a clear picture of customer activity and behaviours as more customers opt out of being tracked. However, loyalty programs offer a compelling reason for consumers to identify themselves in-store and online. With customer details captured and stored in single unified commerce hub, you can recognise customers consistently, wherever they shop with you. Using that data and Infinity’s loyalty capabilities, you’ll know which customers are most profitable and what their preferences are. Your store teams can view this information to offer personalised service and encourage conversion at point of sale. 

Localise pricing and promotions 

Pricing is shared across channels so customers can trust that they’ll see the same price whether they shop with you in-store or online. You can make better decisions about store product assortments, by matching breadth and depth to demand, trends and local demographics. And by customising products, prices and promotions nationally, regionally and even by individual sites, you’ll increase conversions and maximise profits. 

React smarter and faster to demand changes 

Using APIs on an open platform, you can expose data in real time, rather than replicate or move it. That lets you add specialised functionality across various systems and provides a fast and easy way to plug in and deploy new services, channels and devices. You’ll innovate quicker, keep up with customer demands and build your competitive advantage.  

This blog was originally published on 17 March 2020 and updated 28 February 2024

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See what a single source of truth can do for your customer retention!  

If you want to unify your data to offer a seamless blend of physical and digital customer experiences, contact us to get started. 

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For more on how a move to a unified commerce strategy gives you the flexibility and agility you need to keep in step with consumers’ changing needs, download our ebook:  

What is unified commerce and why is it so important to retail success?

As more sales channels and touchpoints emerge, the customer journey from awareness to purchase becomes more complex. Customers want to hop between channels in one seamless interaction. They want more options and less friction.  

That means retailers need a strategy that lets customers shop, buy and receive goods how, when and wherever they want. 

The only way to meet demands for a truly unified experience is to move to a unified commerce approach that delivers seamless customer journeys across all channels, touchpoints and locations. 

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Unified commerce is the term used for a retail software platform that provides a central hub for data from every system and channel across your organisation.  

It breaks down the walls between channel silos to deliver frictionless customer experiences, while reducing integration and operating costs, and increasing efficiency and accuracy. 

At a time when only 25% of retailers are able to connect their online and in-store transaction data it’s gaining momentum, with 20% of retailers heavily investing in it, 32% beginning to invest and 36% considering doing so. Retailers who use unified commerce have seen a solid 7% revenue boost over those who did not. And Australian retailers can tap into a $44 billion opportunity when they connect online and in-store sales channels via unified commerce.  

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So what exactly is unified commerce?

Unified commerce is a retail management system that unifies all your customer and inventory data on one open, centralised commerce platform that exposes one version of truth to all channels.  

That means all your data stays in sync – across point of sale, websites, apps, call centres, field staff, DCs and warehouses, kiosks, pop-up stores, concessions and marketplaces – and transactions can be viewed in near real time.  

With all these customer touch points connected, unified commerce lets you deliver a holistic and personalised customer experience more consistently. You can make purchasing online and in-stores more seamless and convenient through endless aisle, digital payments and ‘buy anywhere, fulfil anywhere’ services. And you can treat each customer as the individual they are – one person with one account, interacting with one unified brand. 

A unified commerce platform also helps you and your technology partners innovate quickly, maximise margin and deploy new services – efficiently and profitably. 

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Here’s how unified commerce helps you retail better

Optimise inventory and availability 

When you have an accurate, real-time view of your inventory, you can quickly see where inventory is and therefore the fastest place to fulfil from. You can increase sales by using ranging and fulfilment capabilities that enable you to sell products across channels (and even sell products not normally stocked within any channels). You’ll improve inventory accuracy, reduce stock requirements, minimise fulfilment costs and get products to customers faster.  

Fulfil orders the way customers want 

With a ‘buy anywhere, fulfil anywhere’ strategy and centralised unified commerce platform, you can give customers and staff real-time visibility of inventory, order and customer data across the business. That means you can offer a range of fulfilment options like click-and-collect, ship-from-store and split shipments – whatever suits your customers best.   

Attract, scale and retain loyal customers 

You can capture customer details for your loyalty program via any channel and then analyse purchase and browsing histories to develop the personalised experiences customers now expect, with rewards and offers that are timely and relevant. Store and call centre employees can also see this information to offer tailored services and encourage conversions at the point of sale. 

Localise pricing and promotions 

Pricing is shared across channels so customers can trust that they’ll see the same price whether they shop with you in-store or online. You can make better decisions about store product assortments, by matching breadth and depth to demand, trends and local demographics. And by customising products, prices and promotions nationally, regionally and even by individual sites, you’ll increase conversions and maximise profits.   

React smarter and faster to demand changes 

Using APIs on an open platform, you can expose data in real time, rather than replicate or move it. That lets you add specialised functionality across various systems and provides a fast and easy way to plug in and deploy new services, channels and devices. You’ll innovate quicker, increase speed to market and build your competitive advantage. 

This blog was originally published on 13 January 2020 and updated 2 February 2024

If you’re experiencing technology challenges that prevent you from unifying your sales, service and marketing channels, get in touch. We’d love to help you develop the ability to create unified retail experiences for competitive advantage.

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For more on how a move to a unified commerce strategy gives you the flexibility and agility you need to keep in step with consumers’ changing needs, download our ebook:  

Stock smart: How to elevate the omnichannel CX with real-time inventory

Is your inventory visibility good enough for today’s omnichannel retail? 

Inventory visibility has always been important in retail. But with the proliferation of touchpoints and channels – both online and in-store – retailers now need to see a real-time view of all their inventory, right now. 

If you don’t know the quantity of an item, where it is located, its current price nor status, you can’t offer the ‘buy anywhere, fulfil anywhere’ options that are best for customers and most profitable for you.  

With the average retail inventory accuracy at a low 63%, that can mean problems with a whopping 2 in 5 orders. And as the customer journey continues to evolve to meet changing consumer demands, providing a seamless omnichannel experience will only get more difficult. 

The challenge of inventory visibility 

After the stock shortages of 2020 and 2021, many retailers have spent the past year or more cleaning up excess inventory as steep inflation forced consumers to cut their spending. 

While understocks lead to the opportunity cost of lost sales and dissatisfied customers, overstocks came with the financial costs of storage and financing. Excess inventory also ties up working capital, results in markdowns that can hurt your margins and, perhaps most importantly, means the loss of new products and innovations that can give you a competitive edge.  

Without a real-time view of inventory, retailers are virtually guaranteed to interrupt the flow of an omnichannel shopping journey.   

Overselling can occur when products ordered online are not in stock. That results in cancelled orders, fewer sales and frustrated customers.  

Underselling happens when safety stock levels have been set too high to protect customers from cancelled orders, or when buffers are put on inventory to make it available for click-and-collect. But taking an item off the website when you really have it available elsewhere means you’re disappointing customers and missing sales.  

Rejected orders can result when online orders are routed to a fulfilment location that doesn’t hold the items and the order must be rerouted to a new location. This results in delayed deliveries and more unhappy customers.  

These challenges affect a customer’s confidence in your omnichannel offering and drive new shopping behaviours. Customers don’t just use click-and-collect because it’s convenient - they’re using it to ensure the inventory indicated online as in stock will definitely be there when they walk into the store.  

And poor inventory visibility doesn’t just result in botched sales and increased costs. Store and call centre employees have to deal with all the problems that rise, including upset customers, misplaced products and inaccuracies across different systems. That means inventory inconsistencies not only churn customers – they also churn staff.  

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What causes inaccurate inventory data? 

The problem with inventory visibility is typically down to four underlying challenges: 

•  Using ERP or in-house systems to manage inventory  

Retailers often use ERP systems and homegrown software which aren’t built to provide accurate, real-time inventory data. ERP systems are designed to process financial transactions but can’t handle the volume and speed of stock availability checks from digital sales channels. Nor were they designed to consume updates from point-of-sale systems in near real-time. Many retailers end up pouring money and resources into fixing problems that didn’t need to happen in the first place. 

•  Connecting legacy systems 

Enterprise retailers have to spin up new channels and touchpoints as customers demand them.  But legacy or outdated systems weren’t designed to send and receive real-time data. Delayed or incomplete product availability and pricing across various channels results in inaccuracies, and means the data is always stale.  

•  Integrating data silos 

Retailers use multiple customer-facing and back-office systems, spanning POS, pricing & promotions, order management, fulfilment, inventory management, mobile apps, ecommerce, loyalty, CRM, finance, marketing and more. Often loosely connected with manual processes and custom integrations, these omnichannel solutions are fragile, inefficient and costly to maintain. When data isn’t centralised, retailers can only access rudimentary sales, stock, pricing and promotions data and can’t build unified views of their customers. 

•  Resorting to quick fixes, not long-term innovation 

When problems emerge with inventory visibility, some retailers resort to quick fixes and point solutions to get capabilities up-and-running, instead of tackling the underlying problems with existing systems. And by diverting resources and budget into short-term solutions, they neglect to create the innovations that can differentiate the CX.  

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3 steps to take towards real-time inventory  

When the cost overruns outweigh the expected gains – higher customer satisfaction, increased revenue and better margins - it’s time to invest in new technology and process improvements.  

A unified commerce platform will provide an accurate, real-time view of all your inventory and customer data across stores, DCs and digital channels. This means you can quickly see where inventory is and therefore the fastest place to fulfil from. You’ll improve inventory accuracy, reduce stock requirements, minimise fulfilment costs and get products to customers faster. And you’ll increase sales by using ranging and fulfilment capabilities that enable you to sell products across channels (and even sell products not normally stocked within any channels).  

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There are three steps to take as you start the process of solving inventory pain points:  

1. Plan your journey over the next decade

Your investment in a new retail system that meets your inventory visibility needs is a significant undertaking with huge returns that requires a strong business case. That means starting with a vision for the business in 5-10 years from now.   

Assess where you can improve and expand your traditional products and services, and where you can launch into new market segments or introduce new business lines. Plan how the business model will be disrupted and the new skills and capabilities you will need to compete with unfamiliar competitors.   

Use these insights to develop a deep understanding of customers and their shopping preferences and figure out what you need from a new retail system to create that single view of customers and inventory for a truly unified CX.   

2. Bridge the gap between stores and back office 

Customer today expect a harmonised shopping experience for every shopping journey. That means your stores, departments, systems and channels can’t run in parallel to each other. The entire organisation must align on the value of a seamless customer experience.  

To get your stores and enterprise on the same page, form a cross-functional team representing various departments and stakeholders across the business. Consult these key individuals about their needs and pain points and agree clear goals for the transition, such as reducing stockouts, improving data accuracy or enhancing order fulfilment. 

  3. Get the CFO’s buy-in . . . and allocate budget 

Your CFO can be the most important stakeholder in the move to a new solution. Getting their buy-in and endorsement means assessing how the investment helps to deliver cost savings and real value over its entire lifespan.  

Create a budget by calculating how much the system will cost in terms of licenses, implementation, training and maintenance. Then compare these costs to the benefits you expect to see from an accurate enterprise-wide view of inventory, including tangible and intangible returns, such as cost savings, increased revenue, improved decision-making, enhanced scalability or competitive advantage.   

A cost-benefit analysis should show with absolute clarity how a new system can deliver a positive ROI. 

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Want help to achieve deliver a successful omnichannel CX? 

If you’re struggling with inventory accuracy and are looking at how to build a foundation for a seamless customer experiences, talk to us about how to start with a real-time view of inventory.  

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For more on how a move to a unified commerce strategy gives you the flexibility and agility you need to keep in step with consumers’ changing needs, download our new ebook:  

The 7 omnichannel capabilities reshaping stores

There’s a colossal shift taking place right now in how retailers plan, build and deliver their in-store customer experience.

And the prime driver behind this upheaval is the ecommerce boom that is creating new online shopping habits and reshaping consumers’ expectations of in-store experiences.  

Customers today crave convenience, personalisation and a seamless shopping journey that doesn’t stop when they enter a store.  

As more shopping journeys begin online and store visits becoming more intentional, retailers are looking for new ways to elevate the customer experience - by bringing digital convenience to stores, fulfilling orders via stores to increase profitability and delivering personalised and tactile in-store experiences.  

And while the shift towards online retail is real, physical retail is going to continue to grow at 4% year on year and total an estimated 70% of sales by 2027. The retailers that take a unified CX approach are seeing significantly higher profitability and sales growth than their peers. 

Do you have a clear strategy and roadmap towards strengthening your in-store CX?  

Many retailers struggle to support their customers’ omnichannel demands and aren’t equipped to create the shopping journeys now expected by post-pandemic, digitally savvy consumers.   

They have disparate and siloed backend systems that are fragile, inefficient and costly to integrate. Many implemented quick-fixes to get new capabilities up-and-running, but now need a long-term unified solution that delivers a single source of truth across all physical and online channels.  

And they’re under increased pressure to implement change fast but can’t quickly spin up the new “phygital” customer experiences the business demands. 

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So what are the new capabilities retailers need to modernise their customer experience for unified retailing?

Here are seven areas where retailers are increasing their focus and investment:

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1

Stores that amplify the digital experience

The phenomenal rise of live online customer experiences has migrated beyond social media and live chat to virtual shopping appointments. Retailers are using the unparalleled knowledge of their store staff to boost digital sales and service by giving in-store teams the tools to connect with shoppers digitally. Platforms like Brauz provide the video commerce smarts, while unified commerce solutions (like Infinity) help to automate the end-to-end process, from customer communications and data insights to seamless sales transactions and fast delivery. 

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2

Digital convenience in stores

The POS used to be the epicentre of the store technology experience. But today consumers expect unlimited access to information and functionality to inform their purchasing decisions, and demand digital convenience inside the store. Retailers are putting customers in charge of their in-store experience by integrating digital services, such as the ability to look up loyalty points, explore product information and add items to digital wishlists in stores. Shoppable screens provide ‘endless aisle’ capabilities that let customers browse and order from the entire inventory. 

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3

Self-checkout expands to self-service

In tandem with the new digital experiences inside stores, retailers are modernising their checkout experience so that customers can transact on their terms. They’re putting customers in control with fast and flexible self-guided assistance, mobile point of sale and contactless payments wherever the customer is - in the store, out in the warehouse or yard, at trade shows and pop-up stores. While self-serve kiosks are practical solutions for larger stores and supermarkets, fuel and convenience retailers taking advantage of new self-service software that can be deployed on any touchscreen terminal, making it simple to create fast and memorable experiences.  

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4

Endless aisle for anywhere, anytime orders

Consumers are choosing retailers based on the ease and flexibility of the end-to-end experience. With a ‘buy anywhere, fulfil anywhere’ strategy and centralised unified commerce platform, retailers can give customers and staff real-time visibility of inventory, order and customer data across the business. That means customers can shop whenever they feel like it, at any time, using their most convenient channel.  And endless aisle access to inventory lets customers order any product and get it delivered to any address. 

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5

Flexible omnichannel fulfilment

With ecommerce sales returning to pre-pandemic growth levels, services such as ship-from-store, click-and-collect, endless aisle and returns anywhere are all just table stakes today. Retailers are prioritising capabilities that help them to launch and scale omnichannel experiences faster by improving store fulfilment efficiency and enhancing the store pick-up experience. They’ve created hybrid stores that support the rise in online sales while meeting customers’ expectations for fast pick-up and delivery.  

They’re now introducing ship-from-store capabilities that not only enable ecommerce orders to be shipped from stores, but stores can also ship orders placed in other stores.  And with a unified view of inventory across all stores and DCs they can quickly see where inventory is located and the fastest route to fulfil orders. 

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6

Unified channels strengthen personalisation

With more buying journeys beginning online, and store visits become more predetermined, customer expectations for a frictionless ‘one brand’ experience are rising. However, many retailers have channel silos that mean any interaction or activity that the customer had with them online is not available to the customer or staff within the store.  

Retailers are delivering personalised experiences by using AI and intelligence across online and offline channels to deliver timely and relevant communications, recommendations, offers and rewards across in-store and digital touchpoints, including the point of sale, mobile app, web, email and social. And some are extending these personalised recommendations into other communications with customers, such as e-receipts and shipping notifications. 

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7

Unified employee experiences

A great customer experience hinges on a great employee experience. After years of underinvestment and now a labour crunch, many retailers are playing catch-up by making employee efficiency and enablement a top priority this year. They’re giving their in-store teams access to relevant customer intelligence - such as loyalty points and rewards, wishlists and sales histories – to equip them to add more value to their customer interactions. Some are using AI technology to provide personalised upselling recommendations during click-and-collect pickups. And localised pricing gives their teams up-to-date, competitive pricing and empowers them to make better, on-the-spot decisions. 

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This post was originally published September 2022 and updated on 14 December 2023.

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Want help to modernise your stores for unified retailing? 

As you transform your stores to be the centre of your omnichannel experience, your POS and retail systems must transform as well. If you’re experiencing technology challenges that prevent you from unifying store and digital experiences, get in touch. We’d love to help you make stores play a bigger role in your CX strategy. 

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If you’re driving the CX transformation at your retail business, our unified commerce maturity model is the perfect tool to create your roadmap. Learn about the capabilities you need to create a rich mix of omnichannel experiences. 

What’s the difference between unified commerce and omnichannel?

In recent years, the terms ‘unified commerce’ and ‘omnichannel’ have reached buzzword status. Both are used to describe the delivery of seamless customer experiences across physical and digital channels.

But while they’re used interchangeably, there’s a significant difference between them.

Unified commerce is the next-generation architecture that finally delivers on what omnichannel promised.

 A unified commerce platform provides a central hub that breaks down the silos between channels to deliver truly seamless experiences, while also solving omnichannel’s biggest weakness – operational complexity.

 At a time when only 25% of retailers can connect their online and in-store transaction data it’s gaining momentum, with 20% of retailers heavily investing in it, 32% beginning to invest and 36% considering doing so. And retailers who used unified commerce in 2022 saw a solid 7% revenue boost over those who did not.

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Omnichannel offers options, but creates operational complexity

Omnichannel strategies talked about creating a seamless and consistent customer experience across all channels, but the execution has left a large gap in the user experience. 

Why? Retailers have to quickly spin up new channels as consumers demand them. An omnichannel approach does connect numerous channels, but they all operate in functional silos. That means customers can’t hop between channels in one seamless interaction and most attempts to deliver unified experiences fall well short. 

Omnichannel makes things much harder for retailers in five ways: 

• Integrating data silos: Often loosely connected with manual processes and custom integrations, omnichannel solutions are fragile, inefficient and costly to maintain. The silos generate a cascade of inconsistent, inaccurate data shared across the business, making it virtually impossible to deliver a seamless customer experience. 

• Inventory that isn’t real time: Many omnichannel systems only access rudimentary sales and inventory positions. This prevents retailers from offering the ‘buy anywhere, fulfil anywhere’ options that are best for customers and most profitable for them. 

• Adding modern technologies and capabilities: Connecting legacy systems with modern technologies requires custom integrations, making the creation of new brand experiences complex, expensive, time consuming and risky. 

• Obtaining a single view of the customer: Silos negatively impact customers because they have to deal with inconsistencies and gaps, such as partial sales histories, different answers to questions or having to start new conversations in each channel. 

• Loss of innovation: Day-to-day inefficiencies mean that internal teams are tied up in remediation and troubleshooting and have less time to spend on creating the innovative, personalised experiences customers desire. 

Here’s an example of how omnichannel creates operational complexity:

An omnichannel architecture could allow a retailer to look up inventory across all its stores but they would struggle to make all items available online. This is because many retailers have items that are difficult to ship, such as fragile items, dangerous goods or large and bulky or heavy products. With no ability to create customised views of inventory to make them available for click and collect but exclude them from home delivery or inter-store transfers, they can only offer these items in stores.

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Unified commerce puts the customer experience first 

Customers today expect to transact when, where and however they want. They don’t care how you achieve it and will reward you if you have it - or shop elsewhere if you don’t. 

The only way to meet these demands for a truly unified experience is to move beyond omnichannel to unified commerce. 

Unified commerce is an architectural approach that delivers seamless customer journeys across all channels, touchpoints and locations. 

It breaks down the walls between internal channel silos by using a centralised commerce platform that combines point of sale, inventory, ordering and fulfilment, loyalty, pricing and business intelligence. 

With a unified view of the customer, and all channels and engagement points connected in real-time, you can deliver a personalised and consistent customer experience.  

Your customers get a ‘one brand’ experience: one person with one account, interacting with one unified brand. No hitches, and no inconsistencies. 

You can make purchasing online and in-stores more seamless and convenient through endless aisle, digital payments and ‘buy anywhere, fulfil anywhere’ services. 

And you can quickly respond to changing customer expectations and new technologies by using microservices and APIs to expose data and connect third-party services. 

A unified commerce platform enriches your customer experience and positively impacts your entire business in so many ways:

• Simplify your technology

• Accelerate speed to market

• Optimise inventory and availability

• Boost in-store productivity and sales

• Personalise your customer experience

• Create relevant and agile experiences. 

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This blog was originally published in January 2020 and updated 17 October 2023.

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Want help to reduce operational complexity?

We can help you define your goals, develop a business case and create your roadmap to simplified operations and unified customer experiences. Get in touch.

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For insights into how a unified commerce approach gives you the flexibility and agility you need to keep in step with consumers’ changing needs, download our ebook:

The critical role of stores in digitising the retail customer experience

There’s been a massive shift in consumer expectations around convenience, connected shopping experiences and personalisation. Here’s how to use your stores to elevate and differentiate your customer experience.

For most omnichannel retailers, the growth of ecommerce has meant boosting their investments in physical retail.  

That’s because the store is essential to creating and satisfying customer demand - even if the customer ultimately transacts online. 

Consumers now see both the online and offline shopping experience as part of the same buying journey and not as one versus the other. Investments in unified commerce to unify the store and online experience are gaining momentum, with 20% of retailers heavily investing in it, 32% beginning to invest and 36% considering doing so. Retailers who used unified commerce in 2022 saw a 7% revenue boost over those who did not.  

Omnichannel retailers now see their stores as critically important assets to invest in.

• Store loyalty captures more share of wallet 

Today’s shoppers are purposeful and discerning. They don’t just compare your service to that of your competitors, but to the best service they’ve ever received, anywhere, any time. They want consistency across your channels, recognition wherever they shop with you and a relationship with your brand.  

With the ability to see, touch and feel products and assess alternatives, stores are important for marketing and customer acquisition. Store conversion rates are typically 20-40% - around ten times more than ecommerce channels (only 2.5-3%). And the store remains the dominant sales channel, still generating more than 70% of sales.  

• Stores shorten delivery times 

Stores support ecommerce fulfilment and place inventory close to customers - the source of demand. Click and collect, ship from store and return in store are now routine ways to fulfil online orders. Without a store, many online orders would not happen, and would be unprofitable.  

• Stores set the stage for experiences 

Stores can amplify brands by adding a tactile experience and human factor that isn’t possible online. Store staff build trusted relationships with customers through personalised recommendations. They are often better at acquiring customers and stimulating repeat purchases than digital channels. And self-service technologies can create an easy and fast experience at transactional moments of the in-store journey.  

Our client, Cue Clothing, is a remarkable example of how to use stores for competitive advantage. Around 20 percent of its sales are online, but over 60 percent are fulfilled by stores instead of a dedicated warehouse. The introduction of endless aisle increased access to inventory eightfold to 80,000 items, leading to a 70 percent increase in conversions and 130 percent increase in overall sales. And Cue has also launched a range of award-winning in-store initiatives – including virtual styling and in-store wishlists - that are driving up conversions, increasing revenue and boosting customer loyalty.

So how can your stores play a bigger role in your CX transformation? 

Here are 3 areas to focus on to differentiate your store experience: 

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1. Bring digital convenience to stores

Many retailers have relied on convenient physical locations and knowledgeable store staff to entice customers to visit them. But today’s digitally savvy consumers want a ‘joined-up’ omnichannel experience that doesn’t stop when they enter a store.

By reimagining the store customer experience and giving staff tools to connect with customers digitally, you'll bring a rich mix of human and digital interactions into stores.

• Start by revamping the checkout experience. Offer fast, digital, contact-free point-of-sale transactions wherever the customers are - in the store, out in the warehouse or yard, at trade shows and pop-up stores. Ensure you can provide quotes and take cash sales or charge-to-account orders anywhere, with the flexibility to handle complex split orders, sales and returns. 

• Put customers in charge of their in-store experience by integrating digital services, such as the ability to look up loyalty points, access product information and add items to digital wishlists in stores. People who use digital while they shop in-store convert at a 20 percent higher rate compared to those who do not use digital as part of the shopping journey. 

• Localised pricing will let your team offer up-to-date, competitive pricing and empower them to make better, on-the-spot decisions.

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2. Use store fulfilment to increase ecommerce profitability

Retailers are working to optimise their processes and remodel stores into fulfilment centres to meet the explosion in demand for online orders fulfilled in stores. 

However, many retail systems weren't built to provide real-time inventory so the challenge of knowing where stock is located across the store network causes missed sales and cancellations of online orders.

• Create a single view of inventory across stores, online, mobile and warehouses to improve your return on inventory and maximise selling opportunities. 

• Use your stores as mini-distribution centres to give your customers a variety of delivery options, such as click-and-collect, store-to-door, drop ship and returns anywhere. 

• Endless aisle capabilities let you sell products not stocked in your current location and have them delivered to or collected by the customer.

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3. Personalise customer experiences by extending digital into stores

With more customer journeys beginning online and store visits become more focussed and deliberate, customer expectations for a frictionless ‘one brand’ experience are rising. 

However, many retailers have channel silos that mean any interaction or activity that the customer had with them online is largely unknown to store staff. 

By connecting all your customer engagement points in near real time, you can deliver a holistic and personalised customer experience more consistently. That means treating each customer as the individual they are all the time – one person with one account, interacting with one unified brand.

• Combine your customer, inventory and sales data from all channels and touchpoints and analyse your customer preferences. Use these insights to develop personalised communications, experiences and offers that drive customer satisfaction and loyalty. 

• Make this data available to your store staff. For example, provide your teams with access to relevant customer information, such as loyalty, wishlists and sales histories. Use AI technology to provide personalised upselling recommendations during click-and-collect pickups. 

• Extend these personalised recommendations into your other communications with customers, such as e-receipts and shipping notifications.

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This post was originally published June 2022 and updated on 25 September 2023.

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As you transform your stores to be the centre of your omnichannel experience, your POS and retail systems must transform as well. If you’re experiencing technology challenges that prevent you from unifying store and digital experiences, get in touch. We’d love to help you make stores play a bigger role in your CX strategy.

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If you’re driving the CX transformation at your retail business, our unified commerce maturity model is the perfect tool to create your roadmap. Learn about the capabilities you need to create a rich mix of omnichannel experiences.

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Your four stages to unifying customer experiences

Can you deliver to changing customer needs? Here’s how to simplify and streamline interactions with your brand and fulfil the promise of omnichannel retail.

1

Get tight control of your inventory

2

Extend your brand experience across all channels

3

Create delightful, personalised shopping experiences

4

Innovate, innovate, innovate

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Omnichannel retail promised to make things better for customers by delivering unified shopping experiences, but the execution has left gaps in the user experience.  

Shoppers today have numerous selling channels available to them, but silos mean that customers can’t just hop between channels in one seamless interaction and must deal with inconsistencies that lead to disappointment and frustration. 

Omnichannel has also made it much tougher for retailers. Today it’s not just about providing multiple options – it’s about delivering a frictionless experience no matter where or when customers shop. This variety is overwhelming retailers, with 47% saying there are too many channels for them to effectively deliver the best experience.  

And many omnichannel set-ups neglect to take full take advantage of stores, which provide unparalleled opportunities to provide excellent service and personalised recommendations to retain loyal customers, as well as take on activities such as returns, fulfilment, endless aisle orders, in-store wishlists and more. 

That’s why retailers are moving from omnichannel to an integrated unified commerce platform strategy.  

Unified commerce makes it easy to meet and even exceed customer expectations by creating a ‘one brand’ experience everywhere your customers shop while solving the problems and restrictions of omnichannel retail.  

It’s gaining momentum, with 20% of retailers heavily investing in unified commerce, 32% beginning to invest and 36% considering doing so. Retailers who used unified commerce in 2022 saw an impressive 7% revenue boost over those who did not.  

And the transition to unified commerce is simpler than many think.  

Retailers can quickly reap the benefits by following these four stages:

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Stage 1: Get tight control of your inventory

Ensure you can accurately manage your inventory levels across all your locations and customer touchpoints by centralising your inventory information in near real time.  

With a unified inventory management system in place, you can guarantee you’ve got the right inventory available in each location, without carrying the cost of overstocking or “buffers”. You can optimise your product range by matching stock to each store’s location, community and demographics while still giving access to your complete range via endless aisle. You can also react to trends quickly, and forecast demand based on historical data, sales forecasts and seasonal variations.

See how Night ‘n Day started with inventory to create great customer experiences and increase net profit by around $12,000 a year for each store.

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Stage 2: Extend your brand experience across all channels

Once your inventory is under control, you’re free to increase your purchasing, ordering and fulfilment options. To do that, you’ll need to move from multichannel silos to a unified commerce platform that provides a strong order management capability.  

Exposing, rather than replicating, inventory and customer data from your platform to each channel means everything stays in sync. Your staff and customers will have consistent product visibility and can expect fluid and accurate interactions, whether in-store, on mobile or online.  

And with real-time data on stock levels, you’ll be able to see where inventory is located, find the lowest cost or fastest fulfilment route, and provide better promotions. 

Here’s how Cue Clothing is using unified commerce to combine physical and digital channels into a ‘one-brand’ experience.

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Stage 3: Create delightful, personalised shopping experiences

Now you can build genuinely meaningful customer experiences. With a single view of customer, order and inventory data, you can treat each customer as an individual, all the time – one person with one account, interacting with one unified brand. 

Make your loyalty programme your cornerstone for innovation, delivering the unified and personalised experiences customers expect. Use AI and data from online and offline channels to deliver timely and personalised communications, recommendations, offers and rewards across in-store and digital touchpoints, including desktop web, mobile web, mobile apps, email and social. 

By delivering each customer a powerful, tailored, one-of-a-kind experience across all channels and touchpoints, you’ll create rich emotional connections, drive up conversions and send transaction values soaring.

Here’s how Z fuels more sales and repeat visits with its Pumped loyalty programme.

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Stage 4: Innovate

Your unified commerce platform is now your hub for innovation - a springboard for adding new channels and services to take advantage of new capabilities and deliver results at a speed and scale that would be unachievable within a traditional omnichannel model. 

By using agile methodologies and APIs to expose data and functions, and easily plug in and deploy new services, channels and devices, you’ll reduce integration and maintenance overheads, increase real-time accuracy and enjoy virtually limitless scalability and agility. And by seamlessly embedding purchasing opportunities into everyday activities, you’ll make the shopping experience seamless for the consumer. 

The end result is the ability to create extraordinary customer experiences that help to capture market opportunities, generate additional revenue and build brand advocacy. 

See how APIs can help you innovate at pace and build powerful ecosystems to give customers extraordinary experiences.

This post was originally published May 2019 and updated on 28 August 2023.

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If you’re urgently revamping your omnichannel capabilities and want advice on which projects to tackle first, our checklist could help. It will let you assess where you are at against retail leaders and decide what you need to improve. Download it here.

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Seven things to look for in a retail technology partner

With many customer journeys now beginning online, and a growing appreciation of the critical role of in-store teams in the customer experience, the key issue for retailers today is how to extend their online experience into stores to create unified retail.

That means seamlessly integrating all backend systems to deliver the distinctive omnichannel experiences consumers now demand. Can your retail system keep up?

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If you’re developing the roadmap or requirements for your next point of sale or retail platform, start here.

No matter the scale of what you want to accomplish – extending POS functionality, creating a single view of inventory, or starting your unified commerce journey to connect POS, inventory, fulfilment, order and customer data – you need a partner with the right people, processes and technology.

A partner who understands the 24x7 demands of retail and can provide you with the systems to innovate quickly, optimise inventory, maximise margin and deploy frictionless customer experiences - efficiently and profitably.

Here are the important indicators of a good technology partner, plus questions to ask:

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1

Maturity and market responsiveness

Look for a partner who’s been around retail for a while, with a platform built on a modern architecture and sound business model and proposition. They’ll need to understand your fast-paced, data-intensive environment where any significant level of downtime is unacceptable.

Their people will have the capability to help you plan and implement your projects so that they work for you now and into the future. When you choose a partner with a mature platform, they can focus on delivering innovation because the core functionality you need already exists.

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2

Real-world customer experience

Make sure your partner has a recent and proven success record for planning, implementing and managing complex, large-scale deployments across multiple stores, multiple formats and multiple geographies.

Have they implemented unified commerce systems or are they just unifying digital commerce channels? Ask for evidence of the relationships, products and services that help their clients to be successful, including the consultancy, customisation, integration, training and support services you’ll need.

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3

Flexible and innovative mindset

You want a partner who’s got the people and processes to move fast, while cultivating an environment where innovation flourishes.

Check that they have a history of responsiveness and the ability to assess and quickly correct any unforeseen issues. Can they change direction, be flexible and achieve competitive success as opportunities develop, competitors act and customer needs evolve.

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4

Broad product capability

Choose a partner that can give you a broad and holistic portfolio, perspective and experience. You’ll need all your core requirements out-of-the-box plus the ability to customise and easily add new functionality.

Offering a unified experience means unifying all the backend systems that run POS, inventory, customers and loyalty, pricing and promotions, analytics and fulfilment. You don’t want to be tied to a point player that can only provide portions.

Your partner should let third parties connect via APIs and cultivate a vendor ecosystem to reduce risk and increase flexibility. You also need to know that your partner has a strategic roadmap and investment committed for new capabilities. 

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5

Consulting and market understanding

Find a partner that will guide you in the right direction and tune technologies to fit your individual business needs. Do they have consultancy skills that span business and technical knowledge? Can they advise you on business processes as well as how the software works? Make sure they understand your wants and needs (as well as those of your customers) and can translate them into products and services.  

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6

Exceptional operations

Check that your partner can meet their goals and commitments, and that they have the organisational structure, skills, experiences, programmes and systems to operate effectively and efficiently. That includes agile — make sure they’ve done the training and really understand agile principles, methods and practices.  

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7

Local and committed to your success

Look for a partner that is a local business, focused on your region’s potential to succeed. A local partner means you can have more influence on the product roadmap and enjoy direct engagement with people on the ground committed to your success (and not distracted by offshore business activity). And a mid-size partner is more likely to view you as an important customer of influence.

This blog was originally published on 21 January 2019 and updated 30 May 2023.

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Want help to innovate and scale new services, faster?

Triquestra has been delivering retail management systems in multiple industries and geographies for more than 25 years. Our product and people are supporting award-winning retailers delivering disruptive, world-first customer experiences that build loyalty and grow sales.

 If you’re experiencing technology challenges that prevent you from unifying your physical and digital channels, get in touch. We’d love to help you digitise your business to create the unified experiences your customers now expect.

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For more on how a move to a unified commerce strategy gives you the flexibility and agility you need to keep in step with consumers’ changing needs, download our new ebook:

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