Check out this video and paper on omnichannel marketing from BRP and Radial:

“Today’s customer is always connected and always on. Digital and mobile commerce have elevated consumer expectations of the shopping experience. She expects service anytime, anywhere, and any way she wants it. Retailers realize they need a different approach to enable a unified experience, one supporting the convergence of digital and physical worlds.”

“A unified commerce platform becomes a single consolidation point for all transactions, inventory, pricing, order management, CRM, call center, etc. This platform provides a single version of the truth across all channels to enable transparency, or the ‘glass pipeline’ of real-time visibility to inventory, product, and customer information. This is the nirvana, or end-state, that many retailers are trying to achieve with their customer experience and unified commerce goals. By moving the heart of the transaction, merchandising, and fulfillment activities to a centralized platform, retailers can allow their digital commerce applications to be more innovative and agile. This enables retailers to utilize their digital commerce offerings to contribute to the personal, ubiquitous, and unified experience that customers expect.”