commercetools is starting a background material series about omnichannel commerce: In a connected world, the customer is increasingly becoming the focus of modern traders. A closer look at the current omni-channel concepts shows that modern omnichannel has many faces. While the term omnichannel commerce was historically coined by brick and mortar retailers, we now see more and more pure players experiment with offline initiatives. The new material series consequently highlights the various opportunities and challenges of today’s omnichannel commerce. Among other things, this involves opportunities for differentiation in the market, degrees of digitization and the development of new markets, and, of course, the ideal technological implementation. Facts and figures around modern omnichannel commerce and a step by step guide for implementing a successful omnichannel strategy are summed up in the  accompanying infographic.

Multichannel or omnichannel concepts need to progress further in order to give companies a modern, digital image. Retailers must provide customers with high-quality shopping experiences to transform prospective buyers into loyal regulars – ideally across all channels. To translate a successful omnichannel strategy into practice requires the adaptation of the organizational structure to expand sales and to avoid information silos. commercetools highlights the process, strengths and challenges of both omnichannel retailers digitizing their branch businesses as well as Pure Players going offline.  This includes a look at the technological aspects used by omnichannel retailers to create synergies between online and offline, such as increased sales through fetching and returning online orders in physical stores through ‘click & collect’ and other similar approaches.

To map such processes, the architecture of the technical platform is the most important factor to being successful in the long term, in addition to the adaptation of the company’s technological infrastructure. At first glance, a highly complex and fully integrated e-commerce suite might bring all the necessary functions, but could later on require a lot of time and budget for integration and maintenance. Focusing on specialized services and integrating these via flexible interfaces is more recommendable. By utilizing a highly flexible platform system, project timelines can be shortened and budgets reduced – retailers win back the freedom to present their products optimally instead of wasting energy with lengthy migration and integration of projects.

Find out more about creating seamless shopping experiences for demanding customers and the advantages of a customer-centric omnichannel strategy – download the complete study for free here: The complete infographiccan be downloaded here:

About commercetools

commercetools GmbH was founded in 2006 by Dirk Hörig and Denis Werner. The company runs offices in Germany in Munich and Berlin as well as in the United States in New York and Durham. commercetools is one of the world’s leading providers of cloud-based e-commerce technology. On the basis of their highly available platform, complex retail models across all sales channels and for all devices can be implemented. By means of an extensive e-commerce API, existing corporate processes and technologies are connected flexibly. In addition, the platform enables sustainable solutions for B2C and B2B retail. Since 2014 commercetools is a subsidiary of REWE Group. Its customers include Koffer24, Merkur, REWE, Wöhrl and ZEG.

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