The importance of eCommerce is expanding rapidly, especially with Amazon continuing to build its robust platform. Online sales will reach $414 billion by 2018 and mobile commerce now accounts for 21% of total digital sales. Given the growing importance of eCommerce as a channel, it is imperative that eCommerce works seamlessly with a retailer’s traditional channels.
Typical eCommerce Platforms today tightly couple their technology layers, inhibiting any flexibility to drive omnichannel experiences.
In today’s age of digital commerce, consumers are more likely to engage with brands that offer unique and consistent experiences irrespective of the consumer’s preferred channel. If you look at a typical buying journey of a consumer (see example below), you would realize that they multiplex in and out of various channels before they buy a particular product.
And, more importantly, if that multiplexed experience is not differentiated and engaging then there is significant churn.
The consumer landscape continues to rapidly evolve, but it is clear that a consistent brand experience across all purchasing channels is no longer just expected, it is required. This is not just true for retail, but for industries across the spectrum – from manufacturing and CPG to finance and high-tech.
The importance of a consistent, connected brand experience is demonstrated in MuleSoft’s recent Connected Consumer Report, which found that over half of consumers experience an inconsistent,
Making inventory and location data available to online and mobile consumers can ensure they can buy what they want, when and where they want.
In the pre-smartphone world, malls were a meeting and hangout place for teenagers. The co-location of teenagers, parents, and stores was a major advantage for traditional retailers looking to drive demand and sales in their customers’ natural social scenes.
However, in today’s post-smartphone world, social scenes have expanded to social networking services like Facebook and Snapchat—contributing largely to the decline of the mall.