As the retail sector transforms at breakneck speed, providing a seamless customer journey across all channels has become a necessity. While the omnichannel approach is reaching its limits, unified commerce is now emerging as the cornerstone of a successful customer experience.
Introduction: Unified commerce, the essential ally for retailers
1. A retail world in flux
Technological innovations, shifting consumer expectations, intensifying competition, and logistical and environmental challenges… Driven by powerful transformative forces, the retail sector must adapt more than ever to meet the challenges ahead:
- Ultra-connected and demanding customers, who compare prices and seek unique experiences.
- Increasingly hybrid shopping journeys, combining online interactions with physical store visits.
- New consumption habits, as illustrated by the growing success of the second-hand market.
And this is just a glimpse of the many challenges retail companies face… In response to these shifts, stores are going digital and transforming into true connection points to enrich the customer experience.
Key figures
- In 2024, e-commerce accounts for €175.3 billion in revenue and 2.6 billion transactions in France. It is expected to exceed €200 billion in revenue by 2026.
- 53% of French consumers conduct research online before purchasing in-store.
- According to a 2024 study, 72% of French people have purchased a second-hand product in the last 12 months.
2. The limits of omnichannel
While it has taken on particular importance today, the need to streamline the customer journey by integrating different sales channels is not a new phenomenon. Consequently, retailers have gradually adopted a multichannel, and then an omnichannel, approach.
- Multichannel involves selling through various channels such as physical stores, e-commerce websites, or mobile apps. However, these channels are not in synergy and operate independently of one another.
- Omnichannel goes further by interconnecting all channels. It aims to harmonize the various touchpoints with the brand in order to offer a personalized customer experience and improve satisfaction. Theoretically, this approach allows the consumer to buy the product of their choice, wherever and whenever they want, while minimizing friction in their journey as much as possible.
In practice, however, omnichannel strategies are not enough to provide a seamless and consistent customer experience throughout the purchasing journey, regardless of the touchpoints used by the consumer: physical store, online shop, virtual assistant, etc.
Chapter 1: From multichannel to omnichannel
1. Multichannel, cross-channel, omnichannel: what are the differences?
The multichannel approach corresponds to the first stage of retail digitalization: the brand is present on several touchpoints (store, e-commerce site, social media, email, SMS, etc.), but each operates in a silo, without any real connection.
The cross-channel approach takes it a step further by creating bridges between channels. Journeys become more fluid: a customer can buy online and then pick up their product in-store (click & collect), reserve an item on the site after an email campaign, or take advantage of a promotion received via SMS directly at the point of sale.
Theomnichannel represents the culmination of this evolution. All channels are fully integrated to offer a unified and consistent experience. Customer data flows in real time between digital and physical touchpoints, allowing for personalized interactions and the elimination of friction in the purchasing journey.
In short, multichannel is a logic of presence, cross-channel is a logic of complementarity, and omnichannel is a logic oftotal integration, centered on the customer experience and made possible by unified commerce.
2. Unified commerce, the cornerstone of a successful customer experience
Meeting the expectations of today’s consumers by offering them a complete, personalized, and seamless experience across all channels… A difficult challenge to meet, but far from impossible thanks to unified commerce.
Unlike the omnichannel approach, which is limited to ensuring consistency between different channels, unified commerce aims to interconnect all components of the business. From browsing online to delivery, including the act of purchasing, every step is part of a fluid and seamless customer journey.
Other benefits of unified commerce:
- This interconnection provides a global view of operations, customers, and inventory.
- It simplifies management, improves performance, and makes it possible to offer simple, consistent purchasing journeys tailored to each customer.
The result: higher satisfaction, increased loyalty, and sustainable revenue growth.
However, while unified commerce offers undeniable advantages, the question remains how to deploy it effectively to unlock its full potential. This is what we invite you to explore in this comprehensive guide.
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Chapter 2: The fundamentals of unified commerce
1. What is unified commerce?
Unified commerce involves integrating all sales channels into a single ecosystem to provide a seamless, personalized, and consistent shopping experience.
It represents the most advanced stage of retail evolution, born from the growing expectations of consumers seeking fluidity and simplicity in their journeys. Unified commerce pushes the boundaries of omnichannel for several reasons:
- It truly puts the customer at the center. From research to ordering, payment to delivery, and after-sales service, every step is connected and designed to eliminate any friction.
- It relies on a single, centralized, real-time platform, capable of converging all use cases: click & collect, store-to-home, loyalty programs, inventory management, and more.
- It breaks down organizational silos and harmonizes both sales channels and the retailer's internal processes.
In short, unified commerce creates a seamless, fluid, and personalized customer experience, while strengthening the company's operational performance.
Solutions for the ultimate unified commerce experience
Orisha Commerce designs B2C, D2C, and B2B unified commerce SaaS solutions used across more than 60,000 touchpoints in over 100 countries.
2. The 3 pillars of unified commerce
According to Gartner®, the success of a unified commerce strategy relies on three essential pillars.
Data unification
To ensure a truly integrated experience, retailers must harmonize their technology ecosystem by connecting platforms, applications, and internal systems. This consolidation provides a comprehensive view of operations and enables optimized management while delivering personalized offers.
The customer (and employee) experience
The customer experience is, of course, a key differentiator. But in unified commerce, the in-store team experience is just as crucial : they must be able to access real-time information on products, inventory, and customers… Hence the importance of data centralization.
Finally, process automation helps free up time for teams and strengthens the quality of customer relationships.
Platform composability
A modular platform provides the flexibility needed to adapt quickly to market changes and consumer expectations. It allows for the personalization of customer journeys while also effectively supporting employees in their roles.
Chapter 3: From traditional retailer to omnichannel player
How to succeed in your transition to unified commerce?
1. The digital transformation of retailers
Digital transformation has become a necessity for retail brands. Faced with hyper-connected and demanding consumers, the model of the traditional retailer, focusing solely on the physical store, is no longer enough.
Adopting a digital approach means rethinking processes from the ground up: integrating e-commerce tools, digitizing point-of-sale systems, implementing real-time inventory management solutions, and developing enriched customer experiences (click & collect, e-reservation, ship-from-store).
The real challenge is not just technological: it is organizational and strategic. Teams must learn to collaborate differently, breaking down silos between sales, marketing, logistics, and IT.
In short, digital transformation is the foundation that allows retailers to move from a traditional model to an integrated omnichannel strategy, centered on the customer experience and supported by unified commerce.
2. Gain agility in the face of new habits
Retail is evolving at high speed, driven by customers who move effortlessly from one channel to another. To remain competitive, retailers must demonstrateagility : being able to quickly adapt their offerings, purchasing journeys, and operations to new expectations.
This agility relies on three major levers:
- Technological : adopting flexible unified commerce platforms capable of integrating new channels or services (mobile payment, self-checkout, marketplace, etc.).
- Organizational : breaking down team silos and establishing a culture of continuous improvement, oriented toward the customer experience.
- Operational adjust inventory management, logistics, and pricing in real time to respond to market changes.
Agility is not just about speed. It is the ability to anticipate emerging trends, test new practices, and quickly deploy solutions that boost customer satisfaction and economic performance.
3. Assess your existing infrastructure
Before making the shift to unified commerce, the first step is to analyze your current infrastructure to identify your strengths and areas for improvement.
Implementing a unified commerce strategy involves a profound transformation, particularly regarding tool interoperability, often seen as one of the main challenges in retail. Your system must be able to synchronize all information in real time to ensure a seamless customer journey.
A comprehensive diagnostic of existing systems is therefore essential to understand how they interact and identify potential friction points. This assessment must also cover the compatibility of your tools with a potential unified commerce solution.
SaaS platforms: the ideal solution?
When it comes to unified commerce, SaaS (Software as a Service) solutions offer numerous advantages :
- They deploy rapidly, without heavy investment in hardware.
- They ensure real-time data updates and seamless interconnection between systems.
- Some even integrate advanced features, such as artificial intelligence, to anticipate trends and analyze purchasing behavior.
During this preparatory phase, studying the customer journey also plays an essential role. It helps identify strategic touchpoints and guide necessary improvements. Collecting and analyzing consumer data thus provides valuable insights for personalizing the experience.
Finally, a successful transition relies on close collaboration between different teams (marketing, logistics, inventory management, etc.). Internal processes must be rethought, and employees (especially in-store) trained on new tools to adopt a resolutely digital approach.
4. Define your roadmap
A successful transition requires setting clear and measurable goals. Start by clarifying your value proposition : what you offer, why your company is unique, and who you are targeting.
Then, set specific goals, whether they relate to revenue growth, customer satisfaction, time savings, or operational efficiency. These objectives must be quantified, time-bound, and aligned with the company's overall mission.
Next, it is best to structure your roadmap around two time horizons:
- The short term (3 to 24 months) for immediate actions and expected initial results.
- The long term (12 to 36 months) for consolidation and large-scale deployment.
Key stages of a unified commerce project
The transition to unified commerce generally involves a few key stages:
- System and data integration.
- Sales channel optimization.
- Improving the in-store experience.
- Supply chain and inventory management optimization.
- Personalization and a customer-centric approach.
However, every company and every project is unique. You should therefore adapt your roadmap according to the specificities of your market and your customer base.
With its expertise, Orisha Commerce supports retail leaders in this transition.
5. Select the right technology partners
The success of a unified commerce strategy relies on solid expertise in data, logistics, and digitalization. It also involves high-performance inventory management and real-time tracking, two areas that are often difficult to master in-house.
It is therefore essential to surround yourself with experienced and reliable technology partners. A specialized software provider offers not only tailored solutions but also the technical and functional support essential for implementing a unified commerce project.
Chapter 4: Data centralization and unification
1. Unified commerce and system centralization
The unified commerce model is the essential technical foundation for a true omnichannel strategy. While traditional systems operate in silos (POS, e-commerce, CRM, inventory management), unified commerce relies on a centralized platform capable of connecting all channels and ensuring seamless data flow.
This centralization offers several major benefits:
- Single customer view : consolidated purchase history and interactions across all touchpoints.
- Real-time management : unified control over inventory, pricing, promotions, and orders.
- Consistent experience : seamless shopping journeys, whether the customer starts online and finishes in-store, or vice versa.
For CIOs and IT managers, unified commerce is more than just a management tool; it is a strategic infrastructure which ensures flexibility and resilience in the face of rapid market changes.
By centralizing systems, retailers gain operational efficiency while laying the foundation for a seamless customer experience, the key to loyalty and competitiveness.
2. The importance of a unified database
Each solution used in isolation generates its own data silos, often in different formats. However, this fragmentation complicates the understanding of the customer journey and requires costly integrations.
In fact, unified commerce relies on asingle database, powering all sales channels: e-commerce, physical stores, marketplaces, mobile apps, and more. This centralization allows for the reliable, real-time aggregation, storage, and analysis of all information.
The benefits are numerous:
- Automatic updates for inventory, pricing, and orders, which helps minimize errors and stockouts while enabling the collection and analysis of all activity-related data.
- Unique, deduplicated datathat connects to all tools within the information system.
- A consolidated view of customers, products, and sales to manage operations with precision.
3. Consolidating customer profiles
Unified commerce provides a 360-degree view of your customers by consolidating all their interactions with your business into a single, unified profile.
This approach offers three major benefits:
- Better customer insight through tracking of purchasing behavior, preferences, and the lifetime value of each customer.
- A personalized experience, with recommendations, offers, and rewards tailored in real time to each customer profile.
- Increased operational efficiency which translates into reduced costs for communication and marketing campaigns, thanks to perfectly targeted actions.
By strengthening customer loyalty and engagement, this unified view becomes a powerful strategic driver for growth.
4. Unifying inventory and product data
Stockouts are a major challenge for retailers. They are not just a one-time loss; they can cause lasting damage to brand image and customer loyalty. Centralized inventory management is therefore essential to secure sales and optimize satisfaction. It relies on a single database, shared in real time.
Unifying customer, inventory, and product data ensures consistent information across all sales channels and improves operational performance, with several key benefits:
- Real-time visibility of available stock, allowing you to anticipate restocking needs and avoid stockouts.
- Optimized inventory transfers between different points of sale or warehouses, always with the goal of preventing overstocking or shortages.
- Consistent information for both sales staff and customers, based on the same data. This helps avoid situations such as a product appearing unavailable online when it is actually in stock at a store.
- Greater responsiveness and faster delivery times thanks to better visibility of inventory across multiple locations, which translates into an improved customer experience.
Chapter 5: Customer experience redefined by unified commerce
1. Phygital experience: seamlessness across all channels between store and digital
The phygital approach perfectly illustrates the shift toward an omnichannel strategy. It combines the strengths of the physical store (proximity, advice, direct contact) with the benefits of digital (speed, personalization, convenience).
In practical terms, this translates into hybrid journeys : trying on items in-store with the option to complete the purchase online, using interactive kiosks to check stock or order an unavailable size, or receiving mobile notifications to guide the customer toward an in-store offer.
A customer can thus start their purchase on one channel and finish it on another, without any friction.
Here are a few examples:
- The click & collect model involves ordering online and picking up in-store.
- E-reservation allows you to reserve an item online without payment and try it on at the point of sale.
- Ship from store involves transforming points of sale into mini-warehouses to deliver products more quickly.
- Cross-channel returns allows customers to buy online and return products in-store (or vice versa).
Beyond the "wow" factor, phygital retail meets a clear consumer demand: to enjoy a consistent, seamless, and uninterrupted experience, regardless of the channel.
Integrated into a unified commerce strategy, phygital allows retailers to transform their physical stores into true extensions of their digital presence, where every interaction enriches customer insights and strengthens loyalty.
2. Customer experience and omnichannel personalization
1. The role of marketing personalization
In a retail landscape saturated with messaging, personalization has become an essential lever for capturing attention and creating value. Customers no longer expect generic communications: they want offers, recommendations, and experiences that align with their actual needs.
Unified commerce plays a central role here: by consolidating data from all channels (e-commerce site, store, CRM, email campaigns, social media), it enables the creation of a 360° view of the customer. This insight powers targeted marketing actions, such as:
- personalized promotions based on purchase history,
- real-time product recommendations,
- journeys adapted to the preferred channel.
When well-integrated with marketing tools, personalization creates a virtuous cycle :
- More interactions between the customer and the brand.
- More data collected.
- More relevant experiences.
- More loyalty.
Ultimately, personalization (or even hyper-personalization) improves conversion rates, reduces friction throughout the purchasing journey, and creates a strong emotional bond with the brand. In the long run, a satisfied customer can become a true ambassador.
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2. An enhanced experience through immersive technologies
Today, physical stores are reinventing themselves through immersive technologies like augmented reality and virtual reality. These innovations transform the customer journey into a fun, engaging, and memorable experience. This streamlines their journey while helping you stand out from the competition.
Augmented reality
This interface overlays virtual elements onto the real world. It allows users, for example, to try out a product remotely or view its features in detail.
The result: higher engagement, less hesitation, and fewer product returns. Furthermore, this technology creates a "wow" factor that is highly sought after by brands.
Virtual reality
It goes even further than augmented reality by immersing the consumer in an entirely digital universe via a headset and sensors. Brands can thus offer total immersion and create a unique emotional connection with their customers.
VR is also a lever for cost reduction : setting up a virtual showroom instead of a physical one, showcasing products without needing inventory…
For the customer, virtual reality makes it easy, interactive, and fun to try or discover a product: it builds trust and simplifies the purchasing decision.
Orisha Commerce innovates alongside you to better anticipate trends.
3. Loyalty: programs and tools in the omnichannel era
In the age of unified commerce, a loyalty program is no longer just about points or discounts: it must offer a consistent experience across every channel. Customers expect to be recognized, rewarded, and engaged, not just treated as transactions.
According to a recent study conducted by Republik Retail
54% of French consumers say they are more loyal to brands that offer discounts, incentives or rewards, excellent customer service, and personalized marketing.
89% : Customer-centric brands that deploy omnichannel efforts see very high loyalty/retention rates (up to 89% in some cases, compared to ~33% for those with weak omnichannel engagement).
High-performing loyalty programs generate a strong return on investment (ROI): in e-commerce, well-segmented and personalized programs can increase annual revenue by 15-95%.
Depending on the sector and the maturity of the omnichannel strategy, a simple 5% increase in customer retention rates can boost profits by 25% to 95%.
Tools and best practices to integrate:
- Tiered programs & rewards differentiated based on omnichannel behavior.
- Recognition of offline purchases or interactions (in-store) and online: same profile, same benefits.
- Using data to personalize rewards : birthday offers, exclusive goodies, recommended content, and loyalty bonuses based on purchase frequency.
- Automation & CRM/marketing automation tools that unify customer data (online + offline) for relevant follow-ups, reminders, and personalized tracking.
These approaches not only help reduce churn, but also increase Customer Lifetime Value, strengthen brand attachment, and generate positive word-of-mouth.
4. Clienteling as a differentiator
By analyzing customer data, it is possible to offer perfectly tailored deals, content, and recommendations to the preferences and behaviors of each individual.
With advanced personalization, brands can go far beyond simple recommendations: they create interactions that truly resonate with customer expectations.
These approaches not only help to reduce churn, but also to increase Customer Lifetime Value, strengthen brand loyalty, and generate positive word-of-mouth.
Among the most telling data points
- 71% of consumers expect personalized experiences. When they don't get them, 76% feel frustrated. McKinsey & Company
- 81% say they ignore marketing communications that are not relevant to them. attentive.com
- +5 to 15% increase in revenue following well-executed personalization, depending on the sector. McKinsey & Company
- 60 to 62% of consumers say they would buy from a brand again after having a personalized experience. contentful.com
In short, marketing personalization is no longer a "bonus": it is a strategic lever for conversion, engagement, and retention. In the context of unified commerce, clienteling (personalized in-store service) is part of this dynamic: by capitalizing on browsing data, purchase history, and online interactions, the brand can offer a truly individualized experience, which is often the difference between a one-time customer and a brand ambassador.
By addressing this need, you strengthen customer engagement and loyalty at every stage of their journey:
- During the discovery phase, tailored product and content recommendations help capture consumer attention, based in particular on their browsing data.
- During the evaluation phase, intelligent suggestions and highly targeted offers help facilitate the purchasing decision.
- At the time of purchase : a personalized approach makes the customer feel recognized and understood by the brand, which boosts conversion.
- After the purchase, personalized interactions turn every touchpoint into an opportunity for loyalty.
Chapter 6: inventory and order management, more efficient than
1. Real-time inventory visibility
Unified commerce provides complete, real-time visibility into your inventory. This allows you to:
- Anticipate demand.
- Optimize your supply chain.
- Reduce costs associated with stockouts and overstocking.
Furthermore, centralized inventory management ensures better product distribution across your various sales channels and contributes directly to a successful customer experience.
Inventory management tools tailored to your needs
Make your inventory work for you with Orisha Commerce solutions:
- Openbravo SSMS : inventory management tool designed for multi-store networks.
- Openbravo WMS : warehouse management system, offering the best of the cloud and WMS (Warehouse Management System) capabilities.
- Core-suite : e-commerce platform, point-of-sale application, and logistics solutions for retail businesses.
2. Flexible order management across all channels
Thanks to unified commerce, orders are managed centrally and consistently.
You can offer various delivery and pickup options (click & collect, ship-from-store, e-reservation, home delivery, etc.), providing an experience tailored to your customers' expectations.
In an ever-evolving retail landscape, high flexibility has become essential. Seamless order management allows you to:
- Reduce logistics costs by choosing the most suitable order fulfillment locations, based on your business objectives.
- Increase order fulfillment rates through end-to-end automation (from order placement to delivery).
- Optimize preparation by taking into account all available stock in stores or warehouses.
- Limit cancellations by ensuring fast and accurate order fulfillment.
Streamline your online order fulfillment. Discover Openbravo Web Order Fulfillment
3. Automated replenishment
Automated replenishment is another essential lever for efficient inventory management , as it boosts productivity and ensures products are always in stock.
This intelligent replenishment system relies on real-time data, which is used to:
- Accurately track inventory levels and identify the risk of stockouts.
- Automatically trigger replenishment orders when critical thresholds are reached.
- Adjust quantities based on demand.
By combining historical data, consumer trends, and predictive algorithms, this system calculates the exact quantities to order and optimizes delivery times. Ultimately, this leads to: controlled costs, better forecasting, and increased customer satisfaction.
Chapter 7: Which technologies support unified commerce?
1. Overview of unified commerce solutions
The success of a unified commerce strategy relies on technological tools capable of centralizing, connecting, and streamlining your operations. Several solutions exist, each with its own specific features.
ERP (Enterprise Resource Planning)
An ERP is a integrated management system covering all company processes : finance, procurement, logistics, inventory management, human resources, etc.
It centralizes all data into a single database, which promotes traceability, automates business processes, and ensures greater information consistency. It thus offers a cross-functional view of operations and facilitates company management.
CRM (Customer Relationship Management)
CRM is centered on customer relationships. It allows you to consolidate all customer-related information (contact details, purchase history, preferences, past interactions) to better understand their needs.
It also helps track sales, manage business opportunities, implement targeted marketing campaigns, and provide better customer support.
In other words, it is the go-to tool for optimizing personalized customer experiences and strengthening loyalty.
ERP and CRM: two complementary approaches
While ERP covers overall operational management, CRM focuses on development and customer retention. They can function separately, but integrating these two tools is even more advantageous: eliminating data silos, better coordination between departments (sales, logistics, marketing, finance)…
The unified commerce platform
To combine the best of ERP and CRM, it is also possible to opt for a platform entirely dedicated to unified commerce.
This type of solution centralizes all commercial activities (physical stores, e-commerce sites, mobile apps, marketplaces) into a single environment.
Furthermore, it synchronizes key data such as inventory, transactions, and customer profiles in real time, ensuring a seamless and consistent experience across all sales channels.
Try our unified commerce platform designed for retail businesses today
2. The crucial role of APIs and connectors
The success of unified commerce relies on effective communication between different systems. This is the primary benefit of APIs and connectors, which serve as gateways between distinct applications.
Their advantages are numerous:
- They allow systems toautomatically exchange data in a standardized format. Thanks to them, there is no longer any need to manually re-enter information: data flows smoothly, quickly, and securely.
- They ensure integration between software that was not originally designed to communicate with each other. For example, they allow you to link an e-commerce site to a logistics or accounting tool, so that every order automatically triggers the preparation, shipping, and invoicing processes.
- They guarantee secure data integration, thanks to access control mechanisms. The exchange of sensitive data, such as financial or customer information, is therefore strictly regulated.
- They limit the risks of manual entry errors or duplicates in the data.
- Finally, they make it easy to add new applications to an existing system.
This allows retail companies to benefit from real-time data management. From inventory and payments to sales, every update is instantly transmitted to all relevant systems. The result: greater responsiveness, better anticipation of stockouts, and seamless operational continuity.
For all these reasons, it is best to choose a platform with an open and flexible architecture, allowing you to leverage the full potential of connectors and APIs.
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What are the basic principles of a "composable" architecture for unified commerce?
Clearly decouple the front end and back end to create a user interface that relies on APIs from various sources. You need to be able to have intermediate APIs that are closer to the functional level, which can call more granular, lower-level APIs in the technical layers. This ensures you can use different low-level APIs from various ERP or POS systems without impacting the interfaces or functionality.
Ludovic Genest - Cloud Software Manager, Orisha Commerce France
3. The benefits of SaaS
Many companies today prefer SaaS (Software as a Service) solutions, which are particularly well-suited to the needs of unified commerce. Hosted in the cloud, they offer unparalleled flexibility and scalability.
They are distinguished by:
- Their scalability : they evolve easily with the company's growth and needs.
- Their flexibility : they adapt quickly to market changes and new consumer expectations.
- Their automatic updates : they guarantee permanent access to the latest features and security improvements.
- The reduction in infrastructure costs they provide : no more need to invest in servers or manage heavy internal infrastructure.
SaaS solutions optimized for unified commerce
Orisha Commerce offers SaaS solutions for retail, covering the entire scope of unified commerce:
- Retail back-office
- In-store inventory management
- In-store fulfillment
- Order Management System (OMS)
- Warehouse Management System (WMS)
- Sales analytics
- Point of Sale (POS) software
Explore our cloud & SaaS offerings
Chapter 8: Measuring performance for continuous improvement
1. Essential KPIs for unified commerce
To evaluate the effectiveness of your unified commerce strategy, it is essential to define Key Performance Indicators (KPIs) tailored.
Conversion, customer satisfaction, profitability… These are all metrics that help you track your results, identify areas for improvement, and guide your decisions. Implementing tracking and analysis tools is therefore essential for proactively managing your performance.
Conversion rate
Also known as the transformation rate, this indicator measures the proportion of visitors who actually make a purchase, whether in a physical store or on an e-commerce site.
Conversion rate = (Number of buyers ÷ Number of visitors) × 100
While it primarily reflects the act of purchasing, it can also apply to other actions taken by a customer or prospect : signing up for a loyalty program, downloading content or an app, etc.
The conversion rate is closely linked to the in-store customer experience :
- Optimized inventory management ensures the availability of requested products.
- An effective layout of the sales area (in the case of a physical store) encourages the act of purchasing.
- Finally, training in-store teams is essential to develop their expertise and build a relationship of trust with customers.
Net Promoter Score (NPS)
The NPS measures the likelihood that a customer will recommend a brand, product, or service. It is obtained through a survey: respondents are asked to rate from 0 (not at all likely) to 10 (very likely). They are then divided into three categories:
- Detractors : scores from 0 to 6.
- Passives : scores from 7 to 8.
- Promoters : scores from 9 to 10.
Based on the results obtained, a simple calculation allows you to evaluate customer satisfaction and loyalty.
NPS = Percentage of promoters – Percentage of detractors
An NPS above 0 can be considered good, as it means there are more promoters than detractors. However, the interpretation of the score can vary from one industry to another: in retail, for example, the average NPS is 41.
Profitability
Profitability is the difference between the revenue generated and the costs incurred.
Profitability = Revenue – Fixed costs – Variable costs
The break-even point (or break-even point) indicates the minimum revenue required to achieve neither a loss nor a profit.
Break-even point = Annual fixed costs ÷ Variable cost margin rate
The variable cost margin, for its part, is obtained by subtracting variable costs from revenue.
All essential formulas
Conversion rate = (Number of buyers ÷ Number of visitors) × 100
NPS = Percentage of promoters – Percentage of detractors
Profitability = Revenue – Fixed costs – Variable costs
Break-even point = Annual fixed costs ÷ Variable cost margin rate
The variable cost margin is calculated by subtracting variable costs from revenue.
Other KPIs to track
- Revenue by channel : a direct measure of each sales channel's contribution to the company's revenue, particularly useful for identifying activity spikes.
- Conversion rate by channel : evaluates the effectiveness of each channel in turning visitors into customers. For example, a low online conversion rate may indicate user experience (UX) issues.
- Customer Acquisition Cost (CAC) by channel : indicates the cost of acquiring a new customer per channel, which helps in optimizing marketing spend.
- Customer Lifetime Value (CLV) : estimates the long-term profitability of a customer, representing the total revenue the company can expect to generate over the course of the customer relationship.
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2. Dashboards for real-time tracking
Real-time tracking allows you to react immediately to events and optimize performance. Thanks to custom dashboards and configurable alerts, you stay informed about the evolution of your key indicators and can adjust your strategy with confidence.
Data analysis is now essential for making informed decisions, whether short, medium, or long-term. By effectively leveraging your data, you optimize your unified commerce operations and drive your company's growth.
With a unified commerce platform:
- You gain access to a wide range of reports and dashboards to track your customers, sales, and inventory, easily integrated with your current tools.
- You automate data extraction and processing using standardized ETL processes to consolidate all your information.
- You visualize and master your KPIs through intuitive and user-friendly dashboards, designed to simplify decision-making.
3. Continuous improvement: iteration for excellence
Unified commerce is based on a process of continuous improvement. Regularly analyzing your results, identifying areas for improvement, and deploying corrective actions are all essential steps to providing an increasingly seamless customer experience.
In a context where customer interactions are multiplying across multiple channels, it is essential to accurately measure the effectiveness of your strategy. A centralized platform allows you to consolidate data from all channels, making it easier to identify trends, anomalies, and optimization opportunities.
As a result, regular performance analysis leads to strategic adjustments. For example, if a channel shows a lower conversion rate than expected, you must investigate the causes (UX, product availability, customer support, etc.) and implement relevant corrective actions.
This iterative approach requires true organizational agility, as it involves testing new hypotheses quickly and measuring their impact in real time.
The 3-step continuous improvement process
- Identify gaps: compare data against set objectives to detect areas where performance is falling short of expectations.
- Analyze the causes : determine the root of the gaps (pricing issues, service quality, product availability, etc.)
- Adjust your offers and services : implement targeted corrective actions (better inventory management, enhanced customer experience, etc.)
Iteration is the key to excellence
By learning from your data and adjusting your practices, you turn every piece of field feedback into a driver for performance and growth.
Chapter 9: Unified commerce, the secrets to success
1. Case studies: inspiring examples from market leaders
An example is worth a thousand words: to succeed in your unified commerce transformation project, draw inspiration from the winning strategies implemented by retail leaders.
The context
The Kiabi group is developing a 1,300 m² concept store dedicated to second-hand children's and baby items, based on a ReCommerce model.
With Kidkanaï, families can easily estimate the value of their items via a mobile app, then drop them off in-store to resell them. Pre-owned Kiabi products are also available in the shop.
The solution implemented
To manage its payments and inventory, Kidkanaï selected the Openbravo Commerce Cloudsolution, which is perfectly suited to the specific needs of its business. To optimize the customer journey, the company also integrated fixed, mobile, and second-hand-dedicated checkout counters.
The results achieved
In addition to simplified management of second-hand items, the deployed solutions have enabled Kidkanaï to:
- Integrate its application with its point-of-sale system.
- Connect with the Kiabi group's accounting interface.
- Purchase from both private individuals and professional suppliers.
The context
Decathlon is rolling out a new network of stores in India before expanding into other countries: China, Hong Kong, Vietnam, the Philippines, Indonesia, Australia, and more.
The solution implemented
Decathlon turned to Openbravo POS, a point-of-sale (POS) solution that is fast and easy to deploy, capable of integrating with the company's existing systems and adapting to the specific requirements of each country. Today, the software is used in 60 Decathlon stores across India.
The results achieved
Thanks to its flexibility, Openbravo has enabled faster in-store innovation, with the adoption of new technologies such as RFID, mobile payments, and self-checkout. The result: a differentiated shopping experience for customers.
Moving to the cloud has simplified multi-store IT management. This has accelerated the opening of new stores while reducing the effort and costs associated with maintaining point-of-sale systems.
Finally, Openbravo’s modular architecture made it possible to support specific business requirements, such as integration with SAP, e-commerce, and Decathlon’s loyalty platform.
The context
But is looking to simplify its IT infrastructure and gain agility and flexibility to improve the shopping experience, while supporting the growth of its in-store and online sales.
The solution implemented
But chose Openbravo, which provides comprehensive point-of-sale functionality tailored to various in-store scenarios. The Mobile POSsolution helps sales associates assist customers more effectively using mobile devices.
The integration of Openbravo has also enabled a wider range of delivery options and payment methods for customers. Finally, the order fulfillment process can be easily managed from mobile devices.
The results
Deployed in over 300 stores, the solution has significantly strengthened in-store customer service, from order registration and product returns to general customer support.
Thanks to effective omnichannel support, stores can now serve as order fulfillment centers, and orders are prepared more quickly.
Finally, Openbravo’s unique architecture allows for faster deployment of new products and promotions, including across multiple stores simultaneously.
The context
As it experiences rapid international growth, Deporvillage needs greater agility and omnichannel capabilities, as well as increased visibility and operational efficiency.
The solution implemented
Deporvillage relied on Orisha Commerce to deploy a unified platform encompassing both e-commerce and store operations management. The solution also supports several key processes related to purchasing, invoicing, sales, and logistics.
Not to mention the features offered by Openbravo in-store: sales, returns, inventory and replenishment management, price and promotion management, flexible checkout processes, and more.
The results achieved
With this unified commerce solution, Deporvillage has a single view to manage its stores and e-commerce site. Having significantly reduced IT complexity in stores, the brand has also been able to introduce more agility and innovation at the point of sale.
Real-time inventory visibility has also helped reduce stockouts and shipping incidents, leading to a superior customer experience. Finally, the platform's flexibility has helped optimize purchasing and storage costs.
2. Sustainability and scalability: the watchwords of a successful strategy
Commerce is constantly evolving. Already today, emerging technologies like augmented reality and virtual reality are transforming the customer experience, making it more interactive and engaging.
At the same time, rising environmental concerns are pushing retail players to adopt more transparent and responsible models. Data centralization is becoming an essential lever for:
- Optimizing inventory management.
- Adjusting production and distribution based on actual demand.
- Facilitating the implementation of circular economy practices, such as selling refurbished products or recycling.
Contrary to popular belief, the physical point of sale is not disappearing. On the contrary, it is reinventing itself as a phygital space, combining online and in-store experiences. The integration of real-time data and advanced analytics thus offers brands the opportunity to provide increasingly relevant experiences.
To remain competitive in the long term, it is essential to build a flexible and scalable strategy capable of adapting to market shifts and changing consumer expectations. In this context, investing in agile and modular solutions provides a significant advantage.
This is the philosophy behind the Orisha Commerce SaaS platform : highly scalable, it allows retailers to gradually integrate new features in line with their growth and market trends.
Common pitfalls to avoid
Implementing a unified commerce strategy is a major undertaking. To maximize your chances of success, it is essential to anticipate challenges and learn from common mistakes. By putting preventive measures in place, you reduce risks and create the right conditions for successful adoption.
Breaking down data silos
The data silos represent one of the major obstacles to unified commerce. When information remains trapped within different departments or systems, it is nearly impossible to gain a comprehensive and consistent view of your business.
This complicates decision-making and hinders the flow of information. Hence the need to consolidate these scattered data sources into a centralized system.
Choosing the right technology
The success of unified commerce relies heavily on selecting the right technological tools. An unsuitable solution leads to integration issues, data inconsistencies, and a degraded customer experience.
Ensuring seamless integration
Poorly planned integration can create internal inefficiencies while fragmenting the customer journey. Conversely, careful integration optimizes operations and improves customer satisfactionSurrounding yourself with experienced partners capable of managing the complexity of such a project is therefore a key success factor.
Strategically planning your transition
Taking the leap into unified commerce cannot be improvised. This transition requires in-depth analysis, a nuanced understanding of the company's specific needs, and meticulous planning.
Conclusion: your roadmap to success
The success of a unified commerce project relies on three key steps:
- An analysis of the current state to identify the company's strengths, areas for improvement, and compatibility with a future unified commerce solution.
- Creating a roadmap for the short and long term, based on precise, measurable objectives aligned with the company's overall strategy.
- Choosing reliable technology partners, offering modular, scalable solutions tailored to the retail sector, while ensuring high-quality technical support and customer service.
Choosing a platform specifically designed for unified commerce is essential, but it is only the beginning. Indeed, team buy-in for the new solution is another prerequisite for the project's success. It is not just about deploying a new tool, but about managing change to transform practices within the company.
However, it can sometimes be difficult to take the leap into unified commerce, as the path ahead may seem complex: which is why having the right support is so important.
With Orisha Commerce, choose much more than just software:
- Leverage in-depth functional and technical product knowledge.
- Benefit from true retail expertise.
- Take advantage of all our know-how for the implementation of your solution.
Enter the era of unified commerce with a trusted partner. Contact us
Orisha Commerce solutions
Orisha Commerce supports you with powerful, scalable SaaS solutions tailored for unified commerce.
Store & E-commerce
Provide a seamless, unified experience for both your customers and your teams across all touchpoints (online and in-store), from product discovery to purchase and use.
Loyalty & Customer
Identify your customers' preferences, personalize their shopping journeys, and build loyalty to foster lasting relationships that drive growth.
Order Management
Improve your operations with optimized order management: fewer errors, greater efficiency, and increased customer satisfaction.
Inventory Management
Maintain accurate stock levels, simplify management tasks, and optimize your processes to make your unified commerce more efficient and profitable.
Product Management
Meet your customers' expectations and grow your revenue by offering the right products and services, while optimizing your merchandising to boost profitability.
Reporting & Analytics
Harness the power of data to make informed strategic decisions, improve the customer experience, and accelerate your growth against the competition.
Recommerce
Develop a sustainable and profitable offering through second-hand, repair, and rental services. Attract customers who value the circular economy while generating new revenue streams.
Trading & B2B
Increase revenue and margins for your B2B trading and wholesale operations with tailored pricing strategies, improved processes, and real-time data insights.
Franchise
Add value to your network by simplifying and strengthening the management of your franchisor and franchisee operations for rapid growth and high profitability.
Try our solutions designed for unified commerce today.
Additional resources
- How to move from an omnichannel strategy to unified commerce to improve the customer experience? (Blog post)
- The future of unified commerce: Harnessing the power of SaaS (Webinar)
- Openbravo WMS: More efficient warehouses for unified commerce (Webinar)
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