Unified Commerce controlled via a customer data platform

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We at adesso also regularly take pulse measurements of our corporate customers as part of studies, such as the CX study 2021 . Year after year, we find that it is a constant data-driven process of listening and understanding. And with all the strategies - online, offline and ideally across the board - there are always gaps between what customers want and what companies (can) offer.


Already an adesso (ARITHNEA) theme at DMEXCO in 2016: The Lisa showcase for consistent omnichannel commerce

In the wake of omnichannel commerce, another strategy has been gaining more and more attention for some time now:

The Unified Commerce
Unified Commerce is by definition the next evolutionary stage of the omnichannel strategy. The background to this is that in marketing and sales, you no longer ask yourself which channels to use. The order of south africa consumer email list the day is to use as many channels as possible - and as efficiently as possible.

The goal of providing customers with personalized and, above all, continuous information in a kind of endless loop has proven to be very successful in practice. The market research company Gartner assumes that a company's sales can be increased by at least 20 percent by 2025 simply by using unified commerce. It is therefore all the more understandable that the prerequisite for this is a holistic overview of the customer journey across all channels.

This consistency is achieved by integrating communication channels on a single platform. Consistent management of the entire customer experience across all touchpoints - both in the physical and digital world - is a feat that omnichannel commerce cannot offer.

In short: Unified Commerce is the order of the day for providers when it comes to seamlessly linking all online and offline (stationary) channels and thus ensuring that customers can switch between all channels at will without any interruptions.

Read more about Unified Commerce in my colleague René El Fatuaki’s blog post .



Our excursion into the types of commerce shows that numerous approaches to successfully supporting the customer journey have been developed in recent years. All four types mentioned - each in their own right - have their 100 percent right to exist. If the aim is to stay competitive by putting customers at the center and coordinating all channels around them via a single platform, then the unified commerce approach is preferable to omnichannel commerce. In this context, composable commerce with the best-of-breed approach comes into play.

Do you have any questions about this? Then feel free to contact me .

By the way: On our website we show you why digital commerce is affecting all industries.