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“Hold online, reserved in store.”

These words from the GAP entrance door wandered through my mind for a few seconds as I tried to visualize what they really meant. Here is the conclusion I drew three blocks further down: my local store is now accessible right at my fingertips.

The science of connecting all available shopping channels to create a seamless customer experience is called “Omnicommerce.” This retail revolution is based on three strategic components:

  1. Better basics: quality, cleanliness and online security
  2. Hyper- convenience: ease of shopping, home delivery, digital payment
  3. Experience: entertainment, digital engagement

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Industry experts predict that this new retail strategy will drive important IT budget growth into marketing over the next few years. In fact, accessibility across every possible channel and customer touchpoint has become a retail industry imperative—a must-have for retailers who want to remain competitive within the market. And that is exactly what GAP, among many others, is up to. Connecting stores with their online presence causes in-store and online experiences to blend together, therefore providing users with one complete, 360-degree brand experience.

Shoppers no longer have to choose from distinct shopping options. Omnicommerce offers a consistent and unique experience connecting all possible touch points, whether they are brick and mortar stores, retailer websites, phone applications or social media pages. This strategy within the retail industry provides users with flexible fulfillment methods like “buy online, pick up in store” or “buy online, return in store.” Because a satisfied customer is more likely to spread the word and become an advocate for the brand, Omnicommerce strategy is about creating the ability to meet customers’ expectations by offering personal and relevant experiences anytime, anywhere.

By processing increasing amounts of data, retailers are now able to more effectively track what influences purchases. The results are better management of marketing/advertising budgets and faster implementation of driven-data marketing campaigns with one single goal: to more accurately cover the right channels. More precise audience measurement allows for more targeted actions, adding relevance to the individual shopper.

Hybris, an SAP company founded in 1997, leverages the latest commerce innovations and helps stores transition to 21st century commerce by offering true 360° omni-channel strategies.  According to its website,  Hybris delivers OmniCommerce™:

          “A state-of-the-art master data management for commerce and unified commerce processes that give a business a single view of its customers, products and orders, and its customers a single view of the business.

         Hybris’ omni-channel software is built on a single platform, based on open standards, that is agile in supporting limitless innovation,efficient in driving the best TCO, and scalable and expansive enough to be the last commerce platform companies will ever need. Over 500 companies have chosen Hybris, including global B2B sites W.W.Grainger, Rexel, General Electric,Thomson Reuters and 3M as well as consumer brands Toys”R”Us UK, Metro, Bridgestone, Levi’s, Nikon, Galeries Lafayette, Migros, Nespresso and Lufthansa.”

Learn more about SAP and hybris and be right atyour customer’s fingertips the next time they need you. SAP.com

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