Smart brands deal with their customers through a variety of channels and brand ‘faces’ – they don’t limit themselves to just one approach; unfortunately this has not always been the case with eCommerce. In marketing campaigns successful brands adopt consumer engagement at the heart of their proposition, targeting greater interactions across multiple channels with both on and offline integration; this is why they are successful, because they understand the expectations of consumers within a campaign.
<p>www.redant.com
Multi-Channel Commerce –
the challenges of...
Gaining the single
customer view in
a multi-channel
world
Gaining the single customer view in a multi-channel world
www.redant.com
2
Smart brands deal with their customers through a variety of channels and brand ‘faces’ – they don’t limit themselves to
just one approach; unfortunately this has not always been the case with eCommerce. In marketing campaigns successful
brands adopt consumer engagement at the heart of their proposition, targeting greater interactions across multiple
channels with both on and offline integration; this is why they are successful, because they understand the expectations
of consumers within a campaign.
There have been - and in many cases still are - failures to provide a unified customer experience caused by the
disconnection between marketing campaigns and eCommerce processes. The nature of this focuses around the two
camps - marketing and process - that eCommerce is often divided into. For brands to be successful or continue their
current success the two outlooks will have to merge to meet customer expectations and ultimately the expectations
of their wider company. To achieve this, brands will have to adopt the single customer view that must:
• be able to identify the consumer and track activity
• be flexible enough to cater for the consumer across devices and channels
• join these up so that no activity is run in silo
Social commerce is a required step along the path to achieving the single customer view, although it is not a
panacea. Brands must learn to adapt their outreach to cater to ever shifting consumer expectations, or find their
position slipping to others in the market that do.
What is the single customer view?
Put succinctly, the single customer view provides in a meaningful form of transparency and uniformity of all
interactions between a brand and a customer. From a social commerce perspective, the single customer view is a
starting point for proactive communication and outreach t