Effortless consumption and delivering Total Commerce presents two key challenges for retailers:
Firstly, staying connected to your customers by accessing multiple commerce environments simultaneously requires specialised capability and knowledge. You need to understand what your customers want in each of these channels and how to serve their needs. For example, a customer looking for your product on a marketplace may just want to find your product quickly for a frictionless repeat purchase, delivered as fast as possible, but may come to your website for a more involved brand experience or to be rewarded for their loyalty or for more complex delivery options. To understand and build the right customer experience and product mix for each selling channel requires a detailed level of understanding and constant analysis and optimisation of each channel.
Secondly, continuously adapting and controlling commerce in all of these environments simultaneously, is complex, costly and technically challenging. Being able to maintain and manage all of your selling channels with their individual logistical requirements is essential to maintaining overall control over your commerce operations. Running inventory management, order management and shipping operations efficiently is key to not only having the right product in the right place at the right time, but also to maintaining your customer experience and capturing every selling opportunity.
The key to successfully implementing Total Commerce is integrating your commerce technologies and multiple selling channels into a single selling and operations platform like Linnworks. Having full visibility and control by connecting your major carriers and fulfillment services, alongside your own technology stack will allow you to sync your operations across all selling channels. Automation of tasks across the logistics process, and complete visibility over business information is essential for demand planning and stock management to ensure maximum profitability.