An effective commerce platform shall enable retailer to capture customer demands from various touchpoints (i.e. web, mobile, kiosks, social media, call center, and physical stores). On the next step, the commerce platform shall enable system integration with existing enterprise software applications (e.g. ERP software, inventory system, order management, CRM, etc). With that, the commerce platform shall support B2X business models (i.e. B2C, B2B, and B2B2C). At the end, a commerce platform shall facilitate omni-channel fulfillment scenarios e.g.:
- Buy-Online-Pick-up In-Store (or Click-and-Collect)
- Split delivery into different methods to different addresses
Commerce platform is not an exclusive system. It shall work along with existing applications including with suppliers’ system for supplies planning. It is about digitally-connected business.
Having personalized promotions in the commerce platform, it shall provide another attractive feature for customers. With nowadays technology, such personalized marketing can be done in real-time for a certain segment of customers based on static data and dynamic data in a non-aggressive way.