Ok, so maybe not everything is Marketing, but when attempting to deliver Unified Commerce experiences, every technology decision should consider Marketing. The entire point of investing in Unified Commerce is to unify each shopper’s experience with the brand, beginning with their initial impression and continuing through to post-purchase support and pretty much everything in between. And Marketing, of course, is responsible for the brand. Therefore, pretty much every Unified Commerce technology decision should be made with (at least!) an eye to how it will impact marketing.
Still not convinced? Let’s look at a few examples of decisions integral to delivering Unified Commerce experiences that I often see retailers make without integrating Marketing into the process:
I could go on, but clearly, Marketing is impacted by almost every technology decision in this burgeoning era of Unified Commerce. It’s imperative, then, that we make technology decisions that enable Marketing to consistently design the experiences that customers demand.
So, what do modern marketers need to achieve their Unified Commerce objectives? Here’s a short list of a few of their key requirements:
The rules have definitely changed. Expectations have expanded. It’s no longer just about the products you sell or the story you tell, but the experiences you create to put your customers at the center of the story, and how your products move their story forward. That comes with a lot of complexity. Not only are there a seemingly infinite number of possible steps in the customer journey, but there is a growing list of channels where they can take place. Marketing is tasked with a huge job: to tell a singular, customer-centric story to a massive customer base, scattered across and jumping between channels without a common pattern.
Unified Commerce technology decisions can really help Marketing teams enhance and boost their value proposition with cohesive experiences that are as personalized to the customer as they are distinct to your brand. Unified Commerce offers Marketing a whole new world of opportunities and options to design compelling experiences. If we engage them early in technology decisions, we give them every chance to successfully exploit those opportunities. Which is the whole point of Unified Commerce investments.
Because while Marketing may not be all the things, it’s definitely integral to a lot of the things.
Editor’s Note: Aptos has compiled a comprehensive list of recommendations and suggestions for Marketers embarking on Unified Commerce journeys. The list is based on our experiences helping hundreds of brands achieve their Unified Commerce objectives. To learn more, download Preparing your Retail Enterprise for Unified Commerce, our definitive guide to organizational readiness, adoption and implementation.