How Is Unified Commerce Transforming Customer Relationships?

Unified commerce: a new perspective on customer relationships?

Streamlining the Sales Associate Experience to Enhance the Customer Experience

For the past two years, I have stopped talking about omnichannel. For over fifteen years, omnichannel enabled significant innovation. However, it now appears overly complex. Users are faced with multiple disconnected solutions, requiring extensive integration projects.

By contrast, Unified Commerce consolidates all channels, transactions and data onto a single platform. By minimising the number of systems, it prevents fragmentation and data loss. The impact is immediate: in-store operations become significantly simpler for sales associates. Customers benefit from a more seamless and consistent journey, from their first visit to an e-commerce site through to final purchase.

I firmly believe that optimising the sales associate experience substantially enriches the customer experience. In today’s increasingly virtual and often tense world, rebuilding human connection and delivering enjoyment has become essential — both in-store and online, regardless of the product category.

Delivering continuity across the customer journey: from digital browsing to personalised in-store advice

Today, most purchasing journeys begin online. In the beauty sector, for example, a customer may try different shades of a new lipstick using Virtual Try-On technology, then receive a personalised selection from a digital personal shopper. If pressed for time, she may complete the purchase online. However, many customers still prefer to visit a store, particularly for premium products.

This is where Unified Commerce comes into play. Mobile devices now act as the interface for interaction. Customers frequently show sales advisors the product they have viewed online. By scanning a QR code, the advisor can access the customer’s profile and begin a conversation based on her recent online preferences. Is this not far more engaging than the traditional “Can I help you?”

Other solutions also ensure seamless online-to-offline continuity:

• Fashion: tools such as Fitle or Fitizzy recommend the ideal size based on purchase history and body shape.

• Grocery retail: product push notifications suggest items based on purchasing habits and online browsing or social media activity.

• Payments: with partners such as Adyen, we are currently working on secure checkout processes completed in under 20 seconds — a genuine challenge.

• Logistics: solutions such as Fluent Commerce optimise inventory and delivery. Products located in multiple stores can be sourced and consolidated before shipment, creating a unified customer experience.

Advanced personalisation: which innovations will shape the future?

Generative AI is taking personalisation to the next level. The relevance of recommendations will become a key competitive differentiator for brands.

The AI personal shopper

Conversational AI tools will soon become part of everyday life. Many customers are already bypassing traditional websites in favour of chatting with AI via WhatsApp. Returning to the lipstick example, a customer can simply say: “I’m 40, have olive skin and would like a nude lipstick,” and instantly receive personalised recommendations, available for virtual try-on or in-store testing.

In the first scenario, AI can generate payment directly within the conversation. In the second, it automatically provides directions to the nearest store.

The integration of new channels such as social selling

Contrary to popular belief, these channels are multi-generational. Even older consumers actively use TikTok and Instagram. With short videos and product placements, social media offers formidable sales potential. Turning a few seconds of viewing into a lasting purchase requires seamless integration — the “Shop now” button has become indispensable.

A generational expectation: towards more responsible retail

AI is also emerging as a driver of sustainable and circular consumption.

While ultra-fast fashion platforms remain popular, younger generations — particularly Gen Z — are highly attentive to product traceability and ethical sourcing. Concerns about forced labour or unsustainable practices are no longer limited to niche or luxury brands; they are becoming mainstream expectations.

AI agents can respond to such queries in real time. Some retailers are even implementing AI-powered initiatives that encourage customers to return end-of-life products in exchange for rewards, promoting circular retail models.

Trust: the foundation of personalised commerce

Understanding customer preferences, delivering accurate recommendations and offering privileged experiences all help strengthen emotional bonds between brands and consumers. Unified Commerce combined with personalisation fosters deeper engagement, where each interaction enriches customer insight.

In the years ahead, intimacy will become a strategic priority — provided transparency and data security are guaranteed. More than ever, enjoyment depends on trust.

By optimising the sales associate experience, businesses significantly enhance the customer experience. Unified Commerce ultimately recreates connection, fluidity and enjoyment — both in-store and online.