Connected commerce

Have you ever checked out a store's products on its website and then decided to visit the physical store? It happens more often than we might think. This seamless transition between online browsing and in-store visits is at the heart of connected commerce, often referred to as omnichannel ecommerce.

Imagine effortlessly moving from scrolling through H&M's website to exploring their variety in the actual store. Connected commerce is making these transitions smooth, blurring the lines between online and in-store shopping experiences. Let's dive into this concept and see how it's changing the way we shop.

What is connected commerce?

Connected commerce is a new way that businesses interact with customers. It brings together different technologies to make shopping smooth and connected, allowing us to easily switch between online and in-store shopping. This approach breaks down the barriers between shopping on the internet and in physical stores. The goal is to offer customers a unified journey, from digital exploration to in-store purchases, all facilitated by the integration of cutting-edge technologies.

Benefits of connected commerce for businesses

From streamlining efficiency to keeping customers happy, connected commerce brings a lot of value-added benefits to businesses. It doesn't just make businesses more competitive; it also changes how things work in the business world.

  • Enhanced customer experience: Through AI-driven personalization and data analytics, businesses can tailor their offerings to match individual customer preferences, creating a highly personalized and engaging experience.

  • Operational efficiency: Integration of various operational aspects – from supply chain management to inventory tracking – streamlines processes, leading to enhanced efficiency and reduced operational costs.

  • Increased sales and revenue: By creating a seamless shopping experience, businesses can foster customer loyalty, encouraging repeat purchases and boosting overall sales and revenue.

Top 3 brands leveraging connected commerce

  • Zara

Zara, a global fashion retailer, has successfully embraced connected commerce by integrating its online and offline channels. The brand utilizes RFID technology to track inventory in real time, ensuring that products are available both online and in-store. This strategy ensures that customers have access to the latest fashion trends seamlessly, whether they prefer to shop online or experience the products in-store. The connected approach has contributed to Zara's agility in responding to consumer demands.

  • Starbucks

Starbucks, the renowned coffeehouse chain, has successfully embraced connected commerce to enhance customer engagement and convenience. Starbucks' mobile app allows customers to order and pay for their drinks in advance, skipping the queue. This integration of mobile technology with in-store experiences exemplifies how connected commerce can drive customer satisfaction and loyalty.

  • Warby Parker

Warby Parker, a disruptive eyewear brand, leverages connected commerce to redefine how consumers shop for glasses. The brand offers an innovative virtual try-on feature on its website, allowing customers to virtually try on glasses using their computer or mobile device. This connected commerce strategy not only enhances the online shopping experience but also reduces the hesitation associated with purchasing eyewear without trying it on physically. Warby Parker's approach illustrates how technology can bridge the gap between online and offline decision-making processes.

Connected commerce is a transformative force that continues to reshape how businesses interact with their audience. As the business landscape evolves, the integration of technology and a customer-centric approach will remain key to achieving sustained growth and competitiveness.

Productsup’s P2C platform simplifies the process of managing a connected commerce experience. Learn how!