Customers expect increasingly seamless, flexible shopping experiences – and they decide when, how, and where they will engage with businesses. A solid reflection of this is the surging demand from businesses that want to provide capabilities around “endless aisles,” cards on file, card-linked loyalty, streamlined reconciliation, custom prompts for customer engagement, and offline processing. The desire for control and convenience isn’t just a trend. It’s a clear indicator of the evolving commerce landscape.
A retail strategy that focuses on unified commerce can help to create a consistent shopping experience across channels for each customer, whether they’re shopping online, in person, on mobile devices, or even calling into a business’s call center. Businesses need a unified view of their customers’ behaviors and preferences – which is precisely what a payment solution with omnichannel retailing capabilities can offer.
At its core, a vault stores sensitive customer data – including payment information – on behalf of a business. When a customer transacts on a business’s website, the business can save important payment information to facilitate future online and in-person purchases. Enabled by one centralized vault containing all in-person and online customer payment data, a unified commerce solution can create personalized shopper profiles and translate to speedier transactions – no matter where the customer decides to buy. Unified commerce extends the vault across channels, helping businesses get a more comprehensive view of their customers and provide more-personalized experiences.
Since customers expect seamless online and in-store experiences, the need for a unified commerce approach has never been greater. Some scenarios include a customer:
A centralized vault can enable even more targeted cross-channel rewards and promotions. For example, when a customer:
The possibilities are many, but the solution is clear: Creating a unified view of a shopper across multiple channels can help businesses deliver conversion-driving shopping experiences.
At PayPal Braintree, we're not just observing the way unified commerce is evolving – we're at the forefront. By continuously innovating to support and drive new unified commerce experiences that cater to modern customer preferences, we’re ensuring businesses remain agile and responsive to their customers’ needs.
To learn more about how to make unified commerce a reality for your business, download our Evolving Payments ebook.
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