Personalize customer experiences with an omnichannel commerce platform

Highlights

You’ll learn about why you need an omnichannel commerce platform:

• Enhanced customer experience

• Unified interactions across all channels
• Personalized marketing for stronger connections

• Streamlined operations

• Centralized inventory management
• Seamless integration with existing systems

• Expanded market reach

• Break geographical barriers
• Access a broader audience

Broken customer interactions and disjointed sales channels can confuse your customers' minds and lower your brand value. Disconnected customers lead to missed sales opportunities and reduced customer loyalty. That’s why providing consistent experiences across all your digital touchpoints is essential. 

Enter the omnichannel commerce platform. These platforms seamlessly connect different sales channels, from online stores to physical shops. But what is an omnichannel commerce platform? What are its benefits, key features and the best platforms for 2024 and beyond? 

What is an omnichannel commerce platform?

Omnichannel commerce platforms are designed to integrate and manage your selling points and your customers' digital touchpoints. Unlike one-channel systems, these advanced platforms focus on omnichannel experience, ensuring no disconnect between online and offline business management. This approach creates value for customers interacting with your business across any channel. 50% of your most valued customers prefer an omnichannel commerce platform. 

It means your customers can shop with a smartphone, laptop and PC, visit a physical store or even message you on social media. Their experience should be smooth and coherent across all digital touchpoints. 

Think of a clothing brand that allows customers to browse and shop online, purchase in-store products and return or exchange through any channel, creating a consistent shopping experience.

One such omnichannel platform is a headless commerce platform. It manages and delivers content across different channels, giving customers a consistent and personalized experience. Customers can enjoy this experience online, in a store or social media.

Omnichannel commerce platform vs multichannel commerce platform

Benefits of omnichannel commerce platform

Higher sales and traffic

53% of customers always perform research before buying any product to ensure they make the best choice. Meeting them where they search (website, social media or mobile app) helps them find what they need. An omnichannel platform increases your customer's intent to buy and encourages them to finish their purchase. These platforms focus on integrated marketing campaigns that enhance your brand’s visibility, ticking repeat visits.

Seamless customer experience

Omnichannel e-commerce platforms keep the conversation with your customers going. Imagine a customer who stumbles upon your brand's latest collection on Instagram and gets drawn in by several posts highlighting new arrivals. Intrigued, they browse your website to explore the product catalog. While browsing, the customer signs up for your email newsletter. 

Later, when they find a product they want, they add it to their cart but do not buy it. In response, your omnichannel software sends a personalized email. This email offers a limited-time discount on the item left in their cart. This use of social media discovery, website browsing and email communication showcases the strength of omnichannel engagement. 

You can reach your customers on their preferred channel and ensure sync when they move to another platform. 

Uptick in customer loyalty

Do you know companies using omnichannel strategies convert 89% of their buyers into loyal customers? 

Unlike a traditional setup, where each channel works alone, the omnichannel platform offers a seamless experience. Customers enjoy consistency across all channels. Positive experiences make customers feel valued and understood. This encourages them to choose your brand over competitors. 

Customers feel more connected to the brand when their preferences and purchase history are valued. This connection increases their loyalty and helps the business succeed over time.

Better inventory management

Omnichannel commerce platforms enhance inventory management by offering real-time tracking across all sales channels. For instance, a fashion brand using such a platform can track stock levels in their physical stores and online outlets. This visibility maintains optimal stock levels, preventing both stockouts and overstock. Centralizing your inventory data becomes easier with these platforms, helping you manage your supply chain and ensuring products are available to meet customer demand.

Expanded market reach

Such an e-commerce platform connects you with a broader audience, breaking geographical barriers and accessing new ones. Think of a fashion brand that serves only local customers and can expand its reach using an omnichannel commerce platform. They can show their collection through their website, attract followers on Instagram and engage customers through targeted email campaigns, increasing brand visibility and opening up untapped markets.

Data-driven insights

Omnichannel platforms gather and use data from all your digital touchpoints, providing insights for making strategic decisions. By integrating data, you can merge information from online and in-store interactions to understand your customer behaviors. With analytics tools in an omnichannel setup, you analyze customer data, predict trends, personalize marketing and manage inventory, enhancing performance and customer satisfaction. These data-driven insights keep you agile and ensure you meet customer needs.

Key features of omnichannel platforms

Seamless channel integration

Omnichannel software combines online and offline elements to provide the same customer experience on each platform. It syncs data from e-commerce sites, physical stores, mobile apps and social media, enabling interaction and communication.

Unified customer profiles

These platforms combine customer information from various sources into a single profile to create personalized solutions. Using the information, you know customer preferences, purchase history and past interactions, customizing marketing efforts to provide personalized customer service.

Real-time inventory management

E-commerce platforms need to track their inventory in real-time to ensure accurate stock levels while preventing overselling. But, when inventory data is spread across different platforms, keeping an eye on every single inventory becomes challenging. Omnichannel systems manage stock levels by providing a centralized inventory across all sales channels. As a result, you reduce the risk of stockouts or overstocking and ensure availability meets customer demand.

Analytics and reporting

Access to integrated data analytics helps you make smarter decisions. Omnichannel platforms offer insights into how your customers behave, what sales trends are emerging and how well your marketing strategies perform. Using this information, you can tweak your strategies and streamline operations to meet your business goals.

Personalized marketing capabilities

Using data from your customer profiles, you can target and personalize marketing campaigns. Whether through email, SMS, personalized ads or customer service interactions, you need a platform that connects with your customers on every channel and device. 

Efficient order fulfillment and return logistics

Omnichannel solutions help with orders and returns. They offer flexible options like click-and-collect and in-store returns for online purchases and fast shipping alternatives.

Security

You collect a lot of customer data and it's your responsibility to protect the sensitive data. As you know, data breaches are common, so you need a platform with superior security capabilities. Choosing an omnichannel platform encrypts sensitive information and controls who can access the data.

Scalable and flexible nature

Omnichannel platforms are designed to grow alongside your business and enter new markets. Their flexible architecture ensures you adapt to changes and seize new opportunities.

Reporting and insights

Omnichannel platforms provide thorough reporting tools. You receive reports on sales performance, customer engagement, conversion rates and inventory turnover. You can use these insights to find growth opportunities, address areas for improvement and adapt your strategies to match market trends and customer behaviors. Analyzing your sales performance helps you base your decisions on accurate, timely data, increasing efficiency.

Customer support

Your customers expect support across all digital touchpoints. However, disjointed systems and processes result in disjointed and fragmented experiences and delayed solutions. 

How to select the best omnichannel platform

Identify your business needs and objectives

First, define the goals of your omnichannel platform. 

• Are you looking to improve customer experience?
• Do you want to streamline operations?
• Are you looking to expand your market reach?
• Do you want to incorporate data analytics? 

Knowing your objectives narrows down your platforms. For example, a retail business might prioritize platforms offering inventory management to ensure seamless operations across physical and online stores.

Assess the key features

Search for platforms with essential features like seamless channel integration, real-time inventory management and personalized marketing capabilities. A centralized dashboard oversees all your business operations. Think of a company focusing on personalized marketing needing platforms with advanced customer data analytics tools.

Consider integration capabilities

Ensure the platform integrates with your current systems. Look for flexible API integrations connecting your existing software and customer touchpoints. For example, a retailer might need a platform that integrates with its existing customer relationship management (CRM) and enterprise resource platform (ERP).

Know the scalability of the platform

Choose a platform that can scale with your business, ensuring growth and adapting to new opportunities. A startup can choose a platform that handles increasing customer interactions as it expands.

Review customer support options

Reliable customer support is essential. Assess the platform's support services, including 24/7 availability and training resources. An e-commerce business operating globally may need around-the-clock support to address issues across different time zones.

Compare pricing models

Examine the platform's cost structure, including upfront and recurring fees. Ensure it offers good value for its features and support. A small business might prefer a platform with a flexible subscription model, while an enterprise business can choose an omnichannel commerce platform like Contentstack.

Gather feedback from current users and read reviews

Research user experiences and online reviews to gain insights into the platform's reliability and effectiveness. You can read reviews to verify a platform's ease of use and integration capabilities.

Request demos or trials

Request free demos or trial periods to experience the platform. During the free trial, you can assess its ease of use and whether it is suitable for your business. Try two to three platforms before choosing one because once you select a platform, backing out would waste your resources and cost more. 

Make a decision based on analysis

Summarize your findings and assess the pros and cons of each platform. Choose a platform that serves your business purpose and meets your customer requirements.

Top omnichannel commerce platforms for 2024

Contentstack

Contentstack is an emerging omnichannel commerce platform with unique features and easy-to-implement headless commerce. It works closely with other businesses to offer best-in-class omnichannel solutions. It can handle content through multiple means, so you can develop and publish great experiences. Contentstack has comprehensive and powerful API connections that allow effortless communication with your legacy systems. The platform is designed for mid and large-sized companies. Even companies that do not have advanced software support skills will find this platform rather easy to use 

Sitecore

Sitecore is well-known for its tools that are designed to engage customers and manage data. It helps you connect with your customers through personalized content and data-driven strategies. Sitecore’s digital experience platform supports complex marketing campaigns, analytics and e-commerce functions. The platform provides extensive training and certification programs, helping you leverage its capabilities and improve your return on investment. But Contentstack offers superior agility and flexibility, helping you adapt and innovate without the constraints of a monolithic architecture.

Contentful

Contentful is recommended for companies eager to provide superior content management solutions. Its API-first approach helps developers become creative and build outstanding digital products and services. Since it provides efficient processes and targets growth, Contentful is ideal for improving content delivery across different touchpoints. Forums and other community support are available, providing your developer with resources to explore and use creative content strategies.

Contentstack has a better interface and supports integration into other tools and services, ensuring user-friendly and cohesive experiences. 

Adobe Commerce

Formerly Magento, Adobe Commerce is famous for its scalable nature and extensive personalization. It delivers personalized customer journeys using a comprehensive toolset, including catalog management, payment processing and order fulfillment capabilities. Integration with Adobe’s cloud ecosystem enhances its abilities, allowing you to use advanced data analytics. 

Using these customer insights, you can refine strategies and improve customer satisfaction. However, Contentstack combines a powerful commerce capabilities with a modern API-first architecture, enabling faster go-to-market and more innovative customer experiences.

BigCommerce

BigCommerce is known for its robust e-commerce functionalities that grow your online presence. The platform provides extensive sales channel support, SEO tools and advanced security features, making it suitable for businesses with plans to grow internationally without spending too much. As the platform provides extensive support and resources, including webinars and community forums, you can take full advantage and achieve intended business growth. 

However, Contentstack is flexible and can scale according to your needs, ensuring you don’t lose grip on more critical aspects when expanding or serving different markets with diverse content needs.

Case study: How did Sky Italy deliver omnichannel digital experiences with Contentstack?

Sky Italy adopted Contentstack’s headless CMS after using an HTML-based model. This change enabled more creativity and faster content revision for web and mobile sites. The new CMS transformed the platform into an open architecture, allowing online interaction optimization on an ongoing basis and adaptation to market signals.

As a result, 70% of sales and 80% of traffic now come from mobile and the business has reduced development time and enhanced employee work/life balance.

After using Contentstack, Lorenzo Bellucco, Head of Digital at Sky Italy, said:

“Over the last couple of years, digital in Sky has exploded. Now, digital represents the first channel in terms of acquisition and those results are based on how we manage the website, such as how fast it is and how often it’s updated and so on. Last year, we made 500 creative changes to the site content and before Contentstack — this couldn’t have happened with all the time in the world.”

Read the complete case study here.

What to consider when implementing an omnichannel e-commerce platform

When implementing an omnichannel e-commerce platform, consider these factors:

Compatible with your systems

To ensure a seamless integration, assess how compatible your new platform is with your existing tech stack. The assessment includes a detailed analysis of how your new platform will interact with your current software and hardware. A seamless integration maintains the efficiency of your operations and ensures there’s no system disruption because the new platform isn’t compatible. 

Platform flexibility and scalability

Ensure the platform adapts to changing business needs and grows with your company. When implementing an omnichannel platform, choose one that allows for future expansion and tech upgrades without major disruptions.

Data security and privacy

Put in place guidelines to enhance customer and business information security. Compliance with data protection laws like GDPR or CCPA reduces risk and builds customer trust.

Cost management

Consider all aspects of total cost: initial investments, ongoing maintenance and some integrations. As you cannot change your platform, ensure it's affordable while offering all the features of a headless commerce platform. 

Vendor support and training

Collaborate with a vendor that provides extensive support and training resources. Access to continuous assistance and educational materials ensures your team can use the platform and resolve any issues.

Performance metrics and analytics

Apply advanced analytics tools to study results and customer behavior and enhance your business performance. Using the insights obtained, refine your advertising strategies and communication, personalize the offerings and increase business efficiency.

FAQs

What is a social commerce omnichannel platform?

A social commerce omnichannel platform connects social media with commerce platforms to create a more engaging and effective environment for customers and sell products.

What is an omnichannel marketing platform?

An omnichannel platform enables the user to have tools to track and control marketing processes in various channels.

Why is an omnichannel strategy important for businesses?

An omnichannel strategy enhances customer experiences, improves brand loyalty and drives sales by providing consistent interactions across all channels.

What is the difference between omnichannel and e-commerce?

While e-commerce focuses on online sales, omnichannel integrates all sales channels into a cohesive strategy.

Learn more

Using an omnichannel commerce platform isn’t limited to investing in the latest tool. It’s more about exceeding customer expectations and providing never-before experiences. When you give priority to personalized and consistent messages, you drive sales, build stronger connections with your customers and stay much ahead of your competition. 

To take your omnichannel strategy to the next level, invest in an omnichannel commerce platform like Contentstack and talk to us.