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Posted September 15 2022
Written by Createch Microsoft

Unified Commerce: A Key Element of Your Digital Convergence Strategy

Createch presents the main benefits of unified commerce and the Microsoft platform. An advanced and easy fix to management problems experienced by retailers in an era marked by the presence of Amazon, and the breakdown of the retail industry.

Lack of skilled staff, inflation, difficulty synchronizing data through various platforms, customers’ expectations of a unique experience, puzzling through ways to automate tasks, mandatory online presence... We are definitely far from pre-pandemic business models, and from before the digitalization of just about everything, for that matter. For retailers, reasons to feel overwhelmed are not lacking. What is the secret behind companies that display resilience? Createch welcomes you to the world of organizational resource planning, and unified commerce.

ERP Projects, Resource Planning, Unified Commerce: What Does It Mean?

Icon of Shopping Cart on Orange Puzzle.

Let it be known: Engagement channels have recently boomed. Retails must be present everywhere—in store, online, on mobile phones, at call centers, etc. That’s quite the ordeal! This scattering is cause for loss of time, money, and energy (and even labor, in some cases).

What’s more, some lines of business multiply and cross each other. Retailers open coffee shops and bistros while restaurant owners start selling retail products. Vendors get into retail commerce, retailers into distribution, and all of them attempt to improve customer experience by expanding their service offer.

In this digital convergence era, the once-independent technologies tend toward unification as they evolve. Unified commerce is a component that derives from digital convergence, and it became quite interesting for businesses. That’s where unified commerce solutions such as LS Central or Commerce chime in, via the Microsoft Dynamics 365 ERP. Tangibly, it is a platform built to manage everything from a single point:

  • Finance
  • Points of sale
  • Store operations
  • Supply chain
  • Inventory management
  • E-Commerce content and integrated management
  • Customers (their journey and loyalty)
  • Shipping and delivery
  • Customer service

The advantage is that with such a platform all operations are unified and synchronized via a single tool! No need for several platforms that duplicate the information and fail to communicate with each other. This centralization makes life easier—yours and your employees’—and provides a snapshot of your company’s health.

Case Studies: Unified Commerce in Action

Wondering if purchasing a resource planning software is a strategic investment? Here are some real-life examples applicable to any sphere of activity: retail, restaurant, tourism, fashion, electronics, food, and much more.

Streamlined Shopping—Sale of Furniture

The rise of e-commerce, having become ubiquitous for more than 10 years now, has required a thorough reflection on how to do retail. To adapt to new realities, well-known furniture company Structube turned to a solution that would eventually consolidate its operations, and promote its services on the web.

Before Implementing a Unified Commerce System After Having Implemented a Unified Commerce System
Prior to the emergence of omnichannel commerce, Structube’s employees struggled to advise customers on demo products and special order items. They did not have enough reliable and recent data on hand. The time needed to find answers was too long and hindered the salespeople’s efficiency. E-Commerce used to be a painful experience for Structube; the company would undertake significant effort to maintain consistent data simultaneously on their website, points of sale, inventory management systems, and accounting software.

The new platform helped Structube to strengthen its foundation, and to build tremendous resilience—an asset that proved crucial during the pandemic. They also increased their sales figure thanks to their ability to better know their customers and their preferences, and the implementation of an online catalogue.

The customer experience improved right there and then. In just a few clicks, the customers would view the product information for their choice of couch. They would instantly check for colors, availability, demo locations, delivery times, and more! The system would then provide reliable data instantaneously. No need to run to the stores for nothing.

Learn more about this success story on Createch’s website.

Serene Guests, Happy Owner—A Resort Relying on Tech

Your business offers a myriad of services, but managing them is a real hassle? Stay calm: The story of this resort having implemented unified commerce is quite telling.

Before Implementing a Unified Commerce System After Having Implemented a Unified Commerce System
At Blue Lagoon Spa in Iceland, it’s not just the guests who are looking for peace of mind. The actual owners were looking for a way to streamline their operations by adopting a holistic approach to managing their various well-being services—and this, to improve the experience of their guests, in search of serenity. They didn’t want the guests to pull out their wallet each time they went through a new engagement channel, which was a necessary evil with independently managed systems. Now, all the guests have to do is wear a simple wristband for the duration of their stay. In terms of management, it’s an unhoped-for solution! While guests wander about between the pools, specialized care areas, rooms, restaurant, and boutique, the wristband records the activity in the customer’s profile (which also helps in customizing service). And in the background, sales are managed in a single system. A perfect synergy that goes unnoticed!
Learn more about this success story on LS Retail’s website.

Microsoft Dynamics 365: The Unified Commerce Platforms That Stands Out

If you make the leap to unification, here are a few reasons to consider Microsoft.


First, the Microsoft Dynamics 365 ERP, which enables unified commerce thanks to its LS Central and Commerce version, is a cutting-edge platform. It simplifies the implementation of the latest technologies such as machine learning and artificial intelligence (AI), cloud computing, advanced analytics, and mobility, and brings together all channels in a single solution. Modern e-commerce platforms, like payment solutions and electronic data interchange (EDI) partners, can easily connect to it to create a headless commerce architecture hosted on a secure cloud.

Grateful (and Faithful) Employees

Yes, we know. Retaining (or attracting) employees can be quite the challenge. Increase your chances by making things easier for them, and by reducing training time. If they have the right tools to advise customers in a proactive manner (assisting them with their selection, suggesting products, extras, higher-end alternatives and substitutes, and informing them of delivery times), they will feel efficient and valued. And that’s two good reasons to stay!

Satisfied Customers

Your customers should be at the forefront of your focus. Each investment or business decision aims to provide them with a unique journey, seamless and tailored to their expectations. Unified commerce platforms are your allies in the race toward a unique and positive customer experience. They will give you access to all the information from a single point, regardless of the engagement channel.

A Clear Vision for the Future

Since all the information is centralized, you get a snapshot of your business performance. All you have to do is play with the filters, data analysis, and reporting features. You will thus discover the most profitable categories, predict high traffic hours, target growth sectors, and much more. Microsoft Dynamics 365 can also help with your decision-making process to promote your growth.

I Have the Right Tool! Now, What Do I Do?

If you are a diversified company struggling to consolidate customer data and purchase journeys, then unified commerce is probably a good fit for you. Createch offers support services for software implementation and configuration based on your unique situation.

The market will not stop evolving anytime soon. The momentum generated by big players such as Amazon more than 10 years ago still moves at a fast pace today. Business concepts that stemmed from our imagination—not so long ago—are now a reality (just think of the metaverse!) Just like we’ve seen during the pandemic, proactive companies who optimize their productivity for a better customer experience are most likely those who will succeed. Will you be part of the journey? Contact one of our expert now to start your project!

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