Page 7 - index
P. 7
RESEARCH, ANALYSIS & TRENDS
transfer order lists that have been created according to returns, and the like, as a service to the customer and
customer-specific requirements into a format that can should therefore be geared towards them.
be processed by the provider system to name a few.
Hence, B2B eCommerce obviously already allows for The goal is to oblige the customer as far as possible
far-reaching personalization, a topic that the digital retail and save them time. Economically, however, such a
business just started to discover. concept can only be implemented if an individual set of
touchpoints and services can be easily assembled and
Point of interest will be Point of Sale changed at any time.
We have just arrived at the development stage of Omni- Modern eCommerce platforms are nowadays able to
channel on the way to an Omni-Commerce in the B2C play out the "content" for a wide range of channels and
industry. Although the customer can obtain services touchpoints (shops, mobile devices, POS systems,
through a variety of more or less well interlinked chan- sales desks, media) and vice versa process the trig-
nels, omni-commerce is in contrast to omnichannel not gered transactions, such as ERP, CRM, payment and
a strategic sales model, which extends some of the so on, without difficulty. The only thing that is still miss-
central sales channels through digital services for spe- ing is the willingness of "front-end providers", such as
cial usage scenarios. Rather it integrates the online publishers, social media platforms or even the industry,
shop through a click-to-shop button into YouTube vide- wherever customers are active to allow shopping func-
os or other platforms. Omni-commerce is more an un- tions. Because, from the eCommerce’s point of view, it
derstanding of customer interaction: If a dealer wants to does not matter whether there is shopping via a shop
approach customers, he has to play according to their frontend, a YouTube video, or one of the last advertis-
rules and meet their individual expectations. ing pillars.
Thanks to online trading and smartphones, the custom- As an industry, we are confronted with the task of un-
er has always the opportunity to find an offer and lives derstanding the potential of eCommerce as a central
in the certainty that once the desire to purchase is platform for all trading processes, adapting our mindset
awakened, it can also be satisfied. The point of interest accordingly, and making it clear to our customers that
is at the same time the point of sale. Consequently, if there is no longer a decision between the online and
the customer’s expectations get disappointed he knows the offline world in the medium term.
how to find the competition that is only a few clicks
away.
eCommerce is gaining momentum and becomes omni-
present, driven by its growing omniscience it seems to
Efficient eCommerce is the future become almost omnipotent. ◊
By Daniela La Marca
Omni-commerce understands all aspects such as pro-
curement, logistics, presentation, ordering, shipping,
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
transfer order lists that have been created according to returns, and the like, as a service to the customer and
customer-specific requirements into a format that can should therefore be geared towards them.
be processed by the provider system to name a few.
Hence, B2B eCommerce obviously already allows for The goal is to oblige the customer as far as possible
far-reaching personalization, a topic that the digital retail and save them time. Economically, however, such a
business just started to discover. concept can only be implemented if an individual set of
touchpoints and services can be easily assembled and
Point of interest will be Point of Sale changed at any time.
We have just arrived at the development stage of Omni- Modern eCommerce platforms are nowadays able to
channel on the way to an Omni-Commerce in the B2C play out the "content" for a wide range of channels and
industry. Although the customer can obtain services touchpoints (shops, mobile devices, POS systems,
through a variety of more or less well interlinked chan- sales desks, media) and vice versa process the trig-
nels, omni-commerce is in contrast to omnichannel not gered transactions, such as ERP, CRM, payment and
a strategic sales model, which extends some of the so on, without difficulty. The only thing that is still miss-
central sales channels through digital services for spe- ing is the willingness of "front-end providers", such as
cial usage scenarios. Rather it integrates the online publishers, social media platforms or even the industry,
shop through a click-to-shop button into YouTube vide- wherever customers are active to allow shopping func-
os or other platforms. Omni-commerce is more an un- tions. Because, from the eCommerce’s point of view, it
derstanding of customer interaction: If a dealer wants to does not matter whether there is shopping via a shop
approach customers, he has to play according to their frontend, a YouTube video, or one of the last advertis-
rules and meet their individual expectations. ing pillars.
Thanks to online trading and smartphones, the custom- As an industry, we are confronted with the task of un-
er has always the opportunity to find an offer and lives derstanding the potential of eCommerce as a central
in the certainty that once the desire to purchase is platform for all trading processes, adapting our mindset
awakened, it can also be satisfied. The point of interest accordingly, and making it clear to our customers that
is at the same time the point of sale. Consequently, if there is no longer a decision between the online and
the customer’s expectations get disappointed he knows the offline world in the medium term.
how to find the competition that is only a few clicks
away.
eCommerce is gaining momentum and becomes omni-
present, driven by its growing omniscience it seems to
Efficient eCommerce is the future become almost omnipotent. ◊
By Daniela La Marca
Omni-commerce understands all aspects such as pro-
curement, logistics, presentation, ordering, shipping,
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
