Disconnected marketing and commerce systems make it difficult for marketers to see purchase information and ensure they are promoting the right products to the right people.
Six commerce platform features for a competitive advantage
It’s a competitive commerce world out there. Thriving in it depends on your ability to deliver transformative customer experiences. By integrating commerce with content across devices and channels, marketers can implement tactics that extend well beyond traditional means and provide fully personalized customer experiences. These six key capabilities are just some of the competitive advantages a robust commerce platform delivers.
1. Inventory management
It’s hard to control what you can’t see. A good commerce platform gives you the ability to organize and manage all of your online and offline inventory, including controlling the availability and quantity of sellable items by channel, transferring inventory between stores, and tracking shipments. It will also notify you when you’re low on stock or have expired inventory, and allow you to display product prices in multiple currencies.
2. Catalog management
The digital marketplace moves at lightning speed. The right commerce platform ensures your product catalogs can keep pace.
For example, it will give you the ability to easily organize your sellable items and then add them to multiple catalogs, categories, and inventory sets — and apply different promotions.
It will also facilitate defining product variations, such as one shirt that’s available in multiple prints and colors, and creating catalogs that display on your website in different languages and currencies.
Finally, it will enable you to easily categorize and establish category hierarchies and relationships between products. For example, shoes can be divided into women’s, men’s, and children’s, as well as into boots and sneakers.
3. Order management
4. Customer management
By tracking, gathering data, and acting on your customers’ activities, you can convert them from anonymous visitors into members of a customer segment, with clearly defined interests and buying patterns. You can then track, analyze, and market against that information to continually fine-tune and contextualize the commerce experiences you deliver.
5. Pricing engine
6. Contextual promotion engine
Most brands are aware of the need for more personalized commerce experiences. Yet only 47% of organizations are collecting purchase history data.
What else should your platform do?
- Easily modify storefronts with drag-and-drop features
- Customize your white-labeled cart, checkout, and customer account
- Have API integrations with ERP and other back-office systems
- Make it future-proof with the scalability of cloud deployment