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As the shopping experience goes digital, unified commerce is coming into a favorable period for e-commerce. Indeed, in Q3 2021, overall e-commerce sales grew by 15% compared to Q3 2020, according to the latest report from the French e-commerce and distance selling federation (Fevad) released on November 25. In total, internet sales in the quarter reached €30.6 billion, compared to €26.6 billion in 2020. This report reflects the changing behavior of consumers, who not only make more and more purchases on the Internet, but also switch easily from one channel to another: from a digital channel to a physical channel, as well as from a digital channel to another digital channel.
Unified commerce will be able to take full advantage of these new consumption patterns by basing its strategy on six pillars:
A new strategy means new performance indicators, or KPIs. Indeed, to be sure that the implementation of a unified commerce is working, you need to be able to check certain data continuously.
Choosing KPIs is not always easy. They must be tools to measure the health of the company as well as tools to help decision making.
To facilitate the choice, 3 rules must be followed:
The first performance indicators concern the operation of the business and its visibility. To buy on a site, you have to find it!
Here are some examples:
The conversion rate indicates what percentage of visitors to a site have been converted into potential leads. This rate is frequently used to measure the effectiveness of a landing page, as it shows which page contains the best content and offers the most optimal user experience.
Some examples of conversion-related KPIs:
Beyond sales, some KPIs are essential to measure the performance of your business model. Here are some inspirations:
After-sales service KPIs can help build customer loyalty. Here are some examples:
To be able to deploy a unified commerce strategy operationally, the digital tools used play a central role. Indeed, the challenge lies in the methods of collecting and centralizing data: all sales channels must be scanned, because their vision must be exhaustive and the customer must be treated in a unitary manner. To meet this challenge, the Analytics & KPI functionalities of Generix Group’s Omnichannel Sales offer enable you to see the activity of all your brands in real time.
It is thus possible to generate commercial reports including sales tracking, the number and detailed profile of customers or the transformation rate… The offer also integrates decisional analysis functionalities, by identifying for example the best customers or by pointing out the most efficient commercial operations. To learn more, discover our dedicated page!
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