Hear from the experts and discover the latest industry trends and challenges in the State of Marketing Automation 2024

M
Overview
Channels
Features
Marketing automation

Automate tedious tasks, save time and nurture relationships.

Email marketing

Send engaging emails that convert your audience.

Data platform

Manage all of your data from one place.

Transactional email

Improve customer satisfaction with relevant, timely updates.

Email
Send emails that feel personal.
WhatsApp Business

Find your clients on their favourite messaging app. 

SMS

Relevant updates at exactly the right time.

Mobile app

Engage and win-back app-users.

Landing pages & forms

Gather and enrich your data through on-brand pages.

Offline
Cut through the noise with telemarketing and direct mail.
Integrations
Analytics, e-commerce, data management. Unify your tech stack.
By Industry
Professional Services
Travel
Travel recommendations and transactional emails for your clients.
Attractions & leisure

Generate more visitors and uplift your revenue.

Retail & e-commerce

Connect all of your tech to the most easy to use marketing automation software.

Financial Institutions
Secure and reliable communications for your organisation.
Customer success

Everything for a successful relationship.

Personalised onboarding

Your platform, your way.

Hire an expert

Extend your team on location.

Managed services

Our team for your projects.

Consultancy
Let us advise you on marketing automation best practice.
Creative
Our team of creative experts can bring your dreams into reality.
Blog
Keep up to date with trends and insights.
Guides

Deep and complete expertise.

FAQ
Where all your questions are answered.
Case studies

Sucessful and inspiring client stories.

Webinars & recordings

Virtual events straight from the experts.

Newsletter subscription

Sign-up for the latest trends and insights into marketing automation.

Platform
Services
Integrations
Resources
About Us
Pricing
Careers
Partners
Contact Us

The importance of a world-class Unified Commerce CRM Strategy 

May 21, 2024

It’s no secret that today’s commerce landscape is evolving at lightning speed, as consumer demands become ferocious, and businesses invest more resource, budget, and technology to gain a competitive edge.

Brands in this space face the challenge of not only attracting new customers, but also maintaining their position as ‘brand of choice’ with their current audience.

As the lines between shopping channels blur, the integration of Customer Relationship Management (CRM), marketing automation, and other relevant internal systems is becoming a cornerstone for businesses to achieve this.

The approach, often referred to as Unified Commerce, goes beyond traditional omnichannel strategies to provide a comprehensive view of the customer journey, enhancing every interaction along the way.

What is Unified Commerce and how does it relate to CRM strategy?

Unified Commerce represents the next step in the evolution of shopping experiences, building on the foundations laid by omnichannel strategies.

Unlike omnichannel, which focuses on creating consistency across online and offline channels, Unified Commerce integrates CRM and marketing automation technology, alongside other relevant systems and customer touchpoints. Consolidating data and processes into a single view.

For marketers, this means the ability to track a customer’s entire journey, from initial contact through to post-purchase, within a single system. Gathering powerful insights that drive highly relevant marketing campaigns. 

The benefits of a Unified Commerce CRM strategy

By eliminating data silos and connecting disparate data sources, Unified Commerce ensures that all customer information is accessible and actionable across an entire business. This visibility allows all departments to fully understand and react to customer behaviours and preferences based on accurate, real-time data.

This holistic view enables marketers to craft highly personalised communications and promotions. For instance, a travel agency could use Unified Commerce data to suggest customised travel packages based on a customer’s previous bookings and searches. Similarly, a retail store might offer targeted discounts to a customer based on their browsing and purchase history, both online and in-store.

How to execute a Unified Commerce CRM strategy

Implementing a Unified Commerce CRM strategy requires a carefully considered approach to technology integration and data management. 

The first step is to ensure that the CRM, marketing automation technology, and other relevant internal systems are integrated into a single, seamless platform. Allowing for real-time updates and information sharing across all departments.

Understanding the customer better through data is another critical component of the strategy. This involves collecting data whilst also analysing it to gain insights that can inform strategic decisions. 

Using this comprehensive understanding, marketers can execute unified communications across channels. Whether that’s sending a timely SMS about a new promotion or a personalised recommendation through email, each interaction is informed by a complete view of the customer, ensuring consistency and personalisation.

In conclusion

Embracing a Unified Commerce strategy truly transforms how brands can interact with their audience. By integrating their CRM and internal systems with marketing automation, businesses will not only understand their audience better, but also engage with them more effectively. Ensuring every communication resonates and builds lasting loyalty. 

For commerce businesses, the digital landscape will only continue to evolve. So, for those wanting to remain competitive and a ‘brand of choice’, embracing Unified Commerce is fast becoming crucial in a customer-centric world.

Latest from Deployteq