Customers have multiple ways to access your products and brand, but do those experiences work together for their benefit—and yours? This is where unified commerce comes in, blending online and offline channels into one cohesive system. “A single platform is essential for achieving the seamless integration and consistency required for successful unified commerce,” says Philip Ladiges, Adyen strategy manager of unified commerce. “It’s impossible to offer a truly unified solution without this.”
Many retailers are stymied by back-end technology that relies on multiple legacy systems patched together without considering the entire customer journey. The complexity results in inefficiencies, lost revenue, and a less-than-ideal customer experience. However, by connecting all channels in the front and back ends, businesses can create a unified commerce experience that connects the customer journey across online and offline channels.
A new Adyen extension built for Adobe Commerce merchants makes unified commerce much easier. “The extension allows retailers to target customers across different touchpoints and create seamless interactions,” Philip says. Here are five benefits that the Adyen extension for Adobe Commerce provides merchants:
1. Improved efficiencies and cost savings. Integrating and centralizing different payment channels streamlines your business and generates efficiencies that save money. For example, the Adyen extension for Adobe Commerce simplifies transactions and reconciliation, reducing duplicate efforts and optimizing employees’ time. “The Adyen extension allows you to save resources that would otherwise be expended managing separate payment systems, vendors, and contracts,” Philip says. “It gives you better control of your operations, including insights into transaction patterns and improved fraud detection.” The efficiencies also benefit store operations, with technology such as Tap to Pay on iPhone or Android, every store sales member has a tool to check stock availability, find product specifications, and take a payment anywhere in the store to help cut the line. It creates a personalized experience, and can save time, which can equate to more sales.
2. Enhanced customer flexibility. Your customers expect to use multiple channels; unified commerce enables you to provide the same brand experience across all of them. “The Adyen extension for Adobe Commerce provides a seamless integration across all your sales channels, including online, in-store, and in-app,” says Philip. “Customers can effortlessly transition between touchpoints, browse products, make purchases, and access services according to their preferences and convenience.” For example, merchants can add multiple payment methods such as Buy Now, Pay Later or enable payment via QR code, all from one terminal or device. The flexibility means that customers can tailor their shopping experience to their needs.
3. Connected data that drives business growth. Unified commerce allows retailers to draw on data from all their channels, providing insights on customer behavior, purchasing patterns, and payment preferences. From here, you can make better decisions on which payment methods to offer to which shopper for example. “The data can also improve your fraud detection and prevention efforts, enabling you to block more fraudsters while keeping your authorization rates high,” Philip says. With unified commerce, you can recognize a trusted in-store shopper when they visit your website for the first time, offering them a frictionless experience. Finally, by correlating payment data with other customer data points, such as demographics and purchase history, retailers can create more targeted and personalized marketing campaigns. Connected data facilitates dynamic pricing strategies, helping retailers adjust prices in real-time based on demand and market trends, maximizing revenue potential. “Ultimately, unified commerce's connected data capabilities allow you to make informed decisions that drive revenue growth and business success,” Philip says.
4. Expansion opportunities into new markets. With unified commerce, retailers can easily adapt to local payment methods. For instance, in regions where specific payment methods are more prevalent, such as mobile wallets or alternative payment methods, the Adyen extension for Adobe Commerce lets you integrate these options effortlessly into your checkout processes. “Having all of your local payment methods connected on one single platform enables you to expand easily,” Philip says. The Adyen extension allows Adobe Commerce merchants to drive growth in new regions more efficiently. Moreover, a breadth of local payment options can become a critical part of your customer acquisition or cost-savings strategies.
5. Elevated customer loyalty programs. With a unified platform, retailers can capture transactional data from various touchpoints, including online, in-store, and mobile purchases, providing critical insights into individual customer preferences, behaviors, and purchasing patterns. “For retailers with a loyalty programme in place, unified commerce is revolutionary as payment data can be utilized to create targeted customer incentives,” says Philip. By linking a payment card to a profile, retailers can automatically link transactions to customer profiles, enhancing the accuracy of their data. This reduces friction during both sign-up and checkout processes, as the payment hardware facilitates seamless integration. When loyalty programs aren’t connected across channels, it becomes more challenging to identify your most loyal customers. The Adyen extension for Adobe Commerce also helps retailers optimize the suite of Adobe products they’re using to understand precisely who their biggest fans are. Long-term brand advocacy is especially important in an environment where consumer behavior changes rapidly; a unified solution can help drive customer loyalty by improving the use and value of your loyalty programs.
Interested in learning more about the Adyen extension for Adobe Commerce? Connect with us today.
