Enable Omnichannel Commerce That Delights Your Customers

Create a cohesive omnichannel framework that supports the right transactions through the right channels for the right customers.

Member Challenge

  • Today’s customers expect to be able to transact with you in the channels of their choice. The proliferation of e-commerce, innovations in brick-and-mortar retail, and developments in mobile commerce and social media selling mean that IT organizations are managing added complexity in drafting a strategy for commerce enablement.
  • The right technology stack is critical in order to support world-class e-commerce and brick-and-mortar interactions with customers.

Our Advice

Critical Insight

  • Support the right transactional channels for the right customers: there is no “one-size-fits-all” approach to commerce enablement – understand your customers to drive selection of the right transactional channels.
  • Don’t assume that “traditional” commerce channels have stagnated: IoT, customer analytics, and blended retail are reinvigorating brick-and-mortar selling.
  • Don’t buy best-of-breed; buy best-for-you. Base commerce vendor selection on your requirements and use cases, not on the vendor’s overall performance.

Impact and Result

  • Leverage Info-Tech’s proven, road-tested approach to using personas and scenarios to build strong business drivers for your commerce strategy.
  • Before selecting and deploying technology solutions, create a cohesive channel matrix outlining which channels your organization will support with transactional capabilities.
  • Understand evolving trends in the commerce solution space, such as AI-driven product recommendations and integration with other essential enterprise applications (i.e. CRM and marketing automation platforms).
  • Understand and apply operational best practices such as content optimization and dynamic personalization to improve the conversion rate via your e-commerce channels.

Research & Tools

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1. Enable Omnichannel Commerce Deck – A deck outlining the importance of creating a cohesive omnichannel framework to improve your customer experience.

E-commerce channels have proliferated, and traditional brick-and-mortar commerce is undergoing reinvention. In order to provide your customers with a strong experience, it's imperative to create a strategy – and to deploy the right enabling technologies – that allow for robust multi-channel commerce. This storyboard provides a concise overview of how to do just that.

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Enable Omnichannel Commerce That Delights Your Customers – Phases 1-2

2. Create Personas to Drive Omnichannel Requirements Template – A template to identify key customer personas for e-commerce and other channels.

Customer personas are archetypal representations of your key audience segments. This template (and populated examples) will help you construct personas for your omnichannel commerce project.

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Create Personas to Drive Omnichannel Requirements Template
Enable Omnichannel Commerce That Delights Your Customers


The clarity that came from discussing our unique use case and needs against the options available. Ben helped confirm the suspicions I was already feeling about not wanting to use too much time or resources to push into alternatives that would prove to b...

Sight & Sound Ministries Inc viaPublication

Good insights on Omni-channel, how to approach the strategy, what inputs we need, touch points on CRM and DCP and CX etc.

UniSuper viaPublication