WHISHWORKS' Sreekanth Cherukuri discusses why integration is the secret ingredient to retail success in the crucial pre-Christmas period with Retail Technology
The annual pre-Christmas shopping season can bring huge sales uplifts and success stories for retail businesses. But as consumers are increasingly opting for digital channels to avoid the in-store rush and overcrowded high streets, retailers are investing more in their ecommerce platforms to meet this spike in digital demand.
Providing a smooth digital experience however is not as easy as it may seem. For a streamlined operation, especially during busy sales periods, businesses need robust collaboration between various applications and business divisions. This will allow a seamless exchange of information and enable them to deliver on their promise to customers – item availability, accurate delivery dates, correct items delivered and smooth purchase and returns processes.
What is ecommerce integration?
E-commerce integration is when a retailer connects their e-commerce platform to their back-end systems, like their Warehouse Management (WMS), Enterprise Resource Planning (ERP) and Customer Relationship Management (CRM), to enable information to be exchanged and updated between these systems in real time. The benefits are plentiful for both the business and its customers, whereas the drawbacks from lack of end-to-end integration or poorly integrated systems and applications are significant and can greatly impact a retailer’s bottom-line.
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