Mobile Commerce Ups The Ante For Cross-Channel Analytics

September 2013 Integrated Solutions For Retailers

By Marisa Rahman, retail business intelligence solutions director, Oracle

Today’s analytics enable retailers to understand what’s happening across channels, from inventory availability to what and how customers are buying.

Even among industry experts, the sheer speed at which shoppers have adopted mobile commerce defies expectations. Handheld, on-the-go Internet access conveniently connects online and store shopping, with or without the retailer’s help. It makes the concept of unique channels obsolete as consumers mix mobile, online, and in-store shopping to achieve “commerce anywhere.”

Retailers must change operations to adapt. From inventory to customer service, there is no aspect of the business that can remain static, and retailers need to gain a deeper understanding of what motivates customers at each stage of their buying process, regardless of channel. Traditionally, analytics tools have been able to provide insight into individual channels, but as the lines between channels blur, siloed intelligence is insufficient. The need for cross-channel analytics is greater than ever.