According to a new BRP report, 76% of consumers are more likely to choose a retailer offering cross-channel pricing and promotion consistency, and 87% of consumers want a personalized and consistent experience across channels.

Many retailers are finding it much harder than they thought to implement unified commerce capabilities. As a result, many retailers are still running a “faux omni-channel” environment even though consumers have indicated that a holistic, unified shopping experience is expected.

Retailers are making progress, as 86% have implemented consistent pricing and promotions across channels; however, half of these implementations need improvement.

Retailers may have the ability to access some of the necessary information to personalize the customer experience, but being able to do it operationally and effectively during interaction with the customer is not convenient or efficient. This environment sets the stage for retailers to adopt a single commerce platform.

According to BRP’s report, retailers indicate the following are the top unified commerce priorities to enhance the customer experience:

• Create a consistent brand experience across channels (59%)
• Improve the online experience (52%)
• Improve personalization (45%)
• Improve the mobile shopping experience (41%)

“Many retailers have started down the path to unified commerce by offering services that emulate the holistic shopping environment that the customer expects,” said Jeffrey Neville, senior vice president at BRP. “However, in many cases, the process to offer customers a seamless experience is still manual and involves complex integration across multiple systems and processes that don’t work in real time.”