Exploring the world of omni-channel commerce with IBM
Cara Hogan 2700065TM5 firstname.lastname@example.org | | Tags:  webspherecommerce commerce e-commerce
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When you walk into a store to buy a new flatscreen TV, have you already done research online? Did you pick out the exact model you want on the store’s website and check availability? Do you compare prices in the store using a mobile app?
If you’ve done any of these things, you are one of the rising numbers of omni-channel shoppers. With the number of U.S. mobile shoppers projected to hit 111 million by 2015, it has become increasingly common for customers to use a combination of online, in-store and mobile resources.
In response to the trend, IBM recently announced a new omni-channel commerce initiative, which will be the focus of a number of sessions at IBM Impact 2013. This new integration combines IBM WebSphere Commerce , IBM Cognos , social media and mobile integration into one package under the heading of IBM Smarter Commerce.
In a new article from WebSphere Insights magazine, Peter Wharton, IBM Commerce Product Marketing Manager at IBM, explains how companies can implement the software to create a seamless flow as shoppers switch from online to in-store.
“In the commerce market, we’re experiencing dramatic shifts brought on by what we’re terming the empowered customer,” Wharton says. “This is a customer using mobile, social, and other technologies and it’s really changed who has control. Now it’s the customer that has control rather than the company.”