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Point of commerce: Bringing seamless retail inside the store

Extend the omni-channel customer experience into the store to master both digital and physical domains.


The digital explosion does not mean that consumers are leaving the store for good. Rather, that physical and digital commerce are converging, and that consumers expect retailers to be in lock step with the change

Non-stop consumers want omni-channel customer experiences on their own terms—wherever and however they shop. It is a transformation that will require retailers to bring the store into a true omni-channel business strategy supported by an integrated Point of Commerce (POC) capability.

There are several approaches that retailers can take depending on their specific business and customer profiles. What is exciting is that the availability of mobile-enabled POC capabilities anywhere in the store creates an opportunity for retailers to take the customer experience to the next level and build customer relationships around a more seamless customer journey.

Learn how to evolve commerce solutions to make more of the store in an omni-channel world.


To transform the in-store experience for the omni-channel customer, retailers create POC solutions by extending and converging current commerce capabilities in a variety of ways including:

Extending Point of Sale (POS)
For certain retail settings, like grocery, where rapid checkout is very important, or there are a high volume of items, a need to weigh items, or many payments are made in cash, extending the existing POS system may be the logical choice to deliver an effective omni-channel POC experience to customers.

Extending eCommerce Platform
Another option is to extend the eCommerce platform to become the omni-channel POC platform. A mobile app that allows the retailer to take payments through a tablet, smartphone or wearable device eliminates the need for a POS system all together.

Mobile Self-Checkout
Mobile self-service checkout provides the ultimate in consumer convenience and control. Consumers leverage apps on their own smart device to support shopping and enable checkout, either at the completion of the shopping trip or as the cart is filled.


Evolving POC capabilities is fast becoming a reality for retailers, but it can be a complex undertaking. Retailers should consider five success factors before getting started:

  1. Master Operational Details For sales such as food and convenience items, the need to collect cash may make a single POC solution seem less relevant. However, solutions certainly exist which accommodate the need to collect cash—from detachable tablets to self service kiosks that handle payment transactions.

  2. Up-Skill the Workforce The workforce is now changing and expanding their roles from transaction takers to sales advisors. As companies equip associates with more powerful tools and the associates have the opportunity to engage more with customer needs, there is a human element to the interaction that must be part of the associate skill set.

  3. Enhance Service and Create Delightful Experiences Return on investment comes when retailers can use mobility and other technologies to enhance the in-store experience. Retailers must determine the differentiation provided at the store—advice, personal touch, better service, convenience—and ensure the POC solution is relevant to customer needs.

  1. Build New Analytics Capability and Integrated Architecture
    To truly capitalize on in-store, mobile-enabled POC, a retailer likely will require new analytics capabilities to effectively unlock the value of the data generated in-store and across channels. This includes fully utilizing all information that the retailer has about customers to personalize the relationship.

  2. Break Down Silos
    Regardless of who is ultimately responsible for the omni-channel POC experience, a successful strategy requires more than just deep cross-functional alignment. Many retailers today are going further by unifying their P&Ls, organizations and technology to ensure a comprehensive focus on the customer.