This blog was updated on 27 May 2025, for more information connect with our team: https://www.easystore.co/contact 

Unified Commerce: Key Insights from EasyStore on BFM’s Marketing Mojo

Unified commerce is transforming the retail landscape by delivering a seamless and consistent shopping experience across all sales channels—whether online, in-store, or via social media.

Recently, Soh Yien Yee, Chief Relationship Officer at EasyStore, joined Roshan Kanesan on BFM’s Marketing Mojo podcast to explore how unified commerce is shaping the future of retail. 

Their conversation covered key topics, from leveraging data and optimizing customer experience to preparing for Retail Summit Asia 2024.

To make the podcast more accessible, this blog includes timestamps so you can jump directly to the topics that interest you.

Listen to the podcast here:

Part 1: What Is Unified Commerce?

Timestamp: 0:36

Unified commerce enables businesses to provide seamless experiences by integrating customer, order, and sales data across all touchpoints.

As Roshan describes, it allows retailers to centralize everything—whether a customer shops online, in-store, or on social media—through a single, unified system.

Unified commerce will also take center stage at the upcoming Retail Summit Asia 2024, emphasizing how businesses can bridge the gap between online and offline operations to future-proof their strategies.

Part 2: What to Expect at Retail Summit Asia

Timestamp: 1:44

Retail Summit Asia 2024, hosted by EasyStore, is set to be a key event for retailers looking to innovate and grow. 

It will take place on September 18, 2024, at the Sheraton Hotel, Petaling Jaya, from 9:00 AM to 5:30 PM.

Event Highlights:

• The Era of Unified Commerce: EasyStore will unveil its Unified Commerce solution, showcasing how it connects online and offline channels for a seamless customer journey.

• Case Studies: Learn from successful merchants who have transformed their businesses through innovative strategies.

• Panel Sessions: Hear from ecosystem partners and homegrown brands like MONTIGO, Skechers Malaysia, Claire Organics, and Applecrumby as they share insights into overcoming retail challenges.

• Ecosystem Exhibition: Discover the latest retail technologies, tools, and services designed to streamline operations.

• Breakout Sessions: Dive into focused topics such as financing for growth, women in leadership, user-generated content (UGC), and AI-driven marketing tools.

Part 3: Why Unified Customer Experience (UCX) Matters

Timestamp: 9:00

The path to purchase is no longer linear. Customers interact with brands across multiple channels before deciding to buy. 

Businesses need to provide personalization, convenience, and consistency across all touchpoints.

• Discovery Through Multiple Channels: Customers now engage through ads, influencers, and social platforms. They expect product information in different formats and channels.

• Flexible Fulfillment Options: Modern shoppers look for options like buy online, pick up in store; buy in store, deliver to doorstep; or buy in one location and pick up at another.

• Lifestyle Alignment: Customers gravitate toward brands that integrate naturally into their lives. Unified commerce enables businesses to deliver these tailored experiences.

According to Yien Yee, UCX powered by unified commerce deepens customer relationships and boosts loyalty by providing a frictionless journey across every channel.

Part 4: Humanising Through Digitalisation

Timestamp: 18:20

To create meaningful customer experiences, businesses must go beyond transactions. Unified commerce supports this by fostering stronger relationships and repeat engagement.

EasyStore empowers merchants through tools such as:

• Customer-Centric POS: Equip retail staff with insights to recognize customers and personalize their shopping experience.

• Unified Membership Program: Offer consistent membership benefits across all channels, reinforcing customer value.

• Unified Inventory Management: Allow customers to purchase out-of-stock items via transfers from other branches or schedule in-store pickup.

• Member App: Keep customers engaged with restock alerts, promotions, and exclusive offers.

Unified commerce also helps reduce Customer Acquisition Cost (CAC) and prevents businesses from over-relying on Return on Ad Spend (ROAS), leading to more sustainable marketing strategies.

Part 5: Bridging the Gap for Traditional Retailers

Timestamp: 27:38

Transitioning to digital can be daunting for traditional retailers. 

Key challenges include:

• Real-Time Engagement: Offline retailers are not used to providing instant responses, a standard expectation in eCommerce.

• Invisible Traffic: Online footfall is harder to track compared to physical store visits.

• Sales Cannibalization Concerns: There's worry that online sales may eat into physical store revenue.

However, the reality is that online and offline shoppers behave differently, with only some overlap. A digital presence broadens the customer base rather than cannibalizing it.

Unified commerce bridges this divide, creating a unified view of the customer and sales across all channels.

Part 6: Leveraging Data to Unify the Customer Experience

Timestamp: 32:39

Unified commerce platforms help businesses collect and analyze critical data, including customer demographics, preferences, and purchase behaviors.

This data enables smarter decision-making:

• Better Inventory Planning: Understand purchasing trends to stock efficiently.

• Targeted Marketing: Personalize communications based on real-time customer data.

• Operational Efficiency: Streamline workflows and enhance the customer journey.

By harnessing this data, businesses can improve customer satisfaction and drive long-term loyalty through unified, data-driven experiences.

Make Customers Love Buying From You

EasyStore empowers your brand to prioritize customers and enhance their experience, creating a unified customer experience (UCX) that makes customers love buying from you.

Over 50,000 brands have grown their businesses by embracing unified customer experiences (UCX) strategy through EasyStore across multiple sales channels - online store, retail outlets, marketplaces, and social media, ensuring consistency in product and service offerings for a seamless shopping journey.