Connected retail
Connected retail links online channels, stores and back-end systems so that inventory, orders and consumer data are shared in real time across every touchpoint.
Definition
Connected retail is a retail strategy that links online channels, physical stores and back-end systems so that inventory, orders and consumer data are shared in real time. Instead of running stores and e-commerce as separate businesses, the retailer operates them as one network.
Why connected retail matters
Consumers don’t think in channels. They check online whether a nearby store has an item, buy on their phone and return in store, and they expect every step to know about the others. When channels run on separate systems, that breaks: a product shows as available online while the last unit sits in a store, or a store can’t accept the return of an online order. Connected retail closes these gaps and is the foundation for a consistent experience across every channel.
What connected retail requires
- Real-time inventory visibility across warehouses, stores and suppliers
- One order layer that can route orders to any location, regardless of where they were placed
- Stores that can act as fulfillment points, with Store Operations for picking, handover and returns
- Shared order data, so customer service and store staff see the same status
Examples of connected retail
Connected retail is closely related to unified commerce, which goes a step further by running all channels on a single platform rather than connecting separate systems.