IRCE 2017 recap: Omnichannel, personalization, and how Microsoft Dynamics 365 answers both demands

Two of the most talked-about topics at the Internet Retailer Conference and Exhibition (IRCE 2017) in Chicago last week were personalization and omnichannel.

Retail executives understand that they need to provide a consistent brand and buying experience from the store to the website to catalog and beyond, but they are not sure which retail solutions will get them there.

At Western Computer, we see Microsoft Dynamics 365 for Operations as a natural solution to enable both personalization and omnichannel.

First - retailers can create promotions, special rebates, or other pricing scenarios. Then, they can set these agreements in ERP, and offer them to customers - in store, from the website, or through mobile.

We also know that customers are increasingly impatient; they want the product in their hands as soon as possible. Customers will do their product research and look online for who has stock. Next, they may use a location finder to find a nearby store with inventory. Retailers can create competitive advantage with their brick-and-mortar stores over online-only competitors by marketing their stores as a convenient way to pick up products the same day and as an easy way to return goods. Delivering on this scenario requires real-time integration between the e-commerce system and ERP at a detailed level, which Dynamics 365 enables.

Of course, Dynamics 365 also includes call center capabilities, which is another critical requirement for delivering personalized service. Customer service agents need to access a 360-degree view of the customer. They also need the ability to view previous calls, complaints, as well as shopping and browsing history. Essentially, customer service agents have all the information they need to see everything about the customer and respond appropriately. Sales reps can also assist ...