Retailers told to adopt unified commerce strategy

The goal is to unify systems and teams for a seamless customer experience.

Retailers should adopt a unified commerce strategy to streamline their operations and enhance customer experience across multiple touchpoints.

Omnichannel success is not just about using different customer touchpoints but integrating them into a system that delivers a seamless experience, Low Ngai Yuen, chief merchandise and marketing officer at AEON Co. (M) Bhd., told the Retail Asia Summit 2025 in Kuala Lumpur in April.

She said unified commerce isn’t just about collecting data; it involves using data to streamline operations and ensure every part of the organization is aligned with customer needs.

Low said businesses should overcome the challenges of real-time data integration to bridge the gap between their omnichannel strategy and customer experience.

She said real-time data is needed for integration, but many businesses find that it could take years to fully integrate their systems. Starting early is crucial to avoid losing the customer experience battle due to inefficiencies, she added.

Low noted that without integration, different departments often work in silos, leading to a fragmented customer experience. “CRM (customer relationship management) and CDP (customer data platform) need to be unified,” she said. “If not, you really don’t have a complete customer view and customer profile.”

“All the shared KPIs (key performance indicators) to close the departmental silos are very important,” she added.

Low said employees should be trained to support the transformation. “When AEON introduced new tech stacks, we saw that nearly 40% of our employees were eager to learn, even before they fully understood the scope of the changes.”

She said retailers should view omnichannel as a strategic opportunity rather than a trend.

“We need to ensure that we’re not inconveniencing our customers in the process,” Low said. “Whether it’s through chatbots or sales channels, the future of retail lies in making everything work together seamlessly.”