skip to main content
Close Icon We use cookies to improve your website experience.  To learn about our use of cookies and how you can manage your cookie settings, please see our Cookie Policy.  By continuing to use the website, you consent to our use of cookies.
Global Search Configuration


Unified communications (UC) holds great promise for retailers looking for new ways to drive sales, streamline post-sale support, connect customers with product experts, and deliver a differentiated shopping experience.


  • Retailers have diverse attitudes to investing in advanced communications for their businesses.
  • Retailers opting for traditional telephony-centric communications solutions can have much to gain from migrating digital systems to IP.

Features and Benefits

  • Assesses the top trends impacting retailers' adoption of advanced communications technology.
  • Details how specific kinds of retailer can benefit from advanced communications technology.

Key questions answered

  • How are retailers leveraging UC solutions?
  • How will WebRTC benefit retailers?

Table of contents


  • In brief
  • Ovum view
  • Recommendations

Market outline

  • Promoting advanced communications

Retailers’ business models dictate their communications strategies

  • How retailers use UC
  • Improving in-store communications: Keep it simple

Mobile UC improves the shopping experience

  • Mobile UC connects customers with product experts
  • Improving customer communications via mobile UC requires significant investments

Retailers improve e-commerce with WebRTC

  • Amazon nudges video toward the customer service mainstream
  • Video can result in higher Net Promoter Scores and sales value
  • Web-based communications are not for everyone


  • Methodology
  • Further reading
  • Author

Recommended Articles

  • Service Provider Markets, Consumer & Entertainment Services,...

    MWC 2018 Highlights

    By Ronan De Renesse 27 Feb 2018

    Over 20 of our senior Ovum analysts and consultants attended this year’s Mobile World Congress in Barcelona at the end of February. In between meetings, briefings and presentations, our analyst team were blogging and tweeting about key developments, trends and rumors. Have a look through our daily MWC 2018 Highlights to find out what happened.

    Topics 5G AI IoT Cloud Payments SDN/NFV Smart home

  • Enterprise Decision Maker, Enterprise IT Strategy and Select...

    2017 Trends to Watch: Big Data

    By Tony Baer 21 Nov 2016

    The breakout use case for big data will be fast data. The Internet of Things (IoT) is increasing the urgency for enterprises to embrace real-time streaming analytics, as use cases from mobile devices and sensors become compelling to a wide range of industry sectors.

    Topics Big data and analytics IoT

  • Consumer & Entertainment Services

    US pay TV: Is it facing an existential threat?

    By Adam Thomas 28 Mar 2018

    With US pay TV having endured the worst year in its history, thoughts have inevitably turned to the future. The likelihood remains that the immediate future will remain highly uncomfortable for everyone except the scaled multinational digital platforms.


Have any questions? Speak to a Specialist

Europe, Middle East & Africa team - +44 (0) 207 017 7700

Asia-Pacific team - +61 (0)3 960 16700

US team - +1 646 957 8878

+44 (0) 207 551 9047 - Operational from 09.00 - 17.00 UK time

You can also contact your named/allocated Client Services Executive using their direct dial.
PR enquiries - Call us at +44 7770704398 or email us at

Contact marketing -

Already an Ovum client? Login to the Knowledge Center now