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Introduction

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.

Highlights

  • 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

Summary

  • 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

Appendix

  • Methodology
  • Further reading
  • Author

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