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Harikrishnan S

Retail Technology and Business Consultant, TCS

A unified promotions platform can deliver on the omnichannel promise

Promotions are no longer a bait to lure customers and clear excess stock; they are now part of retailers’ strategic initiatives to track customer purchase behaviors, drive customer loyalty and experience, and maximize sales. While retailers are able to seamlessly orchestrate omnichannel order fulfillment and delivery, promotions are still channel specific and inconsistent, driven by disparate and constrained promotion platforms. 

By adopting a unified promotions platform, retailers can customize promotions, manage omnichannel promotions centrally, drive brand loyalty and revenue, and facilitate a continuous and cohesive customer journey across touchpoints. This paper discusses the need for a unified promotions platform, the challenges faced by retailers, and how to drive it successfully.