Omnichannel is not worth it! ...or maybe it is?

An omnichannel architecture is a complex enterprise architecture that touches almost all business areas and is highly integrated. There are two types: best-of-breed and best-of-suite, whereby the choice depends very much on the company's requirements. It is important to involve all stakeholders in the company in order to avoid silo structures. An omnichannel architecture also requires flexible and expandable technology to support evolutionary development. It is advisable to first work out the status quo of the technology and architecture before developing a target architecture. In this process, organizational boundaries and processes must also be uncovered before the technical solution is designed and can ultimately be implemented.

What will e-commerce look like in the next few years? If you think about this question, you can no longer avoid numerous articles on immersive technologies. Virtual reality and augmented reality are therefore not new topics that are driving the e-commerce industry. However, the question of how far developments have progressed and what concrete use could look like remains mostly unanswered - and this is exactly what we would like to answer in this article.

Salesforce offers multiple solutions to help customers successfully build B2C omnichannel marketing. The centerpiece is the Marketing Cloud, which manages and monitors the necessary channels and processes. In addition to features like segmentation, data processing, and email tracking, the focus is on delivering personalized communication across a variety of channels.