How John Lewis and H&M are moving towards ‘unified retail’

Unified retail, which enables retailers to bring together all aspects of their brand, product and marketing under a single platform, is increasingly being adopted across the industry.
Retail giants John Lewis and H&M are two businesses that are taking this approach.
John Lewis director of omnichannel Cassandra Bergsland tells Shoptalk Europe that despite her job title, “omnichannel feels like its focusing on business needs, while unified commerce is what customers are doing”
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