The 3 Pillars of Modern Commerce

3. Mobile experiences: More and more, brands are offering dedicated in-store experiences that take advantage of mobile to complete the omnichannel experience and ensure commerce happens anywhere and anytime. Apple Pay has brought mobile payments into the mainstream, but it's not enough for retailers to switch their point-of-sale systems. To do omnichannel right, retailers must think about how they can use mobile devices as shopping tools — e.g., offering exclusive deals, product information, personalized recommendations, loyalty incentives, self-checkout capabilities, stock integration and more.

As forward-thinking digital brands open retail stores and traditional retailers set their sights on digital experiences, it's time for all companies to think about the link between commerce and customer experience management. It's time to cross the bridge between the digital and physical worlds, using the same information to feed all parts of your business and inform your strategy for every customer touchpoint.

Ryan Donovan is the vice president of commerce at Sitecore, a provider of customer experience management software.