One mission: make the heart of the trade beat in unison | digitization | technology



The customer who wants it is one click away. A customer doesn’t buy it if they don’t try it first. The customer who wants to pay for a personalized experience. A client just looking for a fast and efficient transaction. Perhaps all of these clients described are in fact the same person. The possibility of how to make an item purchase has doubled. There are almost infinite ways to reach the object/service of desire that originated in the online world. But for many of the big brands, there’s also still a lot of sales that happen on site, in the physical store. And since there are all of these ways to inject the economic flow of business, there is also a cholesterol risk to manage them: isolation of human teams, isolation of technical teams, and risks of online fraud due to the growing threat of cybercrime.

Adyen’s own mission (and vision) is to make this heart of commerce beat in unison through all possible avenues where this encounter can occur. And it’s a vision that has a name and a title: Unified Commerce. “It’s an evolution of what we used to call omnichannel commerce: the possibility for a user to get a brand’s product in multiple ways. That experience, for the customer, was really good in omnichannel. We have an impact on the other side, which is commerce, where we offer a series of unique systems that It standardizes brand procurement management, wherever the purchase comes from. What does this mean? And it is ultimately much simpler, much more scalable and much more automated,” explains Juan José Llorente, Adyen Country Manager for Spain and Portugal.

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Customer and company together

Why add great value to companies to consolidate their sales channels? There are two main reasons for the two actors involved in any transaction: the customer and the company. On the client side, the perception of change will be much lower. But, perhaps without realizing it, the service he receives is of much higher quality because, on the other hand, the company has all its channels and services connected to unique systems, which allows it to have comprehensive knowledge of each type of customer. More importantly, this information is coherent and common to all potential business paths for a company: its dimensions Connected and its physical stores. To give a graphic example: In an omnichannel you buy Connected product and then you go to a physical store and return it. But beyond this service is the manual operation of the person in the store, who spends between 5 and 10 minutes taking the goods, going online to make the return, changing the stock … In other words, he loses this time until the systems speak. In standardized trading this is fully automated. The systems are unique and communicate with each other “, Llorente details.

It’s an evolution of what we used to call omnichannel commerce: the ability for a user to acquire a brand’s product in multiple ways.

Juan José Llorente, Country Director for Spain and Portugal at Adyen

Those 10 minutes don’t seem like much to a person. But it’s 10 minutes per transaction. “In the current context, and especially due to the pandemic, purchases have doubled Connected. If before you had three returns, now you have 30 and the same staff to manage. Llorente asserts that it is not possible if you do not have a standardized trading system. This need is reflected in the data. in it Adyen Retail Report 2022presented at the Espacio WOW in Madrid in November last year, the company presented figures confirming that digitization is indeed a majority: 67% of retailers In Spain, they prioritize the digitization strategy. In other words, they are omnichannel, because the Internet itself is already an inexhaustible quarry of purchasing possibilities. Therefore, they see the need to standardize their management of said purchases.

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Looking into the near future, Llorente points out some sectors that will surely exploit all the possibilities of unified trade. On the other hand, the Energy segment is the slowest, but the segment with the most room for improvement for this strategy of putting the customer at the center of a unified experience. On the other hand, I have great expectations from the experiences that the tourism and tourism sectors will offer us in the short term. selling by pieces, which in Spain represents a large part of the GDP. I would like to see that we will have world-class standards in the hotel experience,” adds CEO Ayden.

The data seems, of course, to prove him right: in 2022, the €25 million announced by the Ministry of Tourism to help digitize the sector is a complete success, requested by 168 companies in the sector.

client, “token”

In order to personalize, interestingly enough, customers need to go anonymous. the codingIt is a common strategy in online operations that requires a strong security shield, and is another unified commerce revolution. The customer is transferred to a number that makes him anonymous but at the same time specifies his payment details. “Which Code Identifies the client and the organization (physical or Connected) where the payment is made, which prevents, in the event of fraud, Code It can be used in another context. Since it has a higher standard of security, the acceptance of payments by banks is greater, and thus, the conversion of sales retailers. The concern over security is also justified: since 2001, cybercrime has grown by 1,517%, to the point of causing the world to lose more than €700,000 an hour. Last year more than €8.3 trillion was lost worldwide. the world, about 8 times the value of Spain’s GDP.

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