The information that digital commerce offers today’s shopper, combined with ubiquitous, easy-to-use technology, has put the power squarely in the customer’s hands. Today’s customer is always connected and always on. Digital and mobile commerce has elevated consumer’s expectations of the shopping experience. She expects service anytime, anywhere and any way she wants it. Retailers realize they need a different approach to enable a unified experience, one that supports today’s convergence of the digital and physical worlds. The answer is unified commerce.