Content

The New Power Couple: Content and Commerce Take Center Stage

Digital channels have evolved faster than enterprise technology infrastructure can support; even with incremental investments in point

Published By - knowledgeNile

Has your business evolved?

As online purchases becomes a larger percentage of all retail transactions, integrating web content systems with commerce engines is the next big challenge to both your data and your operations.

In a recent survey by Gleanster research on enterprise retail organizations found, 60% indicated that they were willing to share online information and preferences for more personalized experiences. It’s responding to those preferences, and trying to alter them, that most retailers list as a top concern. Additionally, Gleanster states that “many organizations are finding it difficult to support the proliferation of emerging channels with legacy content management solutions”. The average retail organization deploys 3-5 different technologies to support multi-channel execution. Digital channels have evolved faster than enterprise technology infrastructure can support; even with incremental investments in point solutions.

In order to deliver an effective personalized commerce experience, you need contextual intelligence about how your customers are interacting with your brand before, during, and after purchase. And this information can’t live in siloed applications. It needs to be aggregated so that you have a holistic, end-to-end view of each individual’s experience with your brand in a single centralized system.

Data should not just be about a customer’s demographics- you need to know where they have browsed, any items they left in their cart, and whether they purchased on a mobile phone as a result of clicking through a paid social campaign, and so on.

It’s no wonder more than 10% of retail shopping is done online and it’s one reason why smart retailers have advanced their technology so much that they can send an email reminder the day after you leave an unpurchased item in your cart. Or personalize promotions according to your buying history.

Learn how to integrate your content and commerce systems, how it helps your brand’s issues, and more.