Technology Patterns for e-Commerce Web Deployments
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Pick the Right Integration Approach for Content and Commerce Martin Tavener & Joe Toppe Full video available: http://bit.ly/2eq3o45 Also check out the White Paper: http://bit.ly/2dVWvJd
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Transcript of Technology Patterns for e-Commerce Web Deployments
Pick the RightIntegration Approach for Content and Commerce
Martin Tavener & Joe Toppe
Full video available: http://bit.ly/2eq3o45Also check out the White Paper: http://bit.ly/2dVWvJd
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Your Speakers Today
Martin Tavener
CTO Customer Engagement SolutionsIBM Commerce, UK and Ireland
Joe Toppe
VP Sales and Customer SuccessCoreMedia
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1. Why is this important for you?2. Integration Approaches
Pros and ConsCustomer Examples
3. Demonstration4. Wrap UpTime: 30 minutes
Pick the RightIntegration Approach for Content and Commerce
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Why is the integration approach for content and commerce
important?
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If you care about
The speed at which new functionality is brought to your sitesThe cost of managing your content and campaigns
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If you care about
The time to market for a site(re-)launchAn easy to use toolset for e-Commerce and marketing teams
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… then the approach used to integrate content and commerce
is important to you.
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Wasn’t this a discussion a few years ago?
Yes. But things have changed.
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Customer expectation.
Economy.
Technology.
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The Approaches
1. Commerce-Led2. Content-Led3. Hybrid4. Headless
Sidenote:
There isn’t one right answer.
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1. Commerce-Led
N.B. CMS and DAM system may be one system technically.
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Challenged with:
Landing pages and non-product contentManaging promotional bannersBrand storesImprove existing siteNo re-brand
Example: Homebase
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ProsFastest and cheapest way to fix content quicklyLeverage marketing, personalisation and analytical capabilities of the commerce system
ConsExperience preview poor for editors unless deeply integratedTemplating in both systems
Commerce-Led Approach
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2. Content-Led - Approach
N.B. CMS and DAM system may be one system technically.
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Challenged with:
Deliver content appropriate to their target groupsStarted withnon-transactional brand presence built on a CMSTransactional capability added later
Example: dm drugstore
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Content-Led Approach
ProsThe website can be designed creatively and include extensive support for editorial contentFront-end templates managed in one system
ConsVery expensive and costly to re-build all the standard commerce pages e.g. product filtering, PDP, checkout Need to consider PCI compliance
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3. Hybrid - Approach
N.B. CMS and DAM system may be one system technically.
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Challenged with:
Lack of informative contentNot visually appealingMultiple online toolsHuge B2B product catalogTransactional systems working well
Example: Emerson
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Hybrid Approach
ProsCombines the best capabilities of both the Commerce-Led and Content-Led approachesAdd content experiences without rebuilding existing transactional flows
ConsDifficult to achieve without deep integration between content and commerce platformsRequires robust session management and integration
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4. Headless - Approach
N.B. CMS and DAM system may be one system technically.
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Example: YNAP
Challenged with:
Maintain a market leading position
Continue to deliver innovation
Manage speed of delivery required to support fast growth
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Headless Approach
Pros
Truly scales to any omni-channel scenario, providing the ability to call the REST-APIs from any device
Completely seamless user experience across all underlying systems
Cons
The most expensive option, requiring re-building of e-Commerce and likely CMS front-end functionality
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Demo
Full Video Available:http://bit.ly/2eq3o45
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Summary
There is no one-size fits-all solution.
Using the commerce-led integration scenario is a good way to get started, and it will allow you to improve the customer experience very quickly.
Testing the content-led approach in isolated sites or markets is a great way to move at your own pace and mitigate the risk.
The hybrid approach is best suited to combine the benefits ofcommerce-led and content-led.
The headless approach is viable when you have the skills and resources for rebuilding the presentation layer.
Mixing the approaches might be worth considering.
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Whitepaper Now Available
Download the white paper: http://bit.ly/2dVWvJd
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Thank You for Joining Us Today
Martin Tavener
CTO Customer Engagement SolutionsIBM Commerce, UK and Ireland
Joe Toppe
VP Sales and Customer SuccessCoreMedia
27© CoreMedia | 15 December 2016
[email protected] +65.6562.8866
[email protected] +49.40.32 55 87.0
San [email protected] +1.415.371.0400
[email protected] +44.207.849.3317
[email protected] +1.703.945.1079
www.coremedia.com
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