According to research by McKinsey, 72% of shoppers today expect businesses to recognize them as individuals and understand their interests.

At a time when it’s never been more important to make customers feel seen and understood, future-facing brands are keeping up with changing expectations by adopting a composable approach. Making the move from a traditional monolithic platform to a composable DXP and a composable suite of products allows organizations to quickly adapt to consumer demands, flex in the moment, and connect the right technology when it makes good business sense.

The benefits of a composable DXP

According to Gartner, brands and organizations that embrace composable DXPs deliver new features 80% faster than customers that use a one-size-fits-all platform. The reason is simple – a composable DXP allows you to create a tailored, unified solution composed of best-of-breed products. Working together via APIs, these products deliver content and digital experiences to customers with speed and agility.

In addition, a composable DXP also benefits brands and organizations in other ways:

Extracting value from existing systems

Interchangeable products known as individual packaged business capabilities (PBCs) include email marketing, customer data platform (CDP), e-commerce, hosting, search, or a selection of other products. Composable architecture gives you the freedom and flexibility to choose the products you need to implement, and only implement that capability when you are ready to do so. This approach also allows you to connect – and extract value from existing platforms or systems that play an important role in your business.

Lower cost of ownership

By taking a more measured approach – only implementing what you need when you need it – you can build the solution alongside your organization, replacing components as your team outgrows certain requirements or capabilities.

Higher return on investment (ROI)

By taking an incremental approach and using an API-based model, technology teams can launch campaigns quickly and easily, allowing the business to achieve a faster ROI, test, learn, and build out successful features and campaigns.

Why you need a CDP in your composable suite

A customer data platform (CDP) is the foundation on which every impactful customer experience is built. By providing brands and organizations with a clear understanding of customers and their journeys, a CDP helps you deliver the most relevant experience for each customer.

When are you ready to add a CDP?

If you’ve reached a stage of digital maturity where you’re ready to differentiate from the competition and focus on customer retention, it’s time to personalize the experience you offer your customers.

Personalization means creating and delivering content as unique as your customers. Developing the right content means understanding your customers’ needs and identifying their pain points. Your content should also guide and direct customers to the next action you want them to take.

Challenges that prevent you from delivering personalized experiences

  • Your company is collecting and analyzing data, but you don’t have the tools or infrastructure to activate this data.
  • Data is siloed and not easily accessible by other teams
  • Data cannot be activated as it is not stored in a centralized way
  • Data is collected but cannot be processed properly so it’s not possible to glean insights from it
  • Data is owned by IT teams and not available to marketing teams

A CDP is designed to help you overcome these challenges. It collects and unifies first-party customer data from multiple sources to build a single, reliable 360-degree view of each customer. Using this data, marketers can create highly targeted, personalized campaigns.

How Sitecore CDP can help you deliver personalization at scale

Sitecore CDP, a best-in-class CDP offers:

  • Customer data collection
  • Seamless data integration
  • Unified customer profiles
  • Bespoke audience segmentation
  • Ecosystem integrations
  • Customer journey insights

Activating your data

Using stream, batch, and interactive APIs, Sitecore CDP is capable of ingesting data from various platforms including your SCV, CRM, ESP, and DMP. Integrating both online and offline data, it allows you to drive actionable insights, while machine learning and predictive analytics enable you to develop advanced customer engagement and personalization strategies. For example, by identifying new visitors, you can ensure you build a meaningful connection from their first interaction with your brand or improve retention by creating behavioral-based customer loyalty programs – deliver the most relevant content or offer to your existing customers on the most relevant channel at exactly the right time.

Sitecore’s composable digital experience suite

Thanks to Sitecore Engagement Cloud, brands can mix and match an advanced suite of tools to create the most relevant, impactful digital experiences possible.

Our solutions are available within three clouds, focused on the core areas that are crucial for delivering exceptional customer experiences.

Content Cloud: Create, manage, and deliver content on any channel
Engagement Cloud: Unlock customer data to make every interaction smarter
Commerce Cloud: Deliver experience-led commerce on any channel
Find out more about how to exceed your customers’ expectations – read about our vision for a composable future.

Fiona Hilliard is a Content Marketing Manager at Sitecore. Connect with her on LinkedIn