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The integrated future of e-commerce

By Mark Floisand , Tuesday, August 5, 2014

The rise of social and mobile has shaped a consumer-empowered economy in which we can quickly and easily make purchase decisions about any product, at any time and on any device. E-commerce has become much more than a transaction -- it has now become a crucial part of personalizing the customer experience and transcends digital channels.

The online shopping cart has traditionally been disconnected from CMS and digital marketing systems. This has prevented businesses from providing customers with personalized, cross-channel, context-specific experiences. But now that customer expectations have evolved, brands have to seamlessly connect everything from the first marketing touch point through the final sale.

We’re helping companies face this new reality with Sitecore Commerce, powered by Commerce Server. Fully integrated commerce functionality means that marketers and merchandisers can get insights that influence their e-commerce campaigns and buying processes alongside a holistic view of the customer.

Sitecore Commerce

Now our customers have a highly flexible, single and connected administrator for commerce solutions. All content with product catalogs is surfaced on Sitecore’s Content Tree to allow the seamless blending with unstructured content across any channel.

Most companies are investing their marketing technology dollars on acquiring customers, but looking holistically at the customer engagement lifecycle and using a common platform will allow marketers and merchandisers to create more personalized commerce experiences that drive results. As brands prioritize the individual experience, they’ll be able to focus on creating one-on-one interactions that build loyalty and drive greater lifetime value. Brands can better serve (and sell to) each customer by retaining them over time -- adapting offerings to changing preferences, needs and consumption patterns.


Sitecore Commerce

Sitecore Commerce has a powerful, faceted search capability that allows customers to quickly find products from extensive catalogs.

Personalization is simply more effective than marketing and merchandising to the masses. We’ll see an increased focus on hyper-specialized merchandising as consumers become more willing to share their information with retailers. While this won’t happen overnight, we’re already seeing the progression.

To make this kind of personalization a reality, brands need to begin collecting information (with their customers’ permission) and identifying patterns. Once they have enough data to understand their customers’ buying habits and profiles, they can source products based on demand and better tailor their offers. The more every interaction and piece of content can be analyzed, the better changes can be made to increase conversions.

E-commerce and CXM are closely linked, and it’s time for brands to make the most of this union. Companies must rethink their approach to e-commerce and use data-driven insights to provide experiences that convert customers for the long-term.