Why is it so hard to deliver on customer expectations?
You likely don’t need us to tell you that today’s consumers are more empowered than ever before. Their mobility and awareness is growing. Their loyalty is shrinking. And any brand that hopes to earn a customer’s repeat business better be on-point with delivering a smooth, seamless, and highly personalized buying experience. Because the hard truth is customers today expect nothing less.
So why and how are so many brands still disappointing them?
You probably already know the answer to this too. If your content and commerce systems are operating independently from one other, and the challenge of integrating disparate and diverse data sources seems insurmountable, you get why a huge percentage of companies are missing the mark (and with it sales opportunities, repeat customers, and revenue).
A technology disconnect, where brand marketing efforts and insights are segregated from commerce sites and their data, results in lost revenue, abandoned carts, and dissatisfied customers.
So — what now? The path ahead
Aggregate your info
Contextual intelligence — a term for the information and insights you gain from analyzing how your customers interact with your brand at every touchpoint — is a must-have if your goal is to deliver an acutely personalized commerce experience.
That means the data related to what your customers are doing before, during, and after their purchase can’t live in siloed applications. You can only gain an end-to-end view of each individual’s experience with your brand if you have all that information aggregated in one centralized system.
Dig deeper than demographics
Customer demographics are only one piece of the bigger puzzle. To market to a customer in a way that resonates, you also need to have insights into where they’ve browsed, what’s in their abandoned cart, and if, for example, they made a purchase on a mobile phone as a result of clicking through a paid social campaign.
Leverage the power of omnichannel
A single system solves the silo problem
Create a meeting place for content and commerce
Why shouldn’t the same set of content be usable throughout the entire customer journey? When your content management system (CMS) includes an integrated marketing content hub, such as Sitecore Content Hub™, you can do just that. By integrating digital asset management (DAM), marketing resource management (MRM), web-to-print capabilities, digital rights management (DRM), and product content management (PCM) into one system, a marketing content hub creates transparent workflows across all touchpoints. When connected with content and commerce, you write a product’s content once and it’s repurposed across channels and devices.
Keep the relationship going, thanks to native integration
Natively integrating a CMS, a marketing content hub, and a commerce engine turns the point of sale into the middle point of the customer journey.
Since you’ll now have real-time insight into each customer’s current needs, as well as being able to anticipate future ones, you don’t need to end the relationship at the sale. You can offer both useful content and related products that will help keep the conversation going post-purchase.
Natively integrating content with commerce creates more than just exceptional, end-to-end customer experiences — it often results in significant financial gains for your organization.
Better equipped for the future
Ready to arm yourself against the commerce challenges of the (not-so-distant) future? Investing in a combined content and commerce platform, such as Sitecore® Experience Commerce™, puts you in charge of how you manage the customer experience.
You gain a complete 360-degree view of how each consumer is interacting with your brand, across any device and medium, in real time, so you can treat them to a data-rich, end-to-end, integrated customer experience.