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All about a traditional digital experience platform (DXP)

Discover everything you need to know about a traditional DXP. How it can help you to deliver personalized and connected experiences, and why this is the key to unlocking the perfect path to your customer.

Table of contents

Table of contents

Quick insight

Consumers are using an average of almost six touchpoints, with almost 50% regularly using more than four. Consistency of content is expected across each and every one.

Chapter 1

Why customer experience matters

32% of customers stop doing business with a brand they love after only one bad experience, according to PwC. And considering the choice available to customers, it’s really no surprise. Within a few clicks, anyone can find alternative stores, read reviews, and compare prices. All of this information is available at our fingertips and with over 50% of all online traffic coming from mobile phones (Statista), customers can do their research anytime, anywhere.

In this day and age, businesses need to be providing outstanding customer experience to differentiate themselves from competitors and keep customers coming back. This means intelligent, well-timed, personalized experiences, with an attention to detail that makes the customer feel nurtured throughout.

As the online world has grown and evolved, customers can now interact with your brand via multiple digital touchpoints. Social media, paid advertisements, Amazon. This, coupled with events such as the global pandemic, has accelerated the demand for fast and seamless experiences on every channel. And businesses need complex solutions to scale quick enough to meet these demands.

Consumers are using an average of almost six touchpoints, with almost 50% regularly using more than four. And consistency of content is expected across each and every one.

Chapter 2


Every business is different, with different internal structures, priorities, and resources. That’s why we believe that every business should have a range of options available to them when searching for a solution to level up their personalization game.

Composable DXPs are growing in popularity and will be the perfect solution for some businesses. There is still a place, however, for a traditional solution.

A key factor to consider when deciding which DXP is the right one for you, is what your current or preferred hosting infrastructure is and whether this is part of your ongoing strategy. These options include:

  • Your Cloud: Commonly the solution that is in place for industries with heavy regulation and data control policies. This is an in-house IT infrastructure hosting solution.
  • Our Cloud: This option provides the same capabilities as if you implemented your own hosting solution but decided to outsource many of the costly aspects.
  • As a Service: A true cloud solution, customized to your business needs, with continuous updates and feature additions.

If your infrastructure strategy fits with the ‘Your Cloud’ or ‘Our Cloud’ solution, then it’s likely that a traditional DXP will be the best fit for you.

Chapter 3

The benefits of a traditional DXP

Choosing a traditional DXP can bring the following benefits to your experience:

Focused DXP:

A traditional DXP provides a single system for web, content, and marketing teams to execute their personalization strategy. Having a single interface means that teams get a holistic view of digital experiences and can manage them centrally. This makes traditional DXPs much more accessible and easier to use.

Teams only need to learn the ins and outs of one platform, leaving a lot less room for error. And of course, errors lead to lost time, resources, and money.

Broadest deployment choice:

The existing hosting options will play a critical part in deciding your DXP solution. A traditional DXP allows you to host your digital experience platform yourself or take the first steps towards SaaS by leveraging a managed cloud experience. This takes the pressure off needing to pivot to SaaS before your business is ready and allows you to execute your strategy in the right way for you.

Marketing control:

Traditional DXP solutions provide high-powered software that incorporates user-friendly tooling, allowing you to be in control of the experiences you’re delivering. You also benefit from a centralized data collection point. This makes gathering, analyzing, and exploiting data much quicker and easier, allowing you to react and capitalize on real-time information.


A traditional DXP means your security measures will work consistently across the board. There’s no need to implement multiple solutions to cover multiple applications, making securing your software a much more straightforward process.


Incorporating a variety of applications will require integration, whereas a traditional DXP will come straight out of the box. You can trust that all components will already be cohesive and be able to communicate with each other seamlessly.

Sitecore offers a range of solutions from composable SaaS to full-suite DXP. We know that no one size fits all, and we can help you to discover the best fit for your business, ensuring a brighter future for you and your customers.

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