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 unified view
Organizations need a unified view of customer data and the ability to activate insights in real time. AI-powered capabilities help transform customer data into personalized experiences, recommendations, and next-best actions across digital touchpoints. 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 customer needs, identifying pain points, and aligning content, data, and digital teams around a shared view of the customer journey.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.
It's also important to keep in mind that delivering personalization at scale requires more than the right technology. Successful personalization programs typically bring together marketing, content, data, and digital teams to align around customer experience goals. While customer data platforms help unify and activate customer data, organizations also need clear ownership, shared processes, and collaboration between teams to turn customer insights into relevant experiences.
Building a team for personalization at scale
Technology is only one part of a successful personalization strategy. Organizations that deliver personalization at scale typically combine customer data, content, analytics, and digital experience expertise.
While team structures vary, successful programs often bring together:
- Marketing teams responsible for audience strategy and campaign execution
- Content teams responsible for creating and managing personalized experiences
- Data and analytics teams responsible for customer insights and measurement
- Digital and technology teams responsible for integrations, governance, and activation
By aligning teams around shared customer goals and a unified view of customer data, organizations can scale personalization more efficiently and consistently.
How SitecoreAI helps deliver personalization at scale
Organizations need more than customer data to deliver meaningful personalization. They need the ability to understand customer intent, identify patterns in behavior, and act on those insights in real time.
SitecoreAI helps teams turn customer insights into relevant experiences at scale. By combining customer data, AI-powered insights, and intelligent automation, organizations can deliver personalized content, recommendations, and offers across digital touchpoints while reducing the manual effort traditionally required to manage personalization programs.
Turning customer insights into action
Delivering personalization at scale starts with understanding your customers. By bringing together customer signals from across digital interactions, organizations can build a richer understanding of customer needs, preferences, and intent.
SitecoreAI helps teams analyze those signals, uncover meaningful patterns, and identify opportunities to engage customers with more relevant experiences. Whether welcoming a first-time visitor, guiding product discovery, or strengthening customer loyalty, AI helps marketers deliver the right content, recommendation, or offer at the right moment.
Sitecore's AI-powered digital experience platform
Personalization at scale requires more than a single tool. It depends on connected content, customer understanding, and intelligent decision-making working together.
Sitecore's AI-powered digital experience platform helps organizations:
Create and deliver content at scale
Create, manage, and optimize content across channels with AI-powered support throughout the content lifecycle.
Understand customers and personalize experiences
Turn customer insights into more relevant interactions with AI-powered recommendations, personalization, experimentation, and decisioning.
Connect content, customer data, and commerce experiences
Deliver connected experiences across websites, digital channels, and commerce journeys while adapting to customer behavior in real time.
Organizations that combine customer understanding, content, and AI can deliver more relevant experiences, increase engagement, and scale personalization more effectively across the customer journey.