technology patterns for e-commerce web deployments

Pick the RightIntegration Approach for Content and Commerce

Martin Tavener & Joe Toppe

Full video available: http://bit.ly/2eq3o45Also check out the White Paper: http://bit.ly/2dVWvJd

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Your Speakers Today

Martin Tavener

CTO Customer Engagement SolutionsIBM Commerce, UK and Ireland

tavener@uk.ibm.com

Joe Toppe

VP Sales and Customer SuccessCoreMedia

jtoppe@coremedia.com

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1. Why is this important for you?2. Integration Approaches

Pros and ConsCustomer Examples

3. Demonstration4. Wrap UpTime: 30 minutes

Pick the RightIntegration Approach for Content and Commerce

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Why is the integration approach for content and commerce

important?

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If you care about

The speed at which new functionality is brought to your sitesThe cost of managing your content and campaigns

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If you care about

The time to market for a site(re-)launchAn easy to use toolset for e-Commerce and marketing teams

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… then the approach used to integrate content and commerce

is important to you.

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Wasn’t this a discussion a few years ago?

Yes. But things have changed.

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Customer expectation.

Economy.

Technology.

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The Approaches

1. Commerce-Led2. Content-Led3. Hybrid4. Headless

Sidenote:

There isn’t one right answer.

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1. Commerce-Led

N.B. CMS and DAM system may be one system technically.

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Challenged with:

Landing pages and non-product contentManaging promotional bannersBrand storesImprove existing siteNo re-brand

Example: Homebase

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ProsFastest and cheapest way to fix content quicklyLeverage marketing, personalisation and analytical capabilities of the commerce system

ConsExperience preview poor for editors unless deeply integratedTemplating in both systems

Commerce-Led Approach

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2. Content-Led - Approach

N.B. CMS and DAM system may be one system technically.

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Challenged with:

Deliver content appropriate to their target groupsStarted withnon-transactional brand presence built on a CMSTransactional capability added later

Example: dm drugstore

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Content-Led Approach

ProsThe website can be designed creatively and include extensive support for editorial contentFront-end templates managed in one system

ConsVery expensive and costly to re-build all the standard commerce pages e.g. product filtering, PDP, checkout Need to consider PCI compliance

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3. Hybrid - Approach

N.B. CMS and DAM system may be one system technically.

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Challenged with:

Lack of informative contentNot visually appealingMultiple online toolsHuge B2B product catalogTransactional systems working well

Example: Emerson

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Hybrid Approach

ProsCombines the best capabilities of both the Commerce-Led and Content-Led approachesAdd content experiences without rebuilding existing transactional flows

ConsDifficult to achieve without deep integration between content and commerce platformsRequires robust session management and integration

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4. Headless - Approach

N.B. CMS and DAM system may be one system technically.

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Example: YNAP

Challenged with:

Maintain a market leading position

Continue to deliver innovation

Manage speed of delivery required to support fast growth

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Headless Approach

Pros

Truly scales to any omni-channel scenario, providing the ability to call the REST-APIs from any device

Completely seamless user experience across all underlying systems

Cons

The most expensive option, requiring re-building of e-Commerce and likely CMS front-end functionality

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Demo

Full Video Available:http://bit.ly/2eq3o45

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Summary

There is no one-size fits-all solution.

Using the commerce-led integration scenario is a good way to get started, and it will allow you to improve the customer experience very quickly.

Testing the content-led approach in isolated sites or markets is a great way to move at your own pace and mitigate the risk.

The hybrid approach is best suited to combine the benefits ofcommerce-led and content-led.

The headless approach is viable when you have the skills and resources for rebuilding the presentation layer.

Mixing the approaches might be worth considering.

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Whitepaper Now Available

Download the white paper: http://bit.ly/2dVWvJd

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Thank You for Joining Us Today

Martin Tavener

CTO Customer Engagement SolutionsIBM Commerce, UK and Ireland

tavener@uk.ibm.com

Joe Toppe

VP Sales and Customer SuccessCoreMedia

jtoppe@coremedia.com

27© CoreMedia | 15 December 2016

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