Shoppers the world over have come to expect a retailer’s website to deliver something well beyond a transaction. They expect unbiased branded content, user-generated content, reviews, shoppable images and video and much, much more.
To that end, Demandware is engaging in a strategic alliance with Adobe, the hallmark of which is the integration of Demandware Commerce with the Adobe Marketing Cloud. This empowers retailers and brands to create personalized, dynamic shopping experiences by seamlessly integrating commerce and content.
The integration of content and commerce makes it easier for marketers, merchandisers, ecommerce and brand teams to work together and collaborate across all sales channels. For example, brand managers can create highly branded pages and templates and then let ecommerce teams leverage those to inject the strongest possible promotional strategy, channel by channel.
Adobe will announce the partnership this week at the Adobe Summit.
This is a classic example of two leaders in enterprise cloud technology coming together for the benefit of shared retailer customers. Specifically, as a result of this integration, retailers can:
- Build richer customer engagements to convert browsers to buyers, leveraging multiple data sources to present the most relevant content to consumers.
- Connect online and offline sales channels for a consistent omnichannel experience, creating and managing digital content in Adobe Experience Manager and leveraging Demandware Commerce to deliver the shopping experience across all channels.
- Reduce their dependence on IT for deploying, running and growing their ecommerce business, which yields a more agile organization able to make changes and enhancements to its site as business needs dictate.
Why is all of this important?
According to an in-depth report by L2 Inc., in order to maximize reach and revenue, and to build a more engaged and loyal audience, retailers need to syndicate content across their site, integrating it at every step in the buyer’s journey rather than taking a “double door” approach that isolates content from shopping.
“The ability to weave together content and commerce may be what separates winners from losers,” notes L2.
Further, retailers can leverage personalized, relevant content to deliver information (and an experience) that shoppers simply can’t get from an online marketplace.
As a leader in enterprise cloud commerce, Demandware is thrilled to partner with Adobe, a leader in enterprise cloud creative and marketing applications. It’s another significant step toward empowering retailers to leverage a unified commerce platform to deliver consistent, relevant experiences to consumers.
By integrating best-in-class rich content authoring and creation with best-in-class enterprise commerce, we can provide a single, unified solution for all consumer touchpoints. At the same time, retailers can optimize and personalize the shopping experience, in real time, by testing different content types based on purchase data.
As noted by L2, “Strategically deployed content has the potential to accelerate the purchase funnel online and offline.”
The Demandware/Adobe integration is currently being pilot tested and will be released for general availability later this year.