Retail Analysis
Extracting maximum value from an eCommerce CMS is down to systems integrators
Alison Williams, Business Development Director, Amplience looks at how SI’s can help to create ‘information architecture’ and coach customers to model their content effectively.
W
e’re back in physical stores, but this has made little difference to the popularity of eCommerce,
which continues steadily along its rising trajectory. This does not mean, however, that retailers can sit back and take it easy. Competition for eyeballs is fiercer than ever, making it even more important that retailers consistently deliver memorable digital experiences anywhere a customer interacts with their brand. A website is the forefront of a retailer’s
eCommerce strategy, and the vertex of the customer’s experience. So retailers are looking to newer, more flexible technologies to enhance their online storefronts, and it’s not an easy undertaking. Being responsive at the front end whilst supported by a full gamut of eCommerce capabilities at the back end is a joint endeavour. As retail IT teams grapple with how to move from their complex legacy platforms to modern technology stacks, marketing teams are seeking freedom to design in content, not code, so they can plan, create, preview, publish and edit in a few easy clicks. Meanwhile, retail business leaders are monitoring the cost of investment in new platforms to support operational growth and are demanding a fast ROI. Where the acute problem may surface as the need for a new website, the holistic solution is solved by redesigning how content and
10 | July 2022
experiences are managed and delivered across all eCommerce channels.
Content management at the core of headless commerce Systems integrators support retailers to build overarching solutions to these dilemmas, particularly if they are advocates of headless commerce, or even better, promote a MACH approach. Microservices, API-first, cloud- native and headless architectures enable retailers to gain maximum flexibility and agility when building, deploying and iterating compelling eCommerce experiences across multiple channels. These integrators have helped to advance the adoption of modern tech stacks and we rely on them to put
content management at the core of headless commerce, but there is still a long way to go. Traditionally, content management systems (CMS) based on
legacy platforms restrict teams in how quickly and flexibly they can respond to changes in the market. Often CMS platforms were built to deliver content to a single channel or plug a technological hole in the retail market. They fail to support content delivery to multiple different channels or devices or to allow content to be scheduled independently of other elements on the page. Legacy CMS’s built for single channels are often template-based, making it a challenge for
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