Create powerful eCommerce experiences using an all-in-one digital experience platform

Friday, 25 September 2020  |  Posted in: Most Recent, News  |  6min read

For a long time, vanilla content management systems ruled the eCommerce world. Just the ability to allow any member of the staff to manage and update a website without any special skills made them a must-have for businesses everywhere. Now, vanilla content management systems are, well, vanilla.

Instead, some organisations are looking to move beyond a traditional CMS plus eCommerce plugin approach to embrace more modern and functional platforms such as Digital Experience Platforms (DXPs).

In recent blogs we have written a lot about DXPs, so rather than restate the differences between traditional CMS platforms and DXPs, this blog will look specifically at eCommerce and the benefits for medium and larger business looking to implement a powerful platform to run both their website and eCommerce solution.

 

The Benefits of DXPs in eCommerce

The world of big data has created new ways to engage with customers while emerging technologies have changed the way customers and businesses interact. Companies hoping to keep pace with these changes look to platforms like DXPs to update their legacy systems and allow them to take advantage of new marketing opportunities.

DXPs incorporate a traditional CMS and then surround this core functionality with additional layers of online marketing tools, eCommerce functions, security features and much more to create a more powerful and complete product. In a DXP important functionality is not outsourced to bolted-on plugins and data is never shuttled from plugins to the core website or vice versa. Instead, customer and transaction data are held in the same system and are used to improve the overall customer experience.

We have identified 4 important benefits of implementing a DXP as the foundation platform for your next eCommerce solution.

 

1. Personalised and Dynamic Web Design

Personalisation is the future of online content. As users move around the internet their interactions and preferences are being increasingly monitored so that when this same user comes to your website you can craft an individual and personal experience.

While the ability to do this is limited in some platforms, DXPs are designed with this kind of functionality at their core.

Engagement in email campaigns, previous website actions and transaction history can be factored into the content being displayed to a customer to help them understand how a particular product or service might suit their specific and personal requirements.

DXPs do not just draw on historical data to create experiences. DXPs can be set up to trigger content changes such as pop-ups or banner ad content when it is most likely to promote a conversion by tracking users in real-time across the website.

 

2. Improved Customer Relationships

Data sharing between features within the DXP platform is not just an opportunity to be a better reactive sales tool, it also creates personalisation opportunities that can proactively reach out to existing customers in anticipation of their needs or to present new products or services to the best possible target audience.

For example, many charitable organisations fear ‘donor fatigue’, the growing apathy of individuals asked to keep donating again and again. In fact, there is a lot of good information that indicates ‘donor fatigue’ is not real, the issue is not that donors are asked repeatedly – its that the experience of donating the first time was poor or subsequent requests for donations are poorly communicated. DXPs can be incredibly useful here.

A DXP, using historical and real-time collected user information can allow the organisation to tailor their communications to build a relevant and personalised experience to promote repeat donations. If users can be greeted by name, shown the effect of their previous donations, be presented new campaigns based on historical interactions and be given personalised follow-up thank you messages, the organisation is more likely to leverage the positive emotional aspects of donating and therefore increase the likelihood of ongoing support.

Talk to a specialist eCommerce Digital Expert

Are you starting an eCommerce project? Get in touch with the team at The Digital Embassy.

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3. Multi-Region and Multi-Language Support

The internet makes it easy to reach customers everywhere in the world, but dealing with all the different languages, currencies, and taxes is anything but easy. DXP platforms like Kentico Xperience streamline this process by allowing you to create a single management dashboard for all localities.

This level of functionality is hard to come by outside of DXPs and often requires costly plugins and integrations.

Again, we can improve this part of the customer journey by personalising the experience and automatically updating content language and store settings based on historical user settings or based on information such as the country and region the user is visiting from.

 

4. Platform and Payment Gateway Security

Security is one of the most important aspects of eCommerce. If your customer can’t trust you to securely process their payment and store their personal information, they are never going to make the transaction in the first place.

More importantly, any leak of organisation or customer data will be devastating for your reputation and customer confidence. Depending on your industry and where the breach occurs you may even face significant fines for any leak of customer data.

DXP platforms, especially those hosted in dedicated environments, are incredibly secure due to being regularly updated and difficult to access and intercept information from. Rather than pass transaction information from plugin to plugin, a DXP houses all this activity within the platform itself making it more secure. As a licensed product it is also regularly updated and maintained to improve the security of the platform itself and all its functions, including native payment gateways.

 

Find out more about DXPs for eCommerce

For those in a position to consider a DXP for their website and eCommerce, it is hard to go past the integrated functionality of these powerful platforms. While there are many DXP products on the market we work closely with Kentico’s Xperience platform and would be happy to discuss how it could be used to improve your current website and drive a greatly improved user, and customer experience.

Looking to start a new eCommerce project?

Let us help you get your eCommerce project off the ground. Speak to our Digital Solutions Team today.

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Phone us on 1300 375 368 for an obligation-free chat with a digital specialist about how we can help to scale up your business online.

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