Customers are the real king in today’s digital marketplace. They have access to endless information and are surrounded by different shopping choices both online and offline. Customer experience is crucial for businesses like never before.
Attracting and engaging customers is more competitive than ever as they use a variety of devices and channels every day. Providing them a seamless and an amazing experience across all touchpoints is the real game-changer.
Magnifying eCommerce experience thereby becomes equally imperative. eCommerce players need to create an exceptional experience in accordance with the customer mindsets, reinforcing all the reasons why they should shop a brand from their platform in the first place. But this is not as easy as it sounds. eCommerce players face a number of challenges trying to strike the right chord with the experience expectations of their customers!
Unique eCommerce experience Challenges
- Cross-channel Brand Experience – Today’s shoppers need the best eCommerce experiences wherever they are shopping from. With an eCommerce player’s digital properties and staff spread across multiple locations, the team should be able to quickly find, create and deliver a digital experience to users across all channels.
- Consistent eCommerce Experience across Web and Mobile platforms – If the customers are not getting a consistent experience across the devices, it leads to the weakening of the brand. eCommerce players hence need to provide a quicker and an easier way to build a seamless, connected eCommerce experience for all screens and devices, ensuring a unified brand experience.
- Rich online experience as of a Physical Store – Customers expect a superb online experience that mirrors what they encounter in physical stores. They want to have a dynamic view of their potential purchases. They would like to click on any product and check the product in different colors, fabrics, 360-degree views, etc.
Additionally, they would like to have product videos to learn everything about a product that makes making product choices easier. eCommerce experience hence needs to be enriched in a similar fashion in order to meet the customer expectations
- Effective asset sharing across the organization – Accessing large volumes of assets has never been easy. Creative and marketing teams often store the assets in multiple locations leading to duplication of assets and insufficient use of resources and workflows which leads to high cost for the company.
eCommerce platforms need better asset management of their digital properties in order to ensure a high-end eCommerce experience to their customers at a reasonable cost.
How AEM helps in Improving the eCommerce experience?
AEM is a one-stop destination that helps marketers deliver a seamless, branded, and personalized shopping experience across web, mobile, and other digital touchpoints.
1. Adobe Experience Manager Sites
Adobe Experience Manager Sites lets you easily create seamless omnichannel eCommerce experiences across devices like desktops, tablets, and mobiles – without rewriting the code for every device. This eliminates the process to develop the website separately for each screen or device.
AEM creates sites and pages that automatically adjust to all devices. It helps in empowering marketers to create, manage and deliver quality content without the assistance of a developer. Faster development is thereby a key benefit as AEM provides the ability to create and reuse modular components.
Reusable templates in AEM sites improve the speed of creating web pages, enabling content and marketing teams to quickly update the product and campaign information.
With built-in responsive design, content created in Adobe Experience Manager templates displays reliably and can navigate easily on any screen without requiring to build multiple websites, magnifying the user experience by ensuring real-time omnichannel experience.
Zebra created templates that unify branding and appearance across websites using Adobe Experience Manager Sites which made navigation more intuitive.
“Adobe Experience Manager Sites makes it simple to manage sites and rollout content globally” – John Mathews, Senior Manager of Digital IT, Zebra
2. AEM Assets
AEM Assets provides a robust digital management system, where all the assets can be stored and managed from a centralized location. Everyone in a company from a person sitting next to a person from halfway around the world can access, share and reuse the digital rich media.
Dynamic Media capabilities of AEM assets helps in creating rich digital media experience both in web and mobile platforms, magnifying the user experience across platforms. Integration of AEM assets with Adobe Creative Cloud helps creative agencies work collaboratively with the marketing teams and also manage the asset lifecycle without leaving their everyday tools.
3. AEM Assets – Asset Share Commons
Asset Share Commons is an open-source asset share reference implementation built on AEM which provides custom and performant search portals into the assets.
Under Armour used this solution for its wholesale partners who wanted to download large batches of product images. Instead of searching for an image individually, partners could perform a bulk search based on material codes and download hundreds of images at once. They could even adjust the image resolution and change the file type on the fly.
4. AEM Assets – Adobe Asset Link
Adobe Asset Link helps creative and marketing teams to manage the full lifecycle of the assets without leaving their everyday tool. The assets can be managed at the same time by both creative and marketing teams and can be accessed even during work in progress. Additionally, the checkout feature in the adobe asset link is a new concept for the design team in AEM 6.5.
Under Armour used Adobe Experience Manager Assets which helped in sharing assets effectively across organizations and improved the way they manage the valuable resources.
5. AEM Screens
AEM Screens are like a digital signage solution that enables marketers to create and deliver experiences to multiple digital screens to build and drive brand value. It allows marketers to easily push dynamic and interactive content across a variety of digital screens.
Integration of AEM Screens with sites allows re-using already existing content to effectively deliver coherent customer solution. Using AEM Screens we can create digital menu boards, product recommenders, etc. to expand customer interaction and to deliver relevant and useful brand experiences in physical venues all from the same AEM platform.
6. AEM eCommerce
AEM eCommerce enables to deliver personalized shopping across various digital touchpoints. AEM eCommerce integration framework helps in integration with any eCommerce engine and pulls the product data into AEM.
AEM provides many out of the box features which are reusable for commerce functionalities and also allows you to build components for the commerce capabilities.
How T-Mobile Deployed AEM for an enhanced experience?
T-Mobile successfully deployed Adobe Marketing Cloud which includes AEM for launching new strategies and experiences
After getting the insights from Adobe Analytics and Adobe Target which helped marketers to uncover how to optimize customer experiences, T-mobile decided that it needed to upgrade from .NET environment to a more robust content management system.
They needed the flexibility of mobile websites having responsive design and mobile-friendly layouts. After a quick proof of concept, T- Mobile decided to move to AEM. The company moved to AEM only in six months and launched their first major release in only five months.
With flexible authoring workflows, creating a web page has become as easy as dragging assets into the pages for T-Mobile. Reusable modules in AEM not only decreased the development effort but also created brand consistency across the T-Mobile sites. Some of the Key benefits of AEM realized by T-Mobile are:
a) At the start, 70% of the traffic for T-Mobile was from Desktop. But after moving to AEM, its mobile-friendly designs have encouraged more mobile engagement leading to 65 % of the traffic from mobile devices.
b) AEM websites have reduced page load time by 80% leading to increased page views and adoption.
c) In just one year, the company went from the last place to first place in JD Power and Associates’ Wireless in Customer Care Performance rankings.
Enterprise driven eCommerce happens when you put your organization first, even before your customers. Putting organization structure and silos ahead of customer experience leads to loss of prospects, existing customers.
To stand out from the competition, you need to follow an experience-driven eCommerce strategy where companies put the customers first and marketers need to know and learn what their customers want.
Implementing the capabilities within Adobe Experience Manager, eCommerce players can enhance the eCommerce experiences of customers across digital platforms and can build a solid foundation to deliver a consistent customer experience round the clock.