3 Ways DXPs are Improving Retail & eCommerce Customer Experience

How DXPs in eCommerce Industry Improve CX

As the economic value of brands and businesses progresses, experience as a differentiating factor is continuously pushing eCommerce businesses to transform how they think and act.

Walker study on customer experience

This is the reason that today mega-retailers are leaving no stone unturned to deliver pleasurable, personalized eCommerce experience and even the customers expect an enhanced level of experience everywhere they shop.

If your brand somehow misses hitting the bullseye of customer expectations, then they feel unwanted, which eventually leads to a loss in customer loyalty. You can no longer avoid these realities.

Amazon's skyrocketing spending on R&D

Well, the answer is that you can deliver a similar level (or even a higher level) of eCommerce customer experience with your own Digital Experience Platform (DXP). It’s time to break free from the inflexible eCommerce platforms and embrace a DXP that levels the playing field and leaves your customers feeling valued by you.

How DXPs help Improve Retail & eCommerce Customer Experience

Various technologies—portals, content management systems (CMS), analytics, and search— converge into one single platform called “Digital Experience Platform” or DXP, which enables businesses to effectively engage customers seamlessly across all the touchpoints, throughout the user journey.

1. Analytics help Provide Insights that Lead to Better Customer Experience

Providing customers with the right information at the right time across their entire buyer journey is one of the ways to deliver a seamless experience to your target customers. Analyzing data enables you to segment customers for targeted content including product and service recommendations, promotions and other marketing efforts.

When it comes to analytics, DXPs aim to unify customer data, user experience, and business data by going through aggregate purchase behavior to identify patterns and anomalies that the marketing team may want to exploit.

Architecture overview of Adobe Analytics

A Successful Analytical Journey of Argos with Adobe Experience Manager (AEM)

Argos, one of the United Kingdom’s leading digital retailers, used Adobe Analytics integrated within Adobe Experience Manager to get to know the volume of customers coming in from every social channel. Argos uses social media channels to increase the relevance of its brands by engaging with customers and helping them find information about products.

argos home page

Data extracted from Adobe Analytics revealed that customers who leave reviews or questions tend to have a higher conversion rate. Thus, Argos began sending users emails saying that their questions had been answered, and referencing campaign IDs.

This led to a boost in customer engagement, thereby leading to a significant incremental revenue as a result.

2. Personalization to Engage Target Audience

Picture this: Kate’s visit to your website was driven by your most recent newsletter. She is the part of your database for 3 years, and is an infrequent visitor: She has visited your website 18 times in the last 3 years.

However, whenever she buys something from your website, she makes larger than average purchases.

Her most recent browsing was focused on women’s handbags. She has made online purchases from your website, as well as at her local retail store, and has recently liked social media postings featuring designer handbags.

DXPs allow you to connect to a variety of data sources to develop a 360-degree view of your target customer, allowing you to tailor your experience to your customers’ wants and needs, which leads to improvement in conversions.

Personalization boosts eCommerce customer experience

So, once you gain a 360-degree view of Kate, how will you attract her to buy women’s handbag from your website?

  • You can personalize the hero banner of your website’s homepage and display top designer handbag brands.
  • In your next newsletter, you can highlight a selection of new handbags from her most visited brand.

Kate becomes a lifelong customer who continues to receive a seamless experience because her profile is now augmented with:

  • Her purchasing pattern
  • Activities that led to sale
  • Her purchase details

The personalization engine employs a cascade of basic and more sophisticated algorithms to generate custom recommendations and configure a chain of “next best offers” to seal a sale. DXP provides end-to-end touchpoint optimization and personalized experience across all customer interactions.

personalization model to deliver a good eCommerce customer experience

3. Omnichannel Capabilities of DXPs

In today’s highly digitized era, physical purchases are researched online, digital purchases are researched in-store and captivating experiences are promoted through social media. Thus, there is a necessity to add one central platform to your business model that will be able to serve as the control center for this complex fabric of compelling customer touchpoints.

Delivering omnichannel experience boosts eCommerce customer experience

A DXP is a perfect choice to handle this situation, which provides an omnichannel experience to your customers by syncing, managing, and pushing consistent content across an array of channels from desktop and mobile to social, email, eCommerce, and more.

John Lewis Enhancing the Online Shopping Experience with AEM

John Lewis is one of the Uk’s flagship retail brands, established 150 years ago. They wanted to enhance the online shopping experience of their customers. Shane Chapman, Digital Asset Manager for John Lewis, mentions that customers who tend to shop both in-stores and online are more loyal to the brand and accrue higher lifetime value.

Thus, he had the vision to optimize the shopping experience across channels by providing relevant digital content, including relevant product visualizations and immersive media such as video.

John Lewis used Adobe Experience Manager assets capability that supports dynamic and personalized media. The result was that it enabled website visitors to click on any product image and dynamically change colors, upholstery, and other factors to see what suits them.

The AEM assets capability for video also allows site visitors to immerse themselves in videos to learn about everything from decorating to beauty advice, helping them with their product selections.

John Lewis used Adobe Experience Manager to deliver omnichannel experience to its customers

With Adobe Experience Manager added to its business model, John Lewis was able to deliver a seamless eCommerce customer experience to stay ahead of the cutting edge of retail trends. Potential visitors were able to view and feel how their purchases will look, which led to a positive impact on the eCommerce customer experience and on conversion rates.


DXPs have become one of the vital elements of a digital transformation strategy. They enable brands to build a compelling engagement platform, used in the entire digital journey of customers.

DXPs are replacing one-dimensional Web CMS so that potential customers can make smart–sometimes impulsive–decisions quickly and easily. Thus, regardless of where your eCommerce brand is in its digital transformation journey, at some point, you will need to consider implementing DXPs to your business model to meet your business goals.

Contact Net Solutions for AEM

Satinder Preet

About the Author

Satinder Preet Kaur is working with Net Solutions as a Business Analyst and has an experience of over 3 years. Besides business analysis, she has knowledge in writing codes in Java and Android. Her major interest lies in on-demand services and e-commerce. In the free time, she likes reading and puzzle solving.

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