This post is the first in a series that will take a deep dive into the Commerce Integration Framework (CIF) — a powerful Adobe Experience Manager extension for building integrated and seamless content and e-commerce experiences for customers at every stage of their journey with your brand.
Digital transformation of content and e-commerce customers
Digital transformation is a continuous process with the goal of becoming an ever more agile company capable of delivering personalized customer experiences seamlessly across all the channels in the customer journey.
Most companies begin this journey with separate brand and e-commerce experiences. Merchants own the e-commerce functions, and marketers build the brand’s online presence with brand pages and marketing content. At this stage, the first priorities for merchants are to create a frictionless shopping experience — providing accurate product data and product recommendations and making order management and fulfillment smooth and easy.
Once online shopping is successfully established, companies start pivoting their priorities towards customer experiences. Marketing wants ownership of the customer experience and marketing content, while IT will define (mostly hard coded) content areas that marketers can manage using a typical page editor or content management system (CMS).
Typical content use-cases might be enhancements of product experiences with rich media or management of marketing content on the landing page. While this content-enrichment adds marketing content to the e-commerce experience, the content itself is usually not aware of the e-commerce context and vice versa, meaning that neither can respond to new information about a customer’s content preferences or shopping behavior. As a result, the opportunity to personalize and optimize content is untapped. This separation usually exists because both solutions run in silos with content authors working in each of them separately, often at the same time with both solutions open in separate browser tabs.