In 2019, retail eCommerce sales worldwide were equivalent to $3.53 trillion USD. By 2022, eCommerce revenue is projected to grow to $6.54 trillion USD. With the increasing popularity of shopping online, businesses need to get serious about their online commerce experience.
Not only do companies need to focus on optimizing their customer experience across all channels, but they also need to focus on a strategy that will allow for effective and efficient digital marketing tactics.
One solution that can help businesses of any size is using Magento Commerce paired with Adobe Experience Manager.
These two powerful tools allow for the perfect synergy between commerce and content. With fully independent operations, Magento Commerce and Adobe Experience Manager make it simple to manage workflows. However, while independent of one another, Magento Commerce and Adobe Experience Manager can be fully integrated, allowing for the most powerful use of these tools while offering the ability to fully leverage other Adobe tools, such as Adobe Target.
In this guide, we will explore the benefits of pairing Magento Commerce with Adobe Experience Manager, creating the ultimate user experience for both the customer and the business.
Decoupling for Improved Power
For large companies with numerous departments responsible for both eCommerce and marketing, most platforms make it cumbersome and time-consuming to manage both content and catalogs.
Decoupling content and eCommerce management offer a more powerful experience.
Adobe Experience Manager allows clients and businesses to empower themselves with content creation and authoring. No longer are their workflows tied to the eCommerce platform. Instead, they can use Adobe Experience Manager to curate content, publish, and manage how this content is surfaced to the right audiences.
Decoupling the eCommerce platform from content creation and marketing means you don’t need to be an eCommerce expert.
Managing the catalog’s operational side is completely decoupled from the marketing team’s work, preventing teams from stepping on each other’s toes.
For example, you might have marketing teams that work on Adobe Experience Manager for content publishing, and, additionally, you might have a development team focused on using Progressing Web Apps (PWA’s) to create an optimized customer experience.
Autonomy to Move Fast
For those in charge of content creation and management, the ability to move fast is key. When using Magento, traditionally, marketers had to rely on the standard development process to deploy content.
Conversely, when pairing Adobe Experience Manager with Magento Commerce, marketers are given the autonomy to move quickly. No longer will these workflows rely on the development process. Instead, content can be authored and published on any cadence desired.
This also allows marketing teams to implement A/B testing without a heavy reliance on development teams. This nimble methodology is ideal for businesses that deploy across multiple markets.
Efficient and Simplistic
For businesses that have relied on normal development processes for managing the front-end customer experience in the past, Adobe Experience Manager offers a faster, more simplistic approach.
Adobe Experience Manager shapes the product listing page and the product details page for your website. The content is published through a serverless service, such as Amazon S3, and with the push of a button, this new content is live.
This efficiency allows those who specialize in marketing to handle their workflows more effectively. It also allows those who are focused on the operational side of things to concentrate on managing the product. Neither party is dependent on the other for changes.
Repurpose, Reuse, Reach More
For companies with multiple markets, reusability is key. With Adobe Experience Manager and Magento Commerce, you can reuse content and components across markets.
Adobe Experience Manager uses a CIF (commerce integration framework). This framework contains front-end components, which live in Adobe Experience Manager.
These components then allow you to build rich content like carousels, listing pages, product detail pages, and more.
From here, you can reuse these components across different Magento implementations. Even if you maintain the same Magento core, you can reuse these components for multiple Adobe Experience Manager applications.
Repurposing the same key components for different markets and instances ensures brand and experience consistency. This can help guard your business against silos that ultimately lead to a poor customer experience.
Front End Focus
When you decouple Adobe Experience Manager and Magento, all the external services, such as 3PL, warehouse management and integration, and catalog management are tied to Magento. This means that you don’t need to think about these workflows when focusing on the front end.
This then allows marketing teams to drive their strategy forward powerfully without being hung up by back-end processes.
For example, the end market won’t be affected even if something isn’t stocked and cross-functional teams are not working on top of one another.
Extensions and Solving the Checkout Problem
Because Magento extensions are now building a way to support PWA with GraphQL, you can use these extensions for Adobe Experience Manager.
If you’re installing an extension with graphQL support, you can integrate it with Adobe Experience Manager components.
For example, imagine that you have a payment provider that uses GraphQL. You can then potentially integrate it with Adobe Experience Manager components. This allows you to be completely headless through integrating payment and checkout workflows to Adobe Experience Manager.
Adobe Experience Manager offers the ultimate design freedom. You can easily customize customer experience designs through the platform’s intuitive solutions.
Not only that, but Adobe Experience Manager allows you to target different designs to different markets and audiences, enabling you to gather data, test, and ultimately drive the right experience to the right market.
With its streamlined approach, the deployed code remains minimal and solutions are market-driven.
By strategically utilizing the power of Adobe Experience Manager and Magento Commerce, businesses can reduce overall costs in the following ways:
- Lower infrastructure costs by reducing the number of platforms and services required
- Simplify development and ensure consistency in codebases
- Streamline operating models leading to a reduction in spending
Whether you are operating at an eCommerce platform, Magento, or on a Marketing focused platform, Adobe Experience Manager, the platform is seen as the same.
In a world where consumers expect a consistent experience no matter how they interact with your business, this is critical to long-term success.
While Magento Commerce and Adobe Experience Manager are fully independent of one another, they allow for a real-time flow of data between the services when connected through a CIF.
To understand the power of this real-time data flow, imagine this workflow:
A sales member updates the pricing of a product through Magento Commerce. This information is immediately fed to Adobe Experience Manager, where a marketing specialist is surfacing the product on a page targeting a specific audience segment. The price update takes place in real-time without any need to deploy new code.
Think of Magento Commerce as the commerce-focused database and Adobe Experience Manager as simply the display case for products.
Vaimo Can Help Optimize Your Customer Experience
For businesses interested in learning more about how Magento Commerce and Adobe Experience Manager can potentially solve numerous pain points for key stakeholders, Vaimo is here to help.
At Vaimo, we have the expertise necessary to optimize your customer experience while also ensuring the easiest, most efficient marketing and eCommerce management. We can work with you to map out your customer journey, build out data around key personas, and determine the most powerful method for implementing Magento Commerce and Adobe Experience Manager.
Our in-house team deploys responsive webshop apps that will target your specific customer needs. We will help you define and implement innovative strategies, allowing you to offer exceptional customer experiences.
Additionally, by decoupling the reliance on back-end processes through the use of Adobe Experience Manager, we can help empower your marketing teams to work more effectively, tapping into the power of multiple Adobe products.