It is estimated that global eCommerce sales will surpass USD 5 trillion in 2022. Retail businesses of all sizes were made aware of the need to have an online presence during the two years of the COVID-19 pandemic. Even though the world is slowly gripping back to normalcy, traits like online shopping are likely to remain a preferred choice for billions of consumers worldwide.
From the convenience of shopping from anywhere to a wide selection of products, consumers have quite a few reasons to grow their affinity for online shopping. However, the scale of online retail has grown so big that just having an online store is a survival essential. To grow business profitably and win customers’ hearts, retailers need to deliver not just an online shopping option, but an amazing end-to-end experience that entices customers and persuades them to keep returning for more business.
In pursuit of delivering a better customer experience, retailers need to transition from focusing solely on the commerce part into one that leverages content and digital assets within their website to help drive better conversion of visiting shoppers. With the focus shifting to content, eCommerce brands need a one-stop solution that helps them manage the scale of diversity in product content while at the same time enabling easy discovery of products for customers.
Finally, insights or trails left by customers after every engagement must be analyzed to uncover traits that can boost future sales. Bringing all these capabilities on board requires a major technology overhaul, and most retailers may feel lost in their search for a solution.
In comes Adobe Experience Manager or AEM, one of the world’s most popular Content Management Systems (CMS). AEM enables eCommerce players to manage every type of content on their website, be it a diverse product content catalog or community and support content or even user-generated content.
Let us explore three reasons why AEM is a world-class eCommerce solution that helps retailers win the heart of modern shoppers through content:
Collaborative Content Creation
With AEM’s Digital Asset Management (DAM) feature, every content piece used on an eCommerce website can be stored and accessed in the cloud, irrespective of its format. This allows different product content teams to access and collaboratively work on updating content, unifying themes, setting up standards, and much more.
Moreover, editors can leverage DAM to create templates of web renders for information assets which are rendered each time a new content piece is updated in the DAM. This allows easy publishing of content assets across the website at any time by privileged users.
From a business perspective, this allows seamless publishing of information for product descriptions and landing pages that customers are likely to explore before making their purchase decisions.
Personalization
Did you know that 74% of customers feel frustrated if the content on a website is not personalized for them? Personalization occupies a special place today for any customer-facing digital channel. From an eCommerce website perspective, there are several areas where personalization can help bring a key makeover to their customer engagement strategies.
However, marketers often struggle to achieve the right degree of control over content display and visualization within an eCommerce website, which, in turn, impacts their ability to personalize customer-facing interfaces. AEM eliminates this challenge by bringing on board a host of content and channel personalization capabilities.
At first, AEM builds a visitor profile in the background for every visitor to the eCommerce website based on their traits like location, historic interactions with the website, frequently leveraged devices, or mediums to access the website, and much more. It then allows marketers to push personalized content tailored to the visitor’s profile.
Integrated Marketing
AEM facilitates seamless integration with Adobe Marketing Cloud for an eCommerce website. This allows marketers to leverage different facets of product content and seamlessly run campaigns dynamically and with more conversion probability. AEM also accommodates multiple file formats like video, textual, and infographic content.
We have already seen how AEM can capture visitor behavior and build segmented profiles. By modeling different customer identity data and profiles, it is easy to simulate different levels of customer experience that customers will face on the website. This empowers marketers to create more engaging and interactive content to distribute among different segments of visitors.
With such a strategy, more shoppers are likely to feel connected and ultimately drive-up conversions. The future of eCommerce will be driven not by shopping-led but content-led experiences. As brands compete to win customer loyalty, differentiating their web presence becomes a major pillar of focus. AEM becomes the clear winner in this space with its range of powerful content and digital asset management capabilities.
From empowering integrated analytics to intelligent personalization, AEM offers eCommerce brands the right tools to acquire, collate, process, edit and publish content seamlessly across every customer engagement channel. Get in touch with us to know more about creating winning customer experiences on your online store with AEM.
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