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Marina Rusinow

Marina Rusinow is a Sr. Manager of Solutions Marketing at Contentstack. She brings a wealth of expertise in product marketing, customer acquisition and retention, and digital experience strategy. Marina has held senior marketing positions at prominent technology companies including Microsoft, SAP Concur, Taboola, and Simon Data, spanning Fortune 500, mid-size, and startup sectors.

Posts by Marina Rusinow

Oct 03, 2023 | 3 min. read

Harnessing composable commerce and personalization for e-commerce success

E-commerce is the engine for modern business and is projected to generate a staggering $15 trillion globally by 2028. However, businesses face challenges keeping up with rapidly changing consumer trends and expectations. The outdated monolithic technologies of yesterday are proving to hinder agility and adaptability. As a result, forward-thinking enterprises are embracing the architectural shift to composable commerce to gain a competitive edge, unlock limitless innovation, and deliver unparalleled customer experiences. But what is the key to creating better digital experiences and differentiated experiences? We spoke with Leesa’s Director of Technology, Richard Bilton, about how personalization has transformed their business. “I would have focused on personalization from the start. I wish we’d done it from day one,” Bilton said. With a personalized, customer-first approach, Leesa remains at the forefront of the evolving e-commerce landscape, exceeding modern consumers' expectations. Read on to learn more about the keys to their success and the top takeaways from our discussion. Composable e-commerce benefits 1) Site speed can make or break your first impression The ability to deliver content quickly, reliably, and in a scalable manner can dramatically enhance a site's performance and user experience. By embracing a composable commerce approach and optimizing for speed, businesses can experience benefits like improved organic reach, enhanced SEO performance and a seamless user experience that keeps customers coming back for more. 2) Make it personal and watch repeat business grow Tailored recommendations are a game changer for the digital experience. By analyzing sleep habits collected through a customer’s search patterns, Leesa curates personalized content based on individual preferences, ensuring customers find precisely what they need for a good night's sleep. Their content engine incorporates relevant awards and product recommendations to enrich the personalization journey further, leveraging the customer's apparent interests. This holistic approach creates a seamless and hyper-personalized digital experience, fostering long-term customer loyalty and satisfaction. 3) The future of e-commerce is composable The future of e-commerce is undeniably composable. Composable commerce empowers companies to adapt swiftly to evolving market demands, integrate cutting-edge technologies seamlessly, and deliver highly personalized and dynamic shopping experiences to their customers. As we learned from the Leesa story, you don’t have to go composable overnight, but instead, start small– integrate your tools one by one and architect the experience that your customers want to use only the marketing technologies you need. With the right set of components that work like building blocks, your business is set up to pivot and react quickly to any customer expectations or moments in time. 4) The key to success starts with a team-wide buy-in for innovation Before setting your goals and defining success, success begins with securing a collective buy-in for innovation across your teams. In today's fast-paced and competitive business landscape, continuously evolving and adapting is paramount. By encouraging team members to think creatively and explore new solutions, businesses can stay ahead of the curve and deliver the kind of value to their users that keeps their brand name top of mind. Composable e-commerce takeaways Speed and agility are crucial in the rapidly evolving digital landscape Start simple, fail fast, and scale quickly Personalization from day one makes all the difference in your customer satisfaction. Set clear, measurable goals for what you want to achieve Start slow and build upward Winning over stakeholders is essential for a smooth transition to a composable commerce solution The retention power of personalized experiences in composable e-commerce A composable architecture facilitates not only the infrastructure needed today but also prepares for the needs of tomorrow. It offers the flexibility to pivot based on changing customer behavior and market trends. With its unique ability to deliver tailored, dynamic solutions at scale, businesses can leverage best-of-breed technologies to unlock unprecedented opportunities for growth and success. It’s about so much more than an architectural shift in how businesses engage with their customers – it’s about reimagining the digital experience from the ground up, infusing it with innovation, and fostering connection through a more memorable, loyalty-building customer journey. Ready for more? Watch the entire webinar now.