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Harnessing composable commerce and personalization for e-commerce success

Marina Rusinow●Oct 03, 2023●3 min read

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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The outdated monolithic technologies of yesterday are proving to hinder agility and adaptability.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.

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Nov 30, 2023 | 7 min. read

Composable technology: Why should the travel industry pay attention?

Why the travel industry should embrace composable technologyComposable technology and a headless CMS can revolutionize your travel business with the following benefits:Enhanced Customer Experience (CX)Flexibility, Personalization and AgilityScalability and AdaptabilityThe Power of Headless CMS in TravelImproved Content ManagementReal-World Success with Headless CMSGiven the benefits and proven success of composable technology in the travel industry, travel companies must consider implementing this approach to stay competitive and meet evolving customer demands.Keep reading to learn more!The essence of the travel industry is customer experience (CX). As this experience becomes digital, the travel industry witnesses new roadblocks. The industry has long relied on creating highly personalized travel plans, but the rapid adoption of digital technologies has brought a landmark shift.Every person has a preference for how to connect with hotels, restaurants, and airline companies and how they complete trip reservations. While the travel industry has always remained at the forefront with the adoption of digital technologies, customer expectations, and preferences are changing faster than anticipated.This calls for a solution like “Composable Technology” that provides digital experiences like never before. This includes providing personalized recommendations, a 360-degree spin set of hotel rooms, and accurate content creation for trip reservations.Composable technology is reshaping how travel companies operate while ensuring customers receive unprecedented flexibility, personalization, and agility.This article looks at how composable technology like digital experience platforms (DXP) powered by headless content management systems (CMS) can empower the travel industry to deliver top-notch personalized customer experience.What is composable technology?Composable technology is the new approach to constructing, assembling, and managing different software solutions. This technology enables travel companies to assemble their systems from relatively independent modular components. They can use ‘n’ number of component combinations that provide them scalability, agility, and flexibility.In short, composable tech empowers travel companies toRespond to customers’ demands rapidlyOffer personalized solutionsAdapt to current market trendsRelease competitive pressureVideo: https://www.youtube.com/watch?v=c9Z9sYAnTkIThe rise of headless CMS in travelWhen discussing composable technology, it’s hard to overlook headless CMS and digital experience platforms (DXPs) as they are the two sides of the same coin.Contrary to the traditional CMS, where the backend and the frontend are tightly coupled in a single technical area, a headless CMS separates these two layers.This structure makes the headless CMS a breeze for marketing and content teams to create and store content in reusable modules. With a headless CMS, even developers can use any technology to deliver content to any channel.Explore how a headless CMS can help your travel company in our guide, “What is a headless CMS?”Headless CMS enables travel companies to make quick content, keeps all content fresh and up-to-date, allows integration with other apps, and ensures consistent content delivery across multiple digital channels. This CMS ensures travel companies create a hyper-personalized experience, which results in higher customer satisfaction.Let’s understand using a case study:Case studyHow did Contentstack’s headless CMS help Icelandair manage 12 languages for 16 locations without leaving their CMS?Icelandair was using DotCMS, which could not support the company’s modular approach to content design. Its batch publishing took more than 30 minutes, and it was difficult to connect with different applications.So, Icelandair shifted to Contentstack’s headless CMS. As a result, Icelandair’s content team published more frequently and timely without any technical issues. The company cut the time to push out promotions by over 90 percent. Icelandair could send translation entries directly into the CMS. This helped the team publish content in a separate environment after selecting the desired languages.What do our customers say?“DotCMS was not natively headless, and the system did not allow you to save your work and preview the results. Anytime you posted a blog or a page, you couldn't work on one locale and then push that up; you'd have to wait until you were sure that no one was working on the item in other languages. It pulled everything — all locales, all relationships. It took forever.” Hallur fiór Halldórsson, UX Writer and Content Designer at IcelandairTo learn more, read the full case study, “Icelandair improves automation, workflows, and localization with Contentstack.”Digital experience platform (DXP) in the travel industryLet’s now focus on the other important side: digital experience platforms or DXPs.Did you know that 80% of companies believe they deliver excellent customer experience, but only 8% of customers agree? Shocking?That’s why you need a composable DXP powered by a headless architecture. It helps you deliver an engaging and consistent experience at every step of the customer journey point.But what is a digital experience platform?A digital experience platform manages digital experiences on a range of digital touchpoints. Gartner defines a digital experience platform as “an integrated set of core technologies that support the composition, management, delivery, and optimization of contextualized digital experiences.”In simple terms, DXP offers travel companies a technology stack to foster a long-lasting customer relationship. Apart from this, DXP enhances experiences in the travel industry through:Unified customer journeyDXP provides a consistent experience, regardless of the digital touchpoint used for customer interactions. This unified journey increases customer loyalty.PersonalizationToday, most travel companies struggle to provide personalized experiences. DXP leverages advanced data such as customer behavior, preferences, and historical interactions. This helps a travel company deliver customized travel plans and offer promotions based on the type of hotel or airline the customer prefers.Multi-channel integrationWith a composable DXP, customers can seamlessly transition from one digital touchpoint to another. For instance, if customers start booking a trip on a mobile app, they can continue on a website without losing travel-related information. This experience reduces friction and earns the travel company a loyal customer.Efficient booking processAs a composable DXP focuses on user-centric design, it creates booking platforms that are intuitive and easy to use. This ensures customers can interact with the booking system without facing any hassle. An efficient booking process reduces the likelihood of abandoned transactions.Integrating composable technology into digital experiences for travel companiesWith composable technology, travel brands can increase their scalability, agility, and innovation. Here’s how travel companies can make composable technology part and parcel of their digital experiences:Align with modular architectureComposable technology aligns with the modular architecture of DXPs. As a result, travel companies can integrate specific functionalities. For instance, using composable tech, companies can incorporate a new booking system module in their existing architecture. This helps companies meet the changing business requirements.Provide support with agile developmentWith this technology, travel companies can adjust to dynamic market conditions. For instance, travel brands can use real-time travel alerts during unforeseen circumstances. This shows their agile response to changing conditions.Ensure customizationBrands can customize, personalize, and expand their digital offerings with composable tech. For instance, brands can customize the user interface. It helps them recommend travel destinations based on the customer’s profile. These will, in turn, draw consumers and create word-of-mouth publicity.Enhance scalabilityDuring the holiday, when traffic spikes, travel companies can use composable architecture. Because this architecture integrates with other services and systems, it supports the changing booking requirements. This avoids any delays, especially during the high booking season.How does composable tech provide personalized experiences?No marketing and content strategy is complete without personalization. Yet personalization is only as good as the data it is based on. Most companies use siloed content, data, and analytics even without knowing. As a result, companies often rely on data that might not deliver valuable insights.That’s why travel companies need to embrace composable tech.As it integrates various services and systems, composable tech provides numerous data points, including customer, content, and experience data.With these data points, travel companies are better positioned to understand and decode customer preferences, behavior, and purchase history. Marketing and content teams can use these insights to create customized offers and ensure a seamless experience.For instance, composable architectures may integrate a recommendation engine, a customer relationship management (CRM) system, and a booking system. Based on the booking information from the booking engine and customer interaction information from the CRM system, the recommendation engine suggests hyper-personalized offerings. As data is no longer isolated, travel companies can use it to create an enjoyable brand experience.Instead of bombarding customers with unnecessary recommendations and offers, composable tech sends the right offer to the customer at the right time.Omnichannel strategies for enhanced engagementDid you know that omnichannel strategies help companies retain 9 out of 10 customers? While companies that don’t use these strategies retain only 3 out of 10 customers?This makes an omnichannel approach necessary for travel companies looking to provide curated experiences and generate positive customer sentiments.An omnichannel strategy focuses on providing a highly personalized cross-channel journey.For instance, a customer interaction can begin on a mobile app and continue on a website. It can transition to a customer service call, all while ensuring a coherent and personalized journey.But how does composable technology help?Travel companies can implement these strategies using composable technology and provide a seamless and consistent experience across digital channels.Role of Composable Technology Omnichannel StrategiesComposable technology eliminates siloed data and seamlessly integrates data collected from different channels. This allows travel brands to understand the customer journey better and optimize interactions at every touchpoint.Composable tech's adaptable and flexible nature allows travel brands to connect different digital channels to fulfill ever-changing requirements. For instance, a travel company using composable tech can integrate a new website or app feature. They can do it without disrupting the customer’s experience on other digital platforms.Additionally, composable tech helps personalize interactions throughout the customer's journey.Whether a customer explores destination options on a website or checks reviews on a mobile app, composable tech ensures that each interaction resonates with the customer. This gives rise to a personalized and engaging experience.FAQsWhat is composable technology, and how does it benefit travel brands?Composable technology is the new approach to constructing, assembling, and managing different software solutions. Composable technology enables travel companies to assemble their systems from relatively independent modular components. It offers travel companies with agility, scalability, and flexibility.How does headless CMS contribute to a better digital experience?With a headless CMS, content creators can create content without worrying about the presentation layers. The headless CMS then delivers this content to different digital channels and platforms using the application programming interfaces (APIs).What are the key components of an effective omnichannel strategy?The key components of an effective omnichannel strategy are a seamless customer journey, omnichannel integration, and personalized customer experience.Can small travel agencies benefit from composable technology?Yes, even small travel agencies can benefit from composable technology. Composable tech is scalable and flexible, which allows companies to innovate, deliver exceptional customer experience, and adapt to the changing market demands.How does composable tech improve customer engagement and satisfaction?Composable tech improves customer engagement and satisfaction through omnichannel strategies, personalization, and swift responses to market demands.What are the key differences between traditional and headless CMS in Travel?Traditional CMS stores content in predefined web templates. Meanwhile, headless CMS separates the front and back end and stores content separately. With headless CMS, it becomes easier to deliver content on various channels.How can composable technology transform customer experience in travel?Composable technology transforms customer experience in travel through personalized experiences, enhanced flexibility, and reduced costs.The future of travel starts with composable technologyComposable technology is vital to travel companies’ search for leadership in the digital domain. This tech provides agility and flexibility and offers customers a positive customer experience.Embrace the composable tech and give your customers a modern and smooth travel experience. In the future, composable tech will undergo massive digital transformation. As a result, it will focus on customers and deliver curated experiences in a dynamic travel sector.Schedule a free demo of Contentstack’s composable DXP and see how it can assist your travel firm in winning more customers.

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Nov 29, 2023 | 3 min. read

Mastering personalization with composable DXP

Personalization is not just a tool for enhancing customer experience; it's necessary. On our latest Contentstack LIVE! In the episode, the Director of Product Marketing at Dynamic Yield, Emma Furlong shares invaluable insights about personalization, its challenges, and how to approach it effectively.The rise of personalizationThe demand for personalized experiences has reached unprecedented levels. With customers expecting tailored interactions and relevant content, businesses have recognized the immense value of personalization. According to Google, 90% of leading marketers believe that implementing personalized strategies can significantly impact business profitability. By understanding individual preferences, needs, and behaviors, companies can forge deeper connections with their target audience, foster brand loyalty, and drive revenue growth.Dynamic Yield is a leading personalization platform that optimizes user experiences across the entire technology stack. From web personalization to offline engagement, this platform is shaping the future of digital marketing.Effective personalizationImplementing effective personalization requires more than just having the right technology. The proper methodology, team structure, and roadmap are equally essential. A common pitfall for many organizations is the inability to scale due to a lack of these crucial elements.Combining the right technology with the correct methodology separates successful brands."We've noticed that sometimes the AB testing team is separate from the personalization team," Furlong said. "However, we advise against this separation because effective personalization requires that these activities occur in tandem. If you're AB testing something on a website, applying those insights to personalization is crucial. Testing without subsequent personalization means you gather insights but don't act on them. Conversely, personalizing without prior testing is akin to guessing. After experiencing this with Dynamic Yield, one of our customers merged these teams to harness the benefits of a unified workflow."The gold standard of personalizationThe gold standard of personalization is an experience tailored to the user, anticipating their needs and ensuring seamless navigation toward their objectives. However, achieving this standard requires more than merely displaying a user's name on a website. It necessitates understanding the customer and tailoring experiences to their interests."The gold standard of personalization is when a brand, such as an airline, serves the right content and messaging to the right person at the right time, anticipating their needs and ensuring they quickly and effectively achieve their goals," Furlong said. "This results in the user feeling the experience is truly tailored to them. While there are countless use case permutations, simply displaying someone's name on a website doesn't achieve this goal. The ideal vision is for every customer to feel understood, with experiences tailored to their interests, ensuring seamless navigation towards their objectives."Composable technology integrationDynamic Yield champions composable tech for seamless, real-time personalization across diverse MarTech stacks. Composable technology allows for integrating top-tier technologies, ensuring seamless capabilities across various technologies.This approach is central to Dynamic Yield's philosophy and is crucial for real-time site personalization.AI in personalizationHow do you use AI for personalization? Dynamic Yield utilizes AI to simplify the personalization process for marketers. From generative AI solutions for generating copy ideas to deep learning systems for product recommendations, AI integration is enhancing personalization.Another powerful way they use AI for personalization is through AI-powered affinity profiles. Furlong said, "...our AI-powered affinity profiles use deep learning to understand customer preferences. Instead of recommending similar products repeatedly based on a single purchase, our system recommends complementary items, ensuring relevance. This AI integration enhances personalization, simplifying the process for marketers."ConclusionPersonalization is a complex but crucial aspect of digital marketing. Organizations must combine technology with the correct methodology, structure their teams effectively, and embrace composable technology to personalize. Additionally, harnessing the power of AI can significantly enhance and simplify the personalization process.Watch the full episode to explore the world of personalization further.

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Nov 17, 2023 | 6 min. read

Agile development: Building composable software for digital efficiency

Until a few years ago, developers built software and applications using the traditional monolithic approach. And they were satisfied with it.But, since composable software became a buzzword, the software development world hasn’t looked back.But what led to the shift from a monolithic to a composable approach?Dynamic business and customer requirements and businesses’ inability to adapt to such rapid changes gave rise to the new revolution called "Composable Software."With the composable applications and infrastructure market likely to reach $14.35 billion by 2028, most next-gen applications will be composable and integrated with video and speed capabilities while offering enterprise-level scalability. This article explores the fundamental principles and steps in creating a composable modular software infrastructure.But let's start by exploring what composable software is.What is composable software?Composable software is built using reusable building blocks. This involves assembling loosely coupled and independent components and services to create complex applications. Remember the time you played Lego and used the Lego block to assemble, disassemble, and create innovative things? Composable software works on the same principle. You can build composable applications by making smaller components instead of starting the development process at step one. This results in more flexibility and adaptability for business operations. A practical example of composable software is a process where you can reuse functions from existing libraries to build your application. The role of application programming interface (APIs)Composable software is primarily built around APIs. As a result, APIs ensure communication between software components, helping you to assemble these components and create complex applications. Another reason APIs are critical in composable software is that they provide abstraction. They expose only the necessary interfaces and mask the complex implementation details. This helps you focus on integrating new functionalities rather than worrying about the technical know-how of every component. How do APIs improve application development efficiency?With APIs, you can compose and decompose applications based on changing business requirements. As it incorporates pre-existing functions, you no longer have to develop an app from scratch, helping to save you time and money.In addition, you can implement changes and upgrades to a single component without disrupting the entire application. This ensures the application development process is leaner and more agile, helping you meet your growing business demands.Advantages of composable architectureComposable architecture helps you build more scalable, flexible, and adaptable digital applications. Here are some benefits of composable architecture: Improves efficiency and development speedComposable architecture deconstructs a system into independent components, improving efficiency and development speed. Writing and testing unit cases becomes easier as you can test individual components. Composable architecture makes identifying and rectifying errors easy, which speeds up development.The speed at which you can launch a feature in a composable environment is much higher. Because you only test/build small and independent components rather than fully-grown apps.Contentstack accelerated K2 Sports website implementation by 75%K2 Sports had difficulty managing its website, which was built on a homegrown CMS and Demandware. Its team experienced development challenges due to the highly technical nature of its CMS. So, K2 used Contentstack’s headless CMS. Contentstack’s intuitive interface made the business less dependent on developers and enabled automation. Read the case study on how implementing Contentstack DXP resulted in 75% faster website development, 90% faster content delivery, and a 50% increase in productivity. What do our customers say?"Contentstack is a versatile headless CMS. Onboarding was straightforward and quick. It was easy for the developers to set up and integrate applications with it. It was easy for the project managers and marketing people to use." - Nicole Fugere, Director of Web Services, K2.Promotes innovationThe modular nature of composable architecture fosters a culture of innovation. As a result, you can test new features or functionalities without causing any disruptions to the pre-existing systems. This ability to experiment and iterate paves the way for continuous innovation in the business environment, ensuring that businesses stay ahead of their competitors while opening new frontiers in software development.Offers a more secure optionCompared to monolithic architecture, composable architecture provides higher security. As every component operates independently, this reduces the chances of cyberattacks. If one part of the component gets compromised, you contain the impact on that component, ensuring it doesn't disrupt the existing system.Ensures flexibility Composable architecture is flexible and modular, allowing you to modify, upgrade, or replace components without disrupting the entire system. This flexibility is crucial in the digital landscape, as it helps you to respond quickly to market requirements.Today, developers seek such flexibility, as it improves the application while enhancing its stability.Contentstack accelerated REWE content creator's workflowREWE core website REWE.de was built using an expensive, customized, Java-based monolith CMS. This led to maintenance problems, unpleasant developer experiences, and complex dependencies. So, REWE chose Contentstack’s headless CMS as it offered a more flexible approach, making it possible to roll out implementation in phases. Read the case study on how this phased implementation enhanced the productivity of their content manager and streamlined the workflows towards an agile content development process.What do our customers say?"You don't dismantle a decade-old monolith overnight. Our phased approach meant we could course correct as we progressed, maximizing the return on the investment in the pilot phase. In addition, deeper technical sessions for the most advanced content managers established trust." - Eduardo Zamin, Engineering Manager, Rewe Digital.Provides scalabilityScalability is one of the benefits inherent in composable architecture that helps businesses increase system size. The architecture utilizes modular components for scaling specific functionalities. When one part of the system scales, it doesn’t impact the other components, creating a resilient and flexible system. Composable architecture is cost-effective as it allows you to have scalable and responsive IT systems. This ensures optimum use of resources. Building blocks of a composable softwareThe building blocks of composable software are packaged business capabilities (PBCs). These independent modular components of functionality help build a composable system. PBCs include inventory control management, customer relationship management, payment processing, and order management.The power of PBCs lies in their modularity, as these can be used independently or with other PBCs. How modular components lead to a composable businessAs modular components fulfill a specific function, you can combine them to create an adaptable and comprehensive business solution or software. Adding, deleting, and modifying components empowers you to create customized applications and swiftly react to dynamic business requirements - leading to a composable business.Modular components ensure continuous improvement and innovation in a composable business. You can replace or change these components independently, helping you integrate the latest technologies and practices in the development process.This means your business stays at the forefront of technological advancements and creates a continuous learning and adaptation culture.Strategies for building composable softwareHere are some strategies to consider when developing applications with composable design:Build a composable infrastructureComposable infrastructure represents physical resources like storage, networking, and computing components. You can dynamically pool and allocate these resources based on the specific requirements of applications.In a composable infrastructure, you treat your devices as a service. When building one, ensure it allows a seamless integration with different PBCs.Use microservices and APIsMicroservices break large applications into independent and scalable services. Each service is developed, deployed, and scaled independently, promoting agility and resilience. APIs help these microservices to communicate with each other and other systems, ensuring interoperability.In tandem, they develop agile and modular architectures that meet dynamic business requirements.Implement agile methodsUse an agile development approach to build composite software. Agile development relieson iterative development, continuous improvement, and responsiveness to change, principles that align with composable designs' flexible and modular nature. You can develop, test, and refine individual components in parallel, reduce development time, and increase an app’s quality using agile methods. Agile software uses continuous integration and delivery (CI/CD) techniques. This helps you to make changes or add new features to the existing components.FAQs1. How does composable software support digital transformation?Composable software supports digital transformation by helping businesses to adapt to changing market requirements and demand. Its modular design ensures easy integration with existing IT infrastructure, facilitating seamless digital transitions.2. What are the cost benefits of switching to composable applications?The shift to composable applications brings about substantial cost savings. These modular components reduce the time and cost of development. As composable software offers flexibility, it can easily accommodate changing business requirements, reducing the need for costly overhauls.3. How do composable technologies integrate with existing IT infrastructure?To integrate composable technologies with existing IT infrastructure, use APIs. This ensures a seamless workflow between different software components, irrespective of the technology or platform they are built on.Are you ready to embrace composable software?Adopting composable software is the smartest thing you can do to remain ahead on the digital innovation curve, as it will revolutionize your software development process.Embracing this innovative approach gives you the flexibility and scalability to manage changing business requirements.Ready to take your next step toward digital efficiency? Join us for a free demo to see how composable systems work. Find out how you can use these systems to increase the efficiency of your development activities and gain a competitive advantage. Sign up now to unlock the power of composable software!

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Nov 17, 2023 | 8 min. read

The rise and impact of composable commerce in the retail industry

"Exceptional customer experiences are the only sustainable platform for competitive differentiation" — Kerry Bodine, CEO, Bodine & Co.Every retail company's CTO understands the importance of customer experience. Why?A positive customer experience starts when you provide instant access to important information and offer shopping convenience, regardless of when, where, and how your customers purchase.It boils down to providing flexibility in the ever-changing business and IT landscape to meet the changing demands of your customers. According to Gartner, retail companies require a modularized approach and adjustable and autonomous components of composable commerce to bring flexibility and ensure customization.You need this composable system to inject flexibility and customization.In this blog, we explore the ins and outs of composable commerce, its importance in modern retail, and how it helps businesses achieve their goals.But first, let's understand what it means.What is composable commerce?Composable commerce is a modern approach to developing custom and flexible commerce experiences. It lets you pick the best-of-breed products and compose your components' stack to fulfill your business goals. This flexibility allows you to react accordingly to market variations, innovate better, and offer improved customer experiences.Instead of depending on a one-size-fits-all e-commerce solution, a composable system uses modern-day technologies and methods such as MACH (microservices, API first approach, cloud-native, headless commerce) to stay flexible and adjust to the changing market demands.But what's fueling the growth of composable commerce?Today, digital customers demand customized engagements tailored to their tastes and preferences. Going composable helps you create customized commerce systems and deliver seamless and tailored customer journeys.This approach takes you one step ahead of the competition as you successfully involve customers during every interaction.The rise of composable commerce in retailFor a long time, retailers have faced numerous challenges with traditional commerce systems, including:Slow adaptability and rigid response to new market demands.Hindered agility and innovation.There needs to be more adequate customization and personalization.A composable system emphasizing flexibility and modularity helps you overcome these hurdles and create new chances for growth and success.Using these systems, you follow the market's trends, personalize customer experience, and optimize operational efficiency. This metamorphosis has prepared grounds for an agile and customer-oriented future.These systems utilize the capability of APIs and software integrations to formulate a dynamic and unified trade environment.A composable approach provides agility, scalability, and innovation, leading to greater customer experience and business growth.What are the critical features of composable commerce?The key features of composable commerce are:APIs: The composable system relies on APIs to connect different software components and create a customized commerce experience.Packaged business capabilities (PBC): The tech stack includes various PBCs, such as content management systems, customer experience platforms, inventory management, and order processing.Unified commerce ecosystem: This feature focuses on the integration of various components throughout the entire commerce journey, including inventory management, customer service, and beyond.By seamlessly connecting these features, you deliver an unparalleled and cohesive customer experience that is both efficient and satisfying.Integrating this approach in your retail business empowers you to streamline operations, enhance customer satisfaction, and drive sustainable growth in an ever-evolving digital landscape.How to build a composable commerce platformIf you're considering building a composable platform for your business, there are a few key steps to help you through the process:Define your business goalsWhile transitioning to a composable system is complex, identify your business objectives.Ask questions such as: Why do you want to transition to composable commerce platforms? What do you expect the composable approach to achieve?Clearly outline the areas requiring improvements, such as business growth, customer experience, and operational efficiency.Tip: From the start, document your objectives and goals and ensure they're achievable. This forms the building blocks for your success.Go through your existing tech infrastructureYour existing tech infrastructure might be hindering the adoption of a composable system. Verify whether your current infrastructure is modular and compatible with external services.Knowledge of these gaps helps you decode the upgrades and migration required before you think about using a composable system.Tip: Ensure your tech stack supports API-driven microservices and architecture.Research and choose various componentsPerform in-depth research to find services and components aligning with your business goals and objectives. Start by considering features like CMS, payment gateways, inventory management systems, marketing automation tools, etc.Tip: Again, choose components with a robust API infrastructure because it helps you customize and extend functionalities.Rethink your integration strategiesAvoid the "hasty" integration approach. Instead, go slow by prioritizing critical components. This approach serves two purposes,Minimizes disruption of the existing workflows and operations.It helps you test and optimize your process along the way.Tip: Going slow with your integration helps your business evolve and transition toward a composable future.Train and upskill your employeesThe paradigm shift toward composable systems can become overwhelming for your employees. So, prepare your team for this change. Provide training and resources to support them in working seamlessly with modular components and maintaining the system's security and stability.Partner with expertsWhile you train your employees to adapt to this digital maturity, consider partnering with service providers or experts who can guide you through the transition to composable systems while providing valuable insights and support.Monitor and evolveYour work doesn't end after the migration. Why not?A composable system’s implementation is not a one-time affair but an ongoing effort. So, consistently monitor it.Tip: Keep an eye on emerging technologies to ensure your tech infrastructure remains agile and adaptable to future requirements.The technical side of composable commerceComposable commerce is built on the core principles of MACH architecture. These components work together to provide you and your customers with a seamless and flexible digital experience.Microservices: Microservices act as the building blocks of composable commerce. A microservice architecture provides a decoupled and decentralized approach to meet individual retailer requirements.API-first approach: These systems focus on the API-first approach, where different parts of the eCommerce system communicate using APIs. This approach enables integrated and best-of-breed solutions. Additionally, APIs allow you to create a tech stack based on your requirements without relying on the functionality of full apps or pre-built plugins.Cloud-native architecture: Composable solutions are cloud-native, helping you independently scale to meet demand. Additionally, this easily integrates with other cloud-based services while providing a reliable experience to your customers.Headless Architecture: Headless commerce refers to decoupling the front end from the back end functionality. These two sides remain connected via an API. At the core of digital commerce exists a headless architecture. It gives you a better grip on the customer experience, helping you make changes in the front end without altering the back end functionality.Advantages of composable commerceComposable commerce offers many advantages, such as flexibility, scalability, and superior customer experience. To demonstrate the benefits of composable commerce, let's explore some real-time case studies where this technology proved helpful:Provides flexibility and agilityComposable commerce empowers you to choose components within your ecommerce systems to meet your business needs.While selecting and configuring components based on your requirements is time-consuming, it improves your future business agility. You are no longer in the grip of monolithic solutions.Case study: How has Contentstack helped Dawn Foods' website become 80% faster than other sites?Dawn Foods faced the challenge of migrating from traditional orders to online services and was looking for an agile platform. For its MACH infrastructure, Dawn Foods chose Contentstack.Contentstack's composable digital experience platform (DXP) supported faster content updates, provided better customer experiences and helped them respond to customer preferences, making their online order site agile and customer-centric.Read the entire case study, "Cartier improves brand integrity and operations efficiency."What do our customers say?"Content updates in our site run 80% faster compared to publishing with a monolith CMS. In some cases, the content that could take up to a week to publish using a monolith CMS, we can publish in less than an hour with Contentstack." - Bob Howland, Chief Digital Officer, Dawn FoodsEnsures superior customer experiences:Delivering exceptional customer experience is the heart and soul of today's competitive landscape. This technology helps you customize and personalize every touch point in the customer's journey, resulting in happier, engaged, and satisfied customers.Case study: How did Contentstack ensure a consistent experience for RetailMeNot customers?RetailMeNot faced challenges changing their website content and making back-end systems work together. They turned to Contentstack’s composable DXP to manage content and connect these systems.Using reusable components, Contentstack created and updated content without needing to write new code every time. This helped RetailMeNot update the website while ensuring a consistent customer experience.Read the entire case study, "RetailMeNot creates omnichannel content at light speeds."What do our customers say?“We’re able to use the content types in Contentstack to define the experience, the layout, the different components, as well as the way we fulfill the components.” - Gary Newcomb, Principal Engineer, RetailMeNotEnhances scalabilityThe modular design and cloud-native approach of composable systems allow you to scale your operations up or down without disrupting existing processes. This scalability ensures business continuity and growth.Case study: How has Contentstack scaled MTR's operations?MTR Corporation wanted to increase its MTR mobile app experience by consolidating separate reward programs into one. Contentstack used the composable DXP’s ability to integrate with various channels to ensure MTR delivered omnichannel content.Contentstack's scalability allowed the MTR mobile app to shift from an ordinary app into a lifestyle platform that handles surges in user traffic while delivering content through various media channels.Read the entire case study, "MTR delivers rail riders an enhanced omnichannel experience."Increases innovationAPI-driven architecture helps you try different technologies, test your ideas, and innovate. It creates a culture of improvement and enables you to remain on the cutting edge of retail innovations.Case study: How did Contentstack help Cartier innovate?Cartier faced the challenge of managing multiple websites with inconsistent technology, time-intensive content updates, and a lack of brand alignment; they chose Contentstack's Composable DXP for its flexibility and ease of content management.Contentstack streamlined the website development and content reuse and created an innovative template-based "website factory" for creating localized sites. This innovation resulted in quicker site developments, seamless customer experience, and unified brand integrity across all the touchpoints.Read the entire case study, "Cartier improves brand integrity and operations efficiency."Predictions for composable commerce and retail innovationBecause of the development and implementation of composable commerce solutions in the retail industry, you will likely witness exciting improvements in the next few years. With 70% of large and mid-sized businesses likely to include composability in their approval process for new applications by 2024, the foreseeable future of composable commerce shines bright. Some predictions include:Growth of microservicesModular design will remain a key focus area in the future, and you can expect to see more microservices in composable systems. Building a composable infrastructure requires smaller, specialized services because they offer greater flexibility and scalability.Integration of AI and personalizationIntegrating artificial intelligence (AI) to handle and analyze data collected through various touch points will provide personalized experiences for customers. This will lead to a smoother and more personalized shopping experience.Rise of headless commerceAs headless commerce ensures greater customization and flexibility, you can expect more headless commerce-based solutions that offer distinctive and engaging customer experiences.With 92% of businesses agreeing that headless commerce makes it easier to deliver a consistent experience, this demonstrates its capability and growing impact on the business landscape.FAQ sectionHow does composable commerce improve the time to market for new products?Composable commerce allows you to easily add or replace components in your tech stack, leading to faster innovation and quicker response to market changes.What specific business challenges does this composable system address?Composable systems address several business challenges, including the need for customization, flexibility, and speed in delivering unique customer experiences.Can you integrate composable systems with existing commerce systems?Yes, you can integrate composable systems with existing systems using APIs and software integrations.How does composable commerce support the customization of the customer experience?Composable commerce enables businesses to tailor their systems to meet specific needs and deliver unique customer journeys.What are packaged business capabilities (PBCs), and how do they relate to composable commerce?PCBs are software components easily added or replaced in a tech stack. They are crucial to creating a flexible and customizable composable commerce platform.The future of retail is composableComposable commerce is the future - or at least a revolutionary change empowering the future of retail and eCommerce.Its ability to enable retailers to make changes in the future drives its rapid adoption.Regardless of trends that come and go - including artificial intelligence, virtual reality, or any other disruptive innovation - composable commerce supports your business requirements.So, are you ready to jump on the retail revolution bandwagon and prepare your business to use the composable commerce approach?Schedule a demo today to see how our product can help you achieve your business goals.

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Nov 16, 2023 | 2 min. read

Securing strategies for composable DXP

In a recent episode of Contentstack LIVE!, we hear from Matt Black, Director of Information Security at Contentstack, about the critical aspects of securing a composable Digital ExperiencePlatform (DXP) with a spotlight on user management and API token strategies within an enterprise headless CMS environment.The insightful discussion started with Black's thoughts on the need to view security considerations from a user's perspective, emphasizing the importance of ensuring safe and reliable dissemination of information when integrating systems and sharing content. Protecting the brand and messages while providing a trusted and safe delivery method is challenging, but it underpins the success of a secure DXP.Mitigate risks by using a CDNWhen it comes to protecting the integrity of your brand, Black highlighted the role of a Content Delivery Network (CDN) in mitigating risks like denial of service attacks and managing traffic surges. With its triple advantages of confidentiality, integrity, and availability, a CDN ensures smooth content delivery and provides a resilient defense against service disruptions."When promoting your brand, availability is crucial," Black said. "Using a Content Delivery Network (CDN) is vital to mitigate risks like denial of service attacks, ensuring your site can manage traffic surges and filter bad traffic. Contentstack's CDN addresses these concerns, playing a key role in the security triad: confidentiality, integrity, and availability. It accelerates content delivery through caching and provides an added layer of protection against service disruptions."Secure API keys and tokensAn equally important focus was securing API keys and tokens, the core of API security. Black pointed out that these should be protected as diligently as passwords to prevent accidental exposure. All essential strategies are tools to detect potential public disclosure of such sensitive information, regular rotation schedules for keys, and collaboration with IT teams to integrate protective measures into workflows.In the face of common threats like phishing, Black emphasized strengthening user access security. He recommended implementing single sign-on (SSO) through platforms like Active Directory or Okta and using built-in tools to monitor passwords, recommend password strength, and provide audit logs for event reviews.How AI affects cybersecurity challengesWhile accepting that AI lowers the entry barrier for attackers, Black highlighted how it can enhance defense through rapid anomaly detection. By recognizing suspicious activities that humans might overlook, AI can improve security and allow teams to focus on resolving more complex issues."When working with APIs, there's inherent trust in the accuracy of the shared information, managed through API keys and tokens, which should be guarded as diligently as passwords," Black said. "It's crucial to ensure these keys and tokens are secure and not inadvertently exposed, a common error often seen in security mishaps. To mitigate this, you can employ tools that detect potential public exposure of such sensitive information, establish regular key rotation schedules, and collaborate with IT teams to integrate protective measures into your workflows."The key to a secure composable DXPThis episode is a comprehensive guide for building a composable DXP. The key lies in blending user management strategies with vigilant API token protection and leveraging AI's capabilities for superior defense.By adopting these methods and leveraging the suggested resources, businesses can fortify their cybersecurity foundations and confidently navigate the digital world.Watch the full Contentstack LIVE! episode to learn more.

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