Back to Blogs

Composable vs. monolithic: Which is right for you?

The Contentstack TeamJan 05, 2023

Talk to an expert

about something you read on this page

Contact an expert

Businesses are trying to create better customer experiences, so composable digital experience platforms (DXPs) are becoming more popular. But what are they? How do they compare to monolithic platforms? And how do you choose the right one for your business? In this blog post, we will answer these questions and more.

What is a digital experience platform (DXP)?

Digital experience platforms (DXP) are purpose-built technology solutions for creating, managing, delivering and optimizing consistent digital experiences across different customer touchpoints. These tools offer businesses a valuable way to communicate with their users through content and obtain customer feedback through data collection.

Companies can utilize DXPs to create content tailored to websites, email campaigns, mobile apps, social media channels, e-commerce sites, IoT devices, digital signage systems and more. Beyond simply broadcasting content on each platform, DXPs also allow marketers to automate marketing activities and develop a unified digital experience that can take users toward their desired goals or objectives.

DXPs help companies understand what customers want and need. They can do this by looking at how customers act online on websites, social media, and other online places. Businesses can then use this information to reach out in new ways or to improve their relationships with existing customers. Ultimately, using a DXP helps organizations make more sales or conversions by providing a better user experience across multiple channels.

What is composable architecture?

Composable architecture is an innovative way of organizing and managing software development that separates front-end and back-end code. This technique enables teams to create, modify and launch content without relying on developers for coding. This method of organization helps speed up development and make it more efficient. 

Composable architecture makes developing software easier while encouraging teamwork between different departments. For example, if you use a composable content management system, the marketing team can make changes and publish their work without waiting for developers to finish coding. This way, teams can post new content more quickly. Additionally, developers can focus on creating unique experiences and features instead of being bogged down with marketing tasks or fixes.

What is a monolithic DXP?

A monolithic DXP solution is an all-in-one platform that provides a suite of tools for managing content. These platforms are designed to enable users to store, manage and publish content quickly and easily. They typically offer features such as content editing options, user permissions and roles and media asset management.

Monolithic content management solution platforms can be rigid in terms of how they operate and may not be able to keep up with the ever-changing needs of a business. Additionally, they tend to take longer to customize than composable DXP systems.

What is a composable DXP?

The composable DXP concept is still relatively new and has become increasingly popular recently. A composable DXP is a platform that allows digital teams to assemble individual services or microservices into an experience that meets their specific needs. This innovative type of DXP is essentially an assembly of best-of-breed solutions to deliver content and digital experiences to customers in a much more agile, flexible and efficient way than a single monolithic platform.

As opposed to the traditional monolithic approach taken with DXPs, this microservices approach enables companies to cost-effectively customize their DXP according to their business needs. Furthermore, allowing for a greater level of scalability and interoperability allows faster time-to-market for new features or services, as well as improved customer satisfaction.

The composable approach gives organizations better control over their digital experiences and helps them stay ahead of their competition by enabling them to focus on innovation instead of maintenance. A composable solution makes it easier for businesses to move quickly while keeping up with the ever-changing technology landscape.

What to consider when comparing a composable and monolithic DXPs

Can the platform integrate with solutions your team currently uses?

Monolithic suites are large programs often made up of products obtained through acquisitions and then given a makeover in terms of branding and user experience to fit into the overarching process. Such products lack the open-source code needed to integrate them seamlessly with other solutions, which can limit their utility as part of a more comprehensive DXP solution. This technique makes it simple for internal integration, but external integration can be difficult or even impossible.

On the other hand, with a composable DXP, external integration is better facilitated due to its ability to connect with existing best-of-breed solutions more readily. As such, organizations have more control over how their digital experiences are created and tailored for their specific audiences. Furthermore, each individual component can be monitored separately from the rest of the system, allowing for greater visibility into performance and ease of scalability when needed. Ultimately, a composable DXP offers organizations greater flexibility and agility compared to monolithic platforms by providing enhanced external integrations and visibility into performance metrics on an individual basis.

How much time will it take to deploy the platform?

Deploying a new monolithic suite can require significant time and effort — sometimes months — and demands constant monitoring for unexpected changes or challenges during set-up.

Moreover, it's necessary to ensure that all employees acquire the required skills to work effectively in this new environment. Besides the technical implications of such large-scale transition projects, there are also social and psychological implications that business leaders should take into consideration. Companies must be aware that transition periods affect team dynamics and thus must create an atmosphere of collaboration that encourages employee engagement and satisfaction throughout the process.

On the other hand, a composable DXP approach allows companies to start quickly, taking advantage of the existing knowledge their staff already has. This strategy eliminates the need for extensive training since they can be up and running with a condensed feature set using workflows they're already familiar with.

How will we keep the platform up-to-date?

Companies can easily keep their composable DXPs up-to-date as the various vendors focus solely on perfecting their solutions. Additionally, organizations can frequently enhance open-source products with improved customizations and updates that won't depend on the vendor.

For monolithic suites, a single vendor provides updates and new features; however, some of these “nice-to-have” additions may take an extended amount of time to be implemented to the platform  — if at all. Even minor bugs can be left without resolution until suite-wide updates are rolled out. Companies should be aware that they may not always get timely fixes for any issues they encounter while using DXPs with a single-source provider.

How secure are these platforms?

A composable architecture allows security updates and patching solutions to be implemented quickly for each component without hindering other systems. This expedited process allows for swift response times in case a breach or vulnerability is discovered. 

However, if a security flaw is found in one component of an entire suite, it can likely extend to the whole system, thereby rendering the entire suite susceptible to exploitation. Consequently, organizations must take extra care when monitoring their suites for security flaws to ensure that all corners of their system are protected from malicious actors.

On the other hand, monolithic solutions can be patched as a single software package. Still, patches may need to happen when the system is not being used, causing extended exposure to vulnerabilities.


Composable DXPs offer more flexibility and agility compared to monolithic platforms. This means they can scale better, have new features and services faster and improve customer satisfaction. They also provide shorter deployment times, easier updates and enable responsive security updates. However, while they may be more flexible than a single-vendor platform, companies must still carefully monitor their systems for any potential security flaws or vulnerabilities that could put their entire suite at risk. Ultimately, businesses can make informed decisions about which type of system best meets their needs by understanding the differences between these two approaches to digital experience delivery and the pros and cons of each.

Learn more

Learn more about composable architecture in our guide, “The ultimate marketer’s guide to composable DXPs.”

Schedule a free demo to see how Contentstack’s composable DXP can help your organization deliver the digital experiences your customers crave.

About Contentstack

The Contentstack team comprises highly skilled professionals specializing in product marketing, customer acquisition and retention, and digital marketing strategy. With extensive experience holding senior positions in notable technology companies across various sectors, they bring diverse backgrounds and deep industry knowledge to deliver impactful solutions.  

Contentstack stands out in the headless composable DXP market with an impressive track record of 87 G2 user awards, six analyst recognitions, and three industry accolades, showcasing its robust market presence and user satisfaction.

Check out our case studies to see why industry-leading companies trust Contentstack.

Experience the power of Contentstack's award-winning platform by scheduling a demo, starting a free trial, or joining a small group demo today.

Follow Contentstack on Linkedin

Share on:

Talk to an expert

about something you read on this page

Contact an expert

Recommended posts

Dec 08, 2023 | 6 min. read

Understanding the impact of composable infrastructure on software development

Highlights Embracing composable infrastructure is a must for the software development industry for the following reasons: Optimized use of resources Faster software development and deployment Support for new and traditional applications Enhanced developer productivity Ensures suitability for dynamic environments Read on to learn how this technology impacts the software and application development landscape and its future. In the fast-paced business environment, there is an urgent need to develop a scalable and adaptable IT infrastructure. For a long time, businesses have struggled with unresponsive and slow IT systems, which are complicated and lead to inefficient use of resources. However, this is no longer true, as composable infrastructure allows developers to test, create, and deploy applications based on user requirements. But what is composable infrastructure, and how does it benefit software development?  Let’s explore! What is composable infrastructure? Composable infrastructure is a framework in which computing, storage, and networking resources are decoupled and composed virtually based on an application’s demands. These resources work like unified services in composable infrastructure, providing maximum flexibility. This infrastructure creates a virtual environment where developers can compose and decompose resources. It enhances the use of hardware and enables a quicker response to changing user requirements As the composable infrastructure market will reach $11.33 billion by 2028 from $4.79 billion, businesses must recognize the importance of going composable. Drawing an analogy, composable infrastructure combines the strengths of the traditional environment with those of the cloud. What differentiates traditional from composable infrastructure? Traditional infrastructure works on a static model, where developers manually set up and adjust resources to meet application requirements. This model limits adaptability and flexibility as developers underutilize or over-supply its resources. Modular infrastructure, however, advocates for a dynamic model. The physical computing, storage, and network fabric resources are abstracted. Computer programs are then developed to assemble and reuse those units according to real-time requirements. This results in: Intelligent use of resources. Cost-reduction Accelerating the software development lifecycle (SDLC) This increasing dependence indicates a shift towards an increasingly automated, reactive, and scalable IT infrastructure. How does composable infrastructure work? Composable infrastructure works by abstracting and pooling resources together so that a single API can manage them. For instance, when the IT team needs new software, the API creates the required infrastructure based on the business requirement using the existing component pools. Composable architecture reduces the burden on development teams. Software engineers and developers must build the physical infrastructure to support new software without a composable system. When the team members no longer require the software, they can reuse the components to build another one. What roles does infrastructure-as-a-code play in composable infrastructure? Infrastructure-as-code (IaC) is the cornerstone of composable infrastructure. IaC allows developers to automate the management and monitoring of resources instead of manually installing and configuring the operating systems, hardware devices, or resources they use.  With the help of IaC, developers can transform static hardware into a flexible pool of resources. These resources are flexible depending on the business needs. As a result, developers can provision and script their technology stacks. This makes IT operations agile, flexible, and scalable. Another reason why modern software development depends on IaC is that it offers rapid iterations and continuous integration and delivery. What is the impact of composable infrastructure on software development? Here's how composable infrastructure impacts the software development process: Promotes sustainable IT practices Composable infrastructure makes the application and software development process sustainable. This minimizes energy consumption, resulting in the total reduction in carbon footprints associated with IT operations. Businesses that adopt a composable approach promote greener and more responsible tech practices. Impacts the software development lifecycle (SDLC) With traditional approaches to software development, developers face numerous issues in the deployment stage. That’s where composable infrastructure comes in.  A composable approach to infrastructure ensures dynamic resource allocation, assuring all business applications function properly. This strengthens the SDLC process while reducing the time to market for software products. Facilitates DevOps practices A composable approach to infrastructure aligns with DevOps principles to enhance the efficiency and continuous delivery of applications. It unites development and operations departments for a streamlined flow. What are the benefits of composable infrastructure in software development? Adopting composable infrastructure comes with many benefits, including: Ease of use Complex IT infrastructures are challenging for developers to implement and, even worse, to maintain. Developers shift to composable infrastructure because these traditional systems don’t offer efficiency or agility.  With composable infrastructure, developers can manage all resources from a single location.  Under such a setup, they don’t have to add hardware separately because they can compose required resources from other applications. After reusing the resources, developers can return them to the resource pool.  Today, developers can overlook their complicated data centers. This is because the composable environment simplifies the application development and deployment, and workload management.  As a result, project managers receive accessible and scalable systems. Increases efficiency The dynamic allocation of resources reduces the time spent on manual provisioning. This results in faster SDLC and reduces the time to market for products. Case study: How did Contentstack’s composable architecture help To replace their decade-old CMS,, a leading e-commerce platform in the Netherlands and Belgium, partnered with Contentstack. They wanted a headless CMS to manage their website content and address the increasing content requirements of their mobile app. So, chose Contentstack's composable infrastructure. Contentstack’s headless CMS delivered content across platforms, reducing the time required to create and update campaign pages. With Contentstack, increased its click-through rate by up to 40% and improved its website performance. What do our customers say? “We give everyone the opportunity to fill fast, to create something, put it out in the open, check if it works, and then improve it as you go along. So we do focus on having experiments running with the content. We like Contentstack because it enables you to go to production fast, and change fast if you’d like to.” Jan Willem Mathijssen, Project Lead at Click here to read the entire case study. Eliminates workload-specific environments Composable applications eliminate the need for workload‐specific environments. It provides a fluid set of resources that developers can combine to meet application requirements. Provides greater flexibility Developers can respond to constantly changing requirements by composing and decomposing resources. Such agility is paramount in a sector that constantly looks for new ideas and ways of improving. Case study: How did LADbible Group improve its content management with Contentstack? The LADbible Group used an in-house content system. They wanted a flexible and scalable solution to suit their dynamic content requirements. Their move to Contentstack’s headless CMS ensured flexibility in content creation.  Using a composable infrastructure, LADbible experimented with new content types. Additionally, Contenstack’s developer tools helped them launch new content types rapidly and cost-effectively. What do our customers say? “What set Contentstack apart from other headless CMSes was the extension points built into the system. When it comes to fitting it in with your systems, the world’s your oyster.”  Tom McGiveron, Lead Software Engineer at LADbible Group. You can read the LADBible Group’s case study here. Improves risk management By allowing developers to adjust to changing requirements, composable systems give them the power to avert the risks related to software development. They can recognize problems and fix them to enhance the quality of final products. Future of software development with composable infrastructure Composable infrastructure will be crucial in software development in the coming years. Here’s how composable infrastructure and software development will go hand-in-hand: Increased use of infrastructure-as-code (IaC) As the adoption of DevOps practices increases, businesses will use IaC more. This will allow developers to provision and manage the IT infrastructure using definition files that are readable by virtual machines. Expansion of hybrid cloud environments A hybrid cloud environment in composable infrastructure will be standard. As a result, in the future, businesses can exchange resources between on-premise and cloud environments. Growth of edge computing Composable infrastructure will support resource management and provisioning as edge computing grows. It will increase the data processing speed, ensure fast decision-making, and enhance application performance. FAQs What are the critical components of composable infrastructure? The critical components of a composable infrastructure are: Software-defined intelligence Unified application programming interface (API) Unified resources of computing, storage, and network fabric How does composable infrastructure enhance developer productivity? Composable Infrastructure significantly increases a developer’s productivity by making the resource management process simpler and more manageable. It removes the burden of manual provisioning, which is time-consuming and prone to errors. What role does composable infrastructure play in digital transformation? Composable infrastructure is crucial in digital transformation, making companies more agile, flexible, and responsive to business changes. With its flexible resource control feature, companies can respond swiftly to shifts in business demands. How does composable infrastructure support both traditional and newer application development? Composable infrastructure offers flexibility and efficiency that supports traditional and modern application development. For traditional applications, the ability to provision resources allows for efficient management of static workloads. Go composable with confidence Composable infrastructure will become more critical as more businesses recognize its value. A modular system promises enhanced productivity, flexibility, scalability, and adaptability, all contributing to a streamlined and efficient operation. To learn how a modular infrastructure will increase the efficiency of your software development process, contact Contentstack today and schedule a free demo!

Nov 30, 2023 | 7 min. read

Composable technology: Why should the travel industry pay attention?

Why the travel industry should embrace composable technology Composable technology and a headless CMS can revolutionize your travel business with the following benefits: Enhanced customer experience (CX) Flexibility, personalization, and agility Scalability and adaptability The power of headless CMS in travel Improved content management Real-world success with headless CMS Given 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 to Respond to customers’ demands rapidly Offer personalized solutions Adapt to current market trends Release competitive pressure The rise of headless CMS in travel When 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 study How 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 Icelandair To learn more, read the full case study, “Icelandair improves automation, workflows, and localization with Contentstack.” Digital experience platform (DXP) in the travel industry Let’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 journey DXP provides a consistent experience, regardless of the digital touchpoint used for customer interactions. This unified journey increases customer loyalty. Personalization Today, 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 integration With 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 process As 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 companies With 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 architecture Composable 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 development With 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 customization Brands 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 scalability During 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 engagement Did 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 Strategies Composable 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. FAQs What 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 technology Composable 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.

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 personalization The 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 personalization Implementing 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 personalization The 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 integration Dynamic 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 personalization How 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." Conclusion Personalization 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.

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 retail For 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 platform If 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 goals While 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 infrastructure Your 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 components Perform 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 strategies Avoid 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 employees The 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 experts While 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 evolve Your 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 commerce Composable 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 commerce Composable 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 agility Composable 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 Foods Ensures 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, RetailMeNot Enhances scalability The 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 innovation API-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 innovation Because 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 microservices Modular 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 personalization Integrating 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 commerce As 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 section How 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 composable Composable 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.

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 architecture Composable architecture helps you build more scalable, flexible, and adaptable digital applications. Here are some benefits of composable architecture:  Improves efficiency and development speed Composable 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 innovation The 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 option Compared 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 workflow REWE core website 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 scalability Scalability 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 software The 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 business As 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 software Here are some strategies to consider when developing applications with composable design: Build a composable infrastructure Composable 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 APIs Microservices 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 methods Use an agile development approach to build composite software. Agile development relies on 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. FAQs 1. 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!