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Buzzword bingo: The real deal behind omnichannel, personalization and headless

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Personalization. Omnichannel. Headless.
What's behind these buzzwords and how can you use them to your advantage? We lay out some some practical insights to guide your e-commerce projects, explain why these buzzwords matter, and use concrete examples to show what you can achieve with them.

Veröffentlicht in: Technologie
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Buzzword bingo: The real deal behind omnichannel, personalization and headless

  1. 1. Buzzword Bingo the real deal behind omnichannel, personalization and headless
  2. 2. Hello! Industry Analyst and Content Writer at commercetools @rzenner Dr. Roman Zenner Product manager at Magnolia @topherzee Christopher Zimmermann
  3. 3. Personalization 1
  4. 4. Personalization Exact same website for every visitor?
  5. 5. Personalization What it is Personalization is a digital experience that is customized for you based on some information.
  6. 6. Personalization Content Experience & Delivery Same content for everyone Visitor (Stan) Visitor (Jan) C Content Experience & Delivery Different content for everyone Visitor (Stan) Visitor (Jan) A B A,C B,C
  7. 7. Personalization IN EUROPE
  8. 8. Personalization IN USA
  9. 9. Personalization Benefits Visitors get more relevant content. Website owners get more conversions.
  10. 10. ◎ Data for the personalization, and Segmentation ◎ Personalized content Aspects of personalization Personalization
  11. 11. Data for personalization: ◎ Explicit ◎ Implicit Personalization
  12. 12. Personalization Explicit - User told me so. ◎ Registered with your website (CRM) ◎ Interests and content preferences ◎ “Business” vs “Personal” ◎ Facebook data ◎ Loyalty program signup
  13. 13. Personalization Implicit - I figured it out. (Behaviour and context) Anonymous GeoLocation and time New vs. returning visitors Browsing history or Cart Referer or Campaign Registered Member CRM Loyalty card program Customer status
  14. 14. Personalization
  15. 15. Personalization
  16. 16. Personalization State of retail ◎ Some are very advanced ◎ Most are just getting started
  17. 17. Personalization Challenges
  18. 18. Personalization Tips ◎ Just start! ◎ Start simple ◎ Split your audience into the most important segments ◎ Tag your content to match those segments
  19. 19. Headless 2
  20. 20. Headless Headless: Best marketing term ever.
  21. 21. Headless (AKA: API-first, decoupled) What it is “Head” refers to the frontend of a digital experience. (ie webpage) A headless CMS manages content, but doesn’t generate and deliver the experience to the user. A headless ecommerce system manages products and transactions for any frontend. A headless system typically delivers its content via a REST API. - a set of URL’s that deliver raw content instead of HTML web pages.
  22. 22. Headless Content Experience & Delivery Full CMS Visitor Content Headless CMS Experience & Delivery VisitorAPI’s
  23. 23. Headless Benefits Easy to connect to other systems Use any frontend technologies and delivery channels Start projects faster Content is future-proof (Note: Headless is not a customer-facing feature)
  24. 24. Headless Examples ◎ Native mobile app ◎ Javascript web app (SPA) ◎ In-store kiosk ◎ Chatbots ◎ Smart speakers (Alexa etc.)
  25. 25. Headless Headless Demo: Alexa
  26. 26. NORMAL WEBPAGE
  27. 27. REST API
  28. 28. REST API
  29. 29. Headless Challenges ◎ No content preview ◎ Marketers dependent on developers again ◎ Experience management - with forms?
  30. 30. Headless Typical headless editor (Form) Magnolia stories editor (Experience)
  31. 31. Headless Content Experience & Delivery Full CMS Visitor Content Headless CMS Experience & Delivery VisitorAPI’s
  32. 32. Headless
  33. 33. Hybrid Headless
  34. 34. Hybrid Headless Hybrid Headless
  35. 35. Headless enabling seamless user experience & team cooperation Marketers control experience (pages, layouts, content, campaigns etc) IT controls infrastructure, builds reusable commerce modules and inject them into the CMS CMS
  36. 36. Omnichannnel 3
  37. 37. Omnichannel
  38. 38. Omnichannel A website, a mobile app, and a facebook account, right?
  39. 39. Omnichannel What it is "Omni-channel experience is a multi-channel approach to marketing... that creates an integrated and cohesive customer experience no matter how or where a customer reaches out." - Hubspot
  40. 40. Omnichannel Channels http://storm81.com/all-marketing-channel-database
  41. 41. Omnichannel Web Content Web Visitor Experience & Delivery In Store In Store Social Social Mutlichannel One Story Content Web Visitor Experience & Delivery In Store Social Omnichannel Feedback for 360 customer view
  42. 42. Omnichannel Benefits Visitors get integrated, seamless experience. Website owners get more conversions and an integrated view of their customers.
  43. 43. Omnichannel
  44. 44. Omnichannel Examples ● Start purchase on phone - complete on desktop - pickup in store. ● Location (GPS/beacons) for relevant offers ● In-store kiosks ● Airport displays (Checkin and gate) ● Credit approvals ● Integrate other services and mobile apps
  45. 45. Omnichannel Tips ● Multichannel is a necessary foundation ● Choose one project or customer journey ● Omnichannel is a corporate level decision ● Align departments on goals Create a “story that lives across channels”
  46. 46. Conclusion
  47. 47. Conclusion They work together ◎ Omnichannel touchpoints must be personalized ◎ Headless supports omnichannel ◎ Headless can be personalized Personal- ization Headless Omni- channel
  48. 48. Conclusion Content Web Stan Experience & Delivery In Store Mobile Personalization, Headless & Omnichannel Feedback for 360 customer view Jan C A B A,B A,C Stan’s Story Jan’s Story
  49. 49. Ecommerce Content Management Conclusion Personal- ization Headless Omni- channel
  50. 50. Thanks! Product manager at Magnolia @topherzee Christopher Zimmermann Any Questions? Industry Analyst and Content Writer at commercetools @rzenner Dr. Roman Zenner

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