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What a better CMS can do for your business

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Sera Filiz

Are you hoping to see better returns from your digital investment? To do that, let’s consider the biggest challenges facing companies, in order to find out how the right CMS can enable you to create seamless online customer experiences.

Customers expect and rely on a sophisticated online experience, one that simplifies ordering, provides detailed product data and personalized product recommendations, and offers quick and reliable access to specialized support.

Consider these statistics:

• 90% of customers have indicated that customer service is important to their choice of and loyalty to a brand.

• 80% of customers place the same importance on digital experience as they do on product quality.

• And 58% will sever a relationship with a business due to poor customer service.

There’s a pretty good chance you’re keeping yourself blocked off from your full potential to meet customer expectations – maybe you feel overwhelmed by a global audience, multiple touchpoints, or siloed systems.

Now consider this:

• What if you could convert 50% or more of your website visitors into paying, repeat customers?

• What if you could customize every aspect of the search experience to match your customers' needs, creating more personalized experiences than ever before? 

• What if you could orchestrate multi-experiences that merge content and commerce, while ensuring brand consistency?

• What if you could launch campaigns instantly, across 150 countries and 40 different languages?

By upgrading your techstack, you can fix all of those issues and actually help your customers find what they’re looking for.

And here's how you can expect to do it:

• With an open, best-of-breed, API-driven solution providing "the missing piece" for enterprise eCommerce solutions

• With customizable integrations, such as Algolia and Salesforce Commerce Cloud, designed to perfectly match what your customers are searching and shopping for, driving better engagement and experiences.

• Combining a hybrid headless content management repository and asset management system with an omni-channel delivery engine

• Easy to learn, yet powerful visual UI that facilitates the real-time composition and preview of complex, front-end customer experiences across different digital channels and devices

• Enterprise-level translation and localization capabilities, modular omni-channel architecture, and a great implementation team

Take the case of Deckers Brands: 

Deckers is a global leader in designing, marketing, and distributing footwear, apparel, and accessories developed for both everyday casual lifestyle use and high-performance activities.

With revenues of US$2 billion worldwide, the company’s portfolio of brands includes UGG®, Koolaburra by UGG®, HOKA ONE ONE®, Teva®, and Sanuk®. 

Regardless, they faced some challenges:

  • Global cross-disciplinary teams struggling to share content more efficiently across multiple brands
  • Need for immediate, localized content launches based on trends, like seasonal weather changes
  • Need for immediate integration with eCommerce platform

After a few years spent searching for the right CMS, Deckers chose CoreMedia based specifically on the ease of the platform, allowing merchandisers to drag and drop both content and products from different repositories to quickly provide new customer experiences, even for non-technical users.  

With CoreMedia, a solution launched in under two months. All Deckers Brands now share a platform enabling consistent mobile-first optimized experiences. Marketers and merchandisers are able to focus on customer experiences and respond to trends faster, and the time-to-market for new campaigns and content reduced from several weeks to hours.

With CoreMedia’s hybrid headless CMS, you’re able to elevate your customer experience, and drive real impact.

Visit CoreMedia to find more information, or schedule a demo.

Stage 1: Fragmented: Multiple Channels

You’re a digital dinosaur!

You have a beautiful website, but with fragmented digital experiences, you run the risk of extinction.

It’s time to evolve.

Your audiences want a seamless experience, no matter what's happening behind the scenes. When your experience is different or difficult, it’s important to start with the basics, such as cultivating a holistic approach to online digital experiences. Realign your teams, platforms, processes, goals, and metrics around a comprehensive view of the online experience. Focus on the end-to-end customer journey cutting across channels, desktop and mobile.

separate channels animation circle t-rex dinosaur square
Stage 2: Integrated: Multiple channels

You’re a fish!

Signs of exciting life are starting to form. Your DX is responsive and adaptive but it’s not quite personalized yet.

Keep swimming!

The integration of your brand content across every touchpoint (website, online store, social media, emails, apps, point of sale) creates immersive experiences. These flagship sites combine content-rich brand experiences with immediate conversion capabilities. Business teams and marketing are closely aligned. However, while the digital experience is responsive and adaptive, it’s not yet personalized.

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Stage 3: Instant: Global expansion

You’re a crocodile!

You’re taking it global. Speed and scalability are key and just like a crocodile, you’re fast…but you’re clumsy.

Oh snap!

In this stage, the online digital experience becomes completely dynamic. You need content that is global, yet relevant, with plenty of local insights: Who is the user? Are they using a mobile phone? Is it raining where they are? Is it snowing? If it is, maybe they need warm, waterproof boots. All of this contextualized information creates a better user experience. With one global orchestration, you’re able to adapt everything, in whatever country or language you choose – while keeping turnaround times low. So keep evolving.

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Stage 4: Dynamic: Real time personalization

You’re a lion!

You’re reaching more customers in more countries and languages than ever before, and now you’re finally hunting and collecting info with precision.

But you can do more to keep your brand roaring!

As you graduate to the Instant level, you’re able to rapidly update everything - not just in one language and for one country, but in 20 languages and for 100 countries. Speed and scalability are key, driven by the need to roll out global campaigns in all languages and all touchpoints and make updates in minutes or hours, not weeks. But there’s still more to do to reach nirvana.

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Stage 5: Immersive: Elevated experiences

You’re Captain Content!

You’ve done it! You have opposable thumbs AND you’re saving the world with your seamless, elevated customer experiences.

You're a superhero in the digital space.

Your digital world and your physical world are blending together in the most complementary way possible. When shoppers visit your store, they’ll be greeted with their pre-selected products. Language changes dynamically depending on country of origin – it's like the whole store was set up just for your one specific customer.

In this final stage, your customer experience is truly immersive and superior, and your flagship store merges your physical and digital world into one, with a truly personalized individual experience.

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