The Power of Connection: Linking Content and Commerce

By Joe Lozito, Chief Technology Officer, and Gary Schoch, Global Commerce Lead

Today’s empowered shoppers demand personalized, compelling experiences that blend inspiration, education, sharing, and shopping with a consistent message. This customer expectation creates a heightened need for brands to interact seamlessly with their customers from the point of research to purchase and beyond, across all channels. What’s more, this is just as true for the specialty apparel retailers as it is for the complex, component-based firms selling B2B. The truth is, relevant content that answers the customer’s questions and provides information at just the right time is what drives sales.

For the last two years, Rosetta has created the intersection of content and commerce—which we believe to be the sweet spot for digital commerce—by joining the world-class capabilities of Adobe Experience Manager (AEM) and IBM WebSphere Commerce (WSC) through our propriety Rosetta Connector solution. Our Connector enables commerce and marketing users to manage content and commerce sites by employing readily available digital assets and content to improve the customer experience while meeting the complex demands of eCommerce solutions.

Extending Solutions to Address Clients’ Needs

Naturally, we are pleased to see the software solution providers, in this case Adobe and IBM, recognize the significance of this capability and provide a supported integration framework directly from the vendors. This enables firms like Rosetta to continue to expand on the use of these tools for our clients. With this latest announcement, Adobe and IBM’s newest tool brings to market a similar integration of the WCS catalog, cart, promotions, and pricing into the AEM authoring tools. Based on our experience, we will continue to extend the solution to meet specific client needs.

“Customers have come to expect highly engaging, visual brand experiences,” says Adam Orentlicher, Director of eCommerce Offerings & Strategy for IBM. “This shift is revolutionizing how brands sell online. By combining the power of Adobe Experience Manager, IBM WebSphere Commerce, and IBM Sterling Order Management, our most creative clients and partners can quickly and easily deliver an optimal, personalized experience to their buyers complete with convenience and flexibility in order fulfillment.”

Fitting Content and Commerce into a Bigger Picture

Until a few years ago, the capabilities required to deliver a seamless, contextually relevant experience were deeply divided between content management systems (CMS), which deliver content-rich, personalized experiences, and commerce systems, which provide a catalog-based shopping experience and execute transactions.

The Rosetta Connector is now being used to help power sites for several of Rosetta’s clients around the world, enabling those brands to focus on the comprehensive brand experience as opposed to certain areas of the sites having deep content, but lacking any ability to transact. For example, at one well-known apparel company/lifestyle brand, marketers are able to design and author experiences completely within Adobe Experience Manager, leveraging AEM templates, digital content, and personalization capabilities, while seamlessly accessing product and pricing information, dynamic customer segments, and shopping cart functionality from WebSphere Commerce.

Rosetta has lead the way in sharing the “customer context” to avoid data duplication and to give marketers the tools they need to engage consumers throughout the buying journey. Marketers “drag and drop” content from both platforms into a single integrated authoring experience. The resulting product is a fully responsive, highly engaging, and content-rich digital experience that serves as a destination for consumers—as opposed to just the mechanism to complete the purchase cycle.

But connecting CMS and commerce systems only provides one tool to engage customers; as such, it is just one step in creating a comprehensive ecosystem that puts the needs of customers first. We have proven to our clients that brands that are serious about tapping the value of customer engagement must address myriad integration points, including applying insights from data garnered from disparate sources (transactions, browsing history, social media interactions, third-party data, order management systems, POS, etc.) to gain an understanding of customers’ personalities and apply that insight to all channels.

Modular Ecosystem Facilitates Scalability and Future

Rosetta addresses this complex network of systems through its Engagement Engine. The Rosetta Engagement Engine starts from the perspective of delivering the most engaging, relevant, and valuable experiences for the customer, regardless of channel, scale, legacy organizational silos, or technology platform. Think of it like a component stereo system where you can swap out the speakers for the latest and greatest model without changing the rest of the system. By keeping the ecosystem modular, Rosetta builds in scalability, flexibility, and future-proofing. As new and innovative technologies appear, including cloud-based solutions, Rosetta can seamlessly connect them to the Engagement Engine framework.

We are proud of the expertise, connectors, and accelerators we have developed to deliver stunningly relevant and effective experiences, but technology is only as good as the mindset and strategy used to leverage it. At Rosetta, we start with the customer, not the code. We teach you how to synthesize and understand customer behaviors and attitudes to create the deep insights that ultimately facilitate one-to-one marketing. We then tailor our solutions to maximize growth while speeding the time to market of business-driven, relevant, enriched content that embraces the commerce transaction.


For more facts and figures on the value of Customer Engagement, download the Rosetta Consulting white papers:

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