Foundations are the most important component to a building, no matter how classic or avant-garde the design is. The Parthenon certainly wouldn’t still be standing stoically if it were not for strong foundations.
Likewise, great websites are built on strong foundations and structure. Because ecommerce is much more than displaying a page with your products and accompanying prices. It’s about providing easy and enjoyable digital experiences that are personalized to each user.
Content is creative and personal, rather than plain and general – at least for the best performing brands and retailers.
And one of the most creative, most personalizable content management systems that is currently on the market is Adobe Experience Manager.
If you’re new to AEM, it’s essentially all in its name: a robust platform for the management of digital experiences, owned by the San Jose-centered multinational Adobe.
And one of its features is Sites, which has been helping digital marketers create the right content for the right people, and to communicate effective messages to earn loyalty, meeting their customers wherever they prefer. And can be live at superspeed.
Consider the following example: you’re in the accommodation industry and hold a host of beautiful luxury cabins in the woods. So beautiful and luxurious in fact that it’s very popular with large family gatherings. Reserving five cabins for 16 people is not uncommon.
But how would you react if such a family gathering had to cancel with only one week before the big – now cancelled – family gathering? Besides the alarm bells that would be screaming in your ears, how could AEM Sites help you benefit from such a catastrophe?
With AEM Sites you can create a hot promotion by first creating a custom webpage for the promo, choosing from templates and style sheets, which are perfectly connected to the wider Adobe Creative Cloud. Essentially everything that your designers have created and approved you will find here.
Then you can drop in any number of pre-existing content blocks that help design and lay out your promo page. AEM Sites is particularly good at user experience, and features a smooth drag-and-drop interface, making it great to edit.
By providing themes, styles and designs, all you need to do is focus on the minor textual changes and previewing them as customers would see them – having already set the imaging, videos, and texts.
But the power of Sites goes beyond creation and into automation and artificial intelligence. For example, if you sold those original luxury cabin lodges for $120 per night, you can lower the price for your hot promo to $95 per night. Now, when you change the price on Sites, the master editor will ensure that it is updated automatically on every page where the price appears!
And although you may craft the ideal hot promo on a desktop, Sites makes it omnichannel by making it appear on any device where your customers go to get their info: on mobile, on their smartwatches and other wearables – fit for every screen, and in every language. This means you can manage all experiences across your separate language-specific sites, and handle your global promos from one place – now that’s a lot of power at your fingertips.
And to make it highly personalized, AEM Sites enables geolocation capabilities to allow you to send your promo to specific destinations. And to target this promo to your most loyal customers, ensuring they get first dibs on attractive discounts.
Now doesn’t that sound less like a content management system and more like a 360 experience management system? I thought so, too!