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BEST PRACTICES & STRATEGIES
Sitecore’s Top 5 tips for context-driven
commerce
“The right content, delivered in the right context, is what be integrated with the entire customer experience
drives great commerce results”, is Sitecore’s mantra in across every channel, online and offline.
its whitepaper “Commerce: It’s always personal. How
context-driven content fuels sales growth”. 3. Gain actionable insights to keep conversations
going: Commerce data should be fed back into your
The company is well-known for its ‘Experience Platform’ behavioral database to generate insights you can
that empowers marketers to deliver personalized inter- use to attract, nurture, and retain customers. When
actions that delight audiences, build loyalty and drive shopping data informs your cross-channel market-
revenue. ing, customer interactions become far more relevant
and more profitable.
Sitecore highlights that “useful, engaging content fuels
customer interactions, but that content will be far more 4. Analyze detailed commerce and customer expe-
useful and engaging if it’s delivered in the context of the rience data so that you understand how customer
customer’s latest interaction with your brand. To identify journeys lead to a purchase and can guide custom-
which content works best for which type of customer, at ers down the right path to maximize conversions
which stage of the buying cycle, and through which and minimize cart abandonment.
channel, it’s essential to have a deep understanding of
the overall customer journey.” 5. Test and refine your content continually to en-
sure it delivers the best results. Each time you
And without a complete view of all customer data, you’ll test and tweak, you’re adding to your context
never really know who they are or predict how they’ll knowledge bank, helping improve personalization
respond to your content at any given time. and make future interactions more valuable.
Check out Sitecore’s five tips on how to get more con- “People engage with content that’s totally relevant to
versions by putting commerce in context of the customer them at the exact point it’s delivered”, Sitecore makes
experience: clear and simply not “with content that appears random
or disconnected from their current problems, desires, or
1. Bring together everything you know about every readiness to buy.” That’s why personalized experienc-
customer and deliver personalized experiences to es, combining content and context, are so important.
grow revenue. That’s how your customers become “By tailoring the experience for each customer at every
your fans and bring others along with them. stage of their journey, from awareness to conversion
and beyond, businesses can increase attraction, reten-
2. Make commerce a seamless continuation of tion, and wallet share”, Sitecore concludes.◊
cross-channel conversations. Commerce needs to By MediaBUZZ
32 Asian eMarketing - November 2015 eCommerce & Customer Lifetime
32
Sitecore’s Top 5 tips for context-driven
commerce
“The right content, delivered in the right context, is what be integrated with the entire customer experience
drives great commerce results”, is Sitecore’s mantra in across every channel, online and offline.
its whitepaper “Commerce: It’s always personal. How
context-driven content fuels sales growth”. 3. Gain actionable insights to keep conversations
going: Commerce data should be fed back into your
The company is well-known for its ‘Experience Platform’ behavioral database to generate insights you can
that empowers marketers to deliver personalized inter- use to attract, nurture, and retain customers. When
actions that delight audiences, build loyalty and drive shopping data informs your cross-channel market-
revenue. ing, customer interactions become far more relevant
and more profitable.
Sitecore highlights that “useful, engaging content fuels
customer interactions, but that content will be far more 4. Analyze detailed commerce and customer expe-
useful and engaging if it’s delivered in the context of the rience data so that you understand how customer
customer’s latest interaction with your brand. To identify journeys lead to a purchase and can guide custom-
which content works best for which type of customer, at ers down the right path to maximize conversions
which stage of the buying cycle, and through which and minimize cart abandonment.
channel, it’s essential to have a deep understanding of
the overall customer journey.” 5. Test and refine your content continually to en-
sure it delivers the best results. Each time you
And without a complete view of all customer data, you’ll test and tweak, you’re adding to your context
never really know who they are or predict how they’ll knowledge bank, helping improve personalization
respond to your content at any given time. and make future interactions more valuable.
Check out Sitecore’s five tips on how to get more con- “People engage with content that’s totally relevant to
versions by putting commerce in context of the customer them at the exact point it’s delivered”, Sitecore makes
experience: clear and simply not “with content that appears random
or disconnected from their current problems, desires, or
1. Bring together everything you know about every readiness to buy.” That’s why personalized experienc-
customer and deliver personalized experiences to es, combining content and context, are so important.
grow revenue. That’s how your customers become “By tailoring the experience for each customer at every
your fans and bring others along with them. stage of their journey, from awareness to conversion
and beyond, businesses can increase attraction, reten-
2. Make commerce a seamless continuation of tion, and wallet share”, Sitecore concludes.◊
cross-channel conversations. Commerce needs to By MediaBUZZ
32 Asian eMarketing - November 2015 eCommerce & Customer Lifetime
32
