The Official Oracle Commerce Cloud Blog

Content+Commerce = Only Part of the Equation

Brenna Johnson
Senior Product Strategist

It’s no secret
that content and commerce have collided. Enabling brand exploration and selling
product should now be thought of as the same process. But the unification of
content and commerce goes beyond having a single website URL or videos on the
product detail page. Shoppers want to see rich content in context of their product searches – and in turn, they want to be
inspired to explore brands in new ways. Bottom line: how consumers engage is
not predictable. Researching, buying, advocating or seeking help is no longer
tied to specific steps in the funnel, or to touchpoints. It’s all just
interactions, filtered by their need at that moment.

But delivering
this type of experience is hard. Inside of organizations, legacy ways of
thinking about Marketers telling authentic brand stories (inspiring) and
Merchants as being the eyes of the business (selling) has forced everyone to
ask: who and what should drive our
collective experience?

It’s not just org
charts that create confusion over what path to take at this crossroads, it’s
the technology each team has separately invested in over the last decade.
Marketers have historically used WCM/WEM systems to inspire, and Merchants
typically leverage the eCommerce platform to sell. Over the years, each
technology camp has evolved to include capabilities that now overlap in certain
areas, creating more confusion over which technology to use where, especially
when it comes to powering the “glass” of the customer experience. Some firms
lead with WCM/WEM, others with commerce, others with a hybrid side-by-side

But the question
people aren’t asking is the most important
one. It shouldn’t be about what group or what technology should drive the
experience, the focus should be: how can we leverage the customer and their context to
deliver relevant experiences. We believe this is what the CX movement is all
about, and its what drives our product, and our customers’ results.

With the Oracle
Commerce platform, it doesn’t matter because the same platform and same tooling
delivers all types of experiences. We believe that a predetermined page
shouldn’t define what’s delivered, the consumer’s context should.

Content is an important part of the
customer journey, but so is data and material coming from dozens of other
systems. More important than content or commerce is the notion of the two other
Cs: the customer and their context. If these are not known, content (alongside
many other things) cannot be relevant.

Commerce is already the “glue” that aggregates data and
content coming from many systems and presents it in a relevant experience, and
this is why we’ve developed content capabilities native to our commerce
platform. More importantly, our extensible
architecture means that any data and content can be leveraged from an external
system if you’d prefer to use another technology. This is the flexibility we’re
committed to, and the strategy to ensure our customers get more value from
their systems.

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