A recent commissioned study conducted by Forrester Consulting on behalf of commercetools confirmed traceable business benefits of content commerce strategies. More than half (51%) of companies who have combined their content and commerce strategies pointed out increased sales as one of the main benefits. However, the study also exposes the technological and organizational challenges that need to be overcome to capitalize on content commerce in the long term.
Respondents participating in this study included both content commerce “doers” (45% of the surveyed companies that have already converged their content and commerce strategies), and “planners” (another 50% who are currently in the planning or implementation stage). It clearly shows that working with legacy content management systems (CMS) and integrating CMS and commerce software are the main challenges most companies face. The study also highlights a number of organizational and process challenges that they will need to overcome in order to make content commerce initiatives a success. Forrester Consulting recommends that planners solve the technological challenges quickly so that they can successfully address remaining hurdles on the other levels.
Doers and planners each have unique content-related challenges: Doers have found that measuring the impact of their content commerce strategies is the biggest obstacle (57%). Meanwhile, planners expect the personalization of their content to be the most problematic (76%). Nevertheless, the majority of companies actively pursuing content commerce strategies are planning to increase their initiatives in the future to further differentiate their brand and offer from their competitors. Doers find that by utilizing content commerce, they see traceable business benefits, with the majority naming their increased sales metrics (51%).
“Brands don’t want a limited online store experience. They want a user experience that represents their brand goals and where commerce is integrated naturally. Marketing managers have lost control of their ecommerce experience because of the negative impact of costly and complex commerce platforms. With our approach, the business can unify content and commerce through the CMS platform they already know and love. commercetools is the only commerce platform on the market today that enables the seamless integration of an existing CMS system of choice with a commerce platform. This allows businesses to take their digital commerce experience to the next level,” says Arthur Lawida, President of commercetools, Inc.
The August 2016 commercetools-commissioned study, Businesses Embrace Content + Commerce To Drive Customer Engagement, conducted by Forrester Consulting which surveyed 103 eCommerce decision-makers and influencers at US enterprises, can be downloaded in full length and free of charge: https://ok.commercetools.com/forrester-study-en.
commercetools was founded in 2006 by Dirk Hörig and Denis Werner. The company runs offices in Germany in Munich and Berlin as well as in the United States in New York and Durham/North Carolina. commercetools is one of the world’s leading providers of cloud-based e-commerce technology. On the basis of their highly available platform, complex retail models across all sales channels and for all devices can be implemented. By means of an extensive e-commerce API, existing corporate processes and technologies are connected flexibly. In addition, the platform enables sustainable solutions for B2C and B2B retail. Since 2014 commercetools is a subsidiary of REWE Group. Its customers include Koffer24, Merkur, REWE, Wöhrl and ZEG.
Visit www.commercetools.com for more information.