Engagement platforms

Trend 9: Experience- and intelligence-driven commerce to hypercharge connections

E-commerce activity has surged in recent years to become a critical driver of platform modernization. As consumers become more selective about their purchases, brands are investing in sophisticated commerce platforms that focus on the entire customer journey to provide better experiences and derive meaningful insights.

Traditional on-premise platforms (e.g., SAP Hybris First Gen, Oracle ATG and IBM WebSphere) evolved through a cloud-first, microservices-based, headless approach. The latest versions of SAP Commerce Cloud, Magento 2+, Salesforce Commerce Cloud and HCL Commerce 9+ provide build and deploy capabilities on the cloud with decoupled storefronts, cloud connectors, advanced search capabilities and cloud-based platform extensions.

We expect new cloud-born, API-first platforms such as commerce tools and Infosys Scava Commerce to bring in a broader range of microservices. They will enable an experience orchestration engine that combines the necessary omnichannel experience and capabilities. These platforms will provide enhanced capabilities for customer understanding with more accurate predictions, faster integration of digital assets to product information management systems (PIMs) powered by AI and high-power Solr, and better product visibility through elastic search. The power of headless interfaces introduces advanced possibilities with conversational commerce touch points in which chat and voice assistants can elevate self-service to newer levels. Connected experiences will emerge to integrate online commerce apps into an in-store or in-venue ecosystem and bring a seamless, context-aware phygital (physical plus digital) dimension to customer journeys.

Ready-to-use reference stores, vendor marketplace components, frontend app-building studios and AI-powered functionalities speed up implementation and rollout.

For a leading American retail chain that offers agricultural and home improvement products, Infosys created an advanced commerce frontend. The frontend integrates with commerce core services and call centers. This provides digital capabilities including a nimble and agile UI with enhanced search, promotions. It also offers, single-click checkout and innovative features such as “buy online, pick up at a nearby store (BOPIS)” realized over WCS, Apache SOLR, Sterling OMS & Call Center, CoreMedia CMS and BI Talend. Enhanced ML capabilities of Learning to Rank (LTR ) integrated with WCS Search enabled more relevancy in search results, pushed most moving products, higher revenue, and other business features to a higher rank to create better business outcomes. Conversational interface powered by ChatBot (Azure Bot Framework) elevates customer engagement to the next level addressing the self-service and general queries.

Engagement platforms

Trend 10: Real-time customer engagement

The playground for personalization has expanded to become more meaningful and authoritative. Personalized app and web experiences, tailored business content, real-time interactions, contextual contact centers, personalized communications, social involvement to support advocacy, and customized loyalty schemes provide multiple avenues to build an emotional connect. Digital engagement platforms emerge to discover customer activity patterns and create recipes in real-time to develop satisfying microinteractions.

Digital marketing was previously a siloed effort to connect and engage customers. But now, marketing and campaign platforms such as Adobe Campaign Classic and IBM Unica are available to create specialized engagement recipes. These platforms have developed into more extensive content and marketing suites to offer experience flexibility with template-driven approaches, better asset visibility and reusability, customer segmentation based on customer activities, and experience personalization. Marketing automation, along with campaign orchestration provides better flexibility to realize customer engagements. Some of the key platforms are AEM on Cloud, ACS, Drupal Acquia DXP and Sitecore PAAS.

Most of these platforms have shifted from a use-case focus to a journey-focused approach powered by broader capabilities. Personalization at scale is now enabled by a data platform layer that stitches customer identity, collects customer activities and contexts within a journey, analyzes and powers reaction time. Adobe Experience Platform, Infosys Genome and customer data platform technologies are some of the new age platforms that provide real-time capabilities at scale. For today’s customer, problem-solving has shifted from assembling capabilities using platforms to modeling business holistically from the journey. Through the use of touch points, data, process and measurements, these platforms establish a 360-degree model for customer engagements.

Infosys provided one of the largest sportswear manufacturers with a hyperpersonalized multichannel experience through precision marketing, e-commerce, campaigns, social touch points and app footprints powered by Adobe Experience Manager and Infosys Genome. This resulted in more than 35% repeat buyer rate, a 67% improvement in net promoter score, and a customer reach of over 95 million.

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