The purchasing process begins long before the customer sets foot in a store — usually on a search engine such as Google or Bing. More often than not, shoppers will then browse the retailer’s web site to capture a glimpse of what the store has to offer.
EPiServer, a provider of content management and e-Commerce software, gives retailers the opportunity to bolster their multichannel presence and deliver a seamless customer experience. Its latest offering, called EPiServer 7.5 Commerce, includes a built-in content management system (CMS) and a suite of digital marketing tools that can easily integrate with CRM systems, back office solutions and ERP platforms.
EPiServer 7.5 Commerce is designed to help marketers and merchandisers manage product content seamlessly across multiple platforms. Combining content and catalog management, the solution enables marketers to control content layout, design and landing pages. Because the platform is built on HTML5 and incorporates adaptive design, e-Commerce content fits to the screen of any device.
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Merchandisers who need to respond to market changes and run targeted campaigns can use the quick launch campaign, which grants flexible, real-time layout control. Content created during the layout can also be reused across multiple pages, sites and channels to speed up the project’s time to market.
The solution includes personalization features in the form of Visitor Groups, which can be created based on demographics, location, purchase history, behavioral data and device. The Visitor Groups enable retailers to incentivize purchases with promotion and offers.
Retailers can use the commerce solution to test and optimize campaigns. Users can perform A/B testing on pages, as well as text and design elements, to get an instant view of how content performs. The campaign optimization efforts also include SEO functionality to ensure site content is always optimized for targeted keywords.