Decoding the Role and Relevance of DXP in Digital Commerce

If everyone is moving forward together, then success takes care of itself

Henry Ford's quote aptly contextualizes the nature of a successful digital ecosystem of e-commerce businesses in the present and foreseeable future. To be successful in today’s day and age, businesses need systems that connect dynamically in real-time, enable clear communications within teams, and help understand their customers. Without such clarity and synchrony, there would always be bottlenecks and gaps, which would eventually lead to lower productivity, ROI, and loss of business value. This is where businesses need a DXP. 

DXP - The paradigm shift for e-commerce business 

As the name suggests, DXP stands for Digital Experience Platform and is an emerging category of enterprise software. It helps businesses provide a seamless customer experience across all digital touchpoints with a comprehensive view of their digital presence and execution. Right from creating and managing an online store, to managing other digital touchpoints such as email campaigns, social media, and mobile apps, a DXP’s architecture encompasses all. It can be considered a single product or a combination of multiple units put together to work. 

How is DXP Different from CMS?

While a DXP and a CMS are both tools that aid businesses in managing digital content, these differ on account of their purpose and build.
A CMS is the central content repository that supports creating, managing, and publishing digital content. It is the primary platform for the content which is then distributed across websites and other digital platforms. It allows for creating, managing, and storing a vast range of content types such as text, image, video, audio, and so on without needing technical skills.

Compared to that, DXP is a more comprehensive solution. It successfully combines the capabilities of a CMS with additional tools and technologies to create and manage personalized digital experiences across multiple channels and touchpoints. Its functionalities are not merely limited to website content management. It also extends to collecting real-time information, and processing actionable insights from data collected across mobile apps, email campaigns, social media, and other digital touchpoints.

In short, a CMS can be a subunit of a DXP, while DXP is a more comprehensive solution. With the right DXP strategy, it helps businesses embrace the ever-growing digital landscape by leveraging real-time information gathered from customer interactions.

How DXPs establish a successful Digital Commerce solution

• Supports content flexibility 
  Content flexibility is central to the success of any business. A versatile DXP encompasses the capacity & capability to allow content creation, workflow, indexing, presentation, security, and distribution and also supports expansive content types including videos, pdfs, audio files, and more. This content can then be used on the website, blog, mobile app, etc., thus supporting robust omnichannel experiences on preferred channels, as well as supporting emerging endpoints. This ensures brand consistency across all digital touchpoints and creates a seamless experience for users; a key performance metric for businesses. So, regardless of which channel they are using, your business reaches them.
• Enables Analytics and CRM
  A business without data is like a vehicle without fuel. DXP integration facilitates capturing data real-time. This data can then be utilized to study user behavior. With data analysis and intelligent platforms, businesses have access to real-time reviews and insights into behavior and recommend optimizing the experience for the users. Analyzing digital experience is essential for tracking and improving customer experiences. Since it facilitates monitoring and analyzing customer data, a DXP has customer relationship management capacity & capability.
• Employs seamless automation and hyper-personalization
  Personalization and automation are two important aspects of communication in the e-commerce industry. A survey conducted in 2022 states that 62% of customers stated that a brand would lose its loyalty if it fails to deliver a personalized experience. This number, however, stood at 45% in 2021. Personalization includes product recommendations, targeted marketing messages, and customized content and layout. So, with automation, such mundane yet important tasks are taken care of, thus enabling marketers to factor in other aspects clearly & strategize better. This level of customer experience personalization is one of the major benefits of DXP.
• Boosts innovation and experimentation
  With data analytics on your side, innovation is much easier as well as concrete. In extension, it also eases testing the effectiveness of the content and strategy, making it easier for marketers to provide optimized experiences and test the impact of the new changes. The whole idea boosts data-driven decisions for a better business strategy. Change management becomes more comfortable with a dynamic DXP.
• Integrated control center
  As already mentioned, a central dashboard of well-connected systems is the future of digital existence. Through APIs and open architecture, DXP integrates various technologies like CRM, marketing automation, CMS, and eCommerce in a single platform and enables organizations to leverage their full potential. For example, DXPs can integrate CRM, commerce systems, and call center software and enable organizations to get a unified view of customer data. This leads to consistent branding and messaging across all channels, and streamlined processes for managing and delivering digital experiences.

With a better ability to adapt to new technologies, and connect with audiences as digital maturity increases or new technologies emerge, businesses can future-proof their model as well as drive better performance, engagement, and thus ROI.

The future is composable, which is facilitated by DXP

By now it is well established that implementing DXP can help businesses improve their overall customer experience, drive sales and revenue, and gain a competitive advantage in the digital marketplace. But the story doesn’t end here. 

Such great performance is enabled by a proper implementation. Therefore, the first step to implementing DXP begins with finding the right implementation partners. Someone who can ace technology implementations as well as is capable of understanding business needs. Being a digital experience company, we understand these nuances well. To explore what we can do for you, let’s start talking!