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Insights / Blog / Agility & Organisation

The Key to successful E-Commerce is Trust

May 13, 2019
Steven BaileySteven BaileyChief Strategy Officer

Recently, we introduced the AOE B2X Commerce Cloud, a solution suite built on numerous powerful individual software solutions. This Omnichannel Marketplace, as the moniker “B2X” implies, feels equally at home in “B2B”, “B2C”, “B2E” (Employees) or “B2P” (Partners) environments. And even though each use case has its individual characteristics, there also are similarities, regardless of the target audience. To communicate with and sell to these audiences, you need a corporate website, E-Commerce functionality, CMS, search engine and a number of additional apps, business systems and services, all integrated into an IT environment.

In this first blog of a four-part series, we will begin breaking down the key elements of a successful, sustainable and satisfying Commerce experience. Like a comfortable suit, which one is happy to wear, there are four major elements in an AOE Commerce experience – represented by a blazer, trousers, blazer lining, and T-shirt – shoes optional! In the upcoming weeks, we will take a closer look at each:

  1. Adobe Experience Cloud: The foundation of the customer experience. Symbolized by the Adobe-red blazer, Adobe solutions deliver enterprise-level content management and enable targeted, personalized marketing campaigns.
  2. Magento: Magento delivers the E-Commerce experience for end customers. In our Commerce Suite, Magento is represented by the Magento-orange trousers. Magento provides the “legs” that power E-Commerce revenue.
  3. Akeneo: Akeneo is a powerful Open Source PIM (Product Information Management) system. Shown here in the Akeneo-purple lining, Akeneo manages product data and ensures consistently high data quality – a basic requirement for successful E-Commerce. Akeneo is the “engine that drives the legs” of the commerce solution.
  4. AOE: AOE, represented by the AOE-gray T-shirt, is the heart and soul of the B2X Commerce Cloud. We combine the pieces of the puzzle to create a customized solution for our clients that is greater than the sum of its parts.
Steven Bailey

Steven Bailey

An Omnichannel marketing experience can be likened to throwing a pebble into a pond (the initial communication that triggers a customer reaction), which then creates ripple upon ripple of water (multiple interactions across multiple touchpoints).

Breaking down the AOE B2X Commerce Cloud – 1 element at a time

Adobe Experience Cloud

Let us take a closer look at one of the key elements to our B2X Commerce Cloud, Adobe. Adobe, which we used for targeted marketing campaigns, is deeply integrated into our solutions – and is a vital component that drives customers not only toward the B2X Commerce Cloud, but also provides the torso of our OM³ Solution. With Adobe, we can provide end customers with a strong, data-driven user experience.

These customers expect a seamless, personalized Omnichannel interaction – anytime, anywhere. Adobe helps deliver that experience with meaningful content and timely offers. Once the initial interaction generates a response from the customer, the engagement becomes increasingly focused, occurring more and more regularly, as desired by the customer. This sort of marketing experience can be likened to throwing a pebble into a pond (the initial communication that triggers a customer reaction), which then creates ripple upon ripple of water (multiple interactions across multiple touchpoints).

Both the B2X Commerce Cloud and the OM³ (Omnichannel Multi-Merchant Marketplace) Commerce Cloud are Omnichannel Marketplaces specifically designed to help key players meet the challenges in their individual industries and communicate optimally with their respective customers. These challenges include digitalization, the growing influence of smartphones as well as the growing complexity and industry-specific challenges to boost revenues with traditional as well as new, innovative businesses.

OM³ can be viewed as the wellspring of B2X. Though OM³ was specifically developed for the aviation/travel retail industry, both OM³ and B2X share many of the same characteristics. Beyond the individual software solutions integrated into both, OM³ and B2X are modular and built on a microservices-oriented architecture. One of the aforementioned individual software solutions integrated into both is, of course, Adobe.

Adobe is integrated into a number of marketplaces by AOE, which are running at Frankfurt, London Heathrow and Auckland International Airports, to name just three prominent examples. In each use case, Adobe serves as the launching pad for commerce solutions to sell all kind of services an airport serves its customers, and with a strong focus on luxury brands, as airports generate substantial revenues through luxury sales – both online and offline.

OM³ as genesis for B2X

We have built similar solutions for Axalta, Panasonic, CommerzReal, Sony Entertainment Network, Stockmann and many more. Now we have a product suite and with the success of OM³, creating a B2X solution for a broader portfolio of industries was simply the next logical step. Even though OM³ is specific to the aviation/travel retail industry, I believe the basic concept behind it is applicable to broader industries, such as automotive, finance or consumer goods.

And this is where Adobe comes in. As a brand name, Adobe is instantly recognizable. People trust the Adobe brand to consistently deliver performance, reliability and transparency. This trust is the first critical factor for the broader acceptance of any E-Commerce solution.

The second factor that we consider crucial is Open Source. We strongly believe in the philosophy behind Open Source for many reasons, but mainly for one major reason: “trust”. We have full control of the code and the individual IP (Intellectual Property) of a customized project goes with our customers.

The third critical factor for creating trust is the reliance on tested software, with which we can ensure a high level of investment security for our clients. Adobe has proven its qualities in the market for many years.

Finally, Adobe is a global product. Together with our Open Source concept, this ensures that clients receive a solution that is not proprietary, i.e. clients are not locked into one specific vendor. This flexibility provides a long-term, sustainable solution that lies at the heart of our Omnichannel Marketplaces.

Regardless of which specific solutions our clients use to meet their business needs, E-Commerce can only be successful if trust exists. Trust in the individual software, trust in the comprehensive, custom-built solution and trust in AOE.