Unified commerce platform: Transforming retail with commercetools – Business

Since shoppers’ needs, tastes and preferences continually change, incremental innovation is required for better development efficiency, competitive differentiation and productivity. This signals the importance of a unified commerce platform.

In the current digital era, shoppers’ expectations have gone through the roof. This is why commercetools GmbH offers a cloud-based composable commerce platform that provides enhanced scalability, simplicity and speed, according to Jen Jones (pictured), chief marketing officer of commercetools.

“We really differ from those legacy systems in that we are a digital-native company,” she said. “It’s infinitely extensible, cloud-native, so it’s infinitely scalable. I think one of the themes we heard a lot about today at the conference so far is this idea of unified commerce. They’re really looking at that experience of how you create one branded experience and not have, here’s your app experience, here’s your online experience, here’s your in-store experience. You want to have one customer experience.”

Jones spoke with theCUBE’s Rebecca Knight and Shelly Kramer at the commercetools Elevate event, during an exclusive broadcast on theCUBE, SiliconANGLE Media’s livestreaming studio. They discussed how commercetools is boosting shopping experiences through its unified commerce platform. (* Disclosure below.)

Commercetools’ unified commerce platform presents personalized experiences

Factoring in what is the end use case to be solved is critical, because this approach propels success levels. As a result, commercetools has tailor-made solutions through its unified commerce platform meant to enable the mastery of the digital landscape, as well as offer end users with personalized and deep experiences, Jones pointed out.

“I think from the CMO hat, I really look at it more from the customer experience standpoint,” she said. “That’s ultimately what any good technology should be enabling. We can talk about the tech all day long, but what it really comes down to is what does it do for the end user. For us, it’s about creating those flexible customer experiences for our customers so they can build engaging, meaningful, personalized experiences for their end users.”

Since the flexibility and scalability of today’s digital experience is inherent in commercetools, the platform powers some of the world’s most iconic brands. For instance, commercetools helps Audi with its sell-in-car services, according to Jones.

“One of my favorite things about this job is the problems that customers bring to us are things that I might not imagine,” she said. “Audi wanting to sell in-car, you can buy services in-car, buy upgrades in your car from your car screen. That’s not an existing channel that old legacy systems have built in, so they needed something completely new that could integrate with that, and we were able to help there.”

Here’s the complete video interview, part of SiliconANGLE’s of the commercetools Elevate event:

(* Disclosure: the Elevate event. Neither commercetools GmbH.)