As technology in general, and in the digital commerce market specifically, capabilities are becoming increasingly commoditized. Value is created when these capabilities are connected together seamlessly to drive business outcomes. Commerce no longer requires a complete platform lift and shift, a replatform to solve a business problem. Retail Leader talks with Bryan House, Elastic Path’s chief experience officer, about how composable commerce is an enabler to empower merchandisers to solve their problems and puts technology in the position of unlocking new opportunities to grow their businesses.
Retail Leader (RL): What is composable commerce?
RL: How does the digital commerce catalog fail to meet the needs of modern, omnichannel commerce experiences?
House: The catalog functionality is the heart of any digital commerce solution, as it helps customers find a brand’s offerings online, and make purchasing decisions based on product descriptions, images and pricing. But many digital commerce catalogs have rigid and inflexible data structures that are linked to product and pricing information, making it nearly impossible for brands to execute on the creative merchandising plans required to meet business objectives. Some examples include limitations in creating experiences like dynamic product bundles, issues with quickly spinning up shoppable landing pages, and an overall inability to respond quickly to market opportunities that inspire conversions and loyalty. A flexible product catalog management experience is needed to execute unique merchandising opportunities without custom development work or replatforming.