Retailers Tap ‘Composable Commerce’ as Consumer Expectations, eCommerce Complexity, Rise

The interaction between brands and customers at home used to be a static experience.

You got a catalog in the mail. Thumbed through it. Chose among the limited options available over the phone, or via a trip to the store — the blue couch, for example, or the white one.

But modern merchandising demands that retailers take a decidedly digital approach to their efforts to reach consumers, bringing agility to the way they deliver online catalogs, mobile experiences and even checkout. And brands have only a few chances to satisfy the expectations of their consumers, Julie Mall, vice president of global solutions consulting at Elastic Path , told PYMNTS.

After all, a repeatedly poor customer experience will drive nearly half of consumers to a competitor. This, as 15% of customers think checkout experiences take too long.

The “composable commerce” approach, she said, uses a slew of top vendors, “composed together,” to give retailers and brands a range of prepackaged solutions that allow enterprises to craft their own customer experiences. Those capabilities are made available through application programming interfaces (APIs), giving a plug-and-play aspect to crafting the end-to-end customer experience.

That’s a marked change from just a few years ago. Before the pandemic, and the great digital shift, eCommerce was defined as “a rigid approach, defined in terms of how you navigate a catalog and find products,” Mall said.

Meeting the Customer

But now, merchants must meet customers where they are, with the products they want, at the moment of desire. The flexible, easy-to-use online catalog becomes a springboard to sales conversions, where browsing translates into clicking all the way through to purchases.That’s a challenge for retailers, which must have the right assortment of products on hand to deliver to the consumer in the right context — in real time and at scale. The catalogs […]

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