Personalization with Znode’s Headless Content Containers
Personalization in B2B Ecommerce
The ability to deliver personalized experiences is core to how B2B ecommerce enables various customer types to shop from one supplier. When the customer base is diverse with multiple roles involved in purchasing, providing the right information relevant to the shopper is much more complex.
Each customer type requires account-specific demands for personalization. Those needs include unique product catalogs, pricing, user permissions, and much more. Many customer personalization requirements in B2B ecommerce are derived from customer account contracts. Those contracts are often located in other business systems, such as enterprise resource planning (ERP) systems and customer relationship management (CRM) systems.
A deep integration is required to share contract and segmentation data in the CRM system, such as Salesforce Sales Cloud, to an enterprise-level headless ecommerce platform, like Znode. The end result is the representation of data in the ecommerce platform presentation layer or personalized customer experience.
To achieve such a system, unstructured content must be managed in a way that provides structure and variations for use in personalization.
Znode’s Headless Content Containers
Znode’s headless content containers allow marketers to create unstructured content in the ecommerce platform and apply it anywhere.
Content can be structured by types, such as a FAQ, testimonial, banners, videos, and more; the options are endless. Content is structured via Znode’s attribution engine that allows attributes to apply values to the content container entities. This organization structure provides the blueprint for a content model. The application of content containers with Znode is limitless.
A content model allows businesses to centralize content in one platform, Znode. This results in the reduction of repetitive content update and management duties and the ability to update copy in one location and have updates applied in all uses through the Znode content container. The final culmination includes an ability to produce a marketer’s constant desire, brand consistency, and compliance. Additionally, marketers can provide structure to the content, determining where (and with segmentation rules) to whom it is applied. This means the content containers can be utilized outside of Znode in a vue.js web store or a progress web application.
With a CRM system feeding segmentation rules, triggering the appropriate content by account, user, or user profile (segment) personalized content can be showcased in Znode or in any presentation layer technology. A personalized customer experience for B2B ecommerce can be delivered from one API-first headless ecommerce platform, Znode.
Znode’s headless content containers create efficiencies and allow marketers to place content where it needs to be for those who need to see it.