Create a unique e-commerce experience thanks to the MACH model

The world of e-commerce is constantly developing and changing. What was true yesterday is not necessarily true today, and what worked then is no longer relevant. This market evolution inexorably leads companies to rethink their digital commerce architectures, in order to create new ones that respond to the challenges of today and, above all, of tomorrow. Being one step ahead is what the MACH model offers with Composable Commerce.

It is no longer about following, but creating trends, as consumers expect much more from brands in their purchasing decisions. In this context of permanent upheavals, companies need to add new technological bricks to respond to market trends, which leads them to MACH architectures (Mbased on microservices, HASPI-first, VShigh-native, Hwithout head). This desire to create a community embracing this composable commerce philosophy is one of the reasons that Akeneo, a specialist in product experience management (PXM) and product information (PIM) solutions, joined the MACH Alliance.

Since Akeneo’s certification as a modern, composable commerce solution by the MACH Alliance, we have been actively contributing to promoting composable commerce. This allows companies to assemble different technological solutions to offer the customer a personalized and unique experience. This method is the solution of the future for e-commerce players.

The MACH model as a point of convergence for IT and business

In recent years, digital commerce has taken a major turn to deliver a great customer experience, regardless of the channel consumers use. And to respond to this, companies must become more agile and introduce innovations to meet the new demands of their customers. In this sense, the composable commerce philosophy allows IT and business teams to come together to develop new features for e-commerce platforms in order to improve their commercial capabilities. More responsive, companies can offer modular and interoperable services that are much more agile.

Better prepared to respond to unpredictable changes in market trends, teams also communicate more effectively. More flexible and adaptable, this architecture also follows a fundamental principle: improving time-to-value. Each channel is thus optimized to its maximum potential in a very short time: new services can be set up in just 3 to 6 months thanks to the MACH model, compared to more than 2 years in a traditional redesign project.

How does PIM ease the transition to this new architecture?

Composable commerce is part of a logic of bricks: the PIM is the basis of the other solutions that will be added to it. Each of these solutions is pluggable, scalable, replaceable, and can be continually improved through agile development to meet changing business needs. To connect all these solutions, the use of APIs is an essential element of the MACH model, allowing to arrive at a single unified experience. Replatform succeeds when product data and information is clean and flows seamlessly between applications. That’s why product information must be well-structured, understandable, complete, and up-to-date (and, of course, compelling) to be managed through these applications and properly integrate with the channel or front-end experience.

A good PIM solution will help you to gather your data in one place: it acts as a central repository of product information to simplify your distribution. In addition, PIM allows you to enrich your product information and contextualize it in order to meet the requirements of existing and even future sales channels. It is the essential tool to help brands create and manage high-quality digital assets (photos, 360° videos) to attract online shoppers. The move to a seamless MACH architecture is only possible when the product experience and product information management are in harmony, so companies can convert customers faster, accelerating time-to-market through better enrichment processes. of data.

The unified user experience

Confidently managing tens of thousands of API calls per hour and millions of referrals across multiple channels is possible! Composable commerce gives companies the ability to grow their business across all channels, existing or future. Nobody wants to waste time recreating information or content produced in new channels with their own specificities. If you want to move forward in implementing an effective omnichannel strategy without having to recreate attributes for each of your existing channels, composable commerce is the solution to unify the customer experience.

And to ensure a reliable MACH architecture, brands must absolutely equip themselves with a good structured and scalable PIM solution in order to guarantee the consistency, completeness and quality of the product experience offered to consumers.

Per Johan BenoualidManaging Director EMEA and APAC atakeneo

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