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Andrew Lambert
HCL Commerce Technical Adviser
About
20 years’ experience as an IT Consultant and Architect advising clients how to make best use of the technology.
Posts by Andrew Lambert
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Marketing & Commerce | November 10, 2020
Understanding your customers intentions, and why you should care…!
First let’s will look at why it is important to understand your customers intentions when they search and interact with your Ecommerce site. Many studies show that shoppers using on-site search are, on average, two* times more likely to convert than shoppers that do not search. So, when someone searches on  your site it is important to understand what they want and get them to it quickly. Secondly, mainstream consumer technology and voice assistants such as Alexa and search engines like Google are creating new "Human Computer Interaction" paradigms and expectations from consumers. This will become table stakes to compete in the world of ecommerce creating a knock-on effect for traditional ecommerce search interactions too. Defining the best digital Journey Helping you navigate around this and any new expectations can be simplified by breaking it down into bite size chunks. The first chunk to look at is how you can understand your customers intentions on your site, once you do that it can help you curate an amazing and relevant digital experience. This does raise the question, "how do we know what sort of experience they need"? This can be easier than you think. Human behavior in the retail context can be very predictable and mapped out in journeys. So of you may have been in one of these fun workshops: Once you have mapped out your customers journey the next step is a nice approach that I stole from a retail guru and mentor which has turned out to be very useful. 1) Take the context of the consumer be it: online, instore, mobile, with pushchair & screaming baby, and so on. 2) Take the product or service category: is it essential, discretionary, influencer led & lifestyle signaling, and so on. Armed with these two key points on context and...
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Marketing & Commerce | November 18, 2019
How are Chris Martin and Gwyneth Paltrow related to Headless Commerce?
A few years back, Chris Martin and Gwyneth Paltrow famously went through a conscious uncoupling – an exercise that cut official and formal connections but kept the two parties close. It may be time to consider whether your ecommerce application needs to do the same. Unlike Chris and Gwyneth, the path in ecommerce is much more common and increasingly well-trod…and we also use a slightly different naming convention – we call it “decoupling”.  The decoupling we’re going to discuss is the separation of your business and presentation logic so you can adapt faster and more easily to keep pace with changing consumer demands and technology.  To the seasoned ecommerce professional this may sound like Headless Commerce, and yes, it is. But let’s consider the “why” in more detail.  Who cares and moreover, why they should care?   If you run an Ecommerce project or are involved in one, like me you are no doubt aware that change requests typically adhere to the Pareto rule, that being the 80/20 principle. I have found that when it comes to change requests 80% of the changes are often user experience or presentation layer and the remaining 20% are often back-end or integration related.  If you have an issue it can be difficult enough just to make changes to your presentation layer. But when you layer in the need to do full application regression testing you quickly incur unnecessarily large costs for the scope of the underlying problem. This is one of the key issues conscious decoupling seeks to solve.  Okay lets consciously-decouple. How can we do it?   Let’s consider the tightly coupled world. Here is a visual example of a tightly coupled ecommerce application and storefront: Because the UX components are part of the larger commerce platform, as you make user experience changes (those...
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