Cutting Edge eCommerce Experiences Composable Commerce Enables

Shaneil Lafayette

November 10th, 2020

Composable Commerce utilizes a modular architecture that enables brands to compose unique commerce experiences across all devices and touch points with a faster time to market. However, many of us still mainly rely on the traditional website experiences via desktop or mobile device.

In this episode of Taco 'Bout Composable Commerce, Artur Urbański, VP Consulting at Hycom, highlights engaging commerce that brands should be considering.

 

Shaneil
Have you elevated your digital strategy with these unique experiences? Artur from Hycom takes us down the road of how we should be thinking about this.

Shaneil
Hi, Artur!

Artur
Hello Shaneil!
I'm in the park right now and I'm going back home. I've got a meeting in five minutes. It got me thinking how much brands are missing out on modern commerce experiences. Take this bike, for example. Why couldn't I buy a higher top speed during the tour? Just now, from here.

Or buy high resolution maps? Simply on the watch. The way we buy hasn't changed much since Jeff Bezos founded Amazon in 1994. When we want to buy something, we usually go home.Wait. I will continue from home.

We typically, go to the website where the products are presented and we can choose from what we want and then fill out some kind of form and pay.

During the same time. However, our digital life has changed a lot.Today each of us has a miniature computer in our pocket that is constantly connected to the Internet. And we not only have information at the tip of our fingers, but we can also use it immediately, when you want to buy something.

What's more, devices that once had only one specific task, such as transporting us from place to place, recording music showing us the time or temperature in the apartment, also became computers. Nonstop connected to the Internet.

The last 10 years in the development of technology have offered us new opportunities to make customer life easier and shortened shopping journeys.

 

Shaneil

Yeah, Artur. I mean, I think you're exactly right.We have these devices that are not just for one use anymore, but I think a part of the problem is that many of us are made to believe that this traditional website experience is the only avenue that we have to deliver commerce.

 

Artur
Exactly.
And a traditional website with at list of products and a basket is not enough. We need a new mindset, a new eCommerce technology for this. Technology that it's modular and one component can provide that our client uses.

 

Shaneil

Yeah, completely right. And you mentioned before we have these tiny little computers in our pockets. But our phones are the only options that we have to work with. We have chatbots. We have interactive kiosks. We have voice assistants. We have panels in our cars. These are all different commerce capabilities that we aren't utilizing.

I think you made a very important point, which is switching to something that is,  or a modular technology. Modularity is one of the key components, the key tenets of Composable Commerce. And it's all about finding that right level of granularity that will help you with designing iterating and delivering these unique commerce experiences that you want to be able to bring to your customers.

 

Artur
Yes, the new Composable Commerce approach enables the creation of digital business platform to engage the client in these places and in this moment that are important for him or for our business.

It can also change the way customers use our products and even more. It can also change the way we run our business. So you talk about how you change the way that you run your business and how customers will use your product.

 

Shaneil

Why do you think modular technology is so important for taking that next step towards these unique commerce experiences? What does that mean for you?

 

Artur
The modular architecture of the solutions allows the use of available, mostly ready made software elements, each of which provides a specific business function.

The solution, built from modules, allows us to meet the specific needs of the company and its customers in the fastest possible and flexible way.

This is a completely different approach than in the case, off out of the box solutions that seem fast and easy to implement but make it very difficult for companies to differentiate and keep adapting the system to new business requirements and more and more complex customer parts.

 

Shaneil
Right, So we have this idea in our head about these out-of-the-box solutions and they are so easy, but they really hold you back. 

Composable Commerce may seem a little bit daunting because you have to put it together, there are these package business capabilities that are catered to the business user for you to be able to compose solutions and use other things that have already been pre-made and put them together.

So you still have the ease of use. But now you can do more and have more customization, right? So what is one example that really stands out to you Artur?

 

Artur
Let's think of this example.As an amateur musician, I'm the owner of an electronic drum machine. It looks like this. It could tape 99 sets of songs and 99 slots for more rhythms. I bought it, and the company that produces it received money from me only once from one time purchase of the device.

But what if I could be provided with new sets off the sounds in a way that I could listen to them and buy them directly from the panel of this device? What if I could sell beats that I composed by myself to other musicians? The company could profit from the work off its clients by charging a percentage of each transaction.

 

Shaneil
Artur I think you're so right. There are so many different unique commerce experiences out there that people are just not capitalizing on on. Brands need to realize that eventually these traditional websites experiences aren't going to be enough for their customers, and they're going to get bored. So how are you going to keep up? Keep up to pace and continuously iterating?

Now the modular architecture with Composable Commerce helps you with that. It helps you to compose a solution to your unique needs so that you continuously iterate and you're optimizing your digital commerce strategy.

Artur, thank you so much for joining us today. I think you made it clear that traditional websites experiences are just not going to cut it anymore. If you have any questions on the Composable Commerce feel free to reach out to me. But until next time on, Taco 'Bout Composable Commerce,
I'll see you then!

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Shaneil Lafayette