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Feb 24

Exploring the requirements for an omnichannel strategy? Start with a CMS

Reading Time: 2 mins

In the last few years, more and more organizations are looking to pursue an omnichannel strategy. As becomes evident from the word, it focuses on multiple channels being served.

This might sound like a simple task: setting up a webshop, developing a web application, add in-store information on tablets and displays.

However, when not combining these channels into a single coherent story, you have a strategic disadvantage in the long term. Consumers are looking for an integrated experience, which requires you to deliver a coherent and supplementing experience across channels. Purchases in-store should be automatically reflected in the web application and information on products should be accurate and the same across the channels.

How can you enable such an omnichannel strategy?


Look at your enterprise architecture

To understand what is needed, you need to start by looking at your enterprise architecture. This is the overall architecture of your organization from all perspectives: processes, systems, data, and more. Such overviews provide you with insight into the current state, and help you answer questions like:

  • Which channels do I have?
  • How do they interact with each other?
  • What data is being shared between the systems?
  • Who is responsible for systems?


Selecting the channels needed

Depending on your business strategy, you need to determine the channels that are needed. For example, this can be a combination between a webshop, mobile apps, tablets for employees, and in-store displays if you have a clothing store chain.

Supplying information to your channels

Next, you need to determine the information needs for those channels. For example, do you need product information to be supplied to the webshop and in-store displays? Do you want news articles to be published in the webshop and on the mobile app? By determining this, you also know the integrations that need to take place.

Getting started with a headless CMS

If you want to get started, you could look at a headless CMS comparison. This is a Content Management System (CMS) that does not have a front-end. This means that you can connect with it through an API from your front-ends present (e.g., the in-store displays and webshop). This enables you to have a single source of truth when it comes to content being provided to all channels. A headless CMS comparison is a good start, as it provides you with an overview of all features present and players in the market. This helps you to define the requirements for your organization and select the CMS per your needs.


Angular CMS combination as an example

A good example is the combination of angular CMS. This means that you use the Angular javascript library in the front-end, combined with a headless CMS as the back-end. For developers, this is pleasant as it enables them to work with their favorite (and up-to-date) programming languages and libraries. On the other hand, your content writers can leverage the intuitive interface of a headless CMS to write the content. This is often combined with additional features such as A/B testing and Search Engine Optimisation (SEO).


Disclaimer: MoneyMagpie is not a licensed financial advisor and therefore information found here including opinions, commentary, suggestions or strategies are for informational, entertainment or educational purposes only. This should not be considered as financial advice. Anyone thinking of investing should conduct their own due diligence.


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