Automating Pricing Promotions
Promotional pricing drives many e-commerce engagement. Regular promotions create opportunities for social media advertising, email and text messaging, search engine findability, etc.
Many roles are responsible for producing these e-commerce experiences, and many backend systems are affected. In many companies this is a cumbersome undertaking. It is so complex that marketing organizations are often limited in the number of promotions.
With a headless content management system (CMS) architecture and simple web service scripts, all web assets can be created the moment a promotion is created, usually in an enterprise resource planning (ERP) system.
Any e-commerce operation can automate most of their promotional pricing with the the systems and platforms already in place, specifically a CMS and an ERP. Automation is further enhanced when a structured design system has been established along with a consistent content strategy.
Importance of a Design System and Content Strategy
The ERP and CMS are no-brainers. They are at the center of every e-commerce operation. However, most do not have a design system, and oftentimes content strategy means having someone to write product descriptions and marketing blurbs.
Design Systems are not difficult to make. In this case we could start with defining our heroes and marquees. This means defining all the responsive permutations, integrations, authoring dialogs, SEO, accessibility, analytics, and user testing. Integrations are key, since our headless CMS will be consuming and presenting content from the ERP and from the Content Library, which is a function of content strategy.
For each hero and marquee we will need predefined eyebrows, titles, subtitles, descriptions, and blurbs for each promotion type. Our authors could overwrite any of these, however, a comprehensive set of text strings defined by our content strategist will help our marketers and web merchandisers to curate unique content every time.
