How often have you found yourself browsing an online shop and adding items to your cart that you plan to “come back to later” only to completely forget about these products once you leave the web page to research another brand’s pricing or check your Facebook notifications? Too many multi-brand organizations create e-commerce experiences as siloed moments in time, jumping straight from presentation to purchase without understanding the emotional journey and overwhelming amount of decisions buyers face as they navigate through multiple touchpoints and digital checkout lanes. Large-scale corporations without a multi-brand, multichannel strategy are passing up cross-sell opportunities by creating purely transactional commerce experiences with no connection to their brand story or overall brand value. As businesses continue to grow, they need a way to showcase their distinct brand identities while still maintaining a unified vision of their content.
The struggle to oversee a massive, multi-brand presence while retaining a unique content strategy for each brand brought one international consumer retailer to Huge and Acquia in search of a more seamless commerce solution. Huge, a global full-service digital experience agency, provides users with meaningful, contextual interactions with brands that put the user first. Huge has worked with clients such as Zelle, Nike, Kohl’s, Pfizer, AMC Theatres and Lowe’s. When a major home goods retailer came to Huge seeking a new CMS after observing the limitations of the content management and brand-story capabilities of their current use of Salesforce Commerce Cloud, Huge enlisted Acquia’s technology to fulfill the goal of offering the client a fully integrated cross-brand shopping experience that maintained individual brand distinctions.
Drupal and Acquia Deliver Seamless Content Syndication
After consulting with the client and evaluating their specific need to maximize cross-selling between brand sites via a single shared shopping cart, Huge recommended Acquia. Huge understood that utilizing a nonproprietary software like Drupal together with Acquia’s fully managed infrastructure and suite of tools, including Content Hub and the Acquia Edge CDN, would allow the client to securely tie the sites together under a shared user login and integrate well with the third-party systems that were already in place. Huge worked closely with Acquia throughout the project for guidance, solutions and coordination between their internal teams.
After the deployment was complete, the client benefited from broader flexibility and oversight into where and how all of their products were being marketed on each site. They were able to maintain a sense of a shared brand heritage without resorting to a bland, one-size-fits-all display. Having unified their content syndication efforts through the Acquia platform, the client’s merchandising teams experienced simplified authoring experiences and stronger page authority in their SEO strategy.
The Result: An Efficient and Engaging Commerce Experience
By utilizing secure and scalable platforms such as Drupal on Acquia and integrating headlessly with best-in-class e-commerce platforms, Huge delivered a solution that was both mature enough to support high site traffic and flexible enough to launch new websites quickly. Drupal allowed Huge to create an amazing user experience customized to the needs of the brands without being locked into the often rigid paths provided out-of-the-box with most legacy e-commerce platforms.