Adobe integrates content and marketing programs with IBM’s e-commerce platform
July 9, 2015 12:43 PM
E-retailers that use Adobe Systems Inc.’s Experience Manager software to manage their creative assets and marketing campaigns and that also use IBM Corp.’s WebSphere Commerce e-commerce platform can now combine the functions of those two systems through a new, ready-made integration, the companies say.
The integration, built by Adobe, is live and available to users. The integration is intended to make it easier for marketers and merchandisers to manage and keep what consumers see up to date across all touch points, says Errol Denger, director of commerce for Adobe. For example, if a product price is changed on an e-retail site, that price change is automatically updated for all marketing campaigns a consumer might see. “All price changes and promotions that are managed in IBM WebSphere Commerce are made available directly in Adobe Experience Manager,” Denger says.
Other elements that will sync in real time through the integration include new product additions to the catalog, order histories and the shopping cart. Denger says this will allow marketers and merchandisers to more quickly create and deploy campaigns.
Retailers could integrate the two systems already, but they had to create and manage the integration themselves.
“With this new partnership, our most creative clients can leverage the full power of IBM WebSphere Commerce and Adobe Experience Manager as a compelling option to deliver highly personalized, experience-driven commerce,” says Adam Orentlicher, director of e-commerce offerings and strategy for IBM.
IBM’s e-commerce platform and Adobe’s content management and marketing software are used by many Top 500 retailers. 43 e-retailers in the Top 500 Guide say they use IBM’s e-commerce platform, while 125 say they use Adobe to create and manage their rich media assets. 24 Top 500 retailers say they use both, and those e-retailers collectively accounted for $33.74 billion in 2014 North American web sales, or 11.4% of the total generated by Top 500 retailers, according to Top500Guide.com data. Top 500 retailers using both systems include Staples Inc. (No. 4), Sears Holdings Corp. (No. 5), Office Depot Inc. (No. 8), QVC Inc. (No. 15) and HSN Inc. (No. 25).