Uniform blog/How Uniform empowers marketers to build omnichannel digital experiences
adam conn
Adam Conn
Posted on May 15, 2023

4 min read

How Uniform empowers marketers to build omnichannel digital experiences

A recent report from Capgemini Research Institute revealed that nearly three-fourths of smart-speaker usage is commerce related: researching and purchasing products, populating a shopping list, and checking order status. Nonetheless, according to the report, over 20 percent of brands and retailers are not offering relevant experiences through voice assistants, leaving a void for “conversational consumers.” To boost customer loyalty and forge retention, businesses need the right systems and workflows to curate experiences that cater to consumer preferences across touchpoints. 
In a recent Headless Creator episode hosted by Marcello Lewin of HeadlessCreator.com, I explained how, with Uniform Digital Experience Composition Platform (DXCP), marketers can personalize experiences—from the web to smart devices—and facilitate organization-wide collaboration. Below are the highlights. 

Marketers crave more control over the experience-creation process

The industry’s pivot to headless solutions for building experiences signals the need for greater flexibility and agility in an ever-changing market. However, as ideal as composable is for omnichannel delivery and a flexible martech stack, the architecture favors developers at the expense of marketers tasked with creating content. 
As we often say at Uniform, “Composable architecture doesn’t compose itself.” Given the complexity of building truly composable architecture, organizations often resort to connecting disparate systems with glue code, transforming a composable stack into a messy one and pushing marketers to the sidelines, who’re then forced to rely on developers for routine chores. Separately, since busy developers must handle marketing requests in addition to their own value-added projects, marketers’ effectiveness is hampered considerably—an unacceptable compromise for all. 
Ultimately, companies are saddled with disjointed workflows, IT bottlenecks, and disharmony between business and technical teams. No one wins.

Uniform DXCP enables marketers to independently build omnichannel experiences

Digital experience composition renders easy-to-assemble consumer journeys possible in the world of developer-centric technologies. Specifically, marketers can compose cohesive omnichannel experiences—with no developer involvement at all—thanks to these three layers on vendor- and channel-agnostic Uniform DXCP:
  • API integration, through which marketers can effortlessly add or remove technologies from the stack, a capability that used to require coding by developers to configure a distinct API for each of the connected technologies.
  • Front-end orchestration, which frees developers and engineers to work with the tools they prefer instead of restrictive, platform-first frameworks.
  • No-code visual experience builder, with which marketers and business users can visually build personalized omnichannel experiences in context.
In short, Uniform DXCP puts marketers back in the driver’s seat of experience creation while affording developers the freedom to use the tools that enhance engineering productivity. Win-win situations are rare in the arena of digital-experience management, but that’s unquestionably one of them.

Marketers can reap the benefits of personalization and IoT through Uniform Canvas

At the fictional coffee company JavaDrip, marketers know speed and agility are key to delivering experiences to consumers wherever they are 24/7. Since the voice-enabled platform Amazon Echo and its assistant Alexa are now popular fixtures in homes and businesses alike, JavaDrip sees an opportunity to sell the boutique “coffee shop” experience to B2B and B2C customers. 
Exactly how? Besides Alexa’s default responses, JavaDrip marketers have personalized, with no developer assistance, a customer experience that promotes the unique features of the company’s smart coffee maker. For example, by virtue of a configured Alexa skill in Uniform Canvas, customers can ask their JavaDrip machine to schedule and brew coffee, also to track the amount of coffee they’re drinking.
In addition, marketers can tailor interactions on Alexa with dynamic content and real-time customer data through Uniform:
  • Capitalize on Uniform’s separation of domain data (e.g., channel-agnostic content in the CMS) and design data (e.g., channel-specific content managed in Uniform). As a result, nontechnical teams can easily edit visual and audio features on Alexa, including the background color and emotion, while staying true to JavaDrip’s brand voice, look, and feel.
  • Edit web and IoT content sourced from the CMS, personalization engine, digital asset management (DAM) system, and other tools on the fly. 
  • Personalize offers based on analytics like consumption data. For example, if a customer asks, “Alexa, how much coffee have I been drinking?”, instead of giving a default response, Alexa might observe, “You consumed very few cups in the last month.” 
Thus, JavaDrip can transform the entire experience for customers—from the moment they wake up Alexa to their first cup of coffee. 

Composable unlocks omnichannel potential

In light of the steady adoption of IoT devices, brands are racing to reach target audiences with the right message at the right time on the right platform. To help marketers tackle that challenge, Uniform DXCP offers handy tools with which marketers and other business users can expeditiously craft compelling experiences for all channels. No longer required to design, write, and maintain glue code, developers can focus on engineering projects. 
For a detailed description of how Uniform speedily manages content as well as constructs and publishes omnichannel experiences, watch the full episode. 
To learn how Uniform bolsters frictionless, effectual workflows for business and technical teams, contact us for a free demo.