Head­ing into Adobe Sum­mit, I’m excited to keep announc­ing how our part­ners are con­nect­ing Adobe Mar­ket­ing Cloud to all the lead­ing e-commerce engines. The lat­est addi­tion is work done by Infield Design to bring together Adobe Expe­ri­ence Man­ager and Magento. I began col­lab­o­rat­ing with Marc Infield at an X.Commerce con­fer­ence a few years ago. Infield Design has been a con­trib­u­tor and evan­ge­list of the Magento plat­form and as my role con­tin­ued to align with com­merce, it seemed only obvi­ous that we had to col­lab­o­rate on bring­ing Adobe Expe­ri­ence Man­ager and Magento together.

Infield Design’s team quickly came up to speed on Adobe Expe­ri­ence Man­ager, appre­ci­ated its open stan­dards based on the Apache Sling web frame­work, and now have many cus­tomer imple­men­ta­tions under their belt. Over many dis­cus­sions on the indus­try in our shared San Fran­cisco neigh­bor­hood, I shared with Marc my goal to con­nect Expe­ri­ence Man­ager to all the lead­ing e-commerce plat­forms. Hav­ing deep expe­ri­ence with Magento, Marc pro­posed hav­ing his team take a crack at extend­ing Expe­ri­ence Manager’s eCom­merce Inte­gra­tion Frame­work to con­nect with Magento. In a short amount of time, col­lab­o­rat­ing with our experts in Basel, Switzer­land, his team has pulled together an ele­gant design that enables exist­ing Magento store com­pa­nies to extend their invest­ment and take advan­tage of the Adobe Mar­ket­ing Cloud with Adobe Expe­ri­ence Manager.

While at first we won­dered if this was sim­ply going to be an aca­d­e­mic exer­cise or one sim­ply for the open-source devel­op­ers to enjoy, it has become clear that there are many com­pa­nies out there with high growth and high traf­fic sites. Many of these com­pa­nies are run­ning their entire web­site on Magento and as the traf­fic rises, Magento has some chal­lenges. This has of course been mit­i­gated with other open-source CMS solu­tions out there, but all of these come with their own advan­tages and dis­ad­van­tages. For com­pa­nies that want to take advan­tage of the mar­ket leader in Web expe­ri­ence man­age­ment, this project made a lot of sense.

As Marc Infield told me, “If we are look­ing at Magento store own­ers who are step­ping up to Adobe Expe­ri­ence Man­ager, it is prob­a­bly a suc­cess­ful small busi­ness that is grow­ing into some­thing big­ger. They are suc­cess­ful, charis­matic, have a strong image of who they are and know how to com­mu­ni­cate to their cus­tomers. This type of com­pany prob­a­bly has a mil­lion ideas on how they want to con­nect with cus­tomers but are lim­ited by the tools Magento offers.” When you look at the focus of Adobe Expe­ri­ence Man­ager from day one, it is about enabling the mar­keter and the busi­ness owner to bring their brand to life, drive demand for their prod­ucts and extend the reach of their com­pany. Fac­tor in the tal­ent that they’ll have, with a team that’s prob­a­bly very tech­ni­cal, knows the ins and outs of Magento and con­tributes to the open-source com­mu­nity, we knew these same folks would get excited by the same open-source roots of Expe­ri­ence Manager.

My mis­sion is to chal­lenge com­pa­nies to reimag­ine the shop­ping expe­ri­ence. Today we have the tech­nol­ogy, the band­width and the dig­i­tal devices that allow us to cre­ate a much more com­pelling expe­ri­ence than rows and columns of prod­uct thumb­nails. As Marc says, “Are we telling the sto­ries our cus­tomers want to hear? The expe­ri­ence is about the story, not the num­ber of prod­ucts a shop has in the cat­a­log. It isn’t about being big­ger faster or stronger. It is about know­ing your cus­tomer, offer­ing them rel­e­vant con­tent at every touch-point and build­ing a rela­tion­ship. This has to be across chan­nels and con­tent types. Every con­nec­tion we make with a cus­tomer is through con­tent and helps form the per­cep­tion of the brand. Social media, Cus­tomer ser­vice, doc­u­men­ta­tion, blog, in-store, point of sale, advertising.”

If you’re head­ing to Adobe Sum­mit, you’ll have to check out the ses­sion, “Man­ag­ing Your Busi­ness in the Cloud: Top Five Con­sid­er­a­tions” as Ryan Boni­fa­cino will be there from Alex and Ani, a Magento site that will shift to an experience-driven com­merce approach lever­ag­ing Adobe Expe­ri­ence Man­ager. Ryan will also be on the main stage on Thurs­day for the Retail super-session.

So, for all of you out there that have a Magento store, and want to take advan­tage of a lead­ing dig­i­tal expe­ri­ence man­age­ment plat­form for a next gen­er­a­tion shop­ping expe­ri­ence, send Marc a note, and if you’re near the Bay Area, we’ll all get together and bring this to life.

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