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 Dig­i­tal to bring togeth­er Adobe Expe­ri­ence Man­ag­er and Magen­to. I began col­lab­o­rat­ing with Marc Infield at an X.Commerce con­fer­ence a few years ago. Infield Dig­i­tal 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 Digital’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.

This post was pre­vi­ous­ly pub­lished on the Adobe Dig­i­tal Mar­ket­ing blog on March 14, 2014.

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