There was a time when the purchase journey was linear, and things were easier for the companies as they had to focus on a single platform. This was the reason they could narrow down their focus to enhance customer experience.

But now, customers have the option of switching between multiple touchpoints and channels before making a final decision. Even omnichannel is also beneficial for businesses. As per a report, the purchase frequency on omnichannel is 250% higher than a single channel.

Customers can go through many channels and touchpoints, from smartphones to smart speakers, before finally clicking on the ‘Buy Now’ button. And it doesn’t matter whether the customer is just surfing, shopping, or asking questions; they always want an uninterrupted experience.

If a customer puts the smartphone down on the table and continues searching about your product on a smart speaker, they want you to remember who they are and what they have searched for. Well, this is the omnichannel experience that most customers are craving.

But it can become challenging for businesses to keep up with the customer while they keep on toggling from one device to another, and this is where a headless content management system (CMS) comes into the picture.

With the power of headless CMS, brands can maximize the possibility of serving experience and content on the most popular touchpoints. Unfortunately, the dominance of CMS systems thwarts brands from moving ahead. But with the rapid changes in technology and behavior, there has never been a better time to explore headless CMS.
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Omnichannel marketing is a strategy focused on offering a seamless and fully integrated shopping experience to the customers across different touchpoints and channels.

From inquiring about a product through the desktop to adding the product through the mobile app, each touchpoint should be highly personalized and offer a type of continuity rather than repeating stages in the buying cycle.

If a brand plans to widen its reach and smoothen the customer journey, it can never ignore the omnichannel marketing strategy. With such a type of strategy, brands can make customers’ journey hyper-convenient, which is what the current customers want from their favorite brands.

But providing an omnichannel experience to the customers comes with its own challenges, and marketers should overcome these challenges to stay relevant in the market.
How is omnichannel experience becoming a challenge for marketers?
.The only way marketers can succeed in the current digital landscape is by offering a better omnichannel experience. Doing so comes with its own set of challenges that must be addressed; otherwise, marketers will be left behind in the tough competition race.

.Marketers must build an ability to quickly respond to changes in the market, and such a type of ability demands investment in technological solutions that equips markets with the most vital skill and ability; quick reaction time.

.For most marketers, the main issue is not related to the difficulty faced while trying to understand the customer. Instead, it is related to offering a world-class digital experience at the speed required.

.Since the traditional CMS system is tightly coupled, rolling out new changes is a cumbersome task for companies. For example, it can take around three months to produce a new landing page with traditional CMS.
What is a headless CMS?
A headless CMS is a type of backend CMS where the content repository is decoupled from the presentation layer of the front-end. So the body (backend) is separated from the head (front-end).

All the content stored in the headless CMS is delivered through APIs for smooth display across a wide array of devices. The headless CMS always stays with the interface for managing content and on a GraphQL API or RESTful API for delivering content on whichever platform you need.

Changes can be rolled out much quicker on a headless CMS since it doesn’t require manual implementation and deconstruction. This feature makes it fit like a glove in the always-changing technological and shopping behavioral landscape.
Why has headless CMS become crucial for omnichannel strategy?

. Better content management on different channels

One of the best things about headless CMS is that it helps a brand optimize and re-model content for all the devices interconnected through the Internet of Things (IoT). Such a type of content management strategy allows the brand to eliminate fragmented brand experience as customers can enjoy both brand flexibility and consistency in terms of what you publish.

In addition to this, customers can enjoy whatever content you publish on whichever channel they prefer. With so many devices and platforms being used by the customer, a gnostic front-end makes it easier for you to work according to the customer’s preferences and target a larger demographic.

Another advantage that can be considered part of better management on different channels is staying in touch with the customer, regardless of where they are in the buying cycle.

. Getting rid of data silos
Data silos are one of the biggest perpetrators of the omnichannel experience, especially when it comes to enhancing customer experience and improving client support service.

At different stages of the buying cycle, customers are managed by different departments. If there is a system of isolated data in such a process, it can lead to miscommunication, and the department can lose track of where the customer is currently in the buying cycle.

As discussed at the outset of the article, customers always want you to remember them throughout the buying cycle. If you have to repeat the stages in the buying cycle because of data silos and miscommunication, then it can act as a springboard for frustrated customers.

An omnichannel experience should always be seamless, continuous, and integrative across all touchpoints. Headless CMS provides brands with this seamless continuity since it wipes out data isolation through the centralization of data.

Also, the data is stored on the cloud (on private and public), it becomes more accessible for all the departments involved in the buying cycle. Such a system makes words like miscommunication among departments meaningless.

.Maximize marketing velocity
Marketing velocity is simply the time that one consumes to promote a product, service, or idea. In today’s fast-moving world, it has become a matter of prime importance for marketers.

We live in an era where new social media trends can outcast the digital world within the blink of an eye, and therefore, marketers must be ready to respond to these changes as in such an era, it all comes down to ‘who gets there first.

The legacy CMS makes the rapid distribution of content a challenging task because such a system requires programming assistance before one can move to the content distribution stage and omnichannel distribution takes this challenge to the next level.

Headless CMS appears to be faster since they don’t limit the speed of content distribution and allow the developers to move faster. This simply means that with the help of headless CMS, brands can increase their marketing velocity and attract new customers, increase sales and drive profits.

.Stand the test of time while staying innovative and flexible
The influx of technologies predicts a new technological revolution, an arduous task for the experts. And if you are dependent on a monolithic framework, then the emergence of a new technological trend can slow down the operation since, in such a framework, both the back end and front end are tightly coupled.

Such a rigid framework can never match the proliferation of technological trends, and it will not only slow down your business operation but can come to a complete pause. This is what can act as a perpetrator for your business continuity. Luckily, headless CMS is there to save you from such a disaster.

Headless CMS future-proofs your omnichannel strategy since it is front-end agnostic. This means that a headless CMS can adapt to changes more seamlessly. Also, such a system helps the departments to focus more on innovation since they get the flexibility on the front-end rolling out content on different channels.

.Improved integration

Headless CMS comes with the power of assistance from APIs, and such type of assistance aids flexible and seamless integration with different kinds of internet marketing platforms and software solutions. This type of integration enhances the omnichannel experience and allows companies to maintain brand continuity.

When the doors of flexible integration are open, you can connect with a wide range of customers by integrating with a messaging app or incorporating localization platforms for customers if you are going global with your platform. Also, you can integrate with a CRM system for better management of customer data or a Data Management Platform for keeping tabs on omnichannel campaigns.

The possibilities become limitless when you have nothing to thwart you from seamless integration. By having the right mix of integration, you can build a more collaborative system.

.Perfection with personalization

The power of personalization in the current era can never be underestimated, as 74% of the customers feel frustrated when the content is not personalized. And this becomes more relevant when you are managing content across different channels.

With the flexibility and design offered by the headless CMS, you can promote the personalization of content on different touchpoints and channels like mobile apps, SMS, smart-watches, and much more.

For example, a brand can optimize layout on different devices and use long-form content in the concise nature of WhatsApp or SMS. This is just a glimpse of how one can personalize with headless CMS as there are many other ways to level up the game of personalization with headless CMS and offer a unique brand experience.

With the help of better personalization, you widen your target range and improve customer satisfaction, loyalty, and retention.

Headless CMS’s long list of advantages like future-proofing, smooth integration, quick reaction time, and improved accessibility has made coupled CMS a perpetrator for the omnichannel experience. It can never help marketers overcome the challenges of an omnichannel experience.

So, if you are looking to harness the advantages of headless CMS and make omnichannel marketing a breeze for your marketers, all that you need to do is choose an impeccable headless CMS for your company.

Why choose us?

With the changing landscape, headless CMS is beneficial for omnichannel and has become a standardized necessity. But choosing the right partner that can help you integrate headless CMS is critical.

If you want to leverage your omnichannel strategy through headless CMS, choosing Saffron Tech will help you. We have unparalleled and innovative designs combined with advanced technology that will help you leverage your business.