The enormous advantages of switching to a headless architecture, in which front-end digital experiences are released from the constraints of legacy back-end technologies, are being discussed by everyone in e-commerce.
Without having to rely on third-party templates, headless commerce gives businesses control over their user experiences. They have the opportunity to launch lightning-fast Progressive Web Apps (PWAs) in addition to being able to innovate more quickly. a technology that allows for astoundingly higher mobile conversion rates (up to 85% for a recent client of ours). That statistic by itself ought to be enough to send some people crazy.
Another advantage of a headless architecture, however, that we think merits careful consideration is the ease with which new customer touch points can be added on top of your current back-end systems. Or, to use the current slang, add a “new head. “.
Your business has several heads today:
- your website,
- your physical store(s),
- your POS (point of sale) systems,
- your social media presence,
- your marketing channels,
- a mobile app.
Each of these heads and corresponding legacy “bodies” are typically inseparable for most businesses. Because of the increased costs caused by this monolithic architecture, innovation is expensive and cumbersome.
However, once you are without a head, you will be able to add one without having to construct an entirely new back end to go with it. In essence, you have the ability to overnight transform your company into a multiheaded hydra. Building out an Alexa skill that can respond to your customers’ most pressing queries (like where is my order or what’s on sale?) is now easier than ever. It’s simple to install a kiosk in any location. It’s not a far-fetched fantasy to imagine the automobile as a completely new customer touchpoint, allowing you to communicate with your customers while they are driving their Teslas (or Ford F150s, for that matter). The possibilities are only limited by our own imaginations in the quickly changing world of today.
This is why we think that going headless is also the ideal turning point to reflect on the two most crucial questions that any business leader can ask:.
What do our customers need?
What benefit do we offer?
Truth be told, it’s not that easy. These are the most challenging inquiries in business. Period. Every day, savvy business leaders ask them. These are brand questions, to put it another way. Your brand is more than just your logo, after all. Your brand, according to Jeff Bezos, is what people say about you behind your back. It represents the truest, innermost essence of what your company is all about. We believe implementing a headless architecture is the ideal time for deep brand exploration because going headless will open up new opportunities for additional customer touchpoints. This is the time to confirm what your customers actually need and map those needs to the value you currently provide as well as the potential value you can provide in the future.
When advertising was all there was to it, a business could expand. The marketing polarity has changed from push to pull in this new era, though. To entice customers, brands need a compelling argument and an effective mechanism. Companies in the past found success by controlling their sales channels, media habits, and category dynamics. However, in order to be successful in today’s market, one must consider omnichannel marketing and even cultural relevance. The days of brands being able to simply spend money on media to promote claims about the value and quality of their products are long gone.
You must provide evidence in the modern world.
Thin brands are those that merely promise value. These weak brands are just one of many players in a crowded market, with a product that is difficult to distinguish from that of their rivals. Frequently, thin brands are businesses with low margins, low customer loyalty, and consequently, low growth prospects. To try and remain relevant, they only rely on advertising, which becomes prohibitively expensive over time.
While this is happening, a new generation of brands is developing connected experiences, working with influencers, and co-creating with their target audiences in order to actually provide real value. In their sector, these “thick brands” are distinctively regarded. They elicit pleasant feelings, draw in tastemakers, and have something to say in the broader cultural dialogue. Because of this, they have much better chances for long-term growth, command higher prices and margins, and enjoy greater customer loyalty. Apple, Nike, and Warby Parker are three examples of thick brands that are simple to identify. Others that we respect for less obvious reasons are Yeti, Uniqlo, and H&M.
We would be happy to talk to you about our headless commerce and our brand consulting services if this thick versus thin framework interests you or if you’re thinking about switching to a headless architecture as part of your digital transformation journey contact us.
We think the two go together as naturally as the words “customer” and “value.”.