Adobe Marketing Cloud can make even the most sophisticated marketing campaigns easy to develop. Now it's enhancing its e-commerce options through a formal integration with Elastic Path.
It's a key integration — and particularly noteworthy because the development work Elastic Path has completed provides an integrated authoring experience directly inside of Adobe Experience Manager, which is unique.
Adobe has previously worked with Elastic Path on a number of different projects. It was through these projects that, little by little, both companies realized they were good for each other and decided to tie the knot.
Adobe and ElasticPath
According to Elastic Path, though, this is only the beginning of what looks to be a beautiful relationship. In a recent statement, the company said that the agreement will see the two companies collaborate on several key areas, including e-commerce platform technology, further product integration, sales initiatives and marketing activities.
If that sounds a bit nebulous, the release of Elastic Path Edition for Adobe Experience Manager is real. As such, it is the first modular, real time e-commerce solution designed specifically to enhance the power of Experience Manager. Says Aseem Chandra, vice president Adobe experience manager and Adobe target business:
We’ve built an open platform with Adobe Experience Manager and its e-commerce Integration Framework. Now, by integrating Experience Manager with Elastic Path e-commerce technology, we take our experience driven commerce initiative and integration framework further. This will allow the marketer and merchandiser to more.”
Elastic Path Edition for Adobe Experience Manager was designed from the ground up to complement Adobe solutions and has been stripped of redundant features. All marketing functions – including content creation, asset management and testing — stay in the Adobe Marketing Cloud while Elastic Path adds pricing, promotions, ordering and other transactional capabilities that can be accessed in real time with Adobe Experience Manager, Adobe Target and Adobe Analytics.
ElasticPath, E-Commerce and Adobe
But what is behind this integration and what can users expect to get from the integration? We asked Elastic Path’s e-commerce industry strategist, David Chiu. He explained that the integration was built from the ground up to bridge the gap between the two products for a seamless experience, rather than just integrating them:
Although Elastic Path and Adobe Marketing Cloud are both agile, extensible, Java based platforms that are perfectly suited to traditional integration – we wanted to create a seamless experience for marketers where full e-commerce functionality would be available to them right inside Adobe solutions. It’s a much more efficient and manageable way to create experience driven commerce, and something that simply cannot be done as a straight integration – it absolutely requires an exclusive, dedicated product."
The result, he said, is that Elastic Path users and Adobe users will both get additional functionality that has not been available to them until now.
Adobe has never had transactional e-commerce capabilities that were completely integrated into the workflow and authoring environment of Adobe Marketing Cloud.
With Elastic Path, Adobe users can now access features such as merchandising, pricing and order capture that work just like native Adobe content management features – just point, click and drag them with the WYSIWYG (what you see is what you get) editor.
For Elastic Path users there are also significant gains, particularly for e-commerce workers that are looking to take control of both their retail experience and marketing experience:
Marketers will be able to design, operate, test and optimize transactional sites and mobile touchpoints using the full power of the Adobe Marketing Cloud – Adobe Experience Manager, Adobe Target, Adobe Analytics and the rest of the suite. Adobe offers the industry’s best way to do things like personalization, multivariate testing and campaign management – and with this product, all of those great features are now native Elastic Path features as well. That’s what business users get with a seamlessly combined solution."
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