Fast web creation for agile marketing
Previously, the Carphone Warehouse website existed on a very traditional web platform. Creating web pages or adding dynamic features such as counters and scrolling images required programming and HTML knowledge, meaning that even small updates needed to be handled by developers. Carphone Warehouse was constantly updating prices and campaigns across its website, but these changes required significant planning and lead time, limiting the merchandising team’s ability to respond effectively to changing markets.
“We find that there’s often a window of opportunity to engage with the customer, particularly with major releases for new products,” says Sohal. “If we miss that window of opportunity, it’s very easy to lose market share. That’s why it’s so important that we can get campaigns out there as quickly as possible.”
By leveraging reusable components in Adobe Experience Manager Sites, the merchandising team can create an entirely new campaign, including a dynamic landing page, in 15 minutes or make a small update to copy in less than a minute. Developers and designers create customisable components, images and other assets that the merchandising team simply drags into a template. Usability is highly intuitive, with no need for extensive technical training.
For example, Dixons Carphone often releases time-limited offers for Black Friday and other major sales campaigns. Using Adobe Experience Manager, merchandisers can drag a counter component onto the product page that counts down to the end of the deal and gives customers a greater sense of urgency. Colours on each element can be customised to work with the specific brand or campaign theme. Merchandisers can even set logic options to automatically remove the counter and display text indicating that the deal has expired at the end of the campaign.
Creating flash sales once took a week working with developers on complex iterations, but using components such as the customisable counter, merchandisers can now create flash sales in less than a day.
“The merchandising team can make changes 10 times faster with Adobe Experience Manager,” says Sohal. “We’re also achieving 500% faster time to market for new campaigns. This agility allows us to react to market changes before our competition and establish ourselves as leaders in the retail market.”
Improving the web experience
Working with reusable components has other benefits for Dixons Carphone beyond agility. Developers saved a significant amount of development time—400 hours over 6 months—and reduced testing time by as much as 50%. With so much time saved, Dixons Carphone achieved payback on the component development cost within 6 months. Developers can focus less on day-to-day running of the website and more on creating features that will improve the overall web experience.
The Adobe Experience Manager workflow even helps to improve search engine optimisation (SEO). “On the old website, we had to limit the number of pages that we created because it took too much time to update information across pages,” says Sohal. “With Adobe Experience Manager, we have the freedom to create more pages that highlight information more prominently to consumers. The ability to connect consumers with vital information more effectively has improved our SEO rating, increased traffic to the website and increased conversions.”