After years of growth, including several acquisitions, FTD was hosting its websites across three web platforms. The lack of standardisation limited the flexibility and creativity FTD could bring to its websites. Features could only be rolled out to one platform at a time, with separate testing and deployment phases for each platform. With so many visual assets used across brands, finding the right image from the massive 12 terabyte asset library could be a challenge.
The first step was deploying a unified content management system (CMS). By working with a headless CMS architecture not tied to any platform or channel, FTC Companies aimed to boost agility and deliver new content and experiences for customers faster than ever. FTD chose Adobe Experience Manager, part of Adobe Experience Cloud, for content and asset management. When combined with other Adobe Experience Cloud solutions, including Adobe Analytics and Adobe Target, FTD can deliver targeted and personalised experiences for its customers.
“We spent weeks evaluating content management systems and Adobe Experience Manager was the clear winner,” says Manos. “Adobe created a very mature, enterprise tool that is both easy to use and technically advanced enough to support the digital marketing needs of all of our brands.”
Common creative language across teams
By standardising all brands on Adobe Experience Manager Sites and Assets, FTD is bringing together digital, creative, marketing, merchandising, product and IT teams from across brands on one centralised platform to develop richer customer experiences even faster.
Adobe Experience Manager Assets provides a single digital asset management (DAM) platform for all assets, which simplifies approval and management by presenting all content and rights in one location. Dynamic media capabilities automatically resize assets, so the images look beautiful no matter whether a customer is browsing on their laptop or a smartphone.
Adobe Experience Manager Sites supports a headless content model that empowers teams to pull assets into any type of final content, including websites, mobile sites, email or the ProFlowers mobile app. By re-using assets across content, teams can connect customers with new deals, arrangements or inspiration across whatever channel customers prefer.
Not only can teams update content faster with Experience Manager Sites, but by consolidating multiple systems, IT teams can quickly roll out new customer experiences across all web properties at the same time. The team spends less time troubleshooting website issues and more time delivering new feature requests.