1 min read
Marketing
Introduction
In this article, I tried to compare advanced personalisation (BTG) with Personalisation based on SmartEdit. SmartEdit was released in 2016 as an alternative to the WCMS cockpit. Most of the content management features in Hybris 6.7 are used and supported by SmartEdit. Some features are new to SmartEdit and contain no counterpart in CMS cockpit. Advanced Personalisation was usually slow and was not much preferred on traffic-intensive websites, so SmartEdit can be considered a new ray of hope.
Advanced Personalisation – btg (Deprecated in v6.7):
It triggers actions or shows CMS content to a different group of customers based on their behaviour, interests, wish lists and historical data. Using targeted personalisation, the behaviour of the customers can be measured and rewarded. You can show them special promotions, suggest relevant products, send them personalised emails, or tailor the website's content and products to their interests.
Personalisation (based on SmartEdit):
Personalisation (based on SmartEdit) offers an integrated, user-friendly approach to building experiences that are relevant to your customers, which is crucial for driving engagement and conversion. Personalisation capabilities work across both content and commerce in an integrated way, so that you can build customer experiences consistently across channels and functionality. Using SmartEdit for Customer Experience, you can see the end-customer experience as you build it.
Benefits Of SmartEdit:
- Targeting of content from within SmartEdit.
- Creating new personalisations and managing how they interact for a complete “experience”.
- Observing changes in the correct context as you work.
- Deliver a personalised experience to customers through the accelerator storefronts.
- Select components and change them if the user is in a predefined segment.
Limitations In SmartEdit:
- Media management is poor. You cannot reuse the uploaded image; you need to upload it again.
- No change in content and page slots for example text on the login screen is still not editable in smartedit.
- Access control is derived from the hybris platform; nothing has been updated by SmartEdit.
- SmartEdit does not support editing components that have component IDs that contain special characters.
Summary:
BTG Advanced Personalisation lacks most of the characteristics as compared to SmartEdit-Personalisation, and it requires custom development to implement most of the features that SmartEdit provides OOTB. SmartEdit also provides an interactive UI for personalisation. BTG as compared to SmartEdit is slow so usually not used on the crowded websites. With Hybris providing SmartEdit for content management in new versions, it is definitely a good choice to give the users an interactive view to personalise their websites.
