Isobar, the global digital marketing agency from the house of Dentsu Aegis Network, has published a white paper that elaborates on how ‘Headless Commerce’, an approach to technology architecture, is more important than ever before.

The report, titled ‘Headless Commerce: Differentiating Your Approach To Experience Commerce Strategy’, shares how Headless Commerce is an opportunity for brands. It argues that the reconfiguration of legacy systems can support the functional, emotional and tangible needs of a customer experience. It also explains how the Headless Commerce approach provides brands with greater control over the UX, giving them a consistent identity across an entire ecosystem of touchpoints and a foundation to create long-term customer relationships that can deliver sustainable business growth.

Vikalp Tandon, Global Chief Technology Officer, Isobar said, “One of the biggest challenges in the experience economy for brands is to engage consumers at every touchpoint across an ecosystem. This goes beyond serving the right content at the right time. It originates in the brand’s technology infrastructure that powers their digital presence. The Headless Commerce approach allows brands to deliver a truly customer-centric experience at speed and scale which is key in today’s landscape and is needed to move forward.”

Commenting on the launch, Shekhar Mhaskar, EVP, Isobar India and Head Isobar Commerce, India said, “In this day and age, the consumer demands and desires a seamless, homogenous and uninterrupted experience that is agnostic of devices and media channels. And this is even more imperative in the realm of online commerce. Headless Commerce, as a practice, helps to solve all the above, continuously and at speed. It also empowers the brands to simultaneously innovate and improve on two important fronts – front-end customer experience and back-end technology.”

The white paper provides C-Suite brand leaders an overview of:

• The context behind the emergence of unified commerce experiences
• The opportunities of the Headless Commerce architecture approach
• A Customer Experience Framework
• The limitations of conventional or legacy architecture approaches (Monolithic architecture)
• The opportunity for immersive experiences through rich content approaches
• How Headless Commerce provides brands with a centralised view of customer data
• The requirements of a Headless Commerce strategy & what the future holds

The white paper was authored by Mustafa Rashid, Head of Emerging Technologies – Isobar UK and Vikalp Tandon, Global Chief Technology Officer, Isobar.