Object Edge has a deep background in implementing enterprise Oracle ATG Commerce (ATG) and Oracle Cloud Commerce (OCC/CX Cloud) solutions.

In fact, we are an Oracle ATG Technology Implementation Partner, and have extensive experience adapting platform technology to fit a variety of retail and apparel brands. We’re also the number one global Oracle CX Commerce implementation partner, and design, implement, and support enterprise Oracle solutions.

Thanks to our Oracle expertise, we’ve developed a variety of free Oracle resources to help address our clients’ OCC and ATG questions. Here’s our Oracle Cloud and Oracle ATG resource guide to help you navigate these solutions.

Is an Oracle Solution Right for My Business?

If you’re considering moving to an Oracle solution, you may be asking yourself some of the following questions:

  • What are the best practices in my industry and on my platform? 
  • How can I align my business with the product roadmap?
  • Is it possible to de-risk migrating from on-premise to OCC?
  • Is BOPIS a viable option for my business?
  • What are the benefits to being ADA compliant?
  • How do I set up my technology to be innovative and competitive?
  • What are some nuances of B2C that I can leverage for my B2B site?

These are all excellent questions worth diving into.

Migrating from On-Premise to OCC

Migrating from an on-premises platform to a cloud-based solution can be time-consuming, expensive, and risky. But it doesn’t have to be. Businesses can address their concerns over making a dramatic shift to their practices while still modernizing their technology and customer experience. 

Primary Concerns

The three primary concerns businesses express when moving to the cloud include:

  1. Lack of documentation of their current state – ATG implementations tend to balloon and be heavy with customization and hidden services forgotten over the years.
  2. Potentially millions of dollars in sunk cost and investment in implementation and enterprise integrations, some of which are still being amortized.
  3. Feature and customization parity between Oracle Commerce and Oracle Commerce Cloud.

These are very valid business and technical concerns that are addressed with business and technical solutions.

At the core of these solutions is the notion that this is an upgrade not a platform change. It is an upgrade because the Oracle Commerce Cloud foundation is still Oracle Commerce running both ATG and Endeca in the background. Oracle has wrapped this foundation with a true API-First SaaS solution to provide Oracle Commerce as a service with a modern architecture and all the benefits gained when treating the commerce platform as a service rather than using it as an enterprise behemoth heavy with customization and technical debt.

Financial Benefits

The main business benefit of treating this like an upgrade is a financial one. Many Oracle Commerce customers have invested millions of dollars that are not fully amortized. Treating this like an upgrade allows the company to treat future investments in Oracle Commerce Cloud as an extension of previous investment in Oracle Commerce. This avoids writing-off previous Oracle Commerce investments and maintaining continuity between the investments. There is continuity in the investment because there is an upgrade and migration path, just as if the company was upgrading from Oracle Commerce 11.1 to 11.3.

Four Main Steps to Upgrade

This solution is realized through Object Edge’s Upgrade Assistant and the processes Object Edge has created to treat this as an upgrade. Born from Object Edge’s previous upgrades of Oracle Commerce this Upgrade Assistant now tethers the old world to the new. 

At its root, the Upgrade Assistant is part of an overall upgrade process and has 4 main steps:

  1. Automated discovery
  2. Expedited analysis and planning
  3. Repository and Configuration migration
  4. Oracle Commerce Cloud migration validation

To learn more about our Upgrade Assistant and see a free demo, reach out today.

Launching OCC Buy Online, Pickup In-Store (BOPIS)

Another question that often comes up, particularly since COVID has shifted customer experience expectations, especially surrounding fulfillment options, is whether or not BOPIS is a viable option for a business.

BOPIS has been one of the most talked about features in the eCommerce industry in recent times, as it can drive traffic to stores and increase revenue.

Despite the many nuances of BOPIS, in 2019 OCC released it as a feature which allows it to be implemented with relative ease.

OCC’s BOPIS feature has 3 main pillars:

  1. Widgets that need to support the BOPIS experience
  2. Web APIs that handle the interactions

Admin UI for configuring certain aspects of it

OCC Supplied APIs

With this BOPIS feature, the add-to-cart experience now allows for every item to be picked up from a local store via store availability search, an element that allows customers to search store locations.

This works provided that you’ve:

  1. Populated store information
  2. Populated store inventory information
  3. Configured products and SKUs to be eligible for pickup in store

Fortunately, all of these activities are completed via APIs that are provided by OCC.

OCC also allows for a “mixed cart” option, where customers can have some items shipped to an address of their choosing and pick up others in store. 

And regardless of fulfillment option, OCC also provides follow-up communication to customers notifying them of their order status and whether it’s ready for pickup, has been picked up, is shipping, etc. 

These behind-the-scenes functionalities make it easy to create an effective, scalable, and delightful BOPIS experience for your customers, who care about having fulfillment options.

Customers Care About BOPIS graphic

ADA Compliance

Another hot topic for launching OCC is how ADA compliance comes into play, and why it matters.

Web accessibility is the practice of removing barriers for people with disabilities that might prevent their interaction with, or access to, websites or mobile applications. The American Disabilities Act (ADA), Title III, is interpreted to include websites as “places of public accommodation.” Businesses who don’t comply are at risk of being sued for being in violation.

What Does Compliance Look Like?

The Web Accessibility Standards (WAS) provide a checklist of web accessibility components. These include:

  • Website Presentation (clear text, nested headings, clean code)
  • Website Appearance (zoom text, color contrast ratio, distinctive links)
  • Content Alternatives (descriptive alt text, audio and video text transcripts, closed captioning)
  • User Control (no automatic, commercial popups, no automatic video or audio, ability to pause updating/refreshing content)
  • Website usability (search function, sitemap, all functions and content available by keyboard only)

Cases of businesses who have been sued for non-compliance are piling up. The number of federal court cases has more than doubled in recent years, with big names like Nike and Domino’s being held accountable. Now more than ever, it’s important to ensure that your online customer experience is accessible, and Oracle solutions can help.

Accessibility is Good for People & for Business

The good news is that being ADA compliant is not only the ethical thing to do, it’s also good for your business. There are financial and future-forward reasons to build accessibility into your website roadmap:

  • Digitally inclusive companies have 28% higher revenue and 30% greater profit margin on average.
  • Discretionary spending power of people with disabilities is estimated at $220B/yr.
  • 28% better website satisfaction scores on average
  • Increases in earned traffic (6-10% on average) and search rank (SEO/SERP)
  • Eligibility for government contracts for goods or services

There are also clear risks (beyond lawsuits) of maintaining non-accessible site elements:

  • Loss of customers
  • Voluntary reduction of workforce candidates, specifically veterans
  • Voluntary contraction of market size and serviceable industries
  • Lower CSAT and CX scores

Want to learn more about your site’s current experience and what it would take to make it ADA compliant? Optimize your accessibility with a free site audit

Creating an Innovative, Competitive, and Enjoyable Digital Experience for Customers

In today’s deeply competitive market, it’s more important than ever to deliver a superior customer experience. 

This can involve a wide and robust variety of strategies, regardless of what solution you use. Here are just a few that are worth considering. 

Single Page Checkout

With a 69% shopping cart abandonment rate online, it’s no wonder more and more Product Owners are asking teams to consider a single-page guest checkout design. Not only is a single-page checkout experience potentially easier and quicker to implement, but it can be a great way to increase conversion rates when executed effectively. 

A popular “one page” solution consists of a user-friendly cart that’s clear and straightforward. The goal is to eliminate anything extraneous and trim the checkout flow down to only the forms and fields critical to the customer’s purchase journey. 

While a short, simple checkout sounds delightful in theory, several challenges accompany this style of design. Whether you are building a brand new experience or updating a current site experience, here are some essential steps to implementing a successful single-page checkout:

  • Create Concise Forms ‍
  • Include a Functional Back Button‍
  • Leverage Staged or Nested Checkout ‍
  • Track Customer Progress ‍
  • Tell the User What to Expect‍
  • Provide Real-time Support‍
Reasons-for-abandonments-during-checkout-graphic

As you begin designing or modifying your single-page checkout experience, be sure to keep these best practices in mind. The key to a successful checkout is clarity, ease, good communication and practical customer support. 

Compelling Product Content

An effective product description can be the difference between closing a sale and losing one. With purposeful product descriptions written for a specific audience, in a consistent voice, it’s possible to convert a casual browser into a happy, loyal, lifelong customer.

Although many online shoppers arguably make their buying decisions based on product photos, well-written content plays a vital role in creating a successful digital listing. Product descriptions complete an expectation and fill in details about an item when photography alone can't illustrate it. Written content can call out specific benefits, sizes and technical specifications. It can tell a story about a product, describe the associated lifestyle, or even aid shoppers in visualizing how to assemble or use it day-to-day. 

When you educate consumers on key product benefits, values, and solutions, it has the potential to build customer trust and increase overall satisfaction. Here are some best practices to follow:

  • Write Targeted Product Descriptions
  • Define a Brand Voice and Tone
  • Highlight Product Benefits 
  • Prioritize SEO 
  • Create Scannable Content
  • Tell A Story

Captivating product descriptions require research, testing, and a touch of editorial panache. Be sure to factor them into your comprehensive content strategy - regardless of platform - to increase sales and strengthen your brand. 

B2B Nuances

A B2B Manufacturer or Distributor that is launching their first digital channel, or is upgrading or migrating their current channel, has some really difficult questions to answer. One of the most difficult is selecting which core experiences the eCommerce site will deliver.  

We’ve identified eleven “must-have” experiences that can help businesses deliver a superior B2B customer journey:

  1. Sign-in/register
  2. Account/profile management
  3. Browse a catalog
  4. Quote management
  5. Checkout
  6. Order management
  7. Pricing
  8. Search
  9. Wish lists
  10. Site articles
  11. Header/footer

This by no means a comprehensive listing of all the functionality that a site must have, but it does provide a solid overview of the experiences that every site must have.

Conclusion

For both Oracle ATG and OCC users, these resources can help guide your decision-making and investment. To learn more about your options, reach out to the team at Object Edge for a free consultation. Our deep background in implementing large scale Oracle ATG Commerce and Oracle Cloud Commerce solutions makes us uniquely positioned to answer your questions.

About the Author

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Sarah Falcon

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VP, Marketing Global

Sarah is a nimble and creative marketing leader with 15 years of experience in a mix of agencies, B2B, and B2C enterprises. She brings a background in building and driving impactful marketing practices and processes for growing businesses. Sarah has expertise in brand, content marketing, lead generation, and marketing operations. She’s a co-author of the 2019 book on B2B eCommerce Digital Branch Secrets: eCommerce Playbook for Distributors.

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