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technology. Adapting to omni-channel using new technology personalised content, products and search results and
is hard, but it’s worth it. One of the great advantages of make data-driven decisions to create tailored customer
going headless is that it brings speed, allowing brands to experiences.
confidently make changes, push releases live, and react to
the market much faster than before, and consistently across Plan to make the move
channels. There are lots of moving parts when moving to a new
With headless, brands can take small steps towards big platform or reorchestrating an entire architecture, so here
change, and realise value little by little. In a decoupled are a few considerations.
environment, migration happens one piece at a time, so Plan ahead with an agreed roadmap and decide on the
there is no need to completely rip out the old tech and start approach but consider phasing it so there is less risk.
from scratch. Understanding the business, its problems and challenges and
Customers will, however, appreciate the sub-second load the omni-channel objectives is a good place to start.
times, even during peak periods, improved SEO, increased Consider the knock-on effects. Going headless affects an
customer satisfaction and conversion. Site speed is entire business and thought should be given to the features
paramount, with search engines now measuring a website’s and tools that are a must, how a brand organises itself
customer experience and factoring these scores into their internally and how it approaches products and developments.
search algorithms. Brands should plan for how barriers between development
Headless also means freedom. By separating front and and marketing teams can come down, and how best to work
backends, brands can do whatever they want with their together.
architecture, and bring in best-of-breed tools and solutions Researching the options and analysing vendors is essential.
so they can create, preview, schedule and publish content at The best solution may not be the most expensive, but the
will, without any need for code. one that suits the business best.
Headless supports scalability, particularly during peak At some point all that planning needs to come to fruition and
periods. This will enable brands to meet customer demands it will be time to implement. Thankfully with headless, this
without the worry that systems will crack at the first sign of can be quick, regardless of whether a brand is adopting a full
pressure or overload. replacement or an iterative approach to updating its aging
Delivering consistent customer experiences on all legacy architecture.
touchpoints is central to omni-channel. Utilising best-of- Life doesn’t stop after the new solution goes live. It will
breed tools and features and delivering powerful data means take time to adjust and make a shift in mindset but those
brands can deliver more engaging digital experiences for retail and leisure businesses that do make the move to
customers, however they interact with them. headless will be in a strong position to achieve their omni-
Brands should be free to set up their frontend in the way that channel goals, and adapt their operations, tooling and
they want, to reflect their online brand presence. Headless processes with confidence. Freedom comes from moving
architecture provides more options for incorporating complex monolithic decisions into smaller and more
personalisation, making it easy to deliver contextual and manageable components.