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Rapid changes in the retail landscape are driving the need to know
your customers in a digital world
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Governments that simplify processes and deliver personalized services
earn the goodwill of their citizens
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* Back
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Content Operations
Collaborate effortlessly on content strategy, creation and analytics
*
Digital Asset Management
Centralize all your digital assets and deliver them to any customer
touchpoint
*
Content Management
Create, manage and deliver content across unlimited channels and markets
*
Customer Data Management
Understand every user and uncover trends with customer and journey
insights
*
Personalization and Testing
Optimize every customer interaction with A/B testing and personalization
*
Marketing Automation
Engage your audiences with automated email and messaging campaigns
*
Storefronts and Marketplaces
Design composable B2C or B2B buying experiences for any channel or device
*
Search and Merchandizing
Convert more customers with hyper-relevant shopping experiences
*
Order Management
Manage orders with flexible fulfillment solutions for any buyer or
supplier
* Industries
* Back
*
Financial Services
Focusing on key priorities and investments in customer experience is
putting FinServ leaders in an enviable position
*
Manufacturing
Manufacturing is evolving, with customer centricity emerging as a key
competitive differentiator
*
Automotive
The rapidly changing automotive industry is under pressure to deliver
standout customer experiences
*
Healthcare
Healthcare brands are witnessing a shift in power as they align
themselves around the patient’s priorities
*
Education
Delivering outstanding DX for students improves engagement and drives
better education outcomes
*
Retail
Rapid changes in the retail landscape are driving the need to know your
customers in a digital world
*
Government
Governments that simplify processes and deliver personalized services
earn the goodwill of their citizens
*
Information Technology
In a digital world, IT companies have to demonstrate their credentials by
providing memorable digital experiences
*
Travel and Hospitality
Travelers have higher expectations than ever before - delight them with
standout experiences across channels
*
Professional Services
Professional service providers are differentiating themselves by
providing DX that meets growing client needs
* Departments
* Back
*
Marketing Departments
Combine content, data and personalization to deliver experiences that
guide consumers through their journey
*
IT Departments
Deliver fast, high performing, stable and secure experiences, across
channels and at scale
*
Content Departments
Create and manage an efficient content supply chain to deliver relevant
content to any channel at scale
*
Commerce Departments
Meet diverse customer shopping needs with seamless, adaptable experiences
both online and offline
*
Digital Experience Departments
Empowering DX teams to create, deliver and manage highly engaging
experiences and omnichannel content
* Solutions overview
* Products
* Back
* SaaS DXP
Modular software, hosted in the cloud, with upgrades and infrastructure
handled. Best for maximum agility.
* Back
*
Content Cloud
*
XM Cloud
Create content, launch websites and experiences all in the cloud
* New
Search
Power your website search box with intelligent search and content
discovery
*
Content Hub DAM
Store, manage and centralize digital assets
*
Content Hub Operations
Collaborate effortlessly on content strategy, creation and analytics
* New
Content Hub ONE
Author and serve content for any digital channel with an agile headless
CMS
*
Engagement Cloud
*
CDP
Unify and leverage customer data across a variety of touchpoints to
deliver intelligent experiences
*
Personalize
Create relevance in every moment with a/b testing and personalization
*
Send
Engage your audiences with automated and personalized email marketing
*
Connect
Easily integrate Sitecore products with thousands of applications
*
Commerce Cloud
*
Discover
Lift sales with AI-powered commerce search, merchandising and
recommendations
*
OrderCloud
Supercharge commerce with a headless, API-first commerce platform
* Platform DXP
Integrated and cohesive full-suite technology platforms, hosted on your
services. Best for architectural control.
* Back
*
Experience Manager
Create, manage and publish multisite, multilingual content
*
Experience Platform
Combine a powerful CMS with rich data to deliver personalized content in
real-time across any channel
*
Managed Cloud
Host, monitor, manage and maintain the installation of Sitecore XP, XC &
XM
* Services and Support
Training, connectors, hosting and everything you need to ensure success
* Back
*
Sitecore Managed Cloud
Host, monitor, manage and maintain the installation of Sitecore XP, XC &
XM
*
Sitecore Connectors
Extensible integrations that preserve the connected experience for the
next emerging channel
*
Sitecore Marketplace
Find Sitecore-developed, technology partner, and service partner apps,
connectors, tools, and templates
*
Sitecore Support
Reliable and robust paid support packages and open-source support
resources
*
Sitecore Training
Learn best practices, get informed, and take advantage of the full
capabilities of our products
*
Sitecore Services
Access deep expertise drawn from hands-on experience with customers and
partners
* New
Sitecore360
Maximize your investment with a customer success plan that meets the
unique needs of your business
* Platform overview
* Resources
* Back
* Knowledge Center
* Back
*
AI & ML
Plan your approach to AI and ML to unleash massive benefits in your
organization
*
Cloud
Explore the right cloud computing approach to help you thrive now and
into the future
*
Commerce
Discover the most important commerce trends and decide which capabilities
matter most to your success
*
Content Management
Master the research to get a 360-degree view of your content landscape
from creation to publication
*
Data & Analytics
Review best-practice approaches to data and analytics to turn missed
opportunities into positive engagements
* Popular
Digital Transformation
Discover ways to accelerate transformation to make authentic human
connections with your customers
*
DX & CX
Build relationships with your customers by being empathetic, telling
great stories, and using AI to let your humanity show
*
Headless
Investigate the benefits of going headless to deliver a consistent
experience no matter the device
*
Omnichannel
Learn omnichannel strategies to provide a consistent and seamless
experience every step of the way
*
Personalization
Prepare to deliver personalized digital experiences, creating a
connection between your customer and your brand
* Learn & Connect
* Back
*
Customer Hub
Find Sitecore’s key resources for customers from Learning & Support
access to product documentation, all in one place
*
Sitecore Learning
Learn best practices, get informed, and take advantage of the full
capabilities of our products
*
Mastering Personalization
Free step-by-step guide for marketing & technical teams
*
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Sitecore experts share their thoughts on DX transformation
*
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Learn, connect and upskill with events nearby & globally
*
Getting Started with XP
Learn how to deploy, upgrade, access training and consulting, and more,
for Sitecore Experience Platform.
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your tech stack and allows you to iterate with the business.
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customers demand
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EVALUATING LEGACY TO COMPOSABLE: UNITED AIRLINES’ JOURNEY
At Sitecore Symposium 2022, United Airlines and Americaneagle.com presented how
the airline moved from an all-in-one DXP to a composable approach.
By Fiona Hilliard
4 min read
When it comes to delivering best-in-class digital experiences, United Airlines
recognizes that a composable approach is now key – and Sitecore is supporting
their strategy every step of the way.
EMBRACING A COMPOSABLE FUTURE
Headquartered in Chicago, and employing 70,000 people globally, United Airlines
has the most comprehensive route network in North America and is one of the top
five airlines in the world.
Bob Dieguez, Sitecore Developer at United Airlines, explained that their journey
with Sitecore began six years ago with Sitecore Experience Platform (XP). The
airline is currently using XP to run three high-traffic applications. These
initiatives were launched between 2017 and 2019 and include:
* FlyingTogether: A global intranet portal for employees and contractors
* WingTips: A policies and procedures resource
* A pilot-specific library of information
The portals have a global reach of over 70,000 employees and content is updated
by over 250 global content authors.
In 2021, following a Covid-related pause on projects, United engaged
Americaneagle.com to handle their upgrade to Sitecore XM 10, utilizing Sitecore
Experience Manager (XM), Sitecore Personalize and Sitecore CDP in the cloud.
WHY SWITCH TO COMPOSABLE?
Jon Price, Global Sitecore Practice Director at Americaneagle.com explained that
a composable approach allows businesses to drive decisions, as opposed to
letting tech dictate business direction. This approach moves away from ‘this is
how it works’ or ‘what it comes with’. A highly composable system provides
components that can be selected and assembled in various combinations to satisfy
specific user requirements.
Switching to a composable approach makes sense at any time, but especially
during a new project, an upgrade, or a fresh build. For United Airlines, it was
the right moment to make the move.
United Airlines’ existing solution was built over six years. Multiple teams,
agencies, and developers contributed to the solution. During that time,
marketing and creative agencies had grazed the surface of personalization and
analytics but were looking at what they could do next.
COMPOSABLE OPPORTUNITIES
In the post-pandemic era, United Airlines plans to grow its workforce from
70,000 to 100,000 employees. To support this ambitious goal, they need a
flexible, scalable, future-proof solution. They want to spend less time and
effort on upgrades and maintenance and more time on feature development and
increasing business value.
A NEW APPROACH
United Airlines needs to communicate on a granular level with employees and
envisioned their FlyingTogether portal as a one-stop shop, with experiences
tailored to individual employees. For example, when a new employee logs in,
their personalized experience focuses on onboarding material, while other
employees see content relevant to their role or location.
United Airlines’ previous stack included:
* Sitecore Experience Platform (XP)
* Content management XM combined with analytics personalization A/B testing in
an all-in-one DXP
* Email Experience Manager (EXM), part of XP, used to craft email campaigns.
The airline was sending out around 2 million emails per year
* Coveo for front-end search
* Internal hosting/data center
Switching from Sitecore Experience Platform (XP) to Sitecore Experience Manager
(XM) meant United Airlines could put a greater emphasis on content management.
For complex use cases like personalization, A/B testing, and the ability to plug
in HR data for personalization, they’ve chosen Sitecore Personalize and CDP.
This streamlined solution means there’s less to maintain, and gives the business
and communications teams more flexibility, as well as other business units the
ability to start adopting and using the technology too. The advantage of
Personalize and CDP is that it can be applied to any tech stack, any content
management system, or any mobile app.
The airline is retaining Coveo, adding Salesforce Marketing Cloud, and migrating
to Sitecore Managed Cloud.
SETTING OUT A FRAMEWORK FOR SUCCESS
Together with Sitecore and Americaneagle.com, United Airlines took part in
Inspiration Day workshops to identify pain points and set out their KPIs and
priorities in a 3-5 year roadmap.
LEVERAGING SITECORE PERSONALIZE
Personalize and CDP seamlessly provide relevant content or a recommended next
step to a user. Loading in human resources data from United Airlines’ HR systems
– name, location, department, role, then activating a decisioning model when a
user visits the homepage creates a very powerful, personalized experience.
The major advantage of switching to a composable platform such as Sitecore
Personalize is that other business units can start adapting and leveraging the
technology for non-Sitecore sites.
Anyone who flew to or from Chicago O’Hare Airport for Sitecore Symposium would
no doubt have looked at a digital sign in the airport displaying gate
information – this was likely powered by Sitecore technology. Moving forward,
all United Airlines’ digital airport displays will be coming from Sitecore,
using Personalize to tailor messages for travel updates such as flight delays.
BENEFITS OF A COMPOSABLE APPROACH
United Airlines plans to go live with the whole composable rollout in Q1 next
year, but since Sitecore Personalize and CDP are set up to run in an agile way,
they don’t have to wait until then to use these products — they’re already
leveraging their capabilities.
The airline has identified a number of benefits related to moving to a
composable approach including:
* Less intensive upgrades - upgrades have been cut by 25% or more
* Lower hosting costs
* Less data management
* Less time on maintenance and more time on future development
* Quicker development life cycles and faster time to market
* More features and releases and the ability to plug and play with other
systems such as Salesforce Marketing Cloud
To learn more about Sitecore’s composable solutions, visit out Sitecore
Personalize and Sitecore CDP pages.
Fiona Hilliard is a Content Marketing Manager at Sitecore. Connect with her on
LinkedIn.
Customer Data Platform Sitecore Experience Manager Sitecore Personalize Digital
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