By Michael Younder, on Oct 9, 2019

How Myplanet uses Contentful to empower smarter interfaces

We love headless CMS at Myplanet. It’s an area of focus for us. The API middle layer is a magic key that opens the door to omnichannel touchpoints such as wearables, loT, voice, AR/VR and mobile.

Indeed, it’s the possibilities created by these omnichannel touchpoints –– an arena that Myplanet prefers to play in –– that really showcases what the Contentful Headless CMS can do.

The benefits of a headless CMS are clear. It’s future proof due to channel agnosticism, compatible with all front ends, and content can be deployed quickly. It also reduces developer burden and eases integration due to the breadth of APIs, which are like channels or touchpoints that include wearables, IoT, voice, AR/VR, mobile or web. I look at headless CMS as a form of highway interchange that can weave key pillars of a smart interface strategy together.

These key pillars include:

  • Embedding AI towards getting assistive and agentive outcomes. Think of an assistive outcome as one where favorite options are presented, but the user has control. Think of an agentive outcome as one where the options presented have more context, and are based on past behavior.
  • Taking advantage of new interfaces, allowing novel form factors into the equation.
  • Interface automation which allows for the use of data to gain valuable customer insights.
  • A platform which sets up things to work at scale.

So, what do we like in our arena that is powered by headless CMS? Voice and conversational interfaces are one example, such as smarter chatbots. Smarter chatbots can lead to better engagement in customer support dialogs, allowing businesses to focus on that all-important best next action with their customer, learning as it goes. Voice interfaces are highly natural in how they sound and can be highly configurable.

Another example are augmented and virtual reality (AR/VR) interfaces via platforms like ARKit, Microsoft Hololens and Magic Leap One. AR/VR can allow buyers to configure and see products like never before, to walk around a new car in their driveway, with the colours and options they’ve chosen. In retail, AR experiences powered by a headless CMS can elevate classic promos like end-aisle displays. You can make them jump to life, giving your shopper who is waiting in line a unique offer.

These displays, which can become more immersive, can then easily provoke a best next action too, by encouraging shoppers to configure, price and order an item they see, when the digital display and headless CMS are tied into a commerce back end.

AR/VR can also be a smart platform for employee training, allowing workers to take in the content from a headless CMS anywhere. The content can then be tied into a test or certification step. The applications are numerous, but we see this interface being an acute partner in health and safety, internal product demos, and facilities orientation scenarios.

By turning that magic key in a headless CMS that I spoke about at the beginning, the above omni-channel scenarios are just a few examples of how your customers and team members can be immersed in personalized, high-touch engagement.

Michael Younder

Michael Younder has been with Myplanet for nearly two years and splits his time between covering the software studio’s headless CMS partners and more broadly, being responsible for partner operations and marketing across all of Myplanet’s partners including e-commerce, voice, conversation and AI. Prior to joining Myplanet, Michael’s twenty-plus year career has focused on technology-centric channel and product development and management. Michael is based in Toronto, Canada.