Enhancements focus on content management tools, marketing capabilities and back office accounting suites
Varien, the Magento company, has released version 1.6 of the Magento Enterprise Edition eCommerce platform with new enhancements and functionality focusing on content management tools, targeted marketing capabilities and integration with back-office accounting suites.
According to Varien, the new platform features a CMS+ Content Management Engine, a merchandising suite and integration with accounting software packages via middleware provided by the BridgeConnect module. The new CMS+ Content Management Engine enables creation, management and publishing of complex content pages by business users with no technical knowledge. It also introduces a new feature Magento Widgets that enables business users to add content to pages in Magento Stores, reducing the time to market for deploying live on Magento.
The company said that the merchandising suite enables effective targeting of customers by allowing customer segmentation and targeted marketing and merchandising of products. Using targeted customer segmentation, merchants can optimise marketing initiatives by identifying specific customers by characteristics such as purchase history, browsing history and items in wishlists.
The company claims that the merchants can personalise the customer experience and increase conversions, by providing targeted, rules-driven promotional marketing banners/creatives tailored to each customer segment. Using effective, targeted merchandising, merchants have the resources to increase sales and average order value (AOV) by suggesting products for customers.
The new BridgeConnect module enables integration with accounting packages, from vendors such as Microsoft Dynamics, SAP, Oracle, Intuit and Sage through a partnership with eBridge Software. Enabling back-office systems to communicate in an automated fashion with Magento gives merchants the control needed to make sure their business operation functions as smoothly as their Magento shop, allowing for growth online to contribute to growth through other channels as well, the company said.
Roy Rubin, CEO of Varien, said: Our new release includes many key improvements, enhancements and innovative new features which will empower merchants to continue to realize their eCommerce visions and goals. We are pleased that with this release we can continue to provide our customers and clients with the innovative features and flexibility they seek while still providing the best value available in eCommerce platforms.