Most merchants are already struggling to keep up with audiences who expect to be remembered and catered to wherever and whenever, but integrations like the ones between Acquia/Drupal and Amazon Echo may signal it's going to go from bad to worse for those without the right processes and technologies in place to deliver incredible experiences.
As awareness for Amazon Echo grows (a reported 3 million units have been sold), it's becoming clear just how much the hands-free, voice-activated speaker can do. For instance, a consumer could ask Alexa (the voice service within Echo) what men's shirts are on sale at X store. Alexa can deliver the pertinent info and even send the consumer a text when his favorite brand goes on sale. Or, people can "simply" order a pizza from Echo. As more and more use cases emerge (check out Acquia's prototype), the next customer experience challenge for retailers, according to David Aponovich, senior director of digital experience at Acquia and former Forrester analyst, is how to store content and make it available in such a way that it can be fed through voice activation when consumers aren't looking at a screen but rather a device like a smartwatch that needs to talk back to them.
With the right content management system (CMS), retailers will be able to connect data and messaging on new devices we've yet to imagine.