What is a Digital Experience Platform (DXP)? Types & Benefits


Basically, a digital experience platform (DXP) is an emerging new term associated with Liferay. In the modern world, digital consumers expect to have a high-definition experience in even the slightest of activities. Coping with this demand isn’t easy, but there’s no way out. The brands must deal with providing unique digital transformations with DXPs.

Although DXP can be a single digital product, it may also be a suite of products with different functionalities. Here we will get to know the specifics about the DXPs and their know abouts in details

What is Digital Experience Platform(DXP)?

A software platform that is used to manage user experiences across a broad range of digital touchpoints A DXP (Digital Experience Platform) is a platform with the combined functionalities of data personalization, data integration, content management, and e-commerce. As a tool, it will help you craft smooth, personalized experiences, manage your brand’s social media (online) presence, and also monitor every change on a regular basis!

Ideally, DXP can be seen as one of the big things in traditional web content management systems. The reason is that they can be an infinite help in mapping the entire digital customer cycle to its core. Everything from content creation, measurement, and testing to its final deployment can be taken advantage of using different DXP-based functionalities. Overall, it contributes to the data management and user experience to help marketers process customer needs more smoothly.

Types of DXP(Digital Experience Platform)

DXP has the main task of providing a centralized way to manage customer digital journeys. Today, customers want an excellent level of user experience, even through the slightest of activities. Meeting this demand isn’t very easy at times. However, taking help from DDXP will make a lot of sense, as there are three different types of DXP based on the categories divided till date:


Basically, the CMS has its roots in the categories, viz., content management systems, portal servers, and commerce servers.


Content management in DXPs, they mainly focus on the audience segments, which are generalized based on the needs of the customer data needed by the marketing department and creative agencies. Basically, it solves problems related to the acquisition of customers, like raising general awareness about a product, giving exciting offers to redeem interest in a certain product, and targeting certain offers (often seasonal); all of these are done to accelerate the purchases of the business products.

Advanced CMS -based DXPs have great web-based analytical features. It also involves advertising and email campaigns, along with user segmentation. Some CMS-DXP have portal-like features, and some have commerce features, which are formed because of acquisition.

2. Portal-DXPs

It is related to nurturing sales-based, long-term relationships with customers. Portal DXP helps brands understand customer retention, loyalty, and favors towards their activities and products. This is helpful to calibrate the business metrics, which helps prepare the business strategies to achieve the predicted goals. You, as a brand, will be more able to provide customer service based on the analysis, including self-service portal solutions and an alternative (representative-assisted issue resolution).

3. Commerce-DXPs

It involves the care-abouts of e-commerce, online shopping, and relevant transactional processes. Commerce-DXPs provide product-related content delivery through e-commerce-based web interfaces. The features are flexible by providing certain capabilities for inventory management, digital experience management, shopping carts, payment integration, and checkout. especially the integration feature, because a nice and advanced e-commerce user experience requires extraordinary integration capabilities. And with the above-mentioned functions, you can leave a great impact on your customers with every product you use.

A quick comparison between all three types of DXP:

FeaturesCMS DXPPortal DXPCommerce DXP
Business TypeB2CB2B/B2CB2C
Industries involvedRetail, advertising, journalism, media and broadcasting, fashion & entertainmentRetail banking, manufacturing, insurance, and governmentRetail, music/entertainment, fashion, food, electronics, travel, hospitality, telecom
StrengthsEmail marketing,Real-time data analytics,Ad tracking, Budget trackingDeep system integration,
Improved customer experience,
Individual data storage,
Segment data storage
Smooth retail e-commerce transactions
WeaknessLikely Individual customer data/profile, Poor Customer serviceNegative traditional portal approach, Poor user experience, Poor mobile supportPoor content management system, No deep integration system, Lack support
Customer relationship stagePre-purchaseLead nurturing, qualification, onboarding, and customer servicePre-purchase, order fulfillment, returns

Digital Transformation with DXPs

The Key features of Digital Experience Platforms (DXPs) includes making a foolproof plan for mapping your requirements to your existing business goals. This is needed for analyzing the business perspectives associated with the existing competition. Whatever research you have done, you must validate it with the expert websites, like Gartner, etc., that are actively posting certain reports over current and futuristic market trends, etc.

Based on the ranking mentioned for the subjects there, you can better take the right action. Making up for the digital transformation with DXPs also implies evaluating vendor ecosystems and a reference-based case study of a similar business as well.

You’ll get to know their significance under the following section mentioned here:

Benefits of DXP (Digital Experience Platforms)

1. Customer experience

Just like we’ve mentioned, DXP is the demand of modern-era customers, and they are always looking for a better customer experience than usual. So, there’s always added pressure for smooth navigation for users of every type among the brands.

According to a report by Accenture, 76% of consumers expect companies to adequately understand their exact expectations and digital surfing needs. whereas 48% of the same consumers prefer the same brand more for an enhanced personalized experience.

2. Digital strategy

Be it any type of DXP, they provide highly analyzed and futuristic data-driven insights, reports, and records that enable organizations to know the core details related to their digital strategy implementation. Brands can easily optimize their business plans based on identical, real-time data. Moreover, you as a brand can benefit a lot in terms of budget allocation based on the integrated approach of real-time data and content.

3. Streamlined workflow

One of the Top benefits of digital experience platforms is that they streamline internal processes for content creation and management through a smooth, excessively centralized platform. You can simply use and control every touchpoint as everything will be in working mode through an integrated approach.

4. Content management

The future of digital experience platforms(DXP) depends a lot on a highly effective content management system solution. DXP offers agile CMS capabilities, allowing businesses to create and manage content across a varied range of digital channels. This will allow the businesses to respond easier and quicker, with details about market dynamics and customer preferences.

Wrapping words:

Finding the right DXP option according to your brand can be a complex task. You must be able to find the right service endeavor for your business perspectives. You can contact us, Aixtor Technologies, anytime for any sort of guidance related to the development of an integrated DXP product for your business. We’re always ready to help you with everything we have in our work frame!

Frequently Asked Questions

Why does DXP matter in your digital transformation journey?

The Digital Experience Platform can help you improve your omnichannel experience and provide customers with an enhanced user experience when navigating through different activities they perform while using the portal. It will also help with extending the data-driven marketing and customer engagement strategies, which you could consider for future business aspects based on more predictive and real-time data analysis.

How to know if you need a digital experience platform (DXP)?

If your business is going through the following perspectives of concern, then you must opt for advanced DXP technology to get more efficient with everything you are running on:

1. If your business operates through multiple touch points that your customers use to connect with your brand, then you must opt for a strong DXP option, which could help you update and deliver content more seamlessly.

2. If your business is facing challenges like inconsistent branding and messaging, then a suitable DXP will help you regulate the process. With its advanced technology and scheduling features, you can create a fully customized campaign for your business needs. and based on this, you can further reach your target audience in the required amount of time.

What to consider when choosing a DXP?

You can consider pointers where the DXP is able to provide certain functions and features like content management, asset management, customer relationship management, e-commerce and transaction management, real-time data insights and analytics, customer base data personalization and automation, API integrations etc.

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