Content Management
Decoupled DX for Regulated Digital Commerce
A global nicotine brand replatformed to Adobe Experience Manager—unlocking scalable, compliant, and personalized digital experiences for web, mobile, and loyalty.
The Challenge
Migrate from a legacy, commerce-anchored CMS to a flexible experience platform—capable of powering personalized, compliant digital journeys across global markets.
The Scenario
The Solution
Content + Commerce, Seamlessly Decoupled
Comwrap Reply delivered a global digital experience platform using Adobe Experience Manager (AEM) and Adobe Commerce (Magento). All content—editorial, informational, promotional—was centralized and managed in AEM, while commerce functionality remained on Magento. Using GraphQL, content and commerce were seamlessly linked in real-time.
We launched a modern e-commerce and loyalty portal. Headless rendering via AEM enabled consistent delivery across channels—including a Web App for iOS and a native Android app. The loyalty program was powered by integration with Fanize, allowing dynamic reward tracking, gamified experiences, and personalized incentives—all enriched by Salesforce data and performance insights from Google Analytics.
How we did it
We built the experience layer on AEM 6.5, using Handlebars and JavaScript to render dynamic templates with commerce and customer data injected via GraphQL. This enabled rapid, headless content delivery across mobile and web, without compromising compliance or brand control. Magento continued to power transactional logic, while Salesforce managed customer identities and Fanize ran loyalty mechanics.
All services were orchestrated through a secure, scalable architecture with centralized content governance—ensuring operational simplicity and compliance with local advertising and age restrictions. The architecture proved flexible enough to launch in one market and scale to others without re-engineering.
The Results
The shift to a hybrid DX platform created measurable business value. Content velocity increased by 40%, campaign execution became significantly more agile, and performance gains from headless rendering improved user satisfaction.
The loyalty portal became a strategic engagement driver—deepening relationships through reward mechanics and behavioral personalization. Most importantly, the client is now digitally future-proof—able to scale compliant, customer-centric experiences across regulated markets and channels.
About the Client
This company is one of the world’s leading nicotine and next-gen product manufacturers, with a growing presence in the electronic cigarette and vaping sector. Known for innovation in a tightly regulated space, they combine global scale with strong local execution. Digital experience is central to their long-term strategy of customer engagement, brand loyalty, and market adaptation.
Decouple. Comply. Scale.
Need to personalize at scale while staying compliant? Let’s build a modular DX platform that connects content, commerce, and loyalty—seamlessly.