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Don't waste money on hype. Focus on performance. Find out more here.","spans":[],"direction":"ltr"}],"seodescription":[{"type":"paragraph","text":"Our latest research revealed that designing for effortlessness is now a key strategic imperative to winning Gen Z. Don't waste money on hype. Focus on performance. Find out more here.","spans":[],"direction":"ltr"}],"seotitle":[{"type":"paragraph","text":"An Effortless Future: How Gen Z is redefining effort, loyalty and what \"good\" looks like online","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null,"profile_picture":null},"published":"2026-01-15","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aZiGpsFoBIGEgm0s_GSwebsiteheader.png?auto=format,compress"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/1645dfbf59191549e47ca125d21b9619/ea5de/aZiGpsFoBIGEgm0s_GSwebsiteheader.png","srcSet":"/static/1645dfbf59191549e47ca125d21b9619/6b0e5/aZiGpsFoBIGEgm0s_GSwebsiteheader.png 200w,\n/static/1645dfbf59191549e47ca125d21b9619/a489e/aZiGpsFoBIGEgm0s_GSwebsiteheader.png 400w,\n/static/1645dfbf59191549e47ca125d21b9619/ea5de/aZiGpsFoBIGEgm0s_GSwebsiteheader.png 800w,\n/static/1645dfbf59191549e47ca125d21b9619/b36f0/aZiGpsFoBIGEgm0s_GSwebsiteheader.png 1200w,\n/static/1645dfbf59191549e47ca125d21b9619/cfd9e/aZiGpsFoBIGEgm0s_GSwebsiteheader.png 1600w,\n/static/1645dfbf59191549e47ca125d21b9619/96abc/aZiGpsFoBIGEgm0s_GSwebsiteheader.png 1808w","srcWebp":"/static/1645dfbf59191549e47ca125d21b9619/0c129/aZiGpsFoBIGEgm0s_GSwebsiteheader.webp","srcSetWebp":"/static/1645dfbf59191549e47ca125d21b9619/0e93d/aZiGpsFoBIGEgm0s_GSwebsiteheader.webp 200w,\n/static/1645dfbf59191549e47ca125d21b9619/2259f/aZiGpsFoBIGEgm0s_GSwebsiteheader.webp 400w,\n/static/1645dfbf59191549e47ca125d21b9619/0c129/aZiGpsFoBIGEgm0s_GSwebsiteheader.webp 800w,\n/static/1645dfbf59191549e47ca125d21b9619/45222/aZiGpsFoBIGEgm0s_GSwebsiteheader.webp 1200w,\n/static/1645dfbf59191549e47ca125d21b9619/1f191/aZiGpsFoBIGEgm0s_GSwebsiteheader.webp 1600w,\n/static/1645dfbf59191549e47ca125d21b9619/70720/aZiGpsFoBIGEgm0s_GSwebsiteheader.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"an-effortless-future-gen-z-report"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Shifting States: A new way for brands to understand Gen Z's fluid state of mind","spans":[{"start":9,"end":15,"type":"strong"},{"start":60,"end":71,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Shifting States is the name of our UK representative research into Gen Z that offers brands a new way to connect with a generation defined by change. ","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z8WcaxsAHJWomDMv_SSblogheader.png?auto=format,compress"},"article_type":"Reports","published":"2025-02-14","link":{"uid":"shifting-states-gen-z-insight-report"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z8WcaxsAHJWomDMv_SSblogheader.png?auto=format,compress"},"_meta":{"uid":"shifting-states-gen-z-insight-report"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Loyalty By Design | How To Build Digital Experiences Gen Z Choose To Return To","spans":[{"start":0,"end":17,"type":"strong"},{"start":53,"end":58,"type":"strong"},{"start":69,"end":75,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"The latest phase in our Gen Z insight programme has landed. This time, we've cracked the Gen Z loyalty code. The answer? They aren't loyal to brands, they're loyal to experiences.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null},"thumbnail":{"dimensions":{"width":1807,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aMFRw2GNHVfTO_AW_BLOHGEADERLoyaltybydesign.png?auto=format,compress"},"article_type":"Reports","published":"2025-09-10","link":{"uid":"loyalty-by-design-gen-z-report"},"image":{"dimensions":{"width":1807,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aMFRw2GNHVfTO_AW_BLOHGEADERLoyaltybydesign.png?auto=format,compress"},"_meta":{"uid":"loyalty-by-design-gen-z-report"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"In 2026, many brands are still investing digital budget in campaigns, features and rebrands that fail to drive loyalty or long-term growth.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Our research shows that digital effortlessness has become the defining factor in how brands are judged. Gen Z may be setting the benchmark, but these expectations are now shaping behaviour across every generation.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Inside An Effortless Future, you’ll find:","spans":[{"start":7,"end":27,"type":"em"},{"start":7,"end":27,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.great-state.co.uk/shifting-states-gen-z-and-the-future-of-digital-experience/","target":"_blank"}}],"direction":"ltr"},{"type":"paragraph","text":"→  New data revealing where friction erodes loyalty","spans":[],"direction":"ltr"},{"type":"paragraph","text":"→  Insight from UX, technology, strategy and creative leaders on what “effortless” really means in practice","spans":[],"direction":"ltr"},{"type":"paragraph","text":"→ A practical approach to using imperfect or ‘bad’ data to design lower-effort experiences","spans":[],"direction":"ltr"},{"type":"paragraph","text":"→ Clear recommendations to help you move from principle to implementation","spans":[],"direction":"ltr"},{"type":"paragraph","text":"→ Visual frameworks and infographics you can use internally","spans":[],"direction":"ltr"},{"type":"paragraph","text":"If you lead digital, product or brand experience, this report will help you focus effort (and budget) where it actually makes a difference.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Access all of the insight and get ready to unlock your Gen Z advantage here.","spans":[{"start":43,"end":75,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.great-state.co.uk/shifting-states-gen-z-and-the-future-of-digital-experience/","target":"_blank"}}],"direction":"ltr"}]}}],"_meta":{"uid":"an-effortless-future-gen-z-report"}}},{"article":{"__typename":"PRISMIC_Blog_article","article_type":"Reports","title":[{"type":"heading1","text":"Shifting States: A new way for brands to understand Gen Z's fluid state of mind","spans":[{"start":9,"end":15,"type":"strong"},{"start":60,"end":71,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Shifting States is the name of our UK representative research into Gen Z that offers brands a new way to connect with a generation defined by change. ","spans":[],"direction":"ltr"}],"seodescription":[{"type":"paragraph","text":"Shifting States is the name of our UK representative research into Gen Z that offers brands a new way to connect with a generation defined by change. 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Read more here.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZyI20q8jQArT0Bgz_BLOGHEADERS1808x1016px-16-.png?auto=format,compress"},"article_type":"News","published":"2024-10-31","link":{"uid":"new-collaboration-great-state-and-the-rnli"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZyI20q8jQArT0Bgz_BLOGHEADERS1808x1016px-16-.png?auto=format,compress"},"_meta":{"uid":"new-collaboration-great-state-and-the-rnli"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Gen Z appeal: how the Royal Navy got it right ","spans":[{"start":0,"end":45,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"We collaborate with the Royal Navy on more than just their digital transformation projects. We help them capture the attention of Gen Z audience through multi-channel creative campaigns. In this blog, find out how we influence and attract new recruits through multi-channel creative campaigns. Read on. ","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Ruston Butcher","job_title":"Account Director"},"thumbnail":{"dimensions":{"width":1200,"height":674},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/c9c3b9fa-6ee4-4652-b398-56dd3a1859c3_Blog_Burst_Cover_1200x674.jpg?auto=compress,format"},"article_type":"News","published":"2023-04-04","link":{"uid":"a-burst-of-gen-z-activity"},"image":{"dimensions":{"width":1200,"height":674},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/c9c3b9fa-6ee4-4652-b398-56dd3a1859c3_Blog_Burst_Cover_1200x674.jpg?auto=compress,format"},"_meta":{"uid":"a-burst-of-gen-z-activity"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"The Higher Education Digital Experience Report","spans":[{"start":0,"end":46,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"Our new research deep dives into the current digital landscape of Higher Education. The results reveal an emerging Digital Experience Gap within universities, which is only set to increase.","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Nicola Hinds","job_title":"Strategy Director"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/830c9665-ab90-47ca-b350-9298f62a7854_GS_HE_Blog.png?auto=compress,format"},"article_type":"Reports","published":"2022-06-21","link":{"uid":"the-higher-education-digital-experience-report-2022"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/830c9665-ab90-47ca-b350-9298f62a7854_GS_HE_Blog.png?auto=compress,format"},"_meta":{"uid":"the-higher-education-digital-experience-report-2022"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"Introducing Shifting States: your guide to understanding your next generation of consumers. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Gen Z is often seen as unpredictable, shifting direction seemingly at random. But we believe there’s more to the story. Shifting States offers a new perspective on their nature and how brands can adapt to meet them where they are and where they’re going.  ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Access the report here.","spans":[{"start":0,"end":22,"type":"hyperlink","data":{"link_type":"Web","url":"https://greatstate.cdn.prismic.io/greatstate/aZh75MFoBIGEgmuG_ShiftingStates1.0_Compressed.pdf","target":"_blank"}}],"direction":"ltr"},{"type":"paragraph","text":"This is our proprietary research into the digital needs, wants, attitudes and beliefs when it comes to Gen Z. We reached out to 1800 participants, conducted over 350 Gen Z deep dives to reveal 64 brand and digital data points.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"What you’ll learn:","spans":[],"direction":"ltr"},{"type":"list-item","text":"Why Gen Z seem so different to previous generations  ","spans":[],"direction":"ltr"},{"type":"list-item","text":"Surprising stats about their relationship with brands, trends and technology ","spans":[],"direction":"ltr"},{"type":"list-item","text":"Practical steps your brand can take to adapt to Shifting States","spans":[],"direction":"ltr"},{"type":"paragraph","text":"This is not the last word on an evolving subject, but a contribution to an industry challenge that’s yet to be solved.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"One thing is for sure: Shifting States will challenge what you thought you knew about Gen Z.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Access the report here.","spans":[{"start":0,"end":22,"type":"hyperlink","data":{"link_type":"Web","url":"https://greatstate.cdn.prismic.io/greatstate/aZh75MFoBIGEgmuG_ShiftingStates1.0_Compressed.pdf","target":"_self"}}],"direction":"ltr"}]}}],"_meta":{"uid":"shifting-states-gen-z-insight-report"}}},{"article":null},{"article":{"__typename":"PRISMIC_Blog_article","article_type":"Tech","title":[{"type":"heading1","text":"Hacking GenAI: from ideas to organisational impact","spans":[{"start":20,"end":25,"type":"strong"},{"start":29,"end":50,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"How can Gen AI expedite organisational innovation? 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","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Matt Powell","job_title":"Creative Director"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z-QJGXdAxsiBv7fx_delve3.png?auto=format,compress"},"article_type":"Tech","published":"2025-03-26","link":{"uid":"increase-conversions-and-decrease-emissions-design"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z-QJGXdAxsiBv7fx_delve3.png?auto=format,compress"},"_meta":{"uid":"increase-conversions-and-decrease-emissions-design"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Great People: Introducing Ross Gratton","spans":[{"start":6,"end":14,"type":"strong"},{"start":26,"end":38,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Click through to read all about Ross Gratton, our new Head of Engineering! What does The Shawshank Redemption have to do with engineering you ask? You'll have to read on to find out. ","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z9RPgDiBA97GigKa_GreatPeopleblogheaders-3-.png?auto=format,compress"},"article_type":"News","published":"2025-03-17","link":{"uid":"great-people-introducing-ross-gratton"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z9RPgDiBA97GigKa_GreatPeopleblogheaders-3-.png?auto=format,compress"},"_meta":{"uid":"great-people-introducing-ross-gratton"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"New Collaboration: Great State and RHP Group","spans":[{"start":4,"end":17,"type":"strong"},{"start":35,"end":44,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"After four brilliant years of collaboration with RHP Group, they've selected us to support them in the next phase of work in their transformation roadmap! Read more here.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z8WIIRsAHJWomDBn_Group14859.png?auto=format,compress"},"article_type":"News","published":"2025-03-05","link":{"uid":"new-collaboration-great-state-and-rhp-group"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z8WIIRsAHJWomDBn_Group14859.png?auto=format,compress"},"_meta":{"uid":"new-collaboration-great-state-and-rhp-group"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"Recently, myself and Harry (one of our Senior Account Directors) travelled up to York to visit our clients at STEM Learning. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The reason was an exciting one. We'd be attending a hackathon along with their other digital partner, AWS, to explore how STEM could harness the power of Generative AI (GenAI) to improve problem areas, optimise efficiency and enhance the commercial offering across their organisation.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"We started working with STEM Learning in January 2024 with the ambition to accelerate their digital maturity by significantly transforming their digital ecosystem. We're all about collaboration, coming up with new ideas and adding value through digital acceleration - and a hackathon is a perfect blend of all of these things.","spans":[],"direction":"ltr"},{"type":"heading2","text":"But... what is a hackathon?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"If you don’t know what a hackathon is, it’s when a group of multi-skilled stakeholders get together for a condensed working session. Working through from ideation, to solution, test and build. The idea is you leave with an understanding of whether a solution is viable and should be taken forwards into further development.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Fuelled by excitement and award-winning carrot cake, even some bad weather and loss of internet connection couldn’t stop us. It was extremely insightful and there were several learnings that I personally took away around it that I wanted to share around what to consider when implementing AI from ideation to productisation.","spans":[],"direction":"ltr"},{"type":"heading2","text":"What is GenAI (and what it is not)? ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"You've likely been living under a rock if you've not heard of GenAI by now, but just to cover all baes... GenAI is the tech that's quietly revolutionising everything from art to customer service. It refers to AI models that create content like text, images, audio or video and can be used in a diverse range of applications.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"However, before you start thinking about how you could use it, it is good to understand what it can do and what it can’t. GenAI excels at creating realistic, context-aware content like text, images but lacks deep reasoning or true understanding; it’s a powerful tool for automation and creativity, but not a replacement for human judgment or expertise.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"But why were STEM Learning invested in understanding more about GenAI? One of the things they wanted to understand is how the ways in it could support the CPD (continued professional development) for teachers. Could it help speed up the development of new course structures based on existing materials? What about teaching materials? Could GenAI play a role in creating high quality teaching CPD content, at pace, and find new ways to help deepen students’ knowledge of STEM subjects? ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"During the hackathon, we went through some typical use cases for GenAI. Including, content generation (e.g., creating blog articles or educational materials), summarisation to extract key points and metadata for enhancing the accessibility of legacy content, improving search by interpreting diverse data to deliver accurate insights from unstructured sources, and enhancing productivity through automation across tasks such as coding and business intelligence.\n\nKey takeaway : GenAI's real power doesn’t just lie in what it creates, but also how it can inspire new ways to solve problems, making hackathons the perfect environment to explore its potential and push the boundaries of its capabilities through rapid experimentation and innovation.","spans":[{"start":463,"end":478,"type":"strong"}],"direction":"ltr"},{"type":"heading2","text":"Where do you start?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The short answer to this question is not with the technology. There is always a temptation to get your hands on the tools and start tinkering. Whilst this is great for getting to grips with the tooling and its general capabilities, you should first identify the problem you are trying to solve and then explore how GenAI could help.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"For the team I was in at the hackathon, this involved lots of collaborative discussions around a specific use case, writing on whiteboards and flip charts, and an application walkthrough with an internal subject matter expert to understand the broader context of the problem(s) that currently exist, then narrowing it down to a specific problem area and exploring potential solution’s around it.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Key takeaway: Once you have a potential use case for GenAI, start by focusing in on a small discrete task and use a subset of available data to prove the concept, learn from the results, refine, and iterate to improve.","spans":[{"start":0,"end":13,"type":"strong"}],"direction":"ltr"},{"type":"heading2","text":"Rapid and accessible prototyping","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Once you’ve generated some ideas that address key pain points, the next step is to validate these ideas quickly. Having a toolset that will enable you to quickly create a proof of concept is essential, especially under the time constraints of a hackathon. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"An example is AWS PartyRock, a user-friendly, low/no-code tool which we were provided access to at the hackathon. It is underpinned by Amazon Bedrock, a fully managed AWS service that provides access to various foundation models (FMs), including Large Language Models (LLMs), through a common API. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"PartyRock provided us with the ability to privately upload the publicly available data we had into the Model and create prompts to guide the models to deliver accurate and contextually relevant outputs as either text, image or chatbot.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Using these types of tools lowers the barrier to entry, enabling teams to rapidly create prototypes using intuitive and easy-to-use user interfaces without requiring any programming experience and the underlying infrastructure or APIs are all taken care of.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Key takeaway: using a series of focused prompts with concrete instructions will produce more accurate results than a single larger, more complex one.","spans":[{"start":0,"end":13,"type":"strong"}],"direction":"ltr"},{"type":"heading2","text":"Great idea. Concept validated. What’s next? ","spans":[{"start":43,"end":44,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Implementing GenAI applications into production requires comprehensive and careful planning and execution. And there is a lot to consider.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Begin by establishing a clear AI strategy that outlines how GenAI will be utilised across your organisation. This should identify business objectives, address key pain points, highlight opportunities for added value, and ensure alignment among all stakeholders including technical teams, business leaders, and end users on its implementation, application, and usage.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Developing an integration plan is also critical so that GenAI can be seamlessly embedded into existing workflows, tools, and processes for maximum impact. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The plan must ensure AI applications are ethical, secure, and scalable, with other key considerations such as observability, controllability, fairness, transparency, and sustainability included.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Key takeaway: whilst defining the AI strategy, starting with an internal pilot can be a practical first step to validate use cases, refine ideas, and assess feasibility before scaling up.","spans":[{"start":0,"end":13,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Bonus top tip: struggling to get started with ideas on how GenAI could help – try asking GenAI!","spans":[{"start":0,"end":14,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"The hackathon was a success and is a great approach to getting started with under understanding how GenAI could help your organisation. If you would like help facilitating an internal Hackathon or guidance on defining an AI strategy, then drop us a line gary.trimnell@greatstate.co. ","spans":[{"start":254,"end":281,"type":"hyperlink","data":{"link_type":"Web","url":"mailto:gary.trimnell@greatstate.co","target":"_blank"}}],"direction":"ltr"}]}}],"_meta":{"uid":"hacking-genai-from-ideas-to-organisational-impact"}}},{"article":{"__typename":"PRISMIC_Blog_article","article_type":"Tech","title":[{"type":"heading1","text":"OrderCloud: the headless future of B2B commerce","spans":[{"start":0,"end":47,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"When there's a shift in consumer behaviour, the tech that powers e-commerce platforms needs to keep up. It's our job to stay one step ahead and prepare our clients for future consumer sentiment and technical innovation. In this blog, Gary explains how headless commerce platforms, like Sitecore OrderCloud, provide the flexibility and scalability to do just that. ","spans":[]}],"seodescription":null,"seotitle":null,"author":{"__typename":"PRISMIC_Person","name":"Gary Trimnell","job_title":"Technical Director","profile_picture":null},"published":"2023-07-06","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/cc61bb7e-e111-44ad-ade1-1619a60ff93c_Trolley.jpg?auto=compress,format"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/37577cb38b2b4d3413580ce22f6c29ed/d47f1/cc61bb7e-e111-44ad-ade1-1619a60ff93c_Trolley.jpg","srcSet":"/static/37577cb38b2b4d3413580ce22f6c29ed/b5b92/cc61bb7e-e111-44ad-ade1-1619a60ff93c_Trolley.jpg 200w,\n/static/37577cb38b2b4d3413580ce22f6c29ed/3ff6e/cc61bb7e-e111-44ad-ade1-1619a60ff93c_Trolley.jpg 400w,\n/static/37577cb38b2b4d3413580ce22f6c29ed/d47f1/cc61bb7e-e111-44ad-ade1-1619a60ff93c_Trolley.jpg 800w,\n/static/37577cb38b2b4d3413580ce22f6c29ed/86173/cc61bb7e-e111-44ad-ade1-1619a60ff93c_Trolley.jpg 1200w,\n/static/37577cb38b2b4d3413580ce22f6c29ed/a5547/cc61bb7e-e111-44ad-ade1-1619a60ff93c_Trolley.jpg 1600w,\n/static/37577cb38b2b4d3413580ce22f6c29ed/1bd97/cc61bb7e-e111-44ad-ade1-1619a60ff93c_Trolley.jpg 1808w","srcWebp":"/static/37577cb38b2b4d3413580ce22f6c29ed/0c129/cc61bb7e-e111-44ad-ade1-1619a60ff93c_Trolley.webp","srcSetWebp":"/static/37577cb38b2b4d3413580ce22f6c29ed/0e93d/cc61bb7e-e111-44ad-ade1-1619a60ff93c_Trolley.webp 200w,\n/static/37577cb38b2b4d3413580ce22f6c29ed/2259f/cc61bb7e-e111-44ad-ade1-1619a60ff93c_Trolley.webp 400w,\n/static/37577cb38b2b4d3413580ce22f6c29ed/0c129/cc61bb7e-e111-44ad-ade1-1619a60ff93c_Trolley.webp 800w,\n/static/37577cb38b2b4d3413580ce22f6c29ed/45222/cc61bb7e-e111-44ad-ade1-1619a60ff93c_Trolley.webp 1200w,\n/static/37577cb38b2b4d3413580ce22f6c29ed/1f191/cc61bb7e-e111-44ad-ade1-1619a60ff93c_Trolley.webp 1600w,\n/static/37577cb38b2b4d3413580ce22f6c29ed/70720/cc61bb7e-e111-44ad-ade1-1619a60ff93c_Trolley.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"sitecore-ordercloud---why-headless-is-the-future-for"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Great State at SUGCON Europe 2023","spans":[{"start":0,"end":33,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"Our Software Engineering Team recently headed to the Sitecore User Group Conference. They not only had a chance to enjoy the Spanish sun, but to crucially get the low down on what's coming over the horizon for Sitecore users, and what this could mean for the businesses on the CMS platform.  ","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"James Hobbs","job_title":"Head of Engineering"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/21250030-a322-49bf-84df-a842ca29c13d_sitecore+option+1.jpg?auto=compress,format"},"article_type":"Tech","published":"2023-04-12","link":{"uid":"great-state-at-sugcon-europe-2023"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/21250030-a322-49bf-84df-a842ca29c13d_sitecore+option+1.jpg?auto=compress,format"},"_meta":{"uid":"great-state-at-sugcon-europe-2023"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"How Sitecore supports global expansion, at pace","spans":[{"start":0,"end":47,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"Scale-up companies who are in their next stage of growth and looking to expand globally, find themselves in a complex transitional period. They need to remain profitable, maximise sustainability and retain culture all without growing their head count too aggressively. In this blog we explain how Sitecore can help. ","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Gary Trimnell","job_title":"Technical Director"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/94e0c29c-c40c-4060-bb1b-d30e31fbcf95_sitecore+blog.jpg?auto=compress,format"},"article_type":"Tech","published":"2023-04-26","link":{"uid":"how-sitecore-supports-global-roll-out-at-pace"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/94e0c29c-c40c-4060-bb1b-d30e31fbcf95_sitecore+blog.jpg?auto=compress,format"},"_meta":{"uid":"how-sitecore-supports-global-roll-out-at-pace"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Going 'headless': What does it mean and what is the big deal? ","spans":[{"start":0,"end":62,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"Headless Content Management Systems are popping up all over the place – but what are they and why might you benefit from having one? The answer isn't simple and it depends on a lot of factors, but luckily Technical Architect, Andrew, knows a thing or two about it.","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Andrew McKaskill","job_title":"Lead Technical Architect"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/442ab594-6ecb-4277-ab7b-59104b7aea89_headless+cop.jpg?auto=compress,format"},"article_type":"Tech","published":"2023-02-07","link":{"uid":"headless-cms-whats-the-big-deal"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/442ab594-6ecb-4277-ab7b-59104b7aea89_headless+cop.jpg?auto=compress,format"},"_meta":{"uid":"headless-cms-whats-the-big-deal"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"We’ve been Sitecore Gold Partners for over a decade, and in that time we’ve witnessed huge progress as to how Sitecore's products can transform businesses. ","spans":[{"start":11,"end":33,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.greatstate.co/partners/sitecore"}}]},{"type":"paragraph","text":"We’ve also witnessed major changes in consumer behaviour which agencies like us, need to keep one step ahead of at all times. With regard to consumer sentiment but also with regards to the technical solutions that power the user experience.","spans":[]},{"type":"paragraph","text":"Today, B2B businesses can’t rely solely on traditional offline sales approaches to generate sales. Buyer behaviour is evolving, and expectations have changed - influenced by their experiences as consumers. There is also increased competition from others who are implementing data-driven e-commerce strategies to deliver omni-channel experiences to maximise sales.\n\nThe technical solutions being implemented to support these changes in consumer behaviour are increasingly being centred around a SaaS based composable technical architecture. This approach maximises the agility to react to change, ability to select the most suitable technologies and freedom to tailor the experience for the end user. Headless commerce platforms are critical within this approach to provide the flexibility and scalability required.\n","spans":[]},{"type":"paragraph","text":"As a result, the adoption of headless platforms is set to grow by a compound annual growth rate of 22.5% over the next 5 years and it is estimated that the market will be worth $5 billion by 2032.","spans":[{"start":177,"end":195,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.futuremarketinsights.com/reports/headless-cms-software-market"}}]},{"type":"paragraph","text":"Sitecore OrderCloud is a leading SaaS enterprise headless commerce platform and below we look at how its extensible architecture and flexible capabilities make it an ideal platform to support the needs of B2B businesses.","spans":[]},{"type":"heading2","text":"Many birds, one technical solution","spans":[]},{"type":"paragraph","text":"Sitecore OrderCloud is designed around a MACH technical architecture: micro-service based, API-first, cloud native and headless. It is a comprehensive platform for B2B and B2C businesses to manage their e-commerce operations. That includes things like efficient management of product and catalogue information, complex pricing structures, customer segmentation, personalisation, targeted marketing, personalised pricing and tailored product recommendations.\n ","spans":[]},{"type":"paragraph","text":"OrderCloud supports advanced end-to-end order management; from order creation and fulfilment to shipping and returns (including multi-currency and multi-warehouse scenarios). It also provides tools for order tracking and inventory management. OrderCloud adheres to industry-standard security practices, encryption, as well as data privacy regulations. Not just that, it provides features such as secure payment gateways, user authentication, and access controls to ensure secure transactions and data protection.\n ","spans":[]},{"type":"paragraph","text":"Finally, its reporting and analytics capabilities allow businesses to gain deep insights into customer behaviour, sales performance, order trends, and other key metrics. This enables businesses to make data-driven decisions to optimise operational efficiency, identify areas for improvement and gain valuable insight to identify upsell and cross-sell opportunities.","spans":[]},{"type":"heading2","text":"Supporting complex requirements","spans":[]},{"type":"paragraph","text":"Every business has specific needs and for B2B businesses operating globally across multiple markets with diverse customer segments, the sales process can be particularly complex. For example: negotiation, order customisation, multifaceted product combinations, bulk orders and multi-currency pricing tiers. \n \nThere can also be complex business structures that need to be aligned with and here are some of the ways that OrderCloud can support this:","spans":[{"start":203,"end":205,"type":"strong"},{"start":260,"end":261,"type":"strong"}]},{"type":"list-item","text":"Multi-site and multi-tenant capabilities - enabling businesses to manage multiple storefronts for different brands and subsidiaries as well as regions or business units, all from a single centralised platform.","spans":[{"start":0,"end":40,"type":"strong"}]},{"type":"list-item","text":"Role based product management - allowing multiple suppliers to create and manage their own product catalogues. ","spans":[{"start":0,"end":32,"type":"strong"}]},{"type":"list-item","text":"Inventory management - gives the ability to track and manage inventory levels across multiple suppliers. ","spans":[{"start":0,"end":20,"type":"strong"}]},{"type":"list-item","text":"Order consolidation - streamlining processing and shipment by simplifying logistics and improving the customer experience by reducing the number of individual shipments.","spans":[{"start":0,"end":20,"type":"strong"}]},{"type":"list-item","text":"Order Routing - ensuring efficient order fulfilment by automatically routing the order to the appropriate supplier based on predefined rules or logic.","spans":[{"start":0,"end":14,"type":"strong"}]},{"type":"paragraph","text":"Despite all of that functionality, the e-commerce platform will typically only be part of the overall solution. There will be multiple other existing systems that it will need to interface with, for example ERP, PIM, CRM, payment gateways shipping and logistics providers. The complexity increases even further for global companies who need to deal with multiple versions of these systems, for each market.\n","spans":[]},{"type":"paragraph","text":"OrderCloud’s headless capabilities, API-First approach, and extensive range of integration options (e.g. pre-built connectors, RESTful APIs, webhooks) provide the ability to seamlessly integrate with your existing technology stack. This includes, real-time data synchronisation to ensure accurate inventory management and streamlined order processing to rationalise business operations, reduce manual effort, and avoid discrepancies between systems. ","spans":[]},{"type":"heading2","text":"Maximising sales through a unified customer experience","spans":[]},{"type":"paragraph","text":"B2B customers are consumers in their personal lives and as such have become accustomed to the convenience, personalisation and seamless experiences provided by B2C e-commerce platforms. As a result, they expect the same level of ease and efficiency when conducting business purchases.\n \nB2B businesses recognise this shift in customer expectations and are increasingly adopting B2C e-commerce sales approaches and incorporating more direct 'to consumer' strategies to meet those demands. This requires a greater focus on the customer experience as the buying process starts to become as emotional as it is transactional. To maximise sales, they need to adopt a more holistic omni-channel approach to provide a seamless, unified and personalised experience to customers across every channel.\n \nOrderCloud’s headless capabilities supports an omni-channel strategy by providing complete freedom to create intuitive and seamless user interfaces and experiences across every relevant touchpoint and digital channel (e.g. website, social, mobile app, voice assistant), to meet the unique requirements of their B2B customers. It can also personalise this experience to cater to specific buyer segments or individual customers by providing the ability to customise the storefront and product information, provide personalised pricing, promotions and product recommendations.","spans":[]},{"type":"paragraph","text":"This not only allows businesses to deliver highly personalised end-to-end buying experiences to their customers, but more importantly streamline their e-commerce operations, maximise sales and drive business growth.\n \nIf you would like to find out more about the Sitecore OrderCloud platform and how you could take advantage of it, then please get in touch.","spans":[{"start":217,"end":218,"type":"strong"},{"start":344,"end":357,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.greatstate.co/contact"}}]}]}}],"_meta":{"uid":"sitecore-ordercloud---why-headless-is-the-future-for"}}}],"sector_list_title":[{"type":"heading2","text":"Our 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