Oct 28, 2025

Transforming digital experiences doesn’t always require starting from scratch. In fact, some of the most effective innovations begin at the edges where user interaction is most frequent and impact is most immediate. Photo: Adobe Stock In the digital commerce landscape, personalization is more than a buzzword; it's a fundamental expectation. Yet for many platforms, delivering tailored experiences has been hindered by outdated systems and rigid infrastructures. Traditional storefronts often presented the same static content to every visitor, regardless of individual preferences or context. This is changing. New approaches demonstrate that it's possible to bring intelligent, adaptive personalization into even the most entrenched systems without a complete overhaul. Evolving without rebuilding Many e-commerce systems are still built on monolithic architectures, where even minor updates involve considerable effort. These tightly coupled platforms often require coordination across multiple teams, leading to long development cycles and limited agility. But full replatforming isn't always necessary. By introducing modular enhancements through SaaS-based tools particularly at the search and browse layer retailers can start modernizing where it matters most. These layers offer flexibility and touch every customer interaction, making them ideal candidates for impactful transformation. Pinpointing the right starting point The shift began with a clear problem: shoppers struggled to find products relevant to them, and internal teams lacked the tools to adapt quickly. Bounce rates increased, and conversions flatlined. The legacy system made personalization impractical, but standing still was no longer an option. Search and browse became the natural place to begin. These functions shaped the customer journey and critically ran independently of the rest of the platform over standard HTTP. This separation created the opportunity to layer in smarter features without disrupting core systems. Integration without disruption The technical approach was surgical, not sweeping. Deep platform knowledge enabled the team to move with speed and precision. Instead of rewriting the entire front end, developers added new Java handlers that processed responses from the SaaS personalization engine. These responses were formatted to work with existing JSP templates, ensuring a seamless integration. A key innovation was adding location awareness. By geolocating the shopper's zip code and identifying nearby stores, the system could display only products available for pickup or delivery in the customer's area. The result: a dramatically improved experience that felt more immediate, useful, and relevant without any added complexity for the shopper. Rethinking testing in a legacy world Without access to modern A/B testing tools, the team devised a creative workaround. By injecting custom headers via the content delivery network, they served the new experience to a portion of users while maintaining the legacy version for others. This low friction testing method allowed for controlled experimentation and gradual rollout all without touching core platform logic. It wasn't just a clever test; it was a model for iterative innovation in constrained environments. Impact that echoed beyond the front end Results were quick and measurable. Shoppers engaged more deeply with the site, used filters more effectively, and added more items to their carts. Location-based availability created clarity and trust, helping customers focus on what they could actually get right now and nearby. On the backend, teams experienced new freedom. Merchandisers could experiment without relying on engineering releases. Engineers, in turn, were freed from minor updates and could focus on strategic improvements. Most importantly, the system remained stable, fast, and ready for further evolution. What retailers can learn from this Even in the most rigid environments, thoughtful innovation is still possible. This transformation highlights a few lessons other retailers can apply, especially those facing similar architectural and resourcing constraints. Start with what touches the customer: search and browse. Use SaaS tools to test new experiences without full replatforming. Add location awareness to build trust and reduce friction. Embrace incremental rollout strategies to reduce risk and gain early feedback. 3 questions to ask before you integrate SaaS personalization Can parts of your platform be safely decoupled or interfaced over APIs? Where are customers facing the most friction in finding relevant products? Do you have a way to measure the impact of changes, even without formal A/B testing? Rethinking what's possible This transformation offers a clear message: personalization doesn't have to be a massive undertaking. Even in rigid, legacy environments, well-placed SaaS integrations can deliver powerful results. It's about working with the platform, not against it, leveraging what's already there and building around the edges. The success stemmed from collaboration, platform knowledge, and a clear focus on user experience. By starting with search and browse, teams gained fast feedback and laid the groundwork for deeper innovation later. Conclusion Transforming digital experiences doesn't always require starting from scratch. In fact, some of the most effective innovations begin at the edges where user interaction is most frequent and impact is most immediate. This story shows how thoughtful SaaS-based personalization can breathe new life into legacy systems without the burden of a full rebuild. By focusing on search and browse, and introducing intelligent, location-aware responses, the platform became more useful and intuitive for shoppers while giving internal teams the freedom to test, iterate, and move faster. The future of digital retail isn't driven by massive overhauls, but by strategic enhancements that respect existing foundations. With the right mindset and tools, any system no matter how old can be transformed into something smarter, more flexible, and more human. About Bhargav Trivedi Bhargav Trivedi is a seasoned Solutions Architect with over 14 years of experience driving enterprise-scale digital transformations, cloud migrations, and AI-powered commerce strategies for leading retail brands. A certified AWS professional with a management certification from Yale University, he has led cross-functional Agile teams and spearheaded key initiatives in omnichannel integration, personalization, and platform performance. Bhargav currently leads architecture efforts at Bloomreach, focusing on AI-driven product discovery and ROI-aligned solutions. Connect with Bhargav: