Unified content backend for a multi-brand omnichannel retailer

  • Services:
  • Industries: Multi-brand retail
  • Engagement: Build
  • Timeline: Q1-Q2 2024

About the project

A US-based enterprise multi-brand retail group ran separate CMS instances for each brand, each tied to a different storefront. Content editors had to publish the same campaign asset four or five times across systems. We designed and built a single omnichannel headless CMS on Payload, with a structured content model that fed all storefronts, native apps, and in-store kiosk screens through one API. This omnichannel headless CMS case study shows how consolidation cut average publish time by about 65% and reduced content duplication errors to near zero.

Background

The retail group operated five distinct brands, each with its own legacy monolithic CMS. Seasonal campaigns required coordinated launches across every storefront, mobile app, and digital signage channel. The team spent a disproportionate share of sprint time on manual copy-paste publishing and last-minute patch deployments to fix stale content on one channel. The deeper constraint was schema fragmentation: each legacy CMS had evolved independently, so no shared content type existed across brands, making centralized scheduling and preview impossible.

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We design and deliver content platforms that scale across channels and brands.

What we built

A production omnichannel headless CMS powering five brands from one Payload instance, with structured scheduling and live preview across every channel.

Unified content schema Icon

Unified content schema

We designed a single canonical content model covering all five brand voices. Editors create one campaign asset and assign it to one or more brands via a tagging layer, removing the need to duplicate work.

Multi-channel delivery API Icon

Multi-channel delivery API

Payload's REST and GraphQL endpoints serve Next.js storefronts, React Native apps, and a kiosk renderer simultaneously. Each consumer requests only the fields it needs, keeping response payloads lean.

Scheduled publishing and preview Icon

Scheduled publishing and preview

Editors can schedule content to go live at a precise date and time across all channels at once. A live-preview token lets merchandisers review exactly how a campaign will render on each surface before activation.

Incremental migration path Icon

Incremental migration path

We wrote a set of migration scripts that ingested content from each legacy CMS, normalizing it into the new schema. The retail group ran both systems concurrently for six weeks, giving editors time to validate the new platform before the legacy systems were decommissioned.

Takeaway

This omnichannel headless CMS case study shows that content fragmentation in multi-brand retail is an architecture problem before it is a tooling problem. Consolidating five disparate legacy systems into a single Payload-backed API required disciplined schema design and a careful parallel-run migration strategy. The outcome is a content platform the editorial team can extend independently, and a delivery layer that adds new channels without touching the authoring interface. When the content model is correct from the start, every downstream consumer benefits immediately.

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