SMITH’s Application Management Services (AMS) model centers on one key objective: delivering a positive return-on-investment (ROI) from your platform. We achieve that objective by constantly increasing the efficiency of your platform operations and continuously optimizing it to fuel growth through four core service categories: application support, business operations, analytics, and optimization.

Application Support

Proactive management and enhancement of the platform to keep it running smoothly.
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Business Operations

Assistance with day-to-day website operations, including merchandising, search engine optimization (SEO), digital marketing and content management.
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Gathering and interpreting analytics for defined KPIs to measure channel performance and uncover meaningful insights that identify improvement opportunities.
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Growth & Optimization

Relentless optimization of the customer experience to improve ROI. Leveraging SMITH’s collective experience across the digital ecosystem, we put the customer at the center of everything your systems do to keep you ahead of the competition.
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SMITH’s customers sleep better because they trust our ability to manage their digital commerce platform through our well-established and proactive processes and mature Service Level Agreements (SLAs).


  • Tier 2/3 Support
  • Bug Fixing and Maintenance
  • Incident Investigation and Root Cause Analysis
  • Address Backlog/Enhancements
  • Release Management
  • Environment Management
  • Application Monitoring
  • User Administration
  • Performance Testing
  • Quality Assurance
  • Security Testing
  • ADA Compliance
  • Weekly and Monthly Reporting
  • Annual SAP Commerce Cloud Upgrade


  • Knowledge Transition
  • Incident Management and Escalation
  • Code Management and Deployment
  • Communication and Reporting
  • SAP Commerce Cloud Upgrade
  • SLA Management


  • Incident Count
  • Incident Response Rate
  • SLA Compliance
  • Weekly/Monthly Enhancement Count
  • System Health (Maintainability, Scalability, Availability, Extensibility, Security, Portability)

Business Operations

Adopting a new platform and gaining the expertise to operate it fully can take time. Some in-house teams may lack the capacity and/or skills to run their day-to-day digital commerce operations effectively. In these cases, SMITH can help by taking on some or all aspects of operating the platform on your behalf. Our Business Operations Helpdesk is another option to support your team with on-demand expert guidance to help them manage the platform with confidence.



  • Template Creation
  • Content Production
  • Translation and Localization
  • Digital Asset Creation

Product Merchandising

  • Promotion Creation and Management
  • Assortment and Category Management
  • Content Production
  • Price Optimization
  • Segmentation
  • Personalization


  • Keyword Analysis
  • Metadata and Copy Recommendations
  • Landing Page Optimization
  • Persona Development
  • Ad Creation
  • Search Targeting / Retargeting
  • Landing Page Optimization
  • Segmentation
  • Reporting



  • Template Creation
  • Content Production
  • Translation and Localization
  • Reporting


A robust analytics framework is the foundation to knowing how well your channel is performing and where you have opportunities to improve. SMITH can assist with implementing an analytics platform or optimizing your existing platform, leveraging your platform to track the performance of KPIs and collaborating with your team to uncover key insights to unlock new levels of performance.

Our approach to defining and gathering data:

  • Document and/or review business goals and objectives for digital business
    • Define and align success metrics within a KPI framework
  • Create an initial set of performance dashboards
    • Align business goals and objectives with digital KPIs
  • Implement the analytics tags and start tracking data for defined KPIs

SMITH’s KPI framework merges business goals, data collection platforms, and customer journeys to map KPIs against customer segments. By creating and measuring more meaningful metrics, insights that highlight performance improvement opportunities become more obvious and actionable.

SMITH’s robust set of analytics dashboards help you visualize the customer’s journey through your site and quickly course correct to optimize their experience.




If ongoing growth is a goal, the pursuit of providing a better digital experience for your customer never ends. SMITH’s AMS Optimization services tap into decades of collective experience across the digital ecosystem to ensure your customer experience just keeps getting better with time.


Initial and Monthly Performance Review

  • Establish performance baselines from initial assessment
  • Use data and UX inputs to identify areas of growth and optimization
  • Create an ROI model to inform priorities
  • Establish implementation roadmap

Quarterly Strategic Review

  • Review performance against goals and objectives
  • Re-assess performance baselines from initial assessment
  • Measure impact to areas of growth and optimization
  • Update implementation roadmap where needed

Annual Program Review

  • Review year-end performance goals and objectives
  • Re-assess next year’s performance goals and objectives
  • Use data and UX inputs to identify future areas of growth and optimization
  • Create an ROI model to inform priorities
  • Establish implementation roadmap

Additional Opportunities Optimization Services Can Support

  • Business process improvements
  • Release management optimization
  • DTC channel strategy
  • End-to-end customer experience
  • Data-driven decision making
  • Mobile salesforce/field service technicians
  • Cost reduction
  • Revenue generation
  • Organizational culture of innovation
  • Disrupting business models
  • Digital merchandising
  • User-generated content
  • Loyalty programming
  • Analytics reviews and updates
  • Competitive analysis
  • Emerging technology opportunities

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Some of the world’s most complex B2B, B2C and B2C2B brands depend on SMITH’s AMS for the ongoing care and continuous improvement of their digital commerce channels and platforms. In addition to extensive experience and trusted support, some of the things that set SMITH’s AMS offering apart include:

  • A centralized nearshore model for improved collaboration, quality, and timely communication
  • Deep expertise in platforms with a long tenure of supporting applications for clients
  • Mature SLAs and an approach that is centered on measuring value delivered
  • A holistic approach to AMS focused on continuous improvements to help you achieve the ROI of your digital channel

Recent Insights and Success Stories

growth and optimization
How to Make 2021 Your Most Epic Year Yet for Ecommerce

With the incredible growth in ecommerce sales, companies that can take advantage of increases in online sales will pull into the passing lane.

Customer Retention
Customer Retention in the Transition to the Digital Marketplace

SMITH and Annex Cloud got together to talk about customer retention and loyalty in the digital marketplace. Here are four key takeaways.

Success Story: Sinclair Dental

Through an AMS partnership, SMITH would provide day-to-day support for the SAP Commerce platform, as well as manage the development, testing, and release of website enhancements. 

If you’re seeking a transparent commerce partner who is fearless, excited by complexity and driven by real-world results, we should talk. Contact us today to discuss your digital commerce goals and challenges and how AMS from SMITH can help take things to the next level. 

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“SMITH’s Managed Services team has delivered exceptional value for our business, managing our solution review and delivering solution support 24/7 whenever we need it.”
– Cynthia Jeffus, Nikon