SHRM: Transforming member engagement and digital commerce

What sparked the need for change?

“SHRM faced a challenge in how it engaged its core membership population of over 330,000 around the world. The legacy digital experience was fragmented, transactional, and one-size-fits-all. This disconnect was negatively impacting the member experience and our ability to deliver the full value of membership to HR professionals who rely on SHRM as a go-to resource for all things work. To address the challenges, we teamed with PwC to launch a new member dashboard and modernize our digital store using Adobe. We’ve been able to deliver on the promise of our digital transformation—moving from transactional engagement to personalized, relationship-driven experiences for our members and customers while also laying the foundation for scalable growth.”

What solution did the teams unlock by working together?

“The solution was a modernized member engagement and digital commerce platform built on Adobe that transformed how SHRM engages with our members. By unifying data across enterprise systems and leveraging advanced personalization AI, PwC helped SHRM to deliver the required resources, the right experiences, and the appropriate product recommendations through a seamless, lightning-fast checkout experience that ultimately enabled us to create a more connected, engaging member journey.”

Where did tech innovation meet human ingenuity?

“Together with PwC, we created a dynamic working model across all of SHRM’s constituents including our members, our internal teams, our leadership team, and our technology collaborators. To guide the work, we emphasized SHRM’s mission of elevating HR in all of our design decisions. At each choice point in the process of mapping user journeys, understanding pain points, and developing member-first solutions we prioritized the experience we wanted to deliver which gave our development teams the right guiding principles and context for making technical decisions. Establishing a member-first mindset with the solution also allows us to now move into a continuous improvement approach as we gain real- time feedback from our users.”

What was the real-world impact of approaching things differently?

“We now have a unified view of our members and thorough analytics on when, how, and why they choose SHRM. With the new, enriched data, our teams can continuously curate and orchestrate personalized journeys based on real-time engagement activity. The result: a seamless, data-driven experience that strengthens engagement, supports global scalability, and fuels future growth.

With regard to our business KPIs, the impact was immediate and measurable. SHRM’s Lighthouse Performance Score jumped 52 points, reflecting major gains in speed, accessibility, and user experience. Page load times dropped by 43%. End-to-end checkout speed also improved by 65%. These improvements, powered by Adobe Commerce, also reduced cart abandonment, boosted conversion rates, and allowed us to exceed our business targets.”