Results tagged “adobe scene7”

Put your customers in the driver’s seat with customization

Henry Ford advocated his “one size fits all” strategy on Model T production when he said, “Any customer can have a car painted any color that he wants so long as it is black.”*

Eighty-nine years later, companies are embracing the idea that each customer is unique and deserves relevant, personalized experiences and product options. What’s driving this? We are living in what Forrester Research calls the Age of the Customer, where consumers are empowered with technology to obsess over their desires, and the successful companies obsess over those too. In this recent webinar, Forrester pairs up with Adobe customer – leading U.K. automobile manufacturer – Renault to discuss embracing customer obsession with customization and vivid digital experiences.  Renault even shares successful tactics of its own using Adobe Scene7.

Product customization can be a powerful differentiator and represents an opportunity to deliver greater value, build loyalty and develop one-to-one customer relationships.

“Roll over, Henry Ford. Today, you can have any color you want, as long as it’s the one you want.” — James Gilmore and B. Joseph Pine II, 2000

 

*Source: Henry Ford and Samuel Crowther, My Life and Work, Garden City Publishing, 1922

Think Targeted Merchandising as You Head into Holiday Selling Mode

According to the National Retail Federation (NRF), the average shopper plans to do 36% of his or her holiday shopping online this year – up 33% from last year! What are you doing to ensure that these purchase-minded shoppers are going to have the most relevant and efficient experience possible on your website and complete their business with you rather than your competitor? We’re now well into our second decade of selling and buying products online, it’s time that digital shopping experiences delivered more – both for the shopper and the retailer. It’s time for informed, intelligent targeted merchandizing.

Merchandising is a well-established, even fundamental aspect of retail marketing. It comprises the many activities surrounding the efforts to accelerate a potential buyer through the purchase funnel to the point where money is exchanged. In a recent white paper written by Sue Aldrich of the Patricia Seybold Group entitled “Success with Best Practices for Targeted Merchandising”, Sue sums it up by saying, “Merchandising is the practice of maximizing sales by leveraging product design, packaging, pricing, display, and most importantly, selection.” Corporations spend tremendous amounts of money and time working to put the right products, information or incentives in the right place at the right time to inspire a purchase – whether it be a large-ticket item or a spontaneous addition to a buyer’s shopping cart.

Although a fair amount of science has emerged from the collective experience of merchandisers, in the offline world, there is always an unavoidable element of inefficiency involved when merchandising strategies are deployed. Because few specifics are known about a customer, a merchandiser needs to cast a pretty wide net in hopes of attracting potential buyers who are prepared or interested in the products or offers presented them.

Targeted merchandising is a form of personalization – the creation of a unique sequence of relevant digital experiences, targeted to an individual or like-minded group of people to inspire them to progress towards a purchase or some similar success event. But whereas we think of personalization as being of primary benefit to the visitor or shopper, turn the tables and think of targeted merchandising as delivering personalized experiences in a way that not only satisfies customer goals, but optimizes the experience for the merchant as well.

In the digital world, the details and data available to a merchandiser open up several opportunities to remove or minimize the inefficiencies of merchandising to a largely generic audience. The data that an online retailer has access to from a digital analytics product such as Adobe SiteCatalyst or a multi-channel analytics product like Adobe Insight, can infuse online merchandising efforts with loads of intelligence regarding online customers’ and prospects’ interests and intentions.

Combining this intelligence with products like Adobe Test&Target, Adobe Recommendations, Adobe Scene7 and Adobe Search&Promote, merchandisers are now capable of delivering targeted content, messaging, cross-sells and offers to the anonymous, yet highly predictive profiles that analytics data provides. Targeted merchandising is all about leveraging these universal profiles – that signal implied and expressed interests and intentions – to present customers with timely and relevant content and offers. For example, with the latest release of Adobe Recommendations, merchandisers can arrange that a shopper who is viewing a specific brand of shoes will see targeted product recommendations for only shoes from that same brand. The product will even help you determine where on the page those recommendations perform the best.

So as shoppers start hitting your site in these crucial weeks to come, think “targeted merchandizing” and remember these three simple things:

  • Don’t assume that what works for one shopper works for all
  • Let your metrics guide the relevance (and flexibility) of your merchandising
  • And, most importantly…pay attention to shopper intent and deliver personalized digital experiences that meet your merchandising objectives.

For an excellent overview of targeted merchandizing best practices, click here to download a copy of Sue Aldrich’s paper, “Success with Best Practices for Targeted Merchandising”.

 

2011 Digital Marketing Trends Revealed

With online technology rapidly evolving and consumers’ appetites increasing for more relevant and engaging experiences, online marketers and merchandisers are continually challenged to keep up with the latest tools and technologies – but how do you know what the most effective tactics are?

Are you curious about where your peers are investing their digital marketing dollars to grow their businesses?

The answers are here! In our 5th annual quantitative, global survey: the Adobe Scene7 2011 Survey: Digital Marketing in the Next Decade. The survey reveals what businesses worldwide have identified as the most deployed, most popular and most effective online tactics across seven categories:

• Rich media/merchandising features
• Social media-based features
• Mobile features
• Mobile commerce visualization features
• Personalization features
• Digital advertising executions
• Analytics

This year’s survey was expanded and for the first time measured deployment, planned deployment and effectiveness of analytics tools, mobile commerce visualization features and digital advertising. For 2011, social media executions along with mobile initiatives and rich media tactics are among the top planned with more than 25 percent of respondents planning to deploy features in these categories.

Digital marketers validated an ever-growing focus to further tap social media with an emphasis on social media analytics, which respondents cited as the top planned tactic (21 percent) and the third most deployed execution in the analytics category. Also, one out of three of the top planned initiatives and deployed executions are social-media based:
• Building branded social community pages – planned: 25 percent; deployed: 40 percent
• Advertising on social networking sites – planned: 25 percent; deployed: 22 percent

After years of hype and exploration, mobile is becoming a very viable commerce channel as mobile commerce enablement showed the highest year-over-year change in effectiveness (+124 percent) and was one of the top five tactics with the highest year-over-year increase in deployment (+13 percent). And, for businesses with more than $100 million in annual revenue, four out of the six most effective features were in the mobile category:

• Mobile advertising, promotions and bar-coded coupons to drive in-store or Web purchases (42 percent)
• Mobile product comparisons (41 percent)
• Address book integration for mobile (40 percent)
• Check inventory status on mobile devices, in-store or Web (40 percent)

In addition to social media and mobile initiatives, interactive catalogs stand out as a key tactic in 2011. They were cited as the overall top planned tactic across all categories (27 percent) as well as the top planned for mobile commerce visualization (19 percent), and were ranked as the fourth most effective tactic overall.

How do these strategies line up with your 2011 initiatives?

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