Hav­ing spent time with the Inter­shop team recently out­lin­ing our new part­ner­ship between Adobe and Inter­shop, they shared with me their new brand launch that just came out this week. One of the most inspir­ing ideas was sim­ply that they have been in the e-commerce busi­ness since the begin­ning and have suc­cess­fully enabled 100% of every cus­tomer they’ve brought on board. There are few enter­prise soft­ware com­pa­nies that have this kind of legacy. I told them that kind of story needed to be shared with the world as every e-business leader has had their share of chal­lenges over the years and would agree that their accom­plish­ment was a remark­able fact.

Beyond this, we talked about their new logo and the sym­bol of the open­ing door. Jochen Moll, Intershop’s CEO, explained how he sees both online and brick-and-morter retail of tomor­row focused on the return to the small shop­keep­ers level of per­son­al­ized cus­tomer expe­ri­ence. Jochen said that all too often the focus is on the win­dow, an anal­ogy for how most online busi­nesses treat their online store. The brand expe­ri­ence is up front on the home page, but soon after the cus­tomer is nav­i­gat­ing pages and pages of thumb­nails in prod­uct cat­e­gory pages and search results. This less desir­able approach not only min­i­mizes prod­uct dis­cov­ery, but as all of us will attest to, min­i­mizes the poten­tial for con­ver­sion as we often give up flip­ping through thumb­nails. Inter­shop under­stands the expe­ri­ence has to not only be entic­ing to the shop­per walk­ing down the street or through the mall, but that same magic one wit­nesses when out­side of a Bar­neys New York or Saks Fifth Avenue win­dow dis­play has to carry through as the shop­per enters the store. We do this excep­tion­ally well in the phys­i­cal world, with visual mer­chan­dis­ing that seems lim­it­less in its imag­i­na­tion and exe­cu­tion. Yet we all know that many of our e-commerce shop­ping expe­ri­ences are unin­spired or, at best, the inspir­ing part is dis­jointed and sep­a­rate from the shop­ping area.

This is where Adobe’s col­lab­o­ra­tion with Inter­shop comes to life. We have brought together two lead­ing plat­forms to enable mar­keters and mer­chan­dis­ers to bring the same magic to their online shop­ping expe­ri­ence as they do in their retail store. And brand man­u­fac­tur­ers are not to be left out; while their sites are more often focused on a com­pelling expe­ri­ence, with the power of Intershop’s B2B and B2B2C capa­bil­i­ties inte­grated with Adobe Expe­ri­ence Man­ager and the rest of Adobe Mar­ket­ing Cloud, every­one can reimag­ine the shop­ping expe­ri­ence and make all con­tent “shoppable”.

Inter­shop has announced our part­ner­ship today and the avail­abil­ity of an exten­sion to Adobe Expe­ri­ence Manager’s com­merce inte­gra­tion frame­work that enables com­pa­nies to take advan­tage of a lead­ing B2B/B2C e-commerce plat­form and Adobe Mar­ket­ing Cloud for their next gen­er­a­tion shop­ping expe­ri­ence. If you’re head­ing to Adobe Sum­mit, be sure to stop by their booth and see a remark­able illus­tra­tion of experience-driven com­merce with a his­toric brand man­u­fac­turer that will be sure to knock your boots off (you’ll get the boot ref­er­ence at the booth). They have col­lab­o­rated with another Adobe part­ner, Site­worx, to bring this all to life. Jochen Moll will also be speak­ing Thurs­day after­noon on how step into this future of cus­tomer experience.