December 4, 2013
It’s become the norm for some retailers to decorate for the holidays before consumers even have their Halloween decorations put away. As people browse through stores and catalogs, they’re looking for the perfect gifts and also hoping to find the best prices. Earlier we released the Adobe Digital Index 2013 Online Shopping Forecast, which predicts that in store price checking, commonly referred to as showrooming, will become the norm this holiday season.
The report found that 35% of 18 to 34-year-olds already leverage mobile devices to compare prices while in stores, well above the 22% average. So how can retailers turn these browsers into buyers? One way is by using mobile app experiences to drive increased brand loyalty.
“Mobile apps are almost twice as engaging for consumers than mobile web experiences, so many forward-looking companies are using mobile app experiences to embrace and enhance the showrooming experience,” says Brad Rencher, senior vice president, Digital Marketing Business, Adobe.
With the Adobe Digital Index 2013 Online Shopping Forecast predicting that mobile optimized retailers will transact more than 20% of their sales via smartphones and tablets, a 47% increase YoY, retailers with mobile apps are in a good position this holiday season. Here are a few examples of retailers poised for success:
Lakeland—A well-established retailer in the U.K., Lakeland offers a digital app with seasonal editorial content that features products in the context of the recipes, tips, and projects for that issue. The brand affinity created by offering customers more than just products increase the likelihood that they will purchase, and return in the future.
Bass Pro—Within the outdoor/sporting goods category, Bass Pro delivers inspirational, lifestyle-focused content. The retailer’s digital app includes aspirational articles and sensory information for adventurous consumers, and features products in the context of a particular lifestyle. Activities that once seemed out of reach are now possible with the advice and equipment from Bass Pro.
Boden—This fashion retailer uses its digital edition to take consumers on a journey through different locations and themes. Each section has its own style and focuses on complete looks, rather than individual items. Shoppers are immersed in each cohesive theme, and can easily shop for complete outfits already styled by Boden.
EXPRESS—The EXPSTYLE catalog from EXPRESS takes a fun, storytelling approach. A campaign video in each issue sets the tone, and the chapters appeal to individual style preferences and looks with seasonal items that shoppers are seeking.
Sears—The Sears Outdoor Living catalog is a visually rich app with tabs that enable consumers to easily navigate through categories. They can browse collections by style, watch videos, and expand sections for additional detail. Interactivity is used to create the catalog’s immersive, lifestyle-focused experiences.
Lowe’s—The Lowe’s Creative Ideas for Home and Garden magazine offers a library of creative ideas, themed for the season. As consumers scroll through the sections they can tap items for more information, easily bookmark their favorite ideas, or tap a “Shop this story” link to learn more about the products featured.
These brands understand that it is their expertise and compelling content that engages and inspires consumers, not pages and pages of products. Consumers can browse the digital apps from home, or use them to better understand products when they’re in the physical stores. Adding value to each interaction with consumers builds loyalty and increases the likelihood that when it comes time to make a purchase, for themselves or for someone on their list, they won’t bother to shop around.
November 27, 2013
Digital Publishing Suite Evangelist Bob Levine is a graphic designer and digital publishing services consultant with a primary focus on serving small to medium size businesses.
Know the Difference between Supported and Unsupported InDesign Features
You don’t have to go back too far into the past to a time when Adobe InDesign was used to produce printed output and all features were geared toward print workflows. Fast forward to today and InDesign is being used for output to multiple digital platforms (Epub, Interactive PDF, DPS, SWF) as well as print. Because of that, not every feature works with every publishing intent.
As an example, native animations, some button actions, and blend modes between interactive and static content are not supported in Digital Publishing Suite.
Understand the Concept of Overlays
All interactivity for DPS is added as an overlay which sits on top of static content no matter what the stacking order is in your InDesign document. Because of that I’ve found myself pointing out “they’re called overlays for a reason.”
In other words, you can’t put static content on top of interactivity. There are of course workarounds – either include the static content in your interactive content or convert it to interactive content.
Dual Orientation is All or Nothing at All
While it may look like magic on an iPad, having two orientations for your folio is not magic. It involves creating two layouts for every article. Think carefully about whether it adds anything to the experience for the reader since not only does it involve extra work, it also can double the file size of your folio.
You Must Have Access to a Mac
While the production of a folio can be done on either Mac or Windows, the actual process of building and submitting the app must be done on a Mac. This is an Apple requirement, not Adobe’s so be prepared. And finally, speaking of needing a Mac…
Apple iTunes App Store Requirements
This can’t be emphasized enough. It’s their ball and their bat so they make the rules for the game. The biggest thing to be aware of is that glorified PDFs, that is apps that have little or no interactivity in them, will be rejected for being too book-like. Things to include to minimize rejection risk:
- Scrolling Content
- Audio and video
In short, keep it engaging for the user. Also, when submitting your app, avoid the book category and don’t use book terms such as table of contents, page, PDF, and of course, book.
August 15, 2013
Three new Adobe Digital Publishing Suite analytics videos by Colin Fleming are now available for viewing on Adobe TV! You can learn more about each video below.
In this video, you will find a basic introduction to Digital Publishing Suite analytics. You will learn how readers are using their application and how they are interacting with content. This information can help you improve your content or better understand your readership. Watch the video here:
In this video, Colin demonstrates the SiteCatalyst interface from sign-in to basic controls for the data that is presented in the reports and dashboard. Watch the video here:
In this video, learn how DPS customers with Adobe SiteCatalyst access are able to access deep analytics and data for their apps. The reports and dashboards enable them to visualize data. Colin will share how to customize reports and construct dashboards. Watch the video here: