Today, Adobe announced the avail­abil­ity of Adobe CQ eCom­merce, part of Adobe Web Expe­ri­ence Man­age­ment (WEM). This prod­uct inno­va­tion empow­ers mar­keters to dif­fer­en­ti­ate their brands from the com­pe­ti­tion with per­son­al­ized shop­ping experiences.

CQ eCom­merce accel­er­ates the inte­gra­tion of Adobe WEM with com­merce sys­tems so mar­keters can:

Deliver per­son­al­ized, rich media and con­tent across the entire shop­ping jour­ney from aware­ness to checkout;

·       Rapidly engage a cus­tomer across web, mobile and social touch points with shared con­tent and assets

·       Insight­fully tie con­tent and expe­ri­ences to the impact it has on bot­tom line rev­enues with inte­grated ana­lyt­ics and optimization.

In addi­tion, Adobe has part­nered with hybris, a lead­ing provider of mul­ti­chan­nel com­merce, for an inte­grated offer­ing so cus­tomers choos­ing both Adobe WEM and hybris can launch solu­tions even faster.

This release addresses a sig­nif­i­cant and crit­i­cal chal­lenge fac­ing online businesses.

We began with the same ques­tions our cus­tomers were asking:

-        When do shop­ping expe­ri­ences begin?

-        More impor­tantly, when do they need to begin for busi­nesses to dif­fer­en­ti­ate on brand?

-        How can com­pa­nies com­mand a pre­mium in the dig­i­tal age?

Online retail rev­enues, espe­cially mobile com­merce sales, grew at a record pace in 2011. Accord­ing to eMar­keter, U.S. mobile com­merce reached $6.7 bil­lion in 2011, up 91% year over year, and sales could reach $31 bil­lion by 2015. The only thing expand­ing faster: the num­ber of com­peti­tors online. This, com­bined with the pop­u­lar­ity of search engines for find­ing prod­ucts, is a recipe for price wars that ulti­mately grants vic­tory to the largest play­ers. In fact, it is worse in the dig­i­tal world since cus­tomers with tablet in lap, can jump from one prod­uct catalogue-centric web­site to another in search of the best deal.

To deliver value online─beyond price─requires not only qual­ity prod­ucts and ser­vices, but also the abil­ity to com­mu­ni­cate that value; to romance the visitor.

For exam­ple, a quest for the ulti­mate hair curler shouldn’t begin when a poten­tial cus­tomer types “hair curler” into Google. It needs to begin at the point of engage­ment; when some­one is just start­ing to dis­cover the lat­est hair trends and styles and comes to your web­site as a source of expert advice and com­pelling video tuto­ri­als. This is where, through con­tent mar­ket­ing, brand per­cep­tion can be greatly influ­enced, and prod­uct value cre­ated. This is a key part of GHD’s dig­i­tal strat­egy using both Adobe Web Expe­ri­ence Man­age­ment pow­ered by CQ and hybris multi-channel commerce.

Adobe CQ eCom­merce is avail­able today world­wide with imple­men­ta­tion ser­vices pro­vided by global agency and sys­tem inte­gra­tion partners.

I’m at the Adobe EMEA Dig­i­tal Mar­ket­ing Sum­mit (#Adobe­Sum­mit) in Lon­don today and I’m excited that Phonak will be pre­sent­ing their suc­cess with Adobe CQ and hybris.

I look for­ward to hear­ing your thoughts and expe­ri­ences with Adobe WEM includ­ing our lat­est com­merce offering.

Loni Kao Stark

direc­tor, prod­uct marketing