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October 29, 2009

eCommerce & eVideo: Seeing Double Digits

The 2009 eCommerce Expo in London proved interest in online shopping is as high as ever. Attendance was up 24% from last year's show and this double digit audience growth is in sync with the double digit growth in eCommerce that is taking place worldwide-especially in the UK where overall growth rates are 14.8% and the amount spent shopping online is greater than any other country in Europe. (eMarketer, UK B2C E-Commerce: Continued Growth in Tricky Times, September 2008/eMarketer, Germany Online: Europe's Biggest E-Commerce Market Comes of Age, May 2009)

During a session on trends in building a rich online experience, we shared our insights to a full capacity crowd in collaboration with our customer Debenhams Retail, the UK's ninth largest online department store. Brett Bennett, Debenahams' Senior Web Manager discussed a number of initiatives they have underway to improve conversion and increase engagement following a 10,000 customer survey which revealed by far the most requested feature was a zoom capability and improved product presentation.

These latest trends below complement some of our recent findings and blog entries:
• Content is King
• Video completes the story
• Search sells, Browsing Blossoms
• Guided navigation gets the goods
• Make it Personal & Empowering
• Community Content Captures Customers
• Mobility Drives Multi-Channel Movement

You can learn more about these trends in our whitepaper on building rich online experiences entitled Customer Experience: What's Best? What's Next? Download it here.

In conjunction with the eCommerce Expo, several hundred industry leaders attended the inaugural eCommerce Awards for Excellence dinner and ceremony hosted by IMRG (Interactive Media In Retail Group, an industry body for global e-retail). This gala event recognized companies making outstanding contributions to the market across 14 different categories. We were incredibly proud to learn that Littlewoods.com, part of Shop Direct - the UK's largest online and home shopping retailer, picked up the award for 'Best Use of Rich Media', after integration of our eVideo solution resulted in a double digit increase in conversion rates. The award called for the most imaginative and best use of video content to enhance the customer experience. The Adobe Scene7 cross-media platform was chosen to host and publish more than 1,500 videos, in an integrated multi-media viewer enabling video, zoom and alternative views. The videos, ranging from 30 seconds to several minutes, feature catwalk shows and product demonstrations.

Click here to learn more about Littlewoods' award!


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October 26, 2009

Adobe (and Scene7) + Omniture is complete

Things have been a little quiet on the blog front as closing an acquisition the magnitude of Omniture is a significant endeavor. I personally and professionally am thrilled that the deal is now officially completed.

A little over two years ago, Adobe acquired Scene7 and put the strength of a major, global software company behind us - and it has been a very successful deal for our customers, our team and Adobe. The Scene7 platform received significant investments enabling our customers to benefit from the integration of world-class Adobe technologies while enabling Adobe to take a great step into SaaS (Software-as-a-Service). In acquiring Omniture, Adobe is taking things to another level entirely - and we now have a collection of SaaS solutions that is one of the most compelling in the software industry.

With my Scene7 hat on, I am really excited to have two of the most important solution providers to the eCommerce industry under one roof and expect very interesting things to emerge over time. Thinking about how Scene7 can drive increased conversion through enhanced customer experiences and better visual information - and how Omniture can analyze and optimize those experiences - is very attractive indeed. Now that the deal is closed, I expect our teams will come up with all kinds of ways to create value for our customers.

While it has only been a matter of weeks since we announced the deal - there is additional information available now that it is closed. If interested, check out the following link for more info:

http://www.adobe.com/aboutadobe/invrelations/adobeandomniture.html

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October 09, 2009

Video Hotspots "Link" Directly to Sales

Now that eVideo has been shown to come as close as possible to bringing the retail shopping experience online, it's also been made simpler than ever for business users to feature on their sites. In a few clicks of the mouse, anyone (really!) can upload, transcode, edit, manage and stream video content online. And now, video sets and new 'clickable video hotspots' can augment the customer-facing experience--upping the time consumers spend online and consequently spiking conversion.

Okay, but what are clickable video hotspots you ask? Clickable video hotspots take the guesswork out of shopping for consumers by enabling them to "click" on video clips, captions or graphics of interest and link to external references (with more info or a way to buy). For the business user, it's simple to create this cutting-edge effect, with drag-and-drop elements that make it easy to add things like pop-up messaging. Delivering information about your product's availability, inventory level, and color or size options, will captivate your audience and help them reach a purchase decision more quickly--an unstoppable combination!

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Don't just take it from us though, a recent survey of US marketers by PermissionTV ranked interactive video experiences as the top future trend in online video.*

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By now you're likely imagining how interactive video can help bridge the gap between your products and the purchase decision.

*eMarketer, Video Content: A Premium Opportunity, Aug 2009

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  • ShopTalk is a blog featuring "Quick Tips", trends and more written by experts from the Adobe Scene7 team who live and breathe web, rich media and customer experience. This interactive forum offers insights and best practices on the latest trends we are seeing in the marketplace to help improve your customer experience, ultimately driving conversions and revenues.
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