Adobe Digital Dialogue

Drive Immersive Customer Experiences with Adobe Experience Cloud

In case you missed it, here is a peek into the breakthrough experiences exhibited by the Adobe Global Delivery Center, at the Adobe India Symposium, 2017.

The buy­ing behav­ior of an Indi­an con­sumer has trans­formed at a tremen­dous rate.  Rapid broadband/mobile pen­e­tra­tion has con­tin­u­al­ly changed cus­tomer behav­ior and needs. With­in a span on 20 years, India’s econ­o­my has evolved from being a ‘sell­ers’ mar­ket’ to a ‘buy­ers’ mar­ket.’  This trend is mak­ing com­pa­nies trans­form with a new agen­da — Cus­tomer Expe­ri­ence. The ones who get it right will stand out in the crowd. Hence, there is an increased invest­ment in tech­nolo­gies that cre­ate expe­ri­ences that mat­ter.

Immer­sive expe­ri­ences are rid­ing on top of the expe­ri­ence wave. They ful­fill one of the biggest cus­tomer needs —  empa­thy. Brands demon­strat­ing empa­thy in their expe­ri­ences get an edge of supe­ri­or brand affin­i­ty.

At the Adobe Sym­po­sium 2017, our con­sul­tants cre­at­ed immer­sive expe­ri­ences for Tarah* who was a reg­u­lar vis­i­tor to a retail client*. A hyper-con­nect­ed indi­vid­ual, Tarah spent a lot of time at the retail­ers online and offline chan­nels. Ben­e­fit­ing from their invest­ments in Adobe solu­tions, the retail­er want­ed to cre­ate immer­sive expe­ri­ences for cus­tomers like her.

The teams exhib­it­ed poten­tial immer­sive expe­ri­ences by com­bin­ing the capa­bil­i­ties of Adobe Expe­ri­ence Cloud with cut­ting-edge tech­nolo­gies.

Adobe Enrich­es In-Store Expe­ri­ences with Aug­ment­ed Real­i­ty

On May 3rd, Tarah entered the retailer’s store to buy a fit­ness track­er. She chose a track­er but want­ed to make sure she gets the best brand avail­able. Lim­it­ed in-store infor­ma­tion made her sec­ond-guess her choice. She con­sid­ered going back home to do some research and zero in on the right track­er. It was the moment of truth for the client as they were at the risk of los­ing a sale.

Enter: Adobe Expe­ri­ence Man­ag­er and Aug­ment­ed Real­i­ty. The two tech­nolo­gies enabled Tarah to do her research in-store. To get more details, all Tarah had to do was to point her mobile cam­era at the fit­ness tracker’s mark­er. Detailed infor­ma­tion from the retailer’s web­site — host­ed on Adobe Expe­ri­ence Man­ag­er — appeared on her mobile app. It includ­ed infor­ma­tion on fea­tures, col­or com­bi­na­tions & also gave sim­i­lar prod­uct rec­om­men­da­tions. This expe­ri­ence helped Tarah find the per­fect track­er for her­self. When the col­or she want­ed wasn’t avail­able in-store, the retail­er gave her an option to buy the track­er direct­ly from the mobile app.

Tarah who entered the store with a high pur­chase intent went through moments of ambi­gu­i­ty. But, an immer­sive in-store expe­ri­ence helped her seam­less­ly nav­i­gate through the buy­ing jour­ney — across chan­nels — to make a pur­chase deci­sion.

Adobe Acti­vates Hyper-Per­son­al­iza­tion with Inter­net of Things (IoT)

With time, Tarah’s fit­ness track­er was cap­tur­ing infor­ma­tion on her fit­ness activ­i­ties. The retail­er pro­vid­ed Tarah with an option to upload her fit­ness data from the track­er onto the web­site. On authen­ti­ca­tion, Adobe Expe­ri­ence Man­ag­er, used the data to iden­ti­fy her inter­ests and enrich her dig­i­tal pro­file.

Enter: Adobe Tar­get & Adobe Cam­paign. The retail­er shared hyper-per­son­al­ized rec­om­men­da­tions and offers to her through the web­site, email, and push noti­fi­ca­tions.

Inter­est-based per­son­al­iza­tion cre­ates dif­fer­en­ti­at­ing expe­ri­ences as they dis­play a high lev­el of empa­thy — dri­ving con­ver­sions and brand stick­i­ness.

Adobe Dri­ves Con­ver­sions Using Offline Behav­ior

A few weeks lat­er, Tarah re-vis­it­ed the store look­ing for a present for her kid’s birth­day. She vis­it­ed the kid’s appar­el sec­tion but did not make any pur­chase. But, a bea­con placed on that sec­tion cap­tured her vis­it.

Enter: Adobe Expe­ri­ence Man­ag­er, Adobe Ana­lyt­ics, Adobe Tar­get, Adobe Audi­ence Man­ag­er, and Mobile Core Ser­vices. Her offline behav­ior, cap­tured through the bea­con, updat­ed her pro­file across chan­nels. The retailer’s online chan­nels dis­played rel­e­vant offers to her to dri­ve con­ver­sion.

Cus­tomer pro­fil­ing based on online behav­ior is no longer a dif­fer­en­tia­tor. Con­nect­ed expe­ri­ences cre­ate moments of delight by blur­ring the lines between online and offline chan­nels.

Adobe Expe­dites Pur­chase Using Arti­fi­cial Intel­li­gence

When Tarah vis­it­ed the web­site to buy a shirt for him­self, she got over­whelmed by the choic­es avail­able. She acti­vat­ed a chat inter­face with a sim­ple mes­sage: “Show me some blue shirts from XYZ brand.”

Enter: Adobe Tar­get and Adobe Sen­sei. Using Tarah’s pur­chase & brows­ing his­to­ry, Adobe Sen­sei pro­vid­ed results that matched her pref­er­ences & kept opti­miz­ing results till final pur­chase was made.

Arti­fi­cial Intel­li­gence has great poten­tial in cre­at­ing com­pelling expe­ri­ences as they strong­ly align with cus­tomer needs/preferences.

Adobe Push­es Loca­tion-Based Offers with MAPNEXT

Tarah, a fre­quent trav­el­er, was at the air­port 3 hours before her flight. Post check-in, she down­loaded the air­port app and browsed through the shop­ping sec­tion.

Enter: MAPNEXT – a mobile solu­tion pow­ered by Adobe Expe­ri­ence Cloud, Adobe Sen­sei, and Mobile Core Ser­vices. Based on Tarah’s in-app behav­ior, the retail­er could iden­ti­fy her shop­ping intent & pushed loca­tion-spe­cif­ic offers to her through the air­port app.

As loca­tion-based expe­ri­ences are high­ly con­tex­tu­al, they enable brands to engage with users at the right place and at the right time.

Adobe Enables Mar­keters Get Real-Time Infor­ma­tion, On-The-Go

To pro­vide dif­fer­en­ti­at­ing expe­ri­ences, mar­keters, need to get real-time insights and alerts about busi­ness KPIs so they could take actions on-the-go.

Enter: The Adobe Expe­ri­ence Cloud App (code-named AdobeNOW). Through this app, stake­hold­ers get access to per­son­al­ized met­rics that are impor­tant to them. It brings in data from Adobe solu­tions and oth­er online/offline sources to pro­vide a holis­tic view on a sin­gle screen. Instant insights help mar­keters launch, opti­mize, and shut down activ­i­ties – right from the app! Whether it’s a dig­i­tal head or a cat­e­go­ry man­ag­er, AdobeNOW empow­ers all mar­keters to gen­er­ate val­ue from their fin­ger­tips.

Adobe’s com­mit­ment to change the world through dig­i­tal expe­ri­ences gets rein­forced as our teams con­tin­ue to inno­vate. Replic­a­ble across indus­tries, I hope these expe­ri­ences inspire you as much as they inspired our cus­tomers to make expe­ri­ence their busi­ness.

*Dis­claimer: The retail client & Tarah were cre­at­ed for demo pur­pos­es. They do not rep­re­sent any exist­ing Adobe client.

Customer Experience, Digital Marketing

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  • By Bernhard Hamaker - 2:37 PM on June 1, 2017   Reply

    This is incred­i­bly for­ward think­ing. This lev­el of per­son­al­iza­tion is just beau­ti­ful. Let’s hope it’s used most­ly for good, lol.

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