Innovating the Retail Experience

Customer ExperienceDigital Marketing

In the hyper-com­pet­i­tive world of retail, pro­vid­ing a run-of-the-mill dig­i­tal expe­ri­ence is not enough. Cus­tomers expect a con­tin­u­ous and con­sis­tent expe­ri­ence across all touch-points, and they want it to be per­son­alised in a mean­ing­ful way.

The lat­est Adobe Dig­i­tal Index data under­lines that get­ting this right is an oppor­tu­ni­ty that can­not be missed. Online retail sales across Europe soared over the fes­tive peri­od in Novem­ber and Decem­ber; £19.16bn was spent online in the UK, €24.45bn in Ger­many and €14.97bn in France, rep­re­sent­ing year-on-year growth of 8% for UK and 12% for both Ger­many and France. The UK took the mobile crown with 41% of online spend on either a tablet or smart­phone, com­pared to 23% in Ger­many and the same in France.

Retail­ers will only get a share of this online jack­pot if they are deliv­er­ing the best pos­si­ble cus­tomer expe­ri­ence, whether that’s in-store, online or on mobile devices. A series of prod­uct inno­va­tions in Adobe Mar­ket­ing Cloud will help retail­ers across Europe achieve this, with the lat­est updates includ­ing:

  • Data-dri­ven remar­ket­ing: For the first time, retail­ers can con­nect con­sumers’ behav­iour online with con­tex­tu­al data to cre­ate and send a user-defined remar­ket­ing trig­ger, such as an email, push noti­fi­ca­tion or SMS, to increase the like­li­hood of pur­chase. For exam­ple, if a con­sumer views a pair of women’s boots for sev­er­al min­utes or watch­es a video about these shoes, the retail­er can send an email high­light­ing that prod­uct and incen­tivis­ing the cus­tomer with a dis­count. Adobe offers the industry’s only tech­nol­o­gy with the abil­i­ty remar­ket to cus­tomers with per­son­alised mes­sages based on his­tor­i­cal behav­iour. 
  • Per­son­alised push noti­fi­ca­tions: Mobile push noti­fi­ca­tions are now sup­port­ed with robust ana­lyt­ics, deliv­er­ing mes­sages that are intu­itive and per­son­alised. With Adobe Mobile Core Ser­vice and Adobe Ana­lyt­ics, retail­ers can cre­ate rich audi­ence seg­ments and engage based upon fac­tors such as shop­ping behav­iour and user pref­er­ences. For instance, a cloth­ing retail­er is able to cre­ate a seg­ment of shop­pers who have pur­chased gloves, while iden­ti­fy­ing the next item that this group pur­chas­es most, such as a scarf. A push noti­fi­ca­tion for a scarf pro­mo­tion can then be sent to any cus­tomer in this seg­ment who hasn’t yet pur­chased one.
  • Shop­pable media expe­ri­ences for ‘you’: Last year Adobe intro­duced shop­pable media expe­ri­ences, mak­ing it eas­i­er for retail­ers to let cus­tomers “shop the look” in a high­ly visu­al way. Today, Adobe is intro­duc­ing new shop­pable media advance­ments that enhance the in-store dig­i­tal expe­ri­ence and offer con­sumers even more per­son­al­i­sa­tion. Accord­ing to our recent state of con­tent report [link to local report or the glob­al one], con­sumers agree that images and videos used across online chan­nels and in-store have to be ‘rel­e­vant, con­tex­tu­al, and opti­mised’ to keep them engaged. Retail­ers can now eas­i­ly test and tar­get inter­ac­tive con­tent in real-time to dri­ve con­ver­sions across mobile, social, and in-store. Con­sumers will be pre­sent­ed with a rel­e­vant, dynam­ic expe­ri­ence in real-time based on data such as their loca­tion and pur­chase his­to­ry.
  • Dig­i­tal-meets-phys­i­cal shop­ping: Adobe is extend­ing its Adobe Expe­ri­ence Man­ag­er Screens capa­bil­i­ties to shop­pable media, enabling retail­ers to reach con­sumers at home, on-the-go or in-store. For instance, the ban­ners peo­ple have become accus­tomed to see­ing online at home or on their mobile devices, can be dis­played in-store on large screens and shop­pers can inter­act and make pur­chas­es with this con­tent.

These inno­va­tions offer a cru­cial com­pet­i­tive advan­tage to encour­age brand loy­al­ty and dri­ve all-impor­tant sales. To find out more about Adobe Mar­ket­ing Cloud for Retail­ers vis­it: http://www.adobe.com/uk/industries/retail.html

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Customer Experience, Digital Marketing
Vijayanta Gupta

Posted on 16-03-2016


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