With U.S. retail sales hitting a record high this holiday season – $83 billion spent online according to Adobe Digital Index – the opportunity for retailers is massive, and extends well beyond the holiday season. As we kick off 2016, the week prior to Valentine’s Day will see the highest online sales.
It’s clear that retailers large and small are vying for a share of consumer spending. Offering customers compelling, authentic content throughout the digital customer journey has become a competitive differentiator. It’s more imperative than ever that retailers build a personalized and compelling digital experience that is continuous and connected, to drive sales and build loyalty. Consumers have come to expect a consistent and engaging experience with brands at any given touch-point – from browsing a website, to interacting with a mobile app, to engaging in store.
Eight of the top ten world’s largest retailers rely on Adobe Marketing Cloud, and we’re continually enhancing our capabilities to help retailers better understand and delight their customers. At Retail’s BIG Show, the National Retail Federation’s 105th annual convention and expo, we’re introducing several product innovations in Adobe Marketing Cloud that help retailers unify data, rich content, and campaign management into one platform, including:
- Data-driven remarketing: For the first time, retailers can connect both consumers’ behavior online and 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. The data is captured from Adobe Analytics, then monitored and delivered in Adobe Campaign. So for example, if a consumer views a pair of knee-high women’s boots for several minutes or watches a video about these shoes, the department store may send an email highlighting that product and incentivizing the customer with a $5 off coupon. Or, knowing a winter storm is on the horizon through contextual data, a home improvement retailer may send an in-app push notification about portable generator offers. Adobe offers the industry’s only technology with the ability to remarket to customers in real-time with personalized messages based on historical behavior. Additionally, retailers can send push messages to a customer’s device through the Adobe Mobile Core Service.
- Personalized push notifications: Mobile push notifications are now supported with robust analytics, delivering messages that are intuitive and personalized. With Adobe Mobile Core Service and Adobe Analytics, retailers can create rich audience segments and engage with consumers based upon factors such as shopping behavior and user preferences. For instance, an apparel retailer is able to create a segment of shoppers who have purchased mittens, while identifying the next item that this group is most likely to purchase; let’s say it’s 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 at NRF, we introduced shoppable media experiences, a way for brands to create compelling, dynamic content quickly and connect it to product detail and buy buttons embedded with the video or screen to drive conversions. Today we’re rolling out new shoppable media advancements that enhance the in-store digital experience and offer consumers even more personalization. According to our recent state of content report, consumer respondents across six countries noted that images and videos used across channels like email and in-store have to be ‘relevant, contextual, and optimized’ to keep them engaged. Through Adobe Experience Manager and Adobe Target, retailers can now easily test and target interactive content with consumers 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 like their location and purchase history.
- Digital-meets-physical shopping: We’re also extending our Adobe Experience Manager Screens capabilities to shoppable media, enabling retailers to reach consumers at home, on-the-go, in-store and wherever digital content proliferates. 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 new innovations will be on demonstration at Retail’s BIG Show at Adobe Booth #3679. Additionally, Samsung Electronics America will demonstrate on three 55” Samsung touch displays how marketers can use Adobe Experience Manager Screens to collaborate on product imagery and other digital assets in real-time, and Adobe partner Razorfish will showcase Adobe Marketing Cloud-powered Razorshop at booth #2231. Razorshop is a concept store that extends online personalization to the in-store experience.