Adobe Enhances Retailers’ Workflows to Power Personalization

by Michael Klein

posted on 09-27-2017

With heightened shopper expectations and 2017’s challenging retail climate, retailers must deliver a shopping experience that delights and differentiates. Consumers demand fluidity and personalization across every digital and physical touchpoint, raising the bar for retailers. Thanks to innovations in areas like artificial intelligence, machine learning and voice interfaces, cutting-edge retailers can leverage technology to reinvent the shopping experience to differentiate, delight shoppers and increase revenue.

At Shop.org, we’ll feature an Adobe Experience Cloud-powered demo showing how retailers can leverage experience-driven commerce to deliver more timely, relevant experiences with the power of Adobe Sensei, Adobe’s AI and machine learning framework. Picture this — as a consumer progresses through the shopping journey from awareness and discovery to conversion, the experience is personalized and adapted based on her preferences, and real-time context. Using Fluid Experiences, which integrates Adobe Sensei personalization features, the scenario delivers a frictionless shopper journey that engages with consumers on their terms, in the channel of their choice. Shoppers can seamlessly engage their favorite brands across chat, voice, mobile and in-store touch points. Retailers can create and manage this experience from a single platform.

Insights into conversions must inform retailers’ strategies. For example, social networks’ visit share volume to retailers’ website more than doubling from social networks since January 2015. This quickly growing channel presents an opportunity to reach shoppers. We’re announcing our Retail Industry Report based on aggregated and anonymous data from Adobe Analytics, providing insights for retailers.

Additionally, Adobe Experience Cloud is unveiling new capabilities that help retailers:

  1. Seamlessly connect products with UGC by syncing catalogs in Experience Manager Commerce with Livefyre or through a simple file upload with other e-commerce solutions. This helps retailers incorporate product-specific UGC into purchase experiences. They can embed photos, videos, and comments from social channels directly into product pages to influence purchase, and place customizable call-to-action (CTA) buttons alongside product-related UGC surfaced on Livefyre Media Walls, Mosaics, and Filmstrips to drive customers into the purchase path. By early 2018, Adobe will open the Livefyre API, enabling retailers to incorporate websites leveraging any commerce platform, beginning with Google Shopping.
  2. Optimize and personalize UGC experiences with Experience Manager Livefyre and Adobe Target, the personalization engine of Marketing Cloud. Retailers can test static content versus real-time UGC, or test to learn which source, presentation, or location is best — for example, Instagram or Twitter, a Media Wall or Mosaic, the center module or right rail. To further increase engagement and conversions, retailers can personalize the best UGC experience for each visitor based on a combination of behavioral, contextual and offline data. This new Adobe Target capability is powered by Adobe Sensei, our AI and machine learning framework.

Retailers leveraging Adobe Experience Cloud include 80 percent of the top 100 U.S. retailers. Adidas, Dior, Jet.com, John Lewis, Kao, Nissin Foods, Safeway, Sephora, Shop Direct and more, are among Adobe Experience Cloud’s customer base.

Topics: Corporate Marketer, Retail

Products: Target