How Dell transformed customer experiences with Adobe Experience Cloud
For over 35 years, Dell technology has powered work, play and school for people all over the world. The company was founded in 1984 when Michael Dell was just a young college student customizing computer upgrades for classmates, and today is one of the leading technology providers in the world. Since early inception, Dell has been laser-focused on empowering their customers to achieve their goals, and that mission continues today.
Customer convenience as the north star
At the heart of Dell’s marketing efforts is customer convenience. This focus is evident across multiple touchpoints with the customer. Take, for example, Dell.com, the company’s site. The site has multiple sections tailored to simplify the search for the right technology. A new gamer who wants to play Fortnite may not know which computer or accessories they may need to meet the minimal requirements for gameplay. By navigating to the site’s gaming section, the customer can click on Fortnite as the game they want to play and be presented with options for the computers built for optimal performance.
Additionally, Dell recently made updates to its site to make shopping from home a little easier for their customers. The site was enhanced with interactive 360-degree 3D demos of products and augmented reality shopping widgets (fueled by Adobe Dynamic Media) to give customers a better feel for the products they are purchasing from the convenience of their own homes.
Understanding that the customer experience extends beyond just Dell’s web properties, the company turned to Adobe applications to create custom and engaging experiences across email, mobile, and even their direct mail campaigns.
A tailored approach to customer experience
And to better tailor the emails customers receive, the company took their email marketing in-house with the help of Adobe Campaign, part of Adobe Experience Cloud. Through Adobe Campaign, Dell sends 1.6 billion emails to customers every year. The global transition to Adobe Campaign has enabled Dell to better understand how customers engage with their email and marketing campaigns. For example, the marketing team can now see how content promoting new product innovations is performing and make any necessary adjustments quickly to provide a better experience for their customers.
Customer-centricity truly is core to Dell’s DNA. Teams across the company are constantly testing new technologies and ways to improve the customer experience. After the successful rollout of Adobe Campaign for email marketing, Dell tested a new Adobe Campaign capability, SMS communications, just in time for the 2020 holiday season. Customers who opted into the pilot received text messages with offers on the hottest tech of the holiday season, making it easier for consumers to check off their gift lists.
During the short pilot, Dell successfully delivered approximately 70,000 text messages to American customers and saw some great results. The pilot saw return on ad spend increase significantly and click rates for text message promotions performed 20 — 40 times higher than email. Dell also discovered that pilot participants were purchasing higher-value products. 48 percent of customers in the pilot who made a purchase bought premium products.
"Adobe Campaign has given us the ability to getter a deeper understanding of how our marketing campaigns perform. The scalability and flexibility to make campaign changes quickly have paved the way for us to expand our marketing channels and test more cutting-edge technology like artificial intelligence to give our customers even more personalized experiences in real-time."
Nishanth Yata, head of digital transformation, applications development at Dell
Dell is looking forward to testing and implementing new technologies to deliver engaging, personalized experiences to power the lives of its customers. And the lessons learned from this past holiday season and future innovation will pave the way for many years of leadership in delivering exceptional digital experiences.