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 , 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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