Adobe has announced new Adobe Experience Cloud tools that support retailers to deliver personalised shopping experiences both in-store and online. These new product innovations provide customers with seamless, flexible payment options. It allows clients to connect with customers via mobile and enable seamless experiences from browse to buy.
Over this past holiday period, online spending was a record high with more and more consumers going online for convenience. Consumers took advantage of cost savings and looked for alternative payment options, such as Buy Now, Pay Later (BNPL). These services saw significant growth this season. Yet, even as the value of online shopping becomes increasingly ubiquitous. Retailers should not dismiss the benefit click-and-collect and in-store fulfilment options provide consumers.
“Retailers have a tremendous opportunity to increase customer engagement and build customer loyalty by creating consistent, personalised experiences that seamlessly transition between online and in-store,” said Tory Brunker, Senior Director, Product Marketing, Adobe. “By tailoring digital experiences to consumer preferences, retailers can meet consumers in the way they want to shop.”
New tools for retailers in Adobe Experience Cloud include:
Personalised shopping experiences both in-store and online. With Adobe Target’s new capability, same page enhanced personalisation, retailers can bring together offline and online interactions. The data can be analysed in real-time within Adobe Real-Time Customer Data Platform (CDP), supported by Adobe Experience Platform. The platform aims to create and deliver personalised experiences at scale for customers. Retailers get a unified view of the consumer, so they can provide relevant product recommendations based on recent purchases or see up-to-date rewards qualifications for discounts.
Provide customers with seamless flexible payment options
Customers are now demanding flexibility in the way they pay for purchases. With the release of Payment Services for Adobe Commerce, a fully integrated payment solution that lets businesses securely manage payment and order data from every storefront in one place. Adobe says it is easy for retailers to accept popular payment methods. This includes credit and debit cards, PayPal, and Venmo to deliver the best checkout experience for their customers.
Connect with customers on mobile
There are new mobile messaging capabilities, now live in Adobe Journey Optimiser, are supported by the Adobe Experience Platform. The solution allows retailers to engage customers in real-time either in app, via push notifications or text messages. Retailers can use Adobe Journey Optimizer to enhance shopping experiences, whether physical, digital or hybrid. For example, with location-based triggers, retailers can notify a customer of what aisle their favourite shampoo is located via push notification, saving the customer time and frustration.
Enable seamless experiences from browse to buy
Adobe Experience Manager Authoring Capabilities for PWA Studio. Adobe also announced that retailers can now make edits to Adobe Experience Manager sites content via Adobe Commerce PWA Studio. This integration between Adobe Experience Manager and Commerce ensures brands can deliver seamless experiences from browse to buy. The company says it makes it easy to deliver engaging shoppable experiences on mobile and desktop devices. Brands can create exceptional app-like experiences across the customer journey to drive consumer engagement and conversions.
Last month Adobe launched Creative Cloud Express. A unified task-based, web and mobile product that makes it easy to create and share rich multimedia content. This can include social media posts and stories to invitations as well as marketing materials like logos, flyers and banners. Creative Cloud Express enables drag-and-drop content creation, supporting users to express their creativity with just a few clicks.
Enterprise Times: What this means for business.
Customers expect and demand that experiences are personalised to their own individual needs and interests. Achieving personalisation at scale is now the new imperative for retailers. Brands have to understand the requirements, needs and aspirations of customers to deliver tailored messages to prospects. Adobe’s new cloud tools aim to support brands to enable personalised shopping experiences both in-store and online. Adobe’s solution unifies web and mobile products to support the customer experience, both in-store and online. In the last year, Adobe has been busy enhancing its solutions. The company added payments solutions to Adobe Commerce and updated Adobe Experience Cloud to help retailers in peak sales periods. Adobe is seriously gearing its solutions and platforms to emerge as one of the winners in the rise of eCommerce.
