The Adobe Experience Cloud new personalisation capabilities will help retailers prepare for peak sales periods.
With the heightened health and safety expectations due to the ongoing pandemic, e-commerce is becoming the default choice for shopping. According to a recent forecast from Adobe Analytics, global e-commerce is expected to hit USD$4.2 trillion in 2021, while the e-commerce market in Singapore is projected to reach USD$2.97 million in the same year, demonstrating that the digital economy is continuing to grow.
However, leveraging the growing e-commerce industry for business growth requires brands to put quality first-party data at the centre of their customer acquisition and engagement strategy.
In this context, Adobe has announced several new capabilities in Adobe Experience Cloud to help brands across all industries, including retailers, to succeed in their first-party data strategies, deliver more personalised customer experiences at scale, and effectively prepare for peak sales periods.
According to a statement by the tech company, New Adobe Experience Cloud innovations include:
- Adobe Experience Platform Segment Match – Integrated into Adobe Real-time Customer Data Platform (CDP), Adobe Experience Platform Segment Match (beta) lets brands collaborate to expand their own first-party data sets through partnerships.
For example, a hair products retailer may partner with a skincare brand to exchange non-sensitive segment data about their matching customers, like the type of hair accessories that a subset of their customers is buying so that the skincare brand can recommend products for those groups. The non-sensitive customer data can only be referenced when the customers for both brands permit them. - Enhanced Adobe Experience Platform Insights – Adobe Experience Platform now offers new capabilities to streamline the data collection process and enable more actionable insights. With the general availability of these features directly integrated into Adobe Real-time CDP, companies will receive a daily delivery of crucial insights such as audience growth trends and customer growth analysis such as which channels drive the most engagement.
- Adobe Journey Optimiser with Adobe Experience Manager Assets Essentials – The competition for shoppers’ attention increases exponentially during busy shopping periods, as seen from Lazada and Shopee’s competitive price discounts during the 11:11 period. It’s critical for retailers vying for shoppers’ attention to get the customer experience right at every stage of the buyer’s journey.
Adobe Journey Optimizer helps companies from all industries design orchestrate and intelligently deliver personalised messages and promotions based on real-time customer data. Multiple data types, including behavioral and transactional, are combined with AI and machine learning so retailers can proactively address customer needs in real-time. - AI-powered Live Search for Adobe Commerce – Buyers expect to quickly find what they are looking for, especially when it comes to online shopping. Shoppers who utilise the search function on a storefront are up to four times more likely to transact. With the availability of Live Search powered by Adobe Sensei, Adobe Commerce merchants can now provide their shoppers with relevant and personalised search-as-you-type results.
