From web to table
Serving up local content alone isn’t enough, so SPAR ICS relies on Adobe Analytics for further insights into what customers want in their respective geographies. The intelligence gathered is then used to determine how SPAR ICS can improve the customer journey. For example, healthy eating is at the forefront of many customers’ minds and so is price.
“We want customers to eat well so they can live well,” says Simmerstatter. “Adobe Analytics helps us to understand what consumers are looking for so we can provide the best experiences.”
To further personalise the shopping journey, SPAR ICS uses the Recommendations and Search and Promote capabilities in Adobe Target to link searches on web pages with relevant e-commerce opportunities. “Creating an exceptional customer experience through relevant offerings is critical to our success,” adds Kranabitl. “We are building on our track record for innovation to maintain our leadership and will continue to push the business forward as it grows.”
An appetite for change
The use of Adobe Experience Cloud has enabled SPAR ICS to expand its digital foundation, with results that can clearly be tracked back to its efforts. In Vienna, a SPAR store featuring digital signage, electronic shelving and self-checkouts has seen a 50% increase in customers due to the ease of shopping experience—leading to higher sales.
This early success is just the beginning for SPAR ICS. The organisation is working with Adobe Customer Solutions to determine how challenges associated with delivery logistics can be addressed through digitalisation and discussing future integration between the content and identity management systems. SPAR ICS is also considering Adobe Campaign for channel marketing and Adobe Audience Manager for third-party data integration.
“We anchor our company strategy around customer experiences,” says Kranabitl. “Adobe Experience Cloud gives us the tools to create personalised and consistent digital journeys. As a business unit serving the needs of SPAR, we have moved from purely a support role into being strategically important because of our digital transformation.”