Today’s brands are under pressure to quickly shift their approach from being web-centric to mobile-centric as more consumers look to online purchases via mobile devices. In addition, brands are competing on personalised product recommendations and relatable content at every touchpoint. To this end, LOTTE Rental selected Adobe Analytics within Adobe Analytics Cloud and Adobe Target Premium within Adobe Marketing Cloud, both part of Adobe Experience Cloud, for deeper insights into customers for testing and targeting.
“It is critical to reinvent customer experience through digital innovation,” says Chang-Hee Choi, Director, Consumer Goods Rental Department, LOTTE Rental. “In our endeavour to expand into the consumer goods rental business, Adobe solutions empower LOTTE Rental to improve customer satisfaction by increasing the effectiveness of our marketing efforts.”
Building a platform to optimise consumer experiences
By delivering a new level of curation for each customer, MYOMEE has become a more scalable, reliable, powerful digital platform. The company now has the foundation to drive growth and improve on customer experiences in the future.
With Adobe Analytics and Adobe Target Premium, LOTTE Rental is now able to make data-driven decisions by analysing customer information and behaviour across channels in real time. Through single, unified customer profiles, the company is able to provide consistent experiences across web and mobile that are increasing conversion rates with targeted offers. With increases in customer discovery and acquisition, LOTTE Rental have also defined loyal customer segments while developing new look-alike segments.
“Given MYOMEE’s mission is to provide lifestyle rental services, curation is front and centre,” says Huh. “We analyse customer preferences and automatically make recommendations based on segments called persona, utilising Adobe solutions. Customers see menus, like the most viewed products on the website and these are all powered by Adobe solutions.”
Consumers buy experiences in the sharing economy
In the sharing economy—where renting at a lower price is preferred—consumers are buying experiences, not products. A key success metric for today’s rental and leasing companies is making customer recommendations at the right time and place to help ensure a seamless customer journey.
Adobe Experience Cloud includes a comprehensive set of solutions that allow LOTTE Rental to deliver highly personalised experiences. For example, newlyweds receive recommendations on infant and toddler products, frequent travellers get special deals for flights and accommodation and new college students or new hires get deals on laptop computers. These recommendations are now automated and delivered in real time.
Since the adoption of Adobe Experience Cloud, LOTTE Rental expects improved cost efficiency of over 50% in terms of total cost of ownership.
“One of the biggest benefits that Adobe offers is that all of its solutions are deeply integrated with each other,” says Huh. “It can minimise technical issues that can arise when implementing with other solutions to provide highly personalised services.”
LOTTE Rental is now considering adopting Adobe Campaign within Adobe Marketing Cloud to help accelerate its endeavour to innovate customer experience with more complete integrated communications across both online and off-line channels.
“Great brand experience starts from trying to understand your customers from every angle,” says Huh. “With deep insights into your customers, building a platform that can meet customers’ ever-increasing expectations is the ultimate goal that MYOMEE is trying to achieve.”