The next frontier for Pictet was more targeted and relevant communications, beginning with its emails and digital newsletters. “The promise of social and video content is exciting, but we never lost sight of Pictet’s biggest differentiator from a marketing perspective, which is our on-brand, personalised conversations,” Schorderet says.
To that end, Schorderet is counting on Adobe Campaign to capitalise on emails and newsletters. Some of its local markets have seen open rates between 70% and 80% for their niche letters newsletters, a level of engagement that far exceeds any social or third party channel.
Pictet also uses Adobe Target to optimise its website. As of today, more than one-third of visitors to its site enjoy a fully personalised experience. For instance, after programming the top banner on Pictet.com to display content based on each visitor’s level of knowledge about Pictet and its services, the company click-throughs jumped by 800%.
"This was just an initial test,” Schorderet clarifies, “but it validates our vision and proves that we are headed in the right direction.”
Schorderet’s long-term plan is to reshape the entire website around customer needs at the individual level. “We don’t want to force people to choose between our services as we define them internally. Our vision is to deliver the answers visitors need based on their own definition of what matters and how they interact with us digitally”, he says.
“Overall, our biggest challenge will be to deliver personalisation that is barely noticeable, that feels natural and respectful but concrete and useful. Brightmedia, our design agency in Warsaw, Poland, plays a central role in creating these meaningful digital experiences, in addition to which I see a lot of potential in the new Adobe Experience Platform,” he adds.