[Music] [Shaun McCran] Hello. My name is Shaun McCran, and I'm pleased you decided to join me today to learn about Adobe Commerce. This session will focus on how a great commerce experience can drive sales, deepen loyalty, and create efficiencies for business. But also, we'll talk about how creating exceptional experiences is harder than ever. By the end, I hope you'll be able to walk away having learned how to create experiences that are based on the outcomes you want to achieve, how to fuel systems with commerce data from the first customer engagement, and how to architect the solution that best drives your business goals.

Now more than ever, creating exceptional experiences for your customers matter. It matters for your customers because they've come to expect excellent experiences from the brands they know and love and aren't afraid to look elsewhere if the experience is suboptimal. It also matters for you because those businesses that excel achieve higher revenue per customer, higher business growth, and higher customer satisfaction and engagement. We've helped companies like Nike, T-Mobile, L'Oréal, Coca-Cola, Toyota, and many more become leaders in their digital commerce experiences.

At the same time, we understand the pain to getting to great digital commerce experiences.

Complex legacy tech environments span multiple platforms and are super hard to maintain. They don't support business models and they block innovation. Limited teams and resources face high expectations but often struggle to redefine the customer experience due to manual processes, overly technical solutions, limited data, and other blockers. Speaking of data, while data quantity continues to rise, quality often doesn't match and is often trapped in different systems, making it hard to drive the business and create truly personalized and impactful experiences. And on top of all of that, the number of channels and business models continues to rise while customers consistently look for better and better experiences. So what does that mean for you? It means that you need a more agile, flexible, adaptable platform that also empowers your team to move fast, make decisions, and keep driving business results.

Often, we see that companies today are taking an entirely tech-driven approach. What that means is that they start with a sense of what the tech should look like, then try to push that tech to deliver experiences in business outcomes. Oftentimes, the experiences then end up being dictated and limited by the tech, and it feels like there's constant battle to shape the tech in the right way. The focus on experiences on business outcomes becomes blurry because all of the time and energy is spent grappling with the technology. We can see that Forrester notes that a lot of these types of implementations fail, and that there is much more of a push towards focusing on solutions that prioritize user experiences and function first tech buying. The right tech is obviously critical, but we want the tech to be in service of the experiences you want to deliver and the business results you want to achieve.

That is why at Adobe Commerce, our goal is to help you take a more experience-led approach. We empower you to focus on creating experiences that truly drive impact for your business, like higher revenue per customer, higher business growth, and higher customer satisfaction. Instead of allowing the technology to limit you, you're in the driver's seat with the tech and data there to support your vision.

No matter what your business goals, Adobe Commerce has the capabilities to grow your e-commerce revenue, key site metrics, support large customer bases, and reach global scale. Here are four examples. So let's take a look at what an exceptional commerce experience looks like.

Consider Coca-Cola Beverages Africa, which globally launched a Self-Service Portal onboarding over 70,000 customers within 3 months in 2 countries, followed by an additional 3 countries 6 months later.

Toyota streamlined its after parts market websites, reaching consumers via a single website with over 250 independent retailers.

FedEx introduced a marketplace alongside its existing Adobe Commerce implementation, resulting in 64% year-over-year increase in revenue. Hewlett Packard enhanced its global reach, increasing mobile conversion rates by 4.6%.

Let's look at several additional examples of how some of our Adobe Commerce customers have driven exceptional commerce experiences.

Sunbelt Rentals integrated commerce journeys into Adobe Experience Manager, achieving 295% lifting conversion rate from abandon cart emails.

L'Oréal empowered sales reps with a digital catalog, enabling them to place orders on behalf of customers, streamlining order entry and adding value to commerce visits.

Watsco achieved over $2.2 billion in annual revenue through Adobe Commerce, offering omnichannel B2B commerce experiences.

Univar expanded its customer reach with an ungated guest checker B2B commerce solution, resulting in 56% increase in order volume.

Why does experience-led commerce matter so much? Think of the last time you were shopping. Have you had a broken experience? What did it feel like? If data is wrapped in silos and you as a company don't know how much about the customer or can't personalize its scale, the experience looks something like this.

The customer gets a non-contextual ad for unrelated accessories and merchandise that don't match their preferences. On the site, they have a generic experience despite being a loyalty customer. And as they search and browse, they hit sold-out items and products they've already purchased. They don't see any loyalty benefits or targeted offers. And even if they do move forward to the cart, their preferences, fulfillment options, taxes, shipping times are all not populated. The customer spends valuable time filling out all of this information. And after a purchase, the email is generic. It doesn't leave the customer feeling heard, understood, served, and is instead a net negative experience with your brand.

In contrast, experience-led commerce means that we start with a much more robust understanding of the customer. That empowers you to create truly personalized experiences across the complete customer journey. Let's take an example of a customer, Jess Briggs. We know what she bought recently, that she is a good, gold-loyalty customer with a high affinity for bestsellers. She has clicked certain categories in the past and has expressed her preferences around text engagement.

Now we can send Jess targeted campaigns across social, email, and SMS channels, encouraging her to explore new bestsellers triggered by customer segments and her purchase history data. She sees personalized content on the site featuring her favorite brand and highlighting those new products. As she searches and browses, those products are all re-ranked in real-time showing her what is most relevant for her. She receives hyper-specific offers that acknowledge her loyalty status and drive upsell opportunities. Her information is automatically populated, saving her valuable time. And after the purchase, she is kept well-informed with ongoing re-engagement and connection. We've empowered our customers to design those types of really compelling digital commerce experiences. For example, Coca-Cola launched a D2C site with personalized content and campaigns driving 3 times growth in site traffic and 45% growth in new accounts. Helen of Troy massively simplified their business by getting nine iconic brand sites onto one platform with built-in product recommendations and personalized content and promotions. HP launched over 20 global sites with flexible payment, fulfillment, and language options, leading to over 30% increase in conversion rates in multiple regional markets around the world. And Hanes created unified profiles and segments to power re-engagement campaigns, such as personalized abandon carts across multiple brands. That led to 1.9 times conversion from those new campaigns. From this, you can see that there is no one-size-fits-all. We provide full flexibility to handle all of this business complexity across channels, regions, and business models at a massive global scale. We also simplify all that complexity to make it doable for your business.

Let's dive into how we make this happen with Adobe Commerce. Adobe Commerce is experience-led, that means that we empower your marketers and merchandisers to go create exceptional commerce experiences. We do that by providing AI-powered tools like live search, product recommendations, and catalog management right out of the box. We've also built personalization into the platform by allowing you to create and manage customer groups and segments and personalize dynamic content, promotions, fulfillment options, and more to those customers. We are also technology-enabled, meaning that we combine high levels of technical flexibility with simplicity for your developers. So rather than just providing a series of APIs for different services, we provide API Mesh, which is an API orchestration layer that allows for a simpler unified developer experience across composable services. We also provide low-code serverless extensibility via Adobe Developer App Builder, which allows your developers to build new integrations and customizations and swap out services without modifying the core code. And we provide a set of native microservices for things like catalog, pricing, search recommendations, and other high capacity areas so you can scale up easily. And lastly, we are data-powered. We automatically tag your storefront so that you can capture both storefront events and back-office data without a whole bunch of manual work. We then have a standardized data framework that allows that data to flow across Adobe Experience Cloud applications, as well as to other third-party solutions. Overall, we pair robust capabilities with technical flexibility while also simplifying that experience for your business and technical team members.

If we go one-click deeper, we can look at the features and functionality that drive each of those areas we just discussed. We'll focus on some of the key areas that can drive the greatest value for your business.

Adobe Commerce has AI-powered search, product recommendations, and intelligent category merchandising. These allow you to personalize the search and browsing experience for every customer that comes to your site as they shop. We often see 15 to 20% conversion lists from customers using these services. Adobe Commerce allows you to build and manage customer segments within the platform or use our native integration to Adobe Real-Time Customer Data Platform to manage customer segments there. You can then utilize those segments to deploy segment-specific content and promotions to personalize the customer experience.

Similarly, Adobe Commerce has a native integration to Adobe Journey Optimizer, allowing you to create, manage, and deploy personalized omni-channel campaigns across email, SMS, push notifications, and other channels. Adobe Commerce has built-in payments and fulfillment options such as buy online, pick up in-store, marketplaces and other models, as well as a layering for both B2B and B2C selling all packed into a single platform, simplifying the experience for you.

Adobe has comprehensive extensibility included in the platform. We are API-first, meaning that we have comprehensive GraphQL and REST API coverage for both storefront and back-office use cases. We also provide API orchestration through API Mesh, which allows you to standardize your APIs across Adobe and third-party services through simple configurations. You can integrate and extend APIs in a flexible, low-code environment, and swap in and out Adobe and third-party services without refactoring your whole platform.

Adobe Commerce is also highly performing at enterprise scale. We have customers on the platform with over 2 billion in annual GMV and over a billion SKUs over 100 storefronts and thousands of orders per hour. We've built microservices in areas such as catalog, price indexing, payments, search, product recommendations, which are high scale areas that allow you to deliver on your vision faster. These do not have any penalties on performance and because they work natively together, they keep that simplified unified developer experience.

Unlike many other platforms out there that require you to do batch data import and export across systems through brittle one-to-one integrations. We have built-in data sharing capabilities. That means we automatically tag and capture both storefront and back-office events. We then allow you to seamlessly share that data to other Adobe Experience Cloud products such as the Real-Time Customer Data Platform, Adobe Journey Optimizer, Adobe Customer Journey Analytics, Adobe Analytics, Adobe Target, and more, all to share to other third-party systems. You can then activate that data in real-time for personalization.

You can also aggregate first-party commerce data with data from other sources to achieve unified customer profiles and centrally managed segments.

Adobe Commerce uniquely allows you to create exceptional commerce experiences, and here's how. We've developed built-in AI-powered merchandising tools, including Live Search, Product Recommendations, and Intelligent Category Merchandising, all powered by Adobe Sensei. That means that when the customers come to your site, they can quickly and easily find the products that are most relevant to them. Our services all have built-in personalization based on storefront events. So for example, if you are shopping for a certain type of pant, and then search for pants, those pant types can be surfaced across both search and browse results. Our customers typically see 25% lift in AOV from Product Recommendations and 15% lift in Conversion rates from Live Search.

We also enable you to create and manage segments either within Adobe Commerce or through our native integrations to Adobe Real-Time Customer Data Platform. You can then launch segment-specific dynamic content blocks or promotions across your site. We allow for easy regionalization of payments, languages, fulfillment options so that you can grow your business easily and expand across channels with limited work involved. And of course, we empower selling across B2B, B2C, and B2B2C subscriptions, marketplaces, and more, all from a single platform, meaning that you don't experience a whole lot of added complexity of having new models, add-ons, to handle those complexities.

Adobe Commerce also allows you to seamlessly share data across your marketing tech stack, which means you can eliminate data siloing and put all of that great customer data to work. Here we start with our approach to data collection. Adobe Commerce automatically tags your site to collect storefront events, clicks like viewed a product, logged in, searched for something, added to cart, etcetera, as well as retrieving back-office events like the status of each order and five years of order history data. We have a native integration to Adobe Real-Time Customer Data Platform, which allows you to ingest and synthesize data from across sources into unified customer profiles with AI-powered segmentation based on shopper's unique habits and likes or dislikes. You can also activate your data across Adobe Experience Cloud products with real-time data sharing via Adobe Experience Platform. That means real-time data sharing to products like Customer Journey Analytics for deeper analysis, Adobe Target for site personalization, testing and optimization, Adobe Journey Optimizer for campaigns across all channels. And of course, you can share over 700 back-office events with rich order detail to third-party solutions such as ERPs, CRMs, and PIMs, and other applications using Adobe Developer App Builder. With our unique real-time data sharing capabilities, we're seeing customers reducing their integration costs by 98% by eliminating all of those individual point-to-point integrations. And this is all done through a one-time UI-only set-up that requires no coding to get data flowing.

We can visualize how those data sharing capabilities both empower your team to be more effective and also gives your customer a superior experience. We start out by unifying data from across different sources into unified customer profiles and segments. From there, you can create experiences with in Adobe and publish them instantly to your commerce site. From there, you are activating that data in real-time for personalization.

For example, you can send ads, offers, and messages through Adobe Journey Optimizer or Adobe Target, and you can personalize the content, offers, and merchandising using audiences from Adobe Real-Time CDP or segments in Adobe Commerce, as well as real-time shopper behaviors taken on your site.

All of that data can be forwarded out to third-party marketing and operations systems.

And of course, you can fuel our analytic solutions with all our commerce data for a deeper understanding of your customers and business...

Which then leads to creating better and more effective personalized experiences going forward.

We've also focused deeply on coupling technical flexibility with a simple unified developer experience. Adobe Commerce Cloud can be hosted on either AWS or Azure and can support massive enterprise scale with global availability, auto-scaling to support traffic spikes and robust security tools. We've also enable you to get to market fast with easily deployable composable microservices for high scale with our catalog and pricing services and other critical capabilities like search, recommendations, and more. These services are SaaS based, but are also built to work natively together, making upgrades and maintenance easy. Rather than providing a slew of APIs for different services and leaving you to do all of the rest, we simplify composability by providing API-first orchestration. That means we provide tooling that allows you to integrate, customize, and extend while reducing your total cost of ownership and maintenance efforts. And lastly, to help you avoid challenging data silos, we've built-in data and event sharing. Adobe Commerce automatically captures shopper storefront events and back-office data and can share those to Adobe Experience Cloud and third-party services for real-time integration use. We've seen major impacts on customers using these extensibility tools, including 52% reduction in service integration time, 10% reduction in project development costs, and 14% increase in developer efficiency.

We often hear from customers that composability of their commerce platform is a priority. We agree that composability is crucial, but often see that composable commerce platforms provide flexibility while at the same time transferring a whole bunch of complexity to you in the process. That means that most of the solutions we see at there look like the left picture, a ton of different components all strapped together with brittle point-to-point integrations in APIs that you need to manage and maintain. Firstly, we see that platforms have a huge array of composable services, each have disparate developer tools, logging, and monitoring. That creates a very fragmented experience show developers who need to manage all of that complexity. Instead, we provide a unified developer experience with monitoring and logging for complete visibility into integrations, your events, and your API calls. As a developer, you turn to Adobe Developer App Builder instead of turning individually to each service.

Second, these composable solutions often involve many point-to-point code-intensive integrations that drive up costs for you and keep you locked in with your current SI. Our approach is not to just provide you with a big set of APIs and say go, but to provide API orchestration via API Mesh. That means it becomes much easier to build, maintain, and swap-out services and integrations.

And third, we often see data trapped inside all of the various components in a composable stack, requiring a whole lot of work to clean the data, export and import in batches, and all of that gets in the way of a consistent customer experience. In contrast, we provide a standardized event data layer via Adobe Experience Platform called Experience Data Management, XDM. It's a standardized schema that works across Adobe and third-party storefronts for real-time data sharing and activation. So App Builder brings together event-driven architecture, low-code, serverless tools to build and extend commerce functionality, and API orchestration via API Mesh. You can compose your ideal solution while also empowering your developers to move fast and keep things simple. Adobe Commerce is built on cloud-based performant foundation. Built into the platform, we have auto-scaling to deal with traffic spikes, infrastructure management, monitoring, and performance management tools, security capabilities, and more. On top of that is an application services layer with services using GraphQL and REST and SOAP APIs. The platform has built-in B2B and B2C capabilities, personalization, catalog management, multi-site capabilities, payments, search, and product recommendations. We'd also look at how Adobe Commerce extends your commerce capabilities in two ways. First is our data sharing capability with data connection. That is for automatic tagging and storefront events and back-office data, their real-time data sharing to the experience platform for activation in other Adobe systems and third parties. In addition to commerce, we're here to support your businesses in any way you might want to grow or evolve. Last year, we launched data connection, which allows you to seamlessly share high intent first-party commerce data with other experience cloud products using standard data schema. That integration unlocks a whole new set of data analytics and customer journey capabilities.

We also have our commerce integration framework integrates commerce with Adobe Experience Platform.

Global businesses across industries turned to Adobe to deliver personalized commerce experiences at scale and the resulting impacts are profound. A study led by IDC showed that in the first three years, Adobe Commerce customers experienced an average annual benefit of $6.5 million from both revenue gains and staff productivity gains, and 35% more productive e-commerce teams. In speaking with our customers in recent research, we found that four out of five customers saw conversion and average order value grow, attributed to Adobe Commerce. And 84% of customers saw online revenue grow after implementing. And those impacts are just the beginning. Companies using Adobe Commerce also showed 67% faster time to develop new features and services and even 50% more productivity from developers. The additional revenue companies drove from Adobe Commerce was 22 times the platform costs. The companies you see here ranging from Coca-Cola to Nestlé, Honeywell to Nike, HP to Unilever, and so many more have all experienced these profound impacts to their businesses, obtaining massive incremental value out of the platform. Adobe Commerce is operating at enterprise scale with ever-increasing performance standards and new features being released. We have a long history as a leader in e-commerce platforms, and in recent history, we have accelerated our innovation and enterprise scale. What you can see here in the cohort of customers we attract is tremendous online revenue growth, all the way to over 98 billion in 2023.

Adobe Commerce can support any scale metric the customers has, including catalog size, traffic, GMV, order processed, numbers of websites, and more. We deliver fast and reliable enterprise scale. The numbers you see here are just a representative sample of some of our customers that have reached billions of dollars in revenue, tens of thousands of orders per day, and support millions of SKUs on their platform. We're committed to increasing the scalability of all of our capabilities from page load speed to product catalog data to cloud infrastructure. We have strong benchmarks today and will continue to increase our scalability every year.

All of this relies on our ability to support the largest companies in the world through our commerce platform. For example, we have B2B Healthcare Company with over $2 billion annually in GMV on Adobe Commerce. We've tested over 200,000 orders per hour and 2 million hourly page views, 500 concurrent admins, we have companies with well over 100 storefronts on the platform live now and more.

Of course, we don't just want you to take our word for it. Adobe was named as leader in the 2023 Gartner Magic Quadrant for Digital Commerce for the seventh consecutive year, with them highlighting our personalization and experience-led capabilities. Gartner noted that we enable a seamless and personalized customer experience using Adobe Sensei, and then we have a rich core functionality in areas of role, catalog, and content management, search, and personalization. Forrester also highlighted that we are one of the few solutions with a truly unified B2B and B2C commerce solution in the core product. And we have a highly innovative roadmap with new offerings that will bring differentiated capabilities to our customers. We're constantly evolving our platform to empower you to be experience-led, highly flexible, and to make things easy for your teams. So to recap, this session focused on how a great commerce experience can drive sales, deepen loyalty, and create efficiencies for your business, but that creating exceptional experiences is harder than ever. Hopefully from this, you can see how to put yourself in the driver's seat with technology and data to support your commerce vision. I'm Shaun McCran. Thank you for joining me today, and please feel free to reach out if you want to talk about any of the topics covered here. [Music]