Retailers can personalize in-store and online experiences with new Adobe Experience Cloud tools
As the world continues to evolve into a new, digital-first paradigm, customers expect and demand that experiences are personalized to their own individual needs and interests — experiences that meet them where they are. Achieving personalization at scale is therefore a new imperative for retailers, and Adobe is here to help.
Today, we are unveiling new Adobe Experience Cloud tools that empower retailers to deliver personalized shopping experiences both in-store and online. These new product innovations provide flexible payment options, turn physical stores into pickup points so purchases can be delivered faster, allow connections with customers via mobile, and enable seamless experiences from browse to buy.
Over this past holiday season, consumers spent a whopping $204.5 billion online, an increase of 8.6 percent year-over-year (YoY), according to the latest figures from Adobe Analytics, powered by Adobe Experience Platform. Not even the prevalence of out-of-stock messages or significant supply chain challenges were able to stop this train in 2021. Over the holiday season, shopping on mobile also remained strong, coming in at $88 billion overall.
Now that the holidays are over, we can expect even greater growth as consumers no longer wait for major holidays or big shopping days to find discounts online.
More consumers are turning to online shopping to take advantage of cost savings, and looking to alternative payment options, such as Buy Now, Pay Later (BNPL), which saw double-digit growth this season.
Yet, even as the value of online shopping becomes increasingly ubiquitous, retailers should also not dismiss the benefit curbside and in-store fulfillment options provide consumers. By tailoring digital experiences to consumer preferences, retailers can meet consumers the way they want to shop and fulfill orders. This can also create new opportunities for connections with customers as they explore new shopping experiences such as mobile apps, different payment methods, or fulfillment options.
The bottom line is that retailers have a tremendous opportunity to increase customer engagement and build customer loyalty by creating consistent, personalized experiences that seamlessly transition between online and in-store.
Power personalized shopping experiences both in-store and online
With Adobe Target’s new capability, same page enhanced personalization, retailers can bring together offline and online interactions and analyze them in real-time within Adobe Real-Time Customer Data Platform (CDP), powered by Adobe Experience Platform, to create and deliver personalized experiences at scale for customers. Retailers get a unified view of the consumer so they can provide relevant product recommendations based on recent purchases or see up-to-date rewards qualifications for discounts.
Provide flexible payment options
Customers are now demanding flexibility in the way they pay for purchases. With the release of Payment Services for Adobe Commerce, a fully integrated payment solution that lets you securely manage payment and order data from every storefront in one place, it is easy for retailers to accept popular payment methods, including credit and debit cards, PayPal, and Venmo to deliver the best checkout experience for their customers.
Deliver purchases faster by turning physical stores into pickup points
Retailers with online and physical stores are having to meet increasing customer demands for omnichannel fulfillment. According to Adobe Analytics, curbside/in-store pickup was used in 23 percent of all online orders during the 2021 holiday season and will continue to remain a durable option due to convenience and speed or because consumers find it to be a safe fulfillment option during COVID-19 surges. Today we are announcing the availability of Beta for our new feature, Store Fulfillment for Adobe Commerce, powered by Walmart Commerce Technologies, which brings retailers advanced Buy Online, Pickup in Store (BOPIS) or Curbside capabilities that deliver improvements in fulfillment speed to minimize customer wait times, and tools for store associates to improve accuracy and operational efficiency. If you are an Adobe Commerce customer and are interested in being a Beta participant, please contact your Adobe Account Manager.
Connect with customers on mobile
Though many consumers still rely on desktop and laptop computers as the primary way to shop online, over the holiday season, 43 percent of online sales came via smartphones. New mobile messaging capabilities, now live in Adobe Journey Optimizer, powered by Adobe Experience Platform allows retailers to engage customers in real-time either in app, via push notifications or text messages. Retailers can use Adobe Journey Optimizer to enhance shopping experiences, whether physical, digital or hybrid. For example, with location-based triggers, retailers can notify a customer of what aisle their favorite shampoo is located via push notification, saving the customer time and frustration.
Enable seamless experiences from browse to buy
We are also announcing that retailers can now make edits to Adobe Experience Manager sites content via Adobe Commerce PWA Studio. This integration between Adobe Experience Manager and Commerce ensures brands can deliver seamless experiences from browse to buy. It makes it easy to deliver engaging shoppable experiences on mobile and desktop devices so brands can easily create exceptional app-like experiences across the customer journey to drive consumer engagement and conversions.
Read more here on how Adobe Experience Cloud is driving personalization at scale for retailers.