New innovations based on shopper behaviour delivered in Adobe Marketing Cloud

Adobe has announced new product innovations in Adobe Marketing Cloud to help retailers across Asia Pacific improve the customer experience:

· Data-driven remarketing: For the first time, retailers can connect consumers’ behaviour online with contextual data to create and send a user-defined remarketing trigger, such as an email, push notification or SMS, to increase the likelihood of purchase. For example, if a consumer views a pair of women’s boots for several minutes or watches a video about these shoes, the retailer can send an email highlighting that product with a discount as an incentive to buy. This is the industry’s only technology with the ability remarket to customers with personalised messages based on historical behaviour, the company said.

· Personalised push notifications: Intuitive, personalised mobile push notifications are now supported with robust analytics. With Adobe Mobile Core Service and Adobe Analytics, retailers can create rich audience segments and engage based upon factors such as shopping behaviour and user preferences. For instance, a clothing retailer can segment shoppers who have purchased gloves, identify the next item that this group will be most likely to purchase, such as a scarf, and send a push notification for a scarf promotion to any customer in the segment who has not yet purchased one.

· Shoppable media experiences for ‘you’: Last year Adobe introduced shoppable media experiences, making it easier for retailers to let customers “shop the look” that they have seen by offering the complete outfit as pictured for sale. Adobe is now introducing even more personalisation. According to Adobe's recent State of Content report, consumers agree that images and videos used across online channels and in-store have to be ‘relevant, contextual, and optimised’ to keep them engaged. Retailers can now test and target interactive content in real-time to drive conversions across mobile, social, and in-store. Consumers will be presented with a relevant, dynamic experience in real-time based on data such as their location and purchase history.

· Digital meets physical: Adobe is extending its Adobe Experience Manager Screens capabilities to shoppable media, enabling retailers to reach consumers at home, on-the-go or in-store. For instance, the banners people have become accustomed to seeing online at home or on their mobile devices, can be displayed in-store on large screens that shoppers can interact with. Shoppers will also be able to purchase the products displayed onscreen.

Siva Ganeshanandan, Director of Adobe Marketing Cloud for Asia Pacific, said: “The product innovations we are announcing today will enable retailers to enrich the shopping experience for customers, rather than bombard them with more complex processes as they browse and purchase.” 

“Interactive displays in stores, shoppable product videos and targeted push messages to shopping apps are no longer enough to remain competitive. The strongest retailers and brands will offer customers compelling, personalised and authentic content to drive sales and brand loyalty.”