Adobe has revamped its Adobe Experience Cloud to offer customer experience management (CXM) capabilities that draw on AI and machine learning technology, which the company says will help retailers work smarter and faster.
According to Adobe’s Michael Klein, retailers must offer exceptional customer experience to stay competitive and drive customer loyalty – this underpins CXM. He says that ecommerce is carrying the torch for retail growth.
The new updates centre around deeper insights into conversions and loyalty; mobile conversion; easier ad design, personalisation and optimisation; photo-based product search and videos for social media; customised product recommendation capabilities; and the ability to embed personalised product lists into promotional emails.
In addition, Adobe Sensei, which is the company’s AI and machine learning technology, further automates the CXM process.
According to Klein, mobile shopping continues to grow, but retailers face low conversion rates and challenges when they try to build engaging experiences across channels.
Adobe has released Progressive Web Applications (PWAs) Studio in Magento Commerce Cloud, which is part of Experience Cloud.
The PWAs Studio is a suite of tools designed to build online stores with app-like experiences that help merchants solve the mobile conversion dilemma and deliver highly personalised cross-channel experiences.
Adobe’s Peter Sheldon explains that PWAs allow retailers to tackle many challenges simultaneously, including instant app gratification, faster browsing, push notifications, and rapid re-engagement.
“While general awareness of PWAs is on the rise, their impact extends far beyond mobile. PWAs enable functionality such as push notifications and location to be built into the architecture of the website, levelling the playing field for all brands to deliver highly personalised cross-channel experiences at precisely the right time, all at a fraction the cost of a mobile app,” says Sheldon.
Adobe Experience Cloud updates at a glance:
The platform features native integrations with Adobe Creative Cloud and Adobe Analytics Cloud to enable retailers to more easily personalise ads based on a potential customer’s shopping behaviour, loyalty program status and more.
Adobe Sensei-powered capabilities enable retailers to manage, optimise and report on search ad campaigns specifically for retail promotions and events. Advertising Cloud’s performance optimisation and forecasting capabilities increase traffic to retailer e-commerce websites and physical stores during promotional periods.
Adobe is currently previewing this technology in Adobe Sensei in Experience Manager. It serves up clothing similar to the photo. We’re also enhancing Smart Tags in Experience Manager to handle video. Retailers can automate video discovery with tags that correspond to the actions, attributes and objects in video eliminating the need to manually sort through hundreds of relevant clips for retailers’ brand channels, or to be displayed in-store.