Adobe says that the Experience Business represents a new era in commerce - or a wave as Adobe calls it - that's about creating an exceptional customer experience at every touchpoint. Brad Rencher, EVP of Adobe's Digital Marketing team, explained in his keynote how the past 50 years have seen three major waves of digital disruption - the back-office of the 1960s, the Front-office wave, and now the digital experience wave.
“This wave is about goose bumps, it's about smiles, about bringing people together,” Rencher noted. “It's even about nothing – it's about doing our job so well that consumers don't even know that you and I exist.”
Adobe's vision of the digital experience platform is one that starts with great content that moves consumers to action while building a strong brand. Digital experiences are not just about websites and mobile apps, either, Adobe says. They're also about driving traffic to physical stores and leveraging the digital channel to enhance the physical world. To realize the full benefits of this approach, brands need to make, manage, monetize, and measure the digital experiences they provide to their customers. Brands must be obsessed with delivering compelling experiences and must adopt a holistic view of the digital experience platform.
Adobe, of course, provides much of the needed components for just such a platform. Indeed, Adobe made several product announcements at Adobe Summit, including major enhancements to Adobe Marketing Cloud, Experience Manager, Adobe Target for delivering personalized content to the right consumer at the right time and place, a new Experience Manager Mobile product, as well as updates to the way Adobe Marketing Cloud connects to other applications. It also gave a sneak preview of how these new technologies will enhance the shopping experience in the not-too-distant future.
On stage, Adobe's Errol Denger, Director, Commerce Strategy, offered a glimpse of how Adobe Marketing Cloud, paired with a flexible commerce platform, can offer deep personalization for in-store and online shoppers.
Denger showed a prototype digital shopping assistant, comprised of an in-store touchscreen display and a camera that scanned a shopper's body, recording more than 20 different characteristics and measurements. The data was fed back to Adobe Marketing Cloud from the in-store display in real-time using Bluetooth Low Energy (BLE). On the screen appeared personalization product recommendations, taking into account the just-scanned measurements, store inventory, and (if the shopper was logged into the store's mobile app at the time) past purchase history and other specific preferences. The personalization was also synchronized in real-time to a companion app, built with Adobe Experience Manager. Denger cited Adobe research showing that 30% of shoppers are willing to authenticate on mobile apps while shopping in store in exchange for a more personalized shopping experience.
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