Adobe Scene7 2010 Survey: Customer Experience in the New Decade

1Adobe Scene7 2010 Survey: Customer Experience in the New Decade

[email protected] 1-877-SCENE7-0 www.scene7.com

Adobe Scene7 2010 Survey: Customer Experience in the New Decade

February 2010


Contents

Executive Summary 3Methodology and Participants 5Survey Results—Worldwide 7

Rich Media/Merchandising Features & Effectiveness 7Social Media-Based Features & Effectiveness 10Mobile Features & Effectiveness 13Personalization Features & Effectiveness 15Combined Features—Deployed, Planned & Effective 17Conversion Impact 28Deployment Time Frame 28

APPENDICES 29Survey Results—North America 29Survey Results—EMEA 36Survey Results—Asia-Pacific 43Survey Results—Retail and Manufacturing Only 49About Adobe Scene7 57About Adobe Systems Incorporated 57


Executive Summary

We are pleased to present the results of the Adobe Scene7 2010 Customer Experience in the New Decade Survey.

The objectives of this survey were to identify and analyze what businesses plan to do in 2010 to enhance online customer experience and drive conversions. Leading companies from all industries worldwide were asked what rich media/merchandising, social media-based, mobile, and personalization features they use or plan to use, along with their expected or actual effectiveness, and timeframes to deploy these features.

The Adobe Scene7 quantitative survey received 546 responses worldwide. The top six industries for respondents represent almost 60% of the total, among these are agencies (advertising/interactive), computer hardware/services/software, media, and retail. Agencies were the highest to respond worldwide, representing about 18% of total respondents. A slightly higher number of respondents from North America were from the retail sector, while EMEA was higher by 2X in retail, and Asia-Pacific had a heavy response in Transportation Services (25%) with retail only representing 2%.

A conscious effort was made this year to expand responses into Asia-Pacific. Compared with last year, participation from respondents in the Asia-Pacific region significantly increased from 4% to 31% with Japan representing 96% of these responses. Similar to last year’s survey, the annual company sales show more than half of the respondents with less than $10MM (60%) and nearly a quarter greater than $100MM (23%).

Highlights from the survey include the most popular deployed features and their effectiveness, as well as business investments planned to drive conversions and enhance user experience over the next 12 months. Analysis of how much deployed tactics have impacted respondents’ conversions is also covered.

Looking across all customer experience tactics and regions surveyed, social media-based features are the top deployed tactics going in to 2010, while both rich media/merchandising and social media-based features are the top planned for 2010. Importantly, the top most effective tactics are also in the rich media/merchandising and social aspects with multi-media viewing or product tours (combinations of videos, zoom imagery, spin or animation) ranking as the number one most effective feature followed by visual search, user ratings, search landing pages, product comparison and zoom. Mobile and personalization continue to be the least deployed tactics (less than 10% by all respondents), yet have the highest planned growth rates.

Across the different continents, North America and EMEA both share the same deployment levels of rich media/merchandising tactics; however, North America clearly leads the pack in deployed social media tactics. Asia-Pacific ranks significantly lower in both deployed and planned rich media/merchandising and social media-based tactics but is only slightly behind other countries in the areas of mobile and personalization. The specifics across category results are as follows:

• The top five features deployed across all customer experience tactics are more heavily rooted in the social media-based category compared with last year. These include, branded social community pages, e.g., Facebook, MySpace, Twitter (33%), blogs (32%), audio (26%), RSS (25%), and dynamic displays, e.g., banner, carousel, tabbed, grid views (25%).

• The top planned features for 2010 fall into the areas of social media-based and rich media/merchandising; and similar to last year’s findings, blogs and interactive catalogs are among the top five planned features. This year, however, more personalization features top the list of planned tactics, including personalization by ZIP/Geo and personlization engines. Also, videos for merchandising, advertising, and demonstration are


rising in importance this year, and are now in the top five planned features for 2010. Compared with last year, respondents are planning to invest more in the areas of personalization and mobile over the next 12 months.

• More than one-third of all respondents cite the most effective tactic across all features this year to be product tours or multi-media viewing which combines guided spin, zoom imagery, videos or animations with copy (36%). The other leading most effective tactics are visual filtering & advanced search on product features (size, color, price) (33%), user comments and reviews (32%), search landing pages (32%), product comparisons (28%), and zoom (28%). Compared with last year, product tours displaced zoom as the top ranked most effective feature. (Interesting to note: this result reinforces the findings in another study conducted this year entitled, “Adobe Scene7 Viewer Study: What Shoppers Want”—the first Adobe Scene7 survey addressing online shoppers’ interest in visual merchandising. This consumer-facing, quantitative study identified and analyzed eCommerce shopping features on the product page most useful for shoppers making an online purchase. The multi-media enabled viewer that incorporates all visual, rich details of the product with click-driven alternative views, interactive full-screen zoom, color options, video sets, 360-degree spin with zoom on every angle was the preferred experience across all participants.)

Other effective features remaining in the top five ranking for two years running include, user rating/rankings/comments, search landing pages, and visual filtering.

This year, respondents were asked how much deployed tactics have impacted their conversions; and interestingly, personalization features rank the highest in conversion impact at over 50%, whereas mobile features rank the highest in no conversion impact. All categories on average fall into the 11%-20% range of conversion impact, with rich media/merchandising features having the overall highest impact.

The survey results show 75% of all respondents will be conducting customer experience projects within the coming year. Compared with last year, these projects have shifted to the latter half of 2010 and beyond.

A detailed summary of these results follows, in addition to a list of the top deployed, planned, and most effective tactics by category, region, as well as specifically by retail and manufacturing industries.


Methodology and Participants

The Adobe Scene7 2010 Customer Experience in the New Decade Survey was conducted from November 9, 2009 to January 15, 2010. The key objectives of the survey were to identify and analyze what online businesses plan to do in the next year to enhance their customer experience and drive conversions. The results were compiled based on responses from 546 companies representing a broad cross-section of product categories and selling channels. The following analysis includes data for the combined worldwide response. Separate results for North America, EMEA and Asia-Pacific can be found in the appendix.

Primary IndustriesThe top six industries for respondents represent almost 60% of the total, among these are agencies (advertising/interactive), computer hardware/services/software, media, and retail. Agencies were the highest to respond worldwide, representing about 18% of total respondents. A slightly higher number of respondents from North America were from the retail sector, while EMEA was higher by 2X in retail, and Asia-Pacific had a heavy response in transportation services (25%) with retail only representing 2%.

0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%

)gencies 0)dver4sing5 Interac4ve9

Other

Computer AardBare5 Services5 SoDBare

Media

Fransporta4on Services

Retail

Industrial Manufacturing

Business Services

Real Estate

Consumer Products Manufacturers

Photography

Government/Non‐Profit

Aealth Care/Pharmaceu4cals

Educa4on

)utomo4ve

Leisure

Financial Services

Felecommunica4ons EUuipment V Services

What is your company's primary industry?


Annual SalesSimilar to last year’s survey, the annual company sales show more than half of the respondents with less than $10MM (60%) and greater than $100MM (23%). Of note, Asia-Pacific has more representation from enterprise companies, with more than 20% citing revenues of $100MM or higher. Compared with last year, the small busi-ness responses grew slightly, representing more than three-quarters of the responses (78%), while enterprises with more than $100MM decreased to 17% (versus 22% last year).

0%

10%

20%

30%

40%

50%

60%

70%

Less than $10

million

$10 million ‐ $25

million

$25 million ‐ $50

million

$50 million ‐

$100 million

More than $100

million

What are your company's annual sales?

RegionsCompared with last year, Asia-Pacific had significantly increased participation from 4% to 31% with Japan representing 96% of these responses.

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

North America Asia‐Pacific Western

Europe

Eastern

Europe

Middle East

and Africa

AaBn America

Where is your company headquartered?


Survey Results—Worldwide

Rich Media/Merchandising Features & Effectiveness

Which rich media/merchandising features do you currently use or plan to offer over the next year? What is the actual or expected effectiveness?

The survey identifies the most popular rich media and merchandising features either deployed or planned for the coming year, along with the effectiveness of each feature.

0% 5% 10% 15% 20% 25% 30% 35%

360‐degree spin

Shop by ou8it, room or collec>on

Mix and match

3‐D visualiza>on

Side by side comparisons

Visual filtering & advanced search on product features (size, color, price)

Product comparisons

Podcasts or live video feed

Product tours (combina>ons guided spin, zoom imagery, videos or anima>ons with copy)

Mnterac>ve design tools

Lifestyle imagery (in room, on model)

Microsites/brand bou>Pues

Color swatching/colorizing

Quick looks & rollover views

Zoom

Alterna>ve images

Videos for merchandising, adver>sing and demonstra>on

Mnterac>ve catalogs & brochures

Search landing pages

Dynamic displays (banner, carousel, tabbed, grid views)

Anima>on

Audio

Rich Media/Merchandising Features

Planned

Deployed

Top DeployedAbout one-quarter of all respondents have deployed a variety of top-ranking features, including audio, anima-tion, dynamic displays (banner, carousel, tabbed, grid views), search landing pages, and interactive catalogs & brochures. These are followed closely by videos for merchandising, advertising & demos, alternative images, quick looks, zoom, and color swatching/colorizing.

Compared with last year’s survey, audio, animation, and search landing pages remain in the top five deployed features, with dynamic displays (banner, carousel, tabbed, grid views) and interactive catalogs ranking in the top five deployed for the first time.

Top deployed ratings:• Audio: 26%• Animation: 25%• Dynamic displays (banner, carousel, tabbed, grid views): 25%• Search landing pages: 22%• Interactive catalogs & brochures: 22%


• Videos for merchandising, advertising and demonstration: 20%• Alternative images: 20%• Quick looks & rollover views: 18%• Zoom: 18%• Color swatching/colorizing: 18%

Top Planned Almost one-third of respondents are planning to invest in the following features over the next 12 months: interactive catalogs, videos for merchandising advertising and demonstration, podcasts, product tours or multi-media viewing, 3-D visualization, 360-degree spin, animation, interactive design tools, product comparisons, and alternative imagery.

Compared with last year, videos have risen in investment importance to the number two rank from the number five rank. A quarter of respondents plan to deploy videos this year, along with product tours or multi-media viewing, which also has increased in rank to number four versus last year’s ranking at 10. 360-degree spin has fallen in priority, likely due to the more immersive product tour feature.

Top planned ratings:• Interactive catalogs & brochures: 30%• Videos for merchandising, advertising and demonstration: 24%• Podcasts or live video feed: 24%• Product tours or multi-media viewing (combinations guided spin, zoom imagery, videos or animations with

copy): 23%• 3-D visualization: 23%• 360-degree spin: 22%• Animation: 22%• Interactive design tools: 22%• Product comparisons: 21%• Alternative images: 21%

Top EffectiveOf those respondents having deployed or planned these features, the most effective features from almost one-third of the respondents include product tours or multi-media viewing (combinations guided spin, zoom imagery, videos or animations with copy), visual filtering & advanced search on product features (size, color, price), search landing pages, product comparisons, zoom, videos for merchandising, advertising and demonstration, interactive catalogs & brochures, podcasts or live video feed, animation, and side by side comparisons. Product tours have risen to the number one ranking (36%) from ninth place last year (at 29%).


Comparing these results with last year’s, visual filtering, search landing pages, and zoom remain in the top five most effective features.

0% 5% 10% 15% 20% 25% 30% 35% 40%

Shop by ou0it, room or collec9on

360‐degree spin

Mix and match

Audio



Lnterac9ve design tools



Alterna9ve images

Microsites/brand bou9Rues

3‐D visualiza9on


Anima9on


Lnterac9ve catalogs & brochures

Videos for merchandising, adver9sing and demonstra9on

Zoom

Product comparisons



Product tours (combina9ons guided spin, zoom imagery, videos or anima9ons with copy)

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Top very effective ratings:• Product tours or multi-media viewing (combinations guided spin, zoom imagery, videos or animations with

copy): 36%• Visual filtering & advanced search on product features (size, color, price): 33%• Search landing pages: 31%• Product comparisons: 28%• Zoom: 28%• Videos for merchandising, advertising and demonstration: 27%• Interactive catalogs & brochures: 27%• Podcasts or live video feed: 27%• Animation: 27%• Side by side comparisons: 26%


Social Media-Based Features & Effectiveness

Which social media-based features do you currently use or plan to offer over the next year? What is the actual or expected effectiveness?

This year’s survey further expanded on social media-based features to identify the most popular features either deployed or planned for the coming year, along with the effectiveness of each feature.

0% 5% 10% 15% 20% 25% 30% 35%

User‐designed merchandise available for purchase

User‐created collec=ons for sharing & purchase (e.g., ouBits, furniture)

Mashups

Enterac=ve in‐store tools (e.g., kiosks, signage, dressing room mirrors, etc.)

Co‐shopping & browsing online with an expert or friends

Wikis

User‐generated visual content (images, video, audio)

Desktop widgets

URL & Web widget viral sharing (embed on other sites, blogs, etc.)

Product sharing on social networks

Collabora=ve custom product design (items, sets, ouBits, etc.)

Syndica=ng content to social and social shopping sites (e.g., Qaboodle, ThisSext,

Facebook, YouTube)

Live chat/instant messaging

User ra=ngs & rankings

User comments and reviews

RSS

Blogs or micro‐blogs

Branded social community pages (e.g., Facebook, MySpace, TwiXer)

Social Media‐Based Features

Planned

Deployed

Top DeployedAlmost one-third of all respondents have deployed branded social community pages (e.g., Facebook, MySpace, Twitter) and blogs. This is followed by RSS feeds, user comments and reviews, user ratings & ranking, live chat, and syndicated content. Comparing these results with last year’s, the top six deployed features remain the same, except this year branded social community pages were included for the first time, which is the number one de-ployed social tactic (33%).

In North America, branded social community pages are deployed at a significantly higher rate (46%) than other social media tactics; user comments & reviews (30%) and user ratings & rankings (22%) are also more widely de-ployed than in other regions. By contrast in Asia-Pacific, these social features are significantly less deployed, i.e., branded social pages at 12%, RSS at 13%, and blogs at 22%.

Top deployed ratings:• Branded social community pages (e.g., Facebook, MySpace, Twitter): 33%• Blogs or micro-blogs: 32%• RSS: 25%• User comments and reviews: 23%


• User ratings & rankings: 17%• Live chat/instant messaging: 14%• Syndicating content to social and social shopping sites (e.g., Kaboodle, ThisNext, Facebook, YouTube): 14%• Collaborative custom product design (items, sets, outfits, etc.): 11%• Product sharing on social networks: 10%• URL & Web widget viral sharing (embed on other sites, blogs, etc.): 10%

Top Planned Almost one-quarter of respondents plan to add blogs, branded social pages, user comments, reviews, ratings, and rankings. Compared with last year, RSS has fallen out of the top planned features, most likely due to higher deployment last year. Also, product sharing on social sites and user-generated visual content has risen in impor-tance for this year’s planned investments.

Top planned ratings:• Blogs or micro-blogs: 26%• Branded social community pages (e.g., Facebook, MySpace, Twitter): 24%• User comments and reviews: 24%• User ratings & rankings: 23%• Product sharing on social networks: 20%• Desktop widgets: 18%• User-generated visual content (images, video, audio): 17%• Wikis: 17%• Live chat/instant messaging: 17%• RSS: 16%

Top EffectiveOf those respondents having deployed or planned these features, the most effective ratings are user comments & reviews, user ratings & rankings, live chat/instant messaging, collaborative custom design, and user-generated visual content. These results are consistent with the top-ranked features from last year’s survey, with the exception of collaborative custom design which has risen to the fourth-ranked most effective feature.

0% 5% 10% 15% 20% 25% 30% 35%

Mashups

.nterac4ve in‐store tools (e.g., kiosks, signage, dressing room mirrors, etc.)

Desktop widgets


User‐created collec4ons for sharing & purchase (e.g., ouHits, furniture)


SKndica4ng content to social and social shopping sites (e.g., Laboodle, MhisNext, Pacebook, QouMube)


Wikis



Branded social communitK pages (e.g., Pacebook, MKSpace, MwiWer)

RSS


Collabora4ve custom product design (items, sets, ouHits, etc.)


User ra4ngs & rankings


!"#$%&'()*$%+,%-)*'./)#01)2)--'34#56%&'"7'.89)#5)*:;'<)7='./)#01)'


Top very effective ratings:• User comments and reviews: 31%• User ratings & rankings: 26%• Live chat/instant messaging: 22%• Collaborative custom product design (items, sets, outfits, etc.): 21%• User-generated visual content (images, video, audio): 20%• RSS: 19%• Branded social community pages (e.g., Facebook, MySpace, Twitter): 19%• URL & Web widget viral sharing (embed on other sites, blogs, etc.): 19%• Blogs or micro-blogs: 18%• Co-shopping & browsing online with an expert or friends: 17%


Mobile Features & Effectiveness

Which mobile features do you currently use or plan to offer over the next year? What is the actual or expected effectiveness?

This year’s survey also expanded mobile tactics to identify the top features either deployed or planned for the coming year, along with the effectiveness of each feature.

0% 5% 10% 15% 20% 25%

Mobile commerce – shop & buy on mobile device

Price check ‐ store to Web

Check in‐store or Web product inventory

GPS mapping/store locator

EdverFsingG promoFonsG bar‐coded coupons ‐ drive to

store or Web

Check delivery status

Eddress book integraFon Hor mobile

Mobile Features

Planned

Deployed

Top DeployedThe adoption of top mobile features remains relatively low compared with other tactics surveyed—the most widely deployed feature is deployed by only 10%. Compared with last year, address book integration, check delivery status, and mobile advertising now rank as top deployed features. Mobile commerce penetration continues to be in the single digits (5%).

Mobile features are slightly more deployed in EMEA, e.g., check delivery status at 15%, and GPS mapping at 15%. Interestingly, deployment of these features in Asia-Pacific is comparable to worldwide ratings with mobile commerce having a slightly higher deployment than worldwide (8% in Asia-Pacific versus 5% worldwide).

Top deployed ratings:• Address book integration for mobile: 10%• Check delivery status: 10%• Advertising, promotions, bar-coded coupons—drive to store or Web: 9%• GPS mapping/store locator: 9%• Check in-store or Web product inventory: 7%• Price check—store to Web: 6%• Mobile commerce—shop & buy on mobile device: 5%

Top Planned


About one-fifth of respondents plan to add key mobile features this year, including mobile advertising, check delivery status, mobile commerce, check in-store, and address book integration. Mobile advertising tops the list of investment priorities for 2010. Mobile priorities worldwide are similar to last year, fairly flat as an investment priority, with mobile promotions still the highest priority.

Top planned ratings:• Advertising, promotions, bar-coded coupons—drive to store or Web: 23%• Check delivery status: 20%• Mobile commerce—shop & buy on mobile device: 19%• Check in-store or Web product inventory: 19%• Address book integration for mobile: 19%• GPS mapping/store locator: 18%• Price check—store to Web: 16%

Top EffectiveOf those respondents having deployed or planned these features, check delivery status and inventory check were ranked as the most effective features, followed by address book integration, price check, GPS mapping, and then promotions. Interestingly, mobile commerce is rated as least effective among all mobile tactics, although it is the number one planned mobile feature in 2010.

0% 5% 10% 15% 20% 25% 30%


;dver<sing> promo<ons> bar‐coded coupons ‐ drive to store or Web



;ddress book integra<on Hor mobile



!"#$%&'()&*+,&-&..'/0*123%'"4'(56&*1&789':&4;'()&*+,&'

Top very effective ratings:• Check delivery status: 27%• Check in-store or Web product inventory: 23%• Address book integration for mobile: 22%• Price check—store to Web: 22%• GPS mapping/store locator: 21%• Advertising, promotions, bar-coded coupons—drive to store or Web: 19%• Mobile commerce—shop & buy on mobile device: 12%


Personalization Features & Effectiveness

Which personalization features do you currently use or plan to offer over the next year? What is the actual or expected effectiveness?

The survey identified the top personalization features either deployed or planned for the coming year along with the effectiveness of each feature.

0% 5% 10% 15% 20% 25% 30%

Predic.ve modeling

Visual monogramming & engraving tools

Personaliza.on engine (=ehavioral targe.ng)

Visual product configurators (custom products)

Be=CtoCPrint solu.ons for custom print products and

materials

Personalized stores (with My Account, profile,

favorites)

Personaliza.on =y JKP codeLgeoCtargeted sites

!"#$%&'()*'+%&,-"'./#"$,

Planned

Deployed

Top DeployedThe adoption of personalization features remains low, 10% or less deployed, similar to last year. The top three features used are personalization by ZIP/Geo, personalized stores, and visual product configurators.

Top deployed ratings:• Personalization by ZIP code/geo-targeted sites: 10%• Personalized stores (with My Account, profile, favorites): 8%• Web-to-Print solutions for custom print products and materials: 7%• Visual product configurators (custom products): 6%• Personalization engine (behavioral targeting): 5%• Visual monogramming & engraving tools: 4%• Predictive modeling: 3%

Top Planned Approximately one-quarter of respondents plan to add personalization by ZIP and personalization engines. This is followed by personalized stores, web-to-print solutions, and visual product configurators. Compared with last year, in Asia-Pacific personalization priorities have risen slightly, but planned investment in personalization is lower overall compared with the rest of the world (e.g., personalization by ZIP is 18%).

Top deployed ratings:


• Personalization by ZIP code/geo-targeted sites: 25%• Personalization engine (behavioral targeting): 24%• Personalized stores (with My Account, profile, favorites): 21%• Web-to-Print solutions for custom print products and materials: 19%• Visual product configurators (custom products): 16%• Predictive modeling: 16%• Visual monogramming & engraving tools: 13%

Top EffectiveOf those respondents having deployed or planned these features, Web-to-Print ranks as the most effective feature (23%), followed by personalization by ZIP/Geo, personalization engines, personalized stores, and visual configurators with effective ratings around 20%.

0% 5% 10% 15% 20% 25%


Predic9ve modeling


Personalized stores (with My Account, profile, favorites)

Personaliza9on engine (Fehavioral targe9ng)

Personaliza9on Fy GHP codeIgeoJtargeted sites

KeFJtoJPrint solu9ons for custom print products and materials

!"#$%&'()*'+%&,-."/+0"&"$$,12/34'(,%#,-56"/3"789,:"#;,-."/+0",

Top very effective ratings:• Web-to-Print solutions for custom print products and materials: 23%• Personalization by ZIP code/geo-targeted sites: 23%• Personalization engine (behavioral targeting): 22%• Personalized stores (with My Account, profile, favorites): 22%• Visual product configurators (custom products): 18%• Predictive modeling: 12%• Visual monogramming & engraving tools: 10%


Combined Features—Deployed, Planned & Effective

The following charts illustrate the top deployed, planned, and very effective features across all four areas ana-lyzed: rich media/merchandising, social media-based, mobile, and personalization. Interestingly, social media-based features have moved up significantly across all questions with respect to deployed, planned, and effective-ness.

Top Deployed

The top five features deployed across all customer experience tactics are rooted heavily in the social media-based category compared with last year. These include:• Branded social community pages (e.g., Facebook, MySpace, Twitter): 33%• Blogs or micro-blogs: 32%• Audio: 26%• RSS: 25%• Dynamic displays (banner, carousel, tabbed, grid views): 25%

Compared with last year, the tactics showing the largest change in deployment are:• Address book integration for mobile: +121%• Co-shopping & browsing online with an expert or friends: +88%• Collaborative custom product design (items, sets, outfits, etc.): +55%• Mix and match: +45%• Personalization by ZIP code/geo-targeted sites: +41%• Product tours or multi-media viewing (combinations guided spin, zoom imagery, videos or animations with

copy): +14%


The list below shows how other deployed features rank.

0% 10% 20% 30% 40%

Predic.ve modeling User‐designed merchandise available for purchase

Visual monogramming & engraving tools User‐created collec.ons for sharing & purchase (e.g.,

ouDits, furniture)

Personaliza.on engine (behavioral targe.ng) Mobile commerce – shop & buy on mobile device

Mobile ‐ Price check ‐ store to Web Mashups

Visual product configurators (custom products) Mnterac.ve in‐store tools (e.g., kiosks, signage,

dressing room mirrors, etc.)

Web‐to‐Print solu.ons for custom print products and

materials

360‐degree spin Co‐shopping & browsing online with an expert or

friends

Mobile ‐ Check in‐store or Web product inventory Personalized stores (with My Account, profile,

favorites)

Shop by ouDit, room or collec.on Wikis

Mobile ‐ GPS mapping/store locator Mix and match

Mobile ‐ Adver.sing, promo.ons, bar‐coded coupons

‐ drive to store or Web

User‐generated visual content (images, video, audio) 3‐D visualiza.on Desktop widgets

Personaliza.on by ZMP code/geo‐targeted sites Side by side comparisons

URL & Web widget viral sharing (embed on other

sites, blogs, etc.)

Mobile ‐ Check delivery status Product sharing on social networks

Address book integra.on for mobile Collabora.ve custom product design (items, sets,

ouDits, etc.)

Visual filtering & advanced search on product

features (size, color, price)

Product comparisons Podcasts or live video feed

Product tours (combina.ons guided spin, zoom

imagery, videos or anima.ons with copy)

Syndica.ng content to social and social shopping

sites (e.g., Kaboodle, ThisNext, Facebook, YouTube)

Mnterac.ve design tools Live chat/instant messaging

Lifestyle imagery (in room, on model) Microsites/brand bou._ues

User ra.ngs & rankings Color swatching/colorizing

Quick looks & rollover views Zoom

Alterna.ve images Videos for merchandising, adver.sing and

demonstra.on

Mnterac.ve catalogs & brochures Search landing pages

User comments and reviews Dynamic displays (banner, carousel, tabbed, grid

views)

Anima.on RSS

Audio Blogs or micro‐blogs

Branded social community pages (e.g., Facebook,

MySpace, Twiber)

Combined Features: Deployed


Deployed• Branded social community pages (e.g., Facebook, MySpace, Twitter): 33%• Blogs or micro-blogs: 32%• Audio: 26%• RSS: 25%• Dynamic displays (banner, carousel, tabbed, grid views): 25%• Animation: 25%• User comments and reviews: 23%• Search landing pages: 22%• Interactive catalogs & brochures: 22%• Videos for merchandising, advertising and demonstration: 20%• Alternative images: 20%• Quick looks & rollover views: 18%• Zoom: 18%• Color swatching/colorizing: 18%• User ratings & rankings: 17%• Microsites/brand boutiques: 17%• Lifestyle imagery (in room, on model): 15%• Interactive design tools: 14%• Live chat/instant messaging: 14%• Syndicating content to social and social shopping sites (e.g., Kaboodle, ThisNext, Facebook, YouTube): 14%• Product tours or multi-media viewing (combinations guided spin, zoom imagery, videos or animations with

copy):13%• Podcasts or live video feed: 12%• Product comparisons: 12%• Collaborative custom product design (items, sets, outfits, etc.): 11%• Visual filtering & advanced search on product features (size, color, price): 11%• Address book integration for mobile: 10%• Product sharing on social networks: 10%• URL & Web widget viral sharing (embed on other sites, blogs, etc.): 10%• Mobile—Check delivery status: 10%• Desktop widgets: 10%• Personalization by ZIP code/geo-targeted sites: 10%• Side by side comparisons: 10%• Mobile—Advertising, promotions, bar-coded coupons—drive to store or Web: 9%• User-generated visual content (images, video, audio): 9%• 3-D visualization: 9%• Mix and match: 9%• Mobile—GPS mapping/store locator: 9%• Wikis: 9%• Shop by outfit, room or collection: 8%• Personalized stores (with My Account, profile, favorites): 8%• 360-degree spin: 7%• Co-shopping & browsing online with an expert or friends: 7%• Mobile—Check in-store or Web product inventory: 7%• Web-to-Print solutions for custom print products and materials: 7%• Interactive in-store tools (e.g., kiosks, signage, dressing room mirrors, etc.): 6%• Mashups: 6%


• Visual product configurators (custom products): 6%• Mobile—Price check—store to Web: 6%• Mobile commerce—shop & buy on mobile device: 5%• Personalization engine (behavioral targeting): 5%• User-created collections for sharing & purchase (e.g., outfits, furniture): 5%• Visual monogramming & engraving tools: 4%• User-designed merchandise available for purchase: 3%• Predictive modeling: 3%

Growth Change of Deployed (versus 2009)• Address book integration for mobile: 121%• Co-shopping & browsing online with an expert or friends: 88%• Collaborative custom product design (items, sets, outfits, etc.): 55%• Mix and match: 45%• Personalization by ZIP code/geo-targeted sites: 41%• Product tours or multi-media viewing (combinations guided spin, zoom imagery, videos or animations with

copy): 14%• Desktop widgets: 13%• Blogs: 12%• Visual filtering & advanced search on product features (size, color, price): 11%• 3-D visualization: 11%• Wikis: 10%• User ratings & rankings: 9%• RSS: 8%• Mobile—GPS mapping/store locator: 6%• Live chat/Instant Messaging: 6%• User comments and reviews: 5%• Podcasts or live video feed: 2%• Interactive design tools: 1%• Side by side comparisons: 0% Top Planned

Overall, the top five features for 2010 fall into the areas of social media-based and rich media/merchandising; and similar to last year’s findings, blogs and interactive catalogs are among the top five planned features. This year, however, more personalization features top the list of planned tactics, including personalization by ZIP/Geo and personlization engines. Also, videos for merchandising, advertising, and demonstration have risen in importance this year, and are now in the top five planned features for 2010.

Compared with last year, the tactics with the biggest change in planned features focus on personalization and mobile areas, including:• Personalization by ZIP code/geo-targeted sites: +50%• Address book integration for mobile: +50%• Mobile/Price check/Store to Web: +29%• Mobile/GPS mapping/Store locator: +16%• Personalization engine (behavioral targeting): +14%• Mobile commerce/Shop & buy on mobile device: +14%


0% 10% 20% 30% 40%

Mashups Visual monogramming & engraving tools

User‐created collec>ons for sharing & purchase (e.g.,

ouCits, furniture)

Enterac>ve in‐store tools (e.g., kiosks, signage,

dressing room mirrors, etc.)

Co‐shopping & browsing online with an expert or

friends

User‐designed merchandise available for purchase Collabora>ve custom product design (items, sets,

ouCits, etc.)

Mix and match Syndica>ng content to social and social shopping

sites (e.g., Kaboodle, ThisNext, Facebook, YouTube)

Predic>ve modeling Visual product configurators (custom products)

Shop by ouCit, room or collec>on Lifestyle imagery (in room, on model)

URL & Web widget viral sharing (embed on other

sites, blogs, etc.)

Mobile ‐ Price check ‐ store to Web RSS

Live chat/instant messaging Wikis

Visual filtering & advanced search on product

features (size, color, price)

User‐generated visual content (images, video, audio) Search landing pages

Mobile ‐ GPS mapping/store locator Color swatching/colorizing

Zoom Desktop widgets

Side by side comparisons Dynamic displays (banner, carousel, tabbed, grid

views)

Address book integra>on for mobile Quick looks & rollover views

Mobile ‐ Check in‐store or Web product inventory Web‐to‐Print solu>ons for custom print products and

materials

Audio Mobile commerce – shop & buy on mobile device

Product sharing on social networks Mobile ‐ Check delivery status

Microsites/brand bou>_ues Alterna>ve images

Product comparisons Personalized stores (with My Account, profile,

favorites)

Enterac>ve design tools Anima>on

360‐degree spin Mobile ‐ Adver>sing, promo>ons, bar‐coded coupons

‐ drive to store or Web

User ra>ngs & rankings 3‐D visualiza>on

Product tours (combina>ons guided spin, zoom

imagery, videos or anima>ons with copy)

User comments and reviews Podcasts or live video feed

Personaliza>on engine (behavioral targe>ng) Videos for merchandising, adver>sing and

demonstra>on

Branded social community pages (e.g., Facebook,

MySpace, Twiber)

Personaliza>on by ZEP code/geo‐targeted sites Blogs or micro‐blogs

Enterac>ve catalogs & brochures

Combined Features: Planned


Planned• Interactive catalogs & brochures: 30%• Blogs or micro-blogs: 26%• Personalization by ZIP code/geo-targeted sites: 25%• Branded social community pages (e.g., Facebook, MySpace, Twitter): 24%• Videos for merchandising, advertising and demonstration: 24%• User comments and reviews: 24%• Podcasts or live video feed: 24%• Personalization engine (behavioral targeting): 24%• Product tours or multi-media viewing (combinations guided spin, zoom imagery, videos or animations with

copy): 23%• User ratings & rankings: 23%• 3-D visualization: 23%• Mobile—Advertising, promotions, bar-coded coupons—drive to store or Web: 23%• Animation: 22%• 360-degree spin: 22%• Interactive design tools: 22%• Personalized stores (with My Account, profile, favorites): 21%• Product comparisons: 21%• Alternative images: 21%• Microsites/brand boutiques: 21%• Product sharing on social networks: 20%• Mobile—Check delivery status: 20%• Mobile commerce—shop & buy on mobile device: 19%• Audio: 19%• Web-to-Print solutions for custom print products and materials: 19%• Mobile—Check in-store or Web product inventory: 19%• Quick looks & rollover views: 19%• Dynamic displays (banner, carousel, tabbed, grid views): 19%• Address book integration for mobile: 19%• Side by side comparisons: 19%• Desktop widgets: 18%• Zoom: 18%• Search landing pages: 18%• Color swatching/colorizing: 18%• Mobile—GPS mapping/store locator: 18%• User-generated visual content (images, video, audio): 17%• Visual filtering & advanced search on product features (size, color, price): 17%• Wikis: 17%• Live chat/instant messaging: 17%• RSS: 16%• URL & Web widget viral sharing (embed on other sites, blogs, etc.): 16%• Mobile—Price check—store to Web: 16%• Lifestyle imagery (in room, on model): 16%• Shop by outfit, room or collection: 16%• Visual product configurators (custom products): 16%• Predictive modeling: 16%• Syndicating content to social and social shopping sites (e.g., Kaboodle, ThisNext, Facebook, YouTube): 16%


• Mix and match: 15%• Collaborative custom product design (items, sets, outfits, etc.): 14%• User-designed merchandise available for purchase: 13%• Co-shopping & browsing online with an expert or friends: 13%• Interactive in-store tools (e.g., kiosks, signage, dressing room mirrors, etc.): 13%• User-created collections for sharing & purchase (e.g., outfits, furniture): 13%• Visual monogramming & engraving tools: 13%• Mashups: 12%

Growth Change of Planned (versus 2009)• Personalization by ZIP code/geo-targeted sites: 50% • Address book integration for mobile: 50%• Mobile—Price check—store to Web: 29%• Mobile—GPS mapping/store locator: 16%• Personalization engine (behavioral targeting): 14%• Mobile commerce—shop & buy on mobile device: 14%• User ratings & rankings: 12%• Mobile—Advertising, promotions, bar-coded coupons—drive to store or Web: 11%• Web-to-Print solutions for custom print products and materials: 10%• Visual monogramming & engraving tools: 6%• Catalogs & circulars: 6%• Product tours or multi-media viewing (combinations guided spin, zoom imagery, videos or animations with

copy): 4%• Personalized stores (with My Account, profile, favorites): 4%• Wikis: 4%• Interactive design tools: 0%

Top Very Effective

Survey respondents who have either deployed or plan to deploy the following features gave them the highest ratings for “very effective.” The most effective tactics across all features this year—rated very effective by approximately one-third of all respondents—are:• Product tours or multi-media viewing (combinations guided spin, zoom imagery, videos or animations with

copy): 36%• Visual filtering & advanced search on product features (size, color, price): 33%• User comments and reviews: 32%• Search landing pages: 32%• Product comparisons: 28%• Zoom: 28%

Compared with last year, product tours displaced zoom as the top ranked most effective feature. (Interesting to note: this result reinforces the findings in another study conducted this year entitled, “Adobe Scene7 Viewer Study: What Shoppers Want”—the first Adobe Scene7 survey addressing online shoppers’ interest in visual merchandising. This consumer-facing, quantitative study identified and analyzed eCommerce shopping features on the product page most useful for shoppers making an online purchase. The multi-media enabled viewer that incorporated all visual, rich details of the product with click-driven alternative views, interactive full-screen zoom, color options, video sets, 360-degree spin with zoom on every angle was the preferred experience across all participants.)


Other effective features remaining in the top five ranking for two years running include, user rating/rankings/comments, search landing pages, and visual filtering.

Compared with last year, the tactics with the biggest change in the most effective features, include:• Personalization by ZIP code/geo-targeted sites: +71%• Wikis: +54%• Side by side comparisons:+47%• Address book integration for mobile: +35%• 360-degree spin: +27%• Product tours or multi-media viewing (combinations guided spin, zoom imagery, videos or animations with

copy): +25%


0% 5% 10% 15% 20% 25% 30% 35% 40%

Mashups Visual monogramming & engraving tools

;nterac=ve in‐store tools (e.g., kiosks, signage, dressing room mirrors, etc.) Predic=ve modeling

Desktop widgets Mobile commerce – shop & buy on mobile device

User‐designed merchandise available for purchase Shop by ouNit, room or collec=on

User‐created collec=ons for sharing & purchase (e.g., ouNits, furniture) 360‐degree spin

Mix and match Product sharing on social networks

Syndica=ng content to social and social shopping sites (e.g., Qaboodle,

ThisNext, Facebook, YouTube)

Co‐shopping & browsing online with an expert or friends Wikis Audio

Blogs or micro‐blogs Visual product configurators (custom products)

URL & Web widget viral sharing (embed on other sites, blogs, etc.) Branded social community pages (e.g., Facebook, MySpace, Twi]er)

RSS Dynamic displays (banner, carousel, tabbed, grid views)

Mobile ‐ Adver=sing, promo=ons, bar‐coded coupons ‐ drive to store or

Web

User‐generated visual content (images, video, audio) Color swatching/colorizing

Mobile ‐ GPS mapping/store locator ;nterac=ve design tools

Collabora=ve custom product design (items, sets, ouNits, etc.) Personalized stores (with My Account, profile, favorites)

Mobile ‐ Price check ‐ store to Web Live chat/instant messaging

Personaliza=on engine (behavioral targe=ng) Quick looks & rollover views

Lifestyle imagery (in room, on model) Address book integra=on for mobile

Mobile ‐ Check in‐store or Web product inventory Personaliza=on by Z;P code/geo‐targeted sites

Web‐to‐Print solu=ons for custom print products and materials Alterna=ve images

Microsites/brand bou=cues 3‐D visualiza=on

User ra=ngs & rankings Side by side comparisons

Anima=on Podcasts or live video feed

;nterac=ve catalogs & brochures Videos for merchandising, adver=sing and demonstra=on

Mobile ‐ Check delivery status Zoom

Product comparisons Search landing pages

User comments and reviews Visual filtering & advanced search on product features (size, color, price)

Product tours (combina=ons guided spin, zoom imagery, videos or

anima=ons with copy)

!"#$%&'()*'+,-.'/0)1'.2)34'567')

Very Effective• Product tours or multi-media viewing (combinations guided spin, zoom imagery, videos or animations with

copy): 36%• Visual filtering & advanced search on product features (size, color, price): 33%• User comments and reviews: 32%• Search landing pages: 32%• Product comparisons: 28%• Zoom: 28%• Mobile—Check delivery status: 28%


• Videos for merchandising, advertising and demonstration: 27%• Interactive catalogs & brochures: 27%• Podcasts or live video feed: 27%• Animation: 27%• Side by side comparisons: 26%• User ratings & rankings: 26%• 3-D visualization: 25%• Microsites/brand boutiques: 25%• Alternative images: 24%• Web-to-Print solutions for custom print products and materials: 23%• Personalization by ZIP code/geo-targeted sites: 23%• Mobile—Check in-store or Web product inventory: 23%• Address book integration for mobile: 22%• Lifestyle imagery (in room, on model): 22%• Quick looks & rollover views: 22%• Personalization engine (behavioral targeting): 22%• Live chat/instant messaging: 22%• Mobile—Price check—store to Web: 22%• Personalized stores (with My Account, profile, favorites): 22%• Collaborative custom product design (items, sets, outfits, etc.): 21%• Interactive design tools: 21%• Mobile—GPS mapping/store locator: 21%• Color swatching/colorizing:20%• User-generated visual content (images, video, audio): 20%• Mobile—Advertising, promotions, bar-coded coupons—drive to store or Web: 20%• Dynamic displays (banner, carousel, tabbed, grid views): 19%• RSS: 19%• Branded social community pages (e.g., Facebook, MySpace, Twitter): 19%• URL & Web widget viral sharing (embed on other sites, blogs, etc.): 19%• Visual product configurators (custom products): 18%• Blogs or micro-blogs: 18%• Audio: 18%• Wikis: 17%• Co-shopping & browsing online with an expert or friends: 17%• Syndicating content to social and social shopping sites (e.g., Kaboodle, ThisNext, Facebook, YouTube): 17%• Product sharing on social networks: 16%• Mix and match: 16%• 360-degree spin: 16%• User-created collections for sharing & purchase (e.g., outfits, furniture): 16%• Shop by outfit, room or collection: 15%• User-designed merchandise available for purchase: 14%• Mobile commerce—shop & buy on mobile device: 12%• Desktop widgets: 12%• Predictive modeling: 12%• Interactive in-store tools (e.g., kiosks, signage, dressing room mirrors, etc.): 11%• Visual monogramming & engraving tools: 10%• Mashups:10%


Growth Change of Very Effective (versus 2009)

Compared with last year’s survey, the areas that have seen significant increases in their overall effectiveness to drive conversions/sales include:• Personalization by ZIP code/geo-targeted sites: 71%• Wikis: 54%• Side by side comparisons: 47%• Address book integration for mobile: 35%• 360-degree spin: 27%• Product tours or multi-media viewing (combinations guided spin, zoom imagery, videos or animations with

copy): 25%• Animation: 23%• Podcasts or live video feed: 18%• Catalogs & circulars: 9%• Product comparisons: 8%• Collaborative custom product design (items, sets, outfits, etc.): 5%• Web-to-Print solutions for custom print products and materials: 3%


If you have deployed any of these enhancements, how have they impacted conversions?

Personalization features rank the highest in conversion impact at over 50%, whereas mobile features rank the highest in no conversion impact. All categories on average fall into the 11%-20% range of conversion impact, with rich media/merchandising features having the overall highest impact.

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

Rich media/merchandising features Social media‐based features Mobile features @ersonaliAaBon features

Conversion Impact

1%‐10%

11%‐20%

21%‐30%

31%‐40%

41%‐50%

50% +

No conversion impact

Not applicable

Within what time frame do you plan to deploy additional features to enhance customer experience?

The survey results show 75% of all respondents will be conducting customer experience projects within the coming year. Compared with last year, these projects have shifted to the latter half of 2010 and beyond.

0%

5%

10%

15%

20%

25%

30%

35%

40%

3 months 6 months 9 months 12 months Other

Deployment Time Frame

• 12 months: 36%• Other: 24%• 6 months: 18%• 3 months: 12%• 9 months: 9%


APPENDICES

Survey Results—North America


0% 5% 10% 15% 20% 25%

'(encies .'dver2sin(3 4nterac2ve7

Media

9:;<uter >ard?are3 Services3 S:A?are

Business Services

Educa2:n

Financial Services

>ealtF 9areGHFar;aceu2cals

Real Estate

Jelec:;;unica2:ns EKui<;ent L Services

What is your company's primary industry? (North America)

0%

10%

20%

30%

40%

50%

60%

70%

80%

Less than $10 million $10 million ‐ $25 million $25 million ‐ $50 million $50 million ‐ $100

million

More than $100 million

What are your company's annual sales? (North America)



0% 5% 10% 15% 20% 25% 30% 35% 40%

360‐degree spin

3‐D visualiza9on

Mix and match

Shop by ouDit, room or collec9on



Product tours (combina9ons guided spin, zoom imagery, videos or

anima9ons with copy)

Product comparisons

Nnterac9ve design tools



Zoom

Microsites/brand bou9Rues

Alterna9ve images




Nnterac9ve catalogs & brochures

Anima9on



Audio

Rich Media/Merchandising Features (North America)

Planned

Deployed


0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

360‐degree spin

Mix and match

Shop by ou?it, room or collecBon

3‐D visualizaBon

Audio


KnteracBve catalogs & brochures


KnteracBve design tools


AlternaBve images

AnimaBon

Product comparisons

Microsites/brand bouBQues


Zoom

Videos for merchandising, adverBsing and demonstraBon




Product tours (combinaBons guided spin, zoom imagery, videos or animaBons with copy)


!ich &e(ia*&ercha,(i-i,. /0ec12e,e-- (Act6a7 or /9:ecte()< =er> /0ec12e

(North America)



0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%



User‐created collecBons for sharing & purchase (e.g., ouFits, furniture)

Mashups

InteracBve in‐store tools (e.g., kiosks, signage, dressing room mirrors, etc.)

Desktop widgets

CollaboraBve custom product design (items, sets, ouFits, etc.)

Wikis





SyndicaBng content to social and social shopping sites (e.g., Saboodle,


User raBngs & rankings

RSS



Branded social community pages (e.g., Facebook, MySpace, TwiYer)

Social Media‐Based Features (North America)

Planned

Deployed

0% 5% 10% 15% 20% 25% 30% 35% 40%

Desktop widgets

4nterac9ve in‐store tools (e.g., kiosks, signage, dressing room mirrors, etc.)

Wikis



Mashups

Collabora9ve custom product design (items, sets, ouLits, etc.)

User‐created collec9ons for sharing & purchase (e.g., ouLits, furniture)

Branded social communitN pages (e.g., Facebook, MNSpace, TwiRer)




SNndica9ng content to social and social shopping sites (e.g., Vaboodle, ThisWext,

Facebook, YouTube)


RSS




!"#$%&'()*$%+,%-)*.'/)01'23)#45)'67"089':;)0$#%<''



0% 5% 10% 15% 20% 25%





AdverBsingD promoBonsD bar‐coded coupons ‐ drive to

store or Web


Address book integraBon Hor mobile

Mobile Features (North America)

Planned

Deployed

0% 5% 10% 15% 20% 25% 30% 35%


;dver<sing> promo<ons> bar‐coded coupons ‐ drive to store or Web



;ddress book integra<on For mobile



!o#i%e ()ec+,e-e.. (Act2a% or (56ecte7)9 :er; ()ec+,e

(North America)



0% 10% 20% 30% 40%

Predic.ve modeling


Personaliza.on engine (=ehavioral targe.ng)


favorites)


Personaliza.on =y HIP codeJgeoKtargeted sites

Le=KtoKPrint solu.ons for custom print products

and materials

!"#$%&'()*'+%&,-"'./#"$,01%#.2,34"#)5'6,,

Planned

Deployed

0% 5% 10% 15% 20% 25% 30% 35% 40%


Predic;ve modeling



Personaliza;on engine (Hehavioral targe;ng)

Personaliza;on Hy IJP codeKgeoLtargeted sites

MeHLtoLPrint solu;ons for custom print products and materials

!er$o&a(i*a+o& -.ec+0e&e$$ (Act4a( or -56ecte7)9 :er; -.ec+0e

(North America)



0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%


Conversion Impact (North America)

1%‐10%

11%‐20%

21%‐30%

31%‐40%

41%‐50%

50% +


Not applicable


0%

5%

10%

15%

20%

25%

30%

35%


Deployment Time Frame (North America)


Survey Results—EMEA


0% 5% 10% 15% 20% 25%

Other

,gencies 2,dver5sing6 Interac5ve9

Retail

Computer AardBare6 Services6 SoDBare

Media

Business Services



Aealth Care/Pharmaceu5cals

Photography

,utomo5ve


Educa5on

Real Estate

Pransporta5on Services

Pelecommunica5ons EQuipment R Services

Financial Services

Leisure

What is your company's primary industry? (EMEA)

0%

10%

20%

30%

40%

50%

60%

70%

Less than $10 million $10 million ‐ $25 million $25 million ‐ $50 million $50 million ‐ $100 million More than $100 million

What are your company's annual sales? (EMEA)



0% 5% 10% 15% 20% 25% 30% 35% 40%

Mix and match

Shop by ou9it, room or collec>on

360‐degree spin


Product comparisons


Hnterac>ve design tools

3‐D visualiza>on



Product tours (combina>ons guided spin, zoom imagery, videos or anima>ons

with copy)


Videos for merchandising, adver>sing and demonstra>on

Microsites/brand bou>Rues


Hnterac>ve catalogs & brochures

Zoom

Alterna>ve images


Audio

Anima>on


Rich Media/Merchandising Features (EMEA)

Planned

Deployed


0% 10% 20% 30% 40% 50% 60%

Audio

Mix and match




360‐degree spin

LnteracMve design tools


Videos for merchandising, adverMsing and demonstraMon

Shop by ouRit, room or collecMon

AnimaMon

LnteracMve catalogs & brochures

AlternaMve images

Microsites/brand bouMSues


3‐D visualizaMon

Zoom



Product comparisons

Product tours (combinaMons guided spin, zoom imagery, videos or animaMons with

copy)


!"#$ M'(")*M'+#$),("-",. E0'#12','-- (A#56)7 8+ E9:'#5'()< ='+> '0'#12'

(EMEA)



0% 10% 20% 30% 40% 50%


User‐created collec>ons for sharing & purchase (e.g., ouCits, furniture)

Mashups

Fnterac>ve in‐store tools (e.g., kiosks, signage, dressing room mirrors, etc.)

Wikis


Desktop widgets



Collabora>ve custom product design (items, sets, ouCits, etc.)


Syndica>ng content to social and social shopping sites (e.g., Raboodle,


User ra>ngs & rankings



RSS



Social Media‐Based Features (EMEA)

Planned

Deployed

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Mashups


<nterac=ve in‐store tools (e.g., kiosks, signage, dressing room mirrors, etc.)


Wikis




RSS

Desktop widgets

SRndica=ng content to social and social shopping sites (e.g., Saboodle, ThisUext,

Facebook, YouTube)

User‐created collec=ons for sharing & purchase (e.g., ouXits, furniture)


User ra=ngs & rankings

Branded social communitR pages (e.g., Facebook, MRSpace, TwiYer)



Collabora=ve custom product design (items, sets, ouXits, etc.)

!"#$%& M)*$%+,%-)* E/)#01)2)-- (A#56%& "7 E89)#5)*); <)7= E/)#01)

(EMEA)



0% 5% 10% 15% 20% 25% 30%



@dverAsingC promoAonsC bar‐coded coupons ‐ drive to

store or Web


@ddress book integraAon For mobile



Mobile Features (EMEA)

Planned

Deployed

0% 5% 10% 15% 20% 25% 30% 35% 40%

)dver.sing3 promo.ons3 bar‐coded coupons ‐ drive to store or Web


)ddress book integra.on Eor mobile





M"#$%& E)&*+,&-&.. (A*123% "4 E56&*1&7)9 :&4; E)&*+,&

(EMEA)



0% 10% 20% 30% 40%


Predic:ve modeling

;e<=to=Print solu:ons for custom print products and

materials


Personaliza:on engine (<ehavioral targe:ng)


favorites)

Personaliza:on <y JKP codeLgeo=targeted sites

!"#$%&'()*'+%&,-"'./#"$,012134,

Planned

Deployed

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%


Predic;ve modeling

Personaliza;on =y ?@P codeAgeoBtargeted sites


Ge=BtoBPrint solu;ons for custom print products and materials


Personaliza;on engine (=ehavioral targe;ng)

!"#$%&'()*'+%& E."/+0"&"$$ (A/34'( %# E56"/3"7)9 :"#; E."/+0"

(EMEA)



0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%


Conversion Impact (EMEA)

1%‐10%

11%‐20%

21%‐30%

31%‐40%

41%‐50%

50% +


Not applicable


0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%


Deployment Time Frame (EMEA)


Survey Results—Asia-Pacific


0% 5% 10% 15% 20% 25% 30%

Financial Services

Educa6on


Media

Aelecommunica6ons EBuipment D Services

Eutomo6ve

Fealth Care/Pharmaceu6cals

Retail

Leisure

Other

Business Services

Photography


Egencies PEdver6singQ Interac6veS


Real Estate

Computer FardTareQ ServicesQ SoUTare

Aransporta6on Services

What is your company's primary industry? (Asia‐Pacific)

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%


What are your company's annual sales? (Asia‐Pacific)



0% 5% 10% 15% 20% 25%


Microsites/brand bou9:ues

360‐degree spin

3‐D visualiza9on

Shop by ouEit, room or collec9on


Mix and match


Product comparisons


Alterna9ve images



Zoom





Unterac9ve design tools

Unterac9ve catalogs & brochures

Audio


Anima9on

Rich Media/Merchandising Features (Asia‐Pacific)

Planned

Deployed

0% 5% 10% 15% 20% 25% 30%

Shop by ou/it, room or collec8on



Alterna8ve images


Microsites/brand bou8Kues

360‐degree spin

Zoom

Onterac8ve design tools


Audio

Mix and match

3‐D visualiza8on





Anima8on


Product comparisons

Onterac8ve catalogs & brochures

Product tours (combina8ons guided spin, zoom imagery, videos or anima8ons with copy)

!ic$ &'(ia*&'+c$a,(isi,. /0'c12','ss (Ac56a7 8+ /9:'c5'()< ='+> /0'c12'

(Asia‐Pacific)



0% 5% 10% 15% 20% 25%

'nterac.ve in‐store tools (e.g., kiosks, signage, dressing room mirrors,

etc.)


Mashups



Wikis

User‐created collec.ons for sharing & purchase (e.g., ouKits,

furniture)

Desktop widgets



Syndica.ng content to social and social shopping sites (e.g., Paboodle,



Collabora.ve custom product design (items, sets, ouKits, etc.)

User ra.ngs & rankings


Branded social community pages (e.g., Facebook, MySpace, TwiWer)

RSS


Social Media‐Based Features (Asia‐Pacific)

Planned

Deployed

0% 5% 10% 15% 20% 25%

Desktop widgets

2nterac7ve in‐store tools (e.g., kiosks, signage, dressing room mirrors, etc.)

Mashups


SJndica7ng content to social and social shopping sites (e.g., Kaboodle, ThisMext,

Facebook, YouTube)

Collabora7ve custom product design (items, sets, ouRits, etc.)



User‐created collec7ons for sharing & purchase (e.g., ouRits, furniture)


Branded social communitJ pages (e.g., Facebook, MJSpace, TwiVer)




RSS

Wikis



!"cia& ()*ia‐,as)* ./)c01)2)ss (Ac56a& "7 .89)c5)*); <)7= ./)c01)

(Asia‐Pacific)



0% 5% 10% 15% 20% 25%




Bddress book integraCon Dor mobile



BdverCsingH promoConsH bar‐coded coupons ‐ drive to store or Web

Mobile Features (Asia‐Pacific)

Planned

Deployed

0% 5% 10% 15% 20% 25%




Eddress book integraFon Gor mobile

EdverFsingH promoFonsH bar‐coded coupons ‐ drive to store or Web



!"#i%& ()&c+,&-&ss (Ac12a% "4 (56&c1&7)9 :&4; ()&c+,&

(Asia‐Pacific)



0% 5% 10% 15% 20%

Predic-ve modeling

4e56to6Print solu-ons for custom print products and

materials


Personaliza-on engine (5ehavioral targe-ng)



Personaliza-on 5y IJP codeKgeo6targeted sites

!"#$%&'()*'+%&,-"'./#"$,01$)'2!'3)435,

Planned

Deployed

0% 2% 4% 6% 8% 10%


Personaliza:on engine (<ehavioral targe:ng)

Predic:ve modeling


Ce<DtoDPrint solu:ons for custom print products and materials


Personaliza:on <y KLP codeMgeoDtargeted sites

P"#s%&a(i*a+%& -."c+0"&"ss (Ac34a( %# -56"c3"7)9 :"#; -."c+0"

(Asia‐Pacific)



0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%


Conversion Impact (Asia‐Pacific)

1%‐10%

11%‐20%

21%‐30%

31%‐40%

41%‐50%

50% +


Not applicable


0%

10%

20%

30%

40%

50%

60%


Deployment Time Frame (Asia‐Pacific)


Survey Results—Retail and Manufacturing Only


A specific industry analysis was done for total retail and manufacturing that includes 175 respondents spanning high-tech to automotive companies.

0% 5% 10% 15% 20% 25% 30% 35%

Com+uter 0ard3are4 5er6ices4 5o:3are

Retail



0ealtC CareDPCarmaceuEcals

FutomoE6e

What is your company's primary industry? (Retail/Manufacturing Only)

There was higher enterprise representation with 28% of companies having more than $100 MM in sales, versus 17% in the overall worldwide survey.

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%


What are your company's annual sales? (Retail/Manufacturing Only)


The Asia-Pacific region had the highest representation (35%), versus overall global survey where North America was the top ranking region at almost 40%.

0%

5%

10%

15%

20%

25%

30%

35%

40%

Asia‐Pacific North America Western Europe Eastern Europe Middle East and Africa AaBn America

Where is your company headquartered? (Retail/Manufacturing Only)


The five top deployed features are search landing pages, interactive catalogs, dynamic displays (banner, carousel, etc.), alternative images and zoom, implying a higher need for visual merchandising features versus other features (e.g., audio).

Contrasting with the full industry survey in which the top deployed features are audio, animation, dynamic displays (banner, carousel, tabbed, grid views), search landing pages, and interactive catalogs & brochures.

0% 5% 10% 15% 20% 25% 30%

360‐degree spin

3‐D visualiza8on


Shop by ouBit, room or collec8on

Mix and match


Gnterac8ve design tools




Product comparisons

Microsites/brand bou8Oues




Audio

Anima8on


Zoom

Alterna8ve images


Gnterac8ve catalogs & brochures


Rich Media/Merchandising Features (Retail/Manufacturing Only)

Planned

Deployed


The most effective features for retail and manufacturing companies are simliar to the global results with product tours or multi-media viewing (combinations guided spin, zoom imagery, videos or animations with copy), visual filtering being the top two most effective features. However, within this segment, zoom ranks more effective than alternative images and search landing pages.

0% 5% 10% 15% 20% 25% 30% 35% 40%

Audio

Mix and match

360‐degree spin


Shop by ouGit, room or collecHon


AnimaHon

Microsites/brand bouHMues



PnteracHve design tools

Videos for merchandising, adverHsing and demonstraHon


Product comparisons


PnteracHve catalogs & brochures

3‐D visualizaHon


AlternaHve images

Zoom


Product tours (combinaHons guided spin, zoom imagery, videos or animaHons with copy)

Ric$ Me(ia/Merc$an(i-ing /0ec12ene-- (4ctual 8r /9:ecte()< =ery /0ec12e

(Retail/Manufacturing Only)



The top deployed social features for retail and manufacturing companies are branded social community pages (e.g., Facebook, MySpace, Twitter), blogs or micro-blogs, RSS, user comments and reviews, and user ratings & rankings.

These are the identical rankings for all industries surveyed.

0% 5% 10% 15% 20% 25% 30% 35% 40%


Mashups



FnteracGve in‐store tools (e.g., kiosks, signage, dressing room mirrors, etc.)

User‐created collecGons for sharing & purchase (e.g., ouJits, furniture)

Desktop widgets


Wikis


CollaboraGve custom product design (items, sets, ouJits, etc.)

SyndicaGng content to social and social shopping sites (e.g., Raboodle, ThisText,

Facebook, YouTube)


User raGngs & rankings


RSS



Social Media‐Based Features (Retail/Manufacturing Only)

Planned

Deployed


Most effective social features for driving conversions for retail and manufacturing companies are user comments and reviews, user ratings & rankings, user-created collections for sharing, collaborative custom product design (items, sets, outfits, etc.), and wikis.

The top five most effective features for all industries also include user comments and reviews, user ratings & rankings, collaborative custom product design (items, sets, outfits, etc.), in addition to live chat/instant messaging and user-generated visual content (images, video, audio).

0% 5% 10% 15% 20% 25% 30% 35% 40%

Mashups

Desktop widgets


HnteracIve in‐store tools (e.g., kiosks, signage, dressing room mirrors, etc.)





SQndicaIng content to social and social shopping sites (e.g., Raboodle, ShisText, Uacebook, VouSube)

RSS

Branded social communitQ pages (e.g., Uacebook, MQSpace, SwiWer)



Wikis

CollaboraIve custom product design (items, sets, ouYits, etc.)

User‐created collecIons for sharing & purchase (e.g., ouYits, furniture)

User raIngs & rankings


!"cial Me*ia+,a-e* ./ec01ene-- (4ctual "r .89ecte*); <ery ./ec01e




The top five deployed for retail and manufacturing companies include check delivery status, check in-store or web product inventory, GPS mapping/store locator, address book integration for mobile, advertising, promotions, bar-coded coupons and drive to store or Web.

The top deployed for all industries are the same except ranking order varies slightly: address book integration for mobile, check delivery status, advertising, promotions, bar-coded coupons—drive to store or Web, GPS mapping/store locator, and check in-store or Web product inventory.

0% 5% 10% 15% 20% 25%



?dver@singB promo@onsB bar‐coded coupons ‐ drive to

store or Web


?ddress book integra@on Gor mobile



Mobile Features (Retail/Manufacturing Only)

Planned

Deployed

Most effective mobile tactics for retail and manufacturing companies include check delivery status, advertising, promotion to drive to store/Web, check in store or web inventory, price check, and address book integration.

0% 5% 10% 15% 20% 25% 30% 35%



Bddress book integraDon Eor mobile



BdverDsingI promoDonsI bar‐coded coupons ‐ drive to store or Web


M"#ile ()ec+,ene.. (0ctual "r (56ecte7)9 :ery ()ec+,e




Personalization results for retail and manufacturing are similar to global findings except that web-to-print solutions fall from number three to number five deployed.

0% 5% 10% 15% 20% 25% 30%

Predic.ve modeling


;e<=to=Print solu.ons for custom print products

and materials

Personaliza.on engine (<ehavioral targe.ng)



favorites)

Personaliza.on <y JKP codeLgeo=targeted sites

!"#$%&'()*'+%&,-"'./#"$,01".')(23'&/4'5./#)&6,7&(89,

Planned

Deployed

Personalization engines/recommendations and personalized stores top the rankings on most effective tactics, followed by visualization for custom print and products.

0% 5% 10% 15% 20% 25% 30%


Personaliza9on :y <=P code@geoAtargeted sites

Predic9ve modeling


Fe:AtoAPrint solu9ons for custom print products and materials


Personaliza9on engine (:ehavioral targe9ng)

!er$%nali*a+%n -.ec+0ene$$ (2ctual %r -56ecte7)9 :ery -.ec+0e



When combining all customer experience tactics for retail and manufacturing, the top most effective features emphasize rich media visual merchandising tactics, with higher ratings for visual filtering, zoom and alternative images.

Most effective features across all areas:• Visual filtering & advanced search on product features (size, color, price): 42%• Product tours or multi-media viewing (combinations guided spin, zoom imagery, videos or animations with

copy): 37%• 3-D visualization: 36%• Alternative images: 36%• Zoom: 35%• User comments and reviews: 33%• User-created collections for sharing & purchase (e.g., outfits, furniture): 32%• Search landing pages: 29%• Price check—store to Web: 28%• Lifestyle imagery (in room, on model): 27%


Personalization features rank the highest in conversion impact at over 50%, whereas mobile features rank the highest in no conversion impact. All categories on average fall into the 11%-20% range of conversion impact, with personalization features having the average highest impact, followed by mobile features, rich media/mer-chandising features, and social media-based features.

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

)ersonali2a3on features Mobile features Rich media/merchandising features Social media‐based features

Conversion Impact (Retail/Manufacturing Only)

1%‐10%

11%‐20%

21%‐30%

31%‐40%

41%‐50%

50% +


Not applicable



Seventy-six percent of all retailers and manufacturers will deploy features to enhance customer experience in less than 12 months.

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%


Deployment Time Frame (Retail/Manufacturing Only)

About Adobe Scene7Adobe Scene7 is the leading on-demand cross-media platform that enables companies to grow revenues, enhance customer experience, and cut production costs. There is no other SaaS platform more comprehensive and powerful for automating the production and delivery of high-impact cross-media. With Scene7, businesses can improve the entire selling and marketing cycle from attracting customers, to guiding them to the right products and services, to successfully converting them into loyal buyers. Scene7 cross-media solutions are built on a robust, integrated technology platform for unrivaled breadth, depth, scalability, and ease of on-going cross-media use. Solutions include Dynamic Imaging, eCatalogs, eVideos, Visual Configurators, Targeted Email & Print, Media Portal and Web-to-Print. Leading companies worldwide have selected Scene7, including QVC, Harrods, Macy’s, Amazon, Office Depot, Polo Ralph Lauren, La-Z-Boy, Lands’ End, Blockbuster, Williams-Sonoma, and Levi Strauss & Co.

About Adobe Systems IncorporatedAdobe revolutionizes how the world engages with ideas and information—anytime, anywhere, and through any medium. For more information, visit www.adobe.com.

© 2010 Adobe Systems Incorporated. All rights reserved. Adobe, the Adobe logo, and Scene7 are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners.
