eRetail 2017 - Rob Zuiderhoek (Adobe)

Differentieer de shopper experienceRob Zuiderhoek | Adobe

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Differentieer de shopper experience

§ Trends§ 3 hot topics waar wij kunnen helpen

§ User Generated Content§ Personalisatie§ Experience Driven Commerce

§ De Bijenkorf, AS Adventure & Bavaria



BACKOFFICE WAVE

FRONTOFFICE WAVE

EXPERIENCEBUSINESS WAVE

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5

Companies that thrive in today’s market arein the business of delivering great experiences.

They are, in fact, Experience Businesses

AN EXPERIENCEBUSINESS CREATES

Increasedcustomerloyalty

Strongerbrand

advocacy

Premiumpricing

Higher levelsof repeatbusiness

Stronger revenuegrowth thancompetitors

Stock priceoutperforms

market


360 view of customer

Personalizedinteractions

across devices

Deliver content that’s

always relevant

Greatdesign

Digitalworkflows

Data science & Algorithms for

decision making

What does it take to become an Experience Business?

© 2017 Adobe Systems Incorporated. All Rights Reserved.


Digital Trends 2017in association with

21 March 2017 8

• Online survey carried out in November and December 2016

• Over 14,000 marketing, digital and ecommerce professionals

Which one area is the single most important opportunity for your organisation (or your clients) in 2017?

21 March 2017 9

4%

3%

4%

6%

6%

10%

6%

8%

10%

12%

13%

18%

5%

2%

3%

4%

5%

7%

7%

8%

9%

12%

16%

22%

None of the above

Utilising artificial intelligence / bots to drive campaigns and experiences

Engaging audiences through virtual or augmented reality

Internet of Things / connected devices e.g. wearables, audience tracking

Reaching and understanding mobile customers

Social marketing

Using marketing automation to increase efficiency and yield

Multichannel marketing

Video to increase brand engagement

Data-driven marketing that focuses on the individual

Creating compelling content for digital experiences

Optimising the customer experience

Econsultancy / Adobe Digital Intelligence Briefing

Company respondents

Agency respondents

Proportion saying these will be ‘very important’ for their digital marketing over the next few years

21 March 2017 10

39%

45%

46%

50%

58%

66%

71%

35%

40%

43%

45%

52%

63%

70%

38%

45%

43%

51%

57%

66%

Using offline data to optimise the online experience

Understanding when and where customers use different devices

Using online data to optimise the offline experience

Understanding how mobile users research / buy products

Training teams in new techniques, channels and disciplines

Ensuring consistency of message across channels

Optimising the customer journey across multiple touchpoints

Econsultancy / Adobe Digital Intelligence Briefing

2015 2016 2017

21%

23%

25%

28%

29%

0% 20% 40%

Video content

Brand building / viral marketing

Targeting and personalisation

Social media engagement

Content marketing

Top five priorities for 2017

21 March 2017 11


SOCIAL & CONTENTMARKETING

Where can we help ?

PERSONALISATION


New market challenges have emerged

Content Velocity & Personalisation

Brand-created content is expensive and time-consuming to create

Authenticity

People view brand content as an ad

Engagement

Audiences expect dynamic, interactive content experiences


UGC is critical to the entire customer journey and your marketing strategy

CONSIDERATION

LOYALTY

PURCHASEAWARENESS

ContentMarketing

SocialCommerce

Community

UGC



DISCOVER

How this increases content velocity, authenticity, & consumer engagement

ORGANISE PUBLISH

TOPIC

CAMPAIGN

LOCATION

APPROVED

STORIFY 2TRENDING

MAPS

CAROUSEL FEATURE CARD

MEDIA WALL

MOSAIC CONTENT HUBS

ADMIN MODERATOR

ENGAGE

COMMENTS SIDENOTES UPLOAD BUTTON

LIVE BLOG CHAT REVIEWS POLLS

RIGHTS


SOCIAL & CONTENTMARKETING

PERSONALISATIE

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Offer Management:

Delivering a contextually relevant, personalised experience at each interaction to help a customer achieve his/her objective and drive broader business goals.

§ Source: Forrester Wave™: Real-Time Interaction Management, Customer Reference Survey, Base = 74 Customers.


Offers are more than just promotions and discounts

§ Source: Forrester Wave™: Real-Time Interaction Management, Customer Reference Survey, Base = 74 Customers.

Discount

Sale

Upgrade

Message

Brand promotion

Reminder

Loyalty

Product offer

Learning


Offer Management: Present

Web Mobile

Planned Campaigns where a single offer is distributed across all channels

Offer = 20% savings on Creative Cloud

E-mail

Offer 1 = 20% savings on Creative Cloud

Offer 2 = Learn how to use our new features!

Offer 3 = Download Lightroom on mobile

Web Mobile E-mail

Each interaction is an opportunity to determine the best offer in real time

Offer Management: Past

AlgosBiz Rules

AlgosBiz Rules


• Understanding experience passengers want

• Identifying pain & gain points

• Passenger & colleague engagement

• Co-creation of different experiences

London Heathrow


Conditional content / personalisation

Product based on previous transaction

Tailored brands/offers to segment

Exclude known users


Experience-Driven Commerce

23

ENGAGING PERSONALOMNI-CHANNEL





The world’s largest device market.

Source: Strategy Analytics, October 2014 today

Explosion of Screens and Devices


ContentData

Customer Profile

Website SocialCustomerAppEmail

Online

ClientelingApp

PointOf Sale

In Store Screens

Call Center Agent

Retail Store

Weekly FlyerCatalog Mailer Call

Center

Offline

Experience Orchestration


Integration Approaches

29

• Simpler infrastructure• Single tool for IT and

merchants

• Improved content change ability by business stakeholders

• Gain benefits of CMS workflows

• Business owner drives customer experience

• Ultimately flexibility to tailor rich media site designs across devices

Benefits

Challenges

• High cost to change front-end typically requiring developers

• Changes require significant regression testing

• Business still limited on affecting change to customer experiences

• CMS feature set limited to content data store

• Initial integration effort greater

• A single site owner needed or great collaboration on goals

E-Commerce Engine

CMS

E-Commerce Engine

E-Commerce Engine

CMS

• Marketing & eBusinessteams have control of their own site

• Marketing not limited by e-commerce experience

• Disjointed customer experience

• Significant fallout in conversion funnel from brand site to store

CMS E-CommerceEngine

Directed to separate “e-shop” Experience Driven CommerceE-commerce Driven ExperienceE-commerce transactions


Experience-Driven Commerce Architecture

30

Consistent Business Managed Customer Experience

Brand Site eStore Mobile Other…§ All marketing experiences can be shoppable

§ Accelerated time to market for brand and design changes

§ Single digital asset management

Shopping | Blogs | Forums | Customer Service | etc.

Adobe Experience Manager

Actionable Insights Across Experience

Product Catalogue | Cart & Checkout API | Order Management | Customer Service

E-Commerce Engine




Available Integrations

33

By Adobe

By Software Vendor

By System Integrator

By PIM Vendor


Display AdsSEM Social Ads

Paid MediaSocial

Email/ Direct Mail SMS Texts

Customer CommunicationWeb App Kiosk

/ATMDigital Channels

Call Center Branch / Agency

Offline Channels

Conversion RetentionAcquisition

TechnologyDSP, Social listening &

engagement, Programmatic buying

CMS & Ecommerce solutions, Apps, personalization

CRM, E-mail marketing, Loyalty solutions, Call Centre, Marketing

Automation solutionsAgencies/capabilities

Media Agencies, Search-. Campaign-, Activation agencies

SI, Digital, ‘Full’ service & Ecommerce agencies

Base marketing Agencies, Loyalty campaign agencies, E-

mail marketing agencies

Teams/people

Acquisition and campaign teams Web & Mobile teams CRM and retention teams

Assets

Data/Analytics

Audiences

Collaboration

Improve digital marketing velocity

Digital Marketing Velocity


Service & Support

ERP / Operations

Commerce & Fulfillment

Business Intelligence

CRM

Master Data & Content

Data & Application Services

Digital Intelligence

Experience Business Architecture

Systems ofRecord

AnalyticalLayer

ExperienceLayer

Data Science Customer Intelligence Marketing Performance

Advertising & Promotion Marketing Sales

Customer Data Hubs

Orchestration Layer

Product ExperienceExperience Production

Engagement Touch PointsContextExperience Agility

IntelligenceInsight

OperationsTransactionsBack-Office