Experience-driven Commerce keynote hybris Customer Days 2013
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Experience-driven Commerce keynote hybris Customer Days 2013
- 1. Experience-Driven Commerce Darin Archer | Sr. Product Marketing Manager ADOBE © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1
- 2. Todayâs Challenge The Opportunity Adobeâs Vision experience-driven commerce + © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
- 3. Todayâs Challenge The Opportunity Adobeâs Vision experience-driven commerce + © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
- 4. Digital experiences are ubiquitous Research product Receive mobile online ad for product Join Facebook Receive community for promo for product product Search online for product View video Buy for newer accessories Research product in store accessories for product See TV ad Visit store to for product get help with Receive product product updates Buy Visit product store online for help © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 5. Mobile Electronic Commerce in a Multiscreen World © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 6. NEXT STEPS Competition is © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 7. Pricing Pressure & Showrooming © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 8. Social Engagement © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 9. Omni-channel Customer Experience Customer Journey Amazon Macyâs Store Store Web & A B Mobile eTailer Channel Retail Online Company Structure © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 10. Site visitors who do not convert © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 11. how did we get here? © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 12. We began with catalogues,⊠âŠwhich allowed us to tell a story, 12 © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. make a connection, and inspire a purchase.
- 13. But when we launched the web, we started with database driven stores⊠1999 âŠwhich focused on a home page, category pages, product detail pages and the shopping cart paradigm. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13
- 14. Over time, marketers wanted more and began building their own sites. Landing pages. Microsites. Mobile sites. Tablet sites. Apps. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14
- 15. Typical Architecture Today Disjointed Customer Experience Brand Site eStore Mobile OtherâŠ ï§ Compelling Content âą Blog often goes unfound âą Forums âą Customer ï§ Coordinating Service brand/design âą Knowledge changes requires Base long project cycles ï§ Duplication across Custom Integrations infrastructure, applications and digital assets © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 16. Bridging the gap between brand & commerce Marketing eCommerce Departments deliver on company goals differently ï§ eCommerce plans to maximize conversion & revenue ï§ Marketing wants constant change & unique experiences © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16
- 17. Todayâs Challenge The Opportunity Adobeâs Vision experience-driven commerce + © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
- 18. Commerce Enable Your Presence Across Web, Mobile, Social & In-Store 2.7MB 1.9MB 1.7MB 600kB Single HTML © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 19. Streamline the Creative Workflow â Shot-list to Live Site CREATE MANAGE DELIVER Adobe DAM © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19
- 20. Rich product visualization & customization for higher conversions © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 21. Enhance Merchandizing - Build brand engagement with interactive video and images Video Merchandised Scenes © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 22. Personalize the Experience to be Relevant Targeted Content ï§ Google Keywords ï§ Acquisition Source ï§ Test and Optimize or Target Hero Banners and Internal Ads © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 23. Second Visit: Profile Persistence for Advanced Segmentation Targeted Content ï§ Visitor Favorite Category ï§ Recommend Personally Relevant Products ï§ Target Messaging Based on Visitor Profile © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23
- 24. Social Engagement & Social Graph Personalization © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 25. Continuous Testing Amplifies Conversion 33% 33% © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 26. Search Experience with Merchandising © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 27. Auto-Targeted Campaign for Segments 1. Define the goal 2. Identify Key Segments 3. Automatically deliver the winning offer © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 28. Measure Success Across Channels Measure Online & Offline Channels across web, mobile, social and non- digital channels Analyze & Share Reports to uncover opportunities Leverage predictive analytics to see the future © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 29. Real Returns â7% increase in âIncreased online âImproved conversion âIncreased season pass online salesâ conversions by 47% rates by 5% and purchases via social by in a single weekâ revenues by 21%â 200%â â300% lift in shopping â215% lift in âIncreased cross sell âBoosted paid search cart conversionâ campaign conversionâ conversions by 15%â leads by 57%â © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 30. Todayâs Challenge The Opportunity Adobeâs Vision experience-driven commerce + © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 30
- 31. Personalized Experience in Real-Time USER ACTIONS USER EXPERIENCE 1. LISTEN - What do I know about this visitor? ï§ Clicks on product ï§ Stock hits $50 and triggers an alert ï§ Clicks on a ï§ Downloads a news story whitepaper 2. PREDICT - What do I predict will ï§ Walks into store ï§ Updates golf visitor take the action I make the scores want? 3. ASSEMBLE - Access & Assemble the Digital assets that match what I predict 4. DELIVER - Deliver those Digital Assets to the visitor in the right channel The Last Millisecond .000 .001 .002 .003 © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 32. MARKETING CLOUD STRATEGY © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 33. Adobeâs Vision © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 34. A Complete, Differentiated Solution Adobe Adobe Creative Cloud Marketing Cloud hybris Commerce Suite © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 35. Products are becoming commodities⊠Experience is the differentiator. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 35
- 36. adobe.com/go/hybris © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Notas do Editor
- E-commerce is increasingly a part of manufacture's and retailers growthAdobe is excited to partner with hybris and connect all of you with our digital marketing solutions
- My name is Darin Archer and Iâm here to share Adobeâs vision for experience-driven commerceFirst I want to talk about todayâs challenges for e-business, then the opportunity for all of you and finally where Adobe can fit in
- Customers today interact with your brand in many more ways than even 5 years agoThey can have peer to peer conversations with all of your customers without you
- Web experiences use to focus on the âbrowser warsâ, now we are challenged to meet customer expectations as they interact with our brand from mobile phones and tablets in different locationsâŠat homeâŠat workâŠin your store
- And while we compete against other brands, we also compete against an Internet channel that is focused on priceWhen we canât meet our customers expectations, they can easily find the same or compartative products often times using our own physical stores as a showroom for an Internet e-tailer
- While our consumers can have peer to peer conversations that may or may not be desirable,we also have to learn how to join the conversation to amplify our brand and extend our reach
- Customers expect to interact with us through every channel in a consistent wayOur organizations design however is often as internal silos that leave the customer frustrated with the experience
- We began with catalogues which allowed us to tell a story and merchandise our products in their natural settingImage from: http://www.graphicdreamers.com/18pbk.htm (used without permission - just internal placeholder)
- But with the start of the web, limitations of HTMLwe followed a simple design for our eStoresSlide Reference Detail:http://web.archive.org/web/19991013091817/http://amazon.com/ (October 13, 1999)
- As marketers this has not met our desires to showcase our brand and productsAnd as HTML experiences improved they came back to the web more focused, but began building their ownâŠ..
- This leaves us with a web experience that is often disjointed with marketing content separate from the eStore
- The opportunity is to bridge this content and create more compelling commerce enabled experiences that improve conversion
- Rather than have to build multiple sites and applications for each device, we should think about how we can use a single HTML file to deliver to all devices
- As our traditional channels demand more digital experiences along with our eStoreWe have the opportunity to streamline the creative workflow from shot-list to production
- With the power of devices today and the bandwidth of the web We can enhance our merchandising with interactive video and product images
- More importantly we can tailor the experience for each customer
- Targeting content to be more relevant each and every visit
- And we can extend our social collaboration to our owned properties leveraging all of the social profile insights to further personalize our interactions with each customer
- We can move beyond the webmaster model where one person or small group guesses on how the experience should lookTo a process of testing ideas to maximize our success
- Beyond our best designs, customers often use search to navigate our siteWe can now return more relevant results than a list of linksAnd enable merchandisers to define what customers discover
- In any organization we will only have so much resources for clever marketingAnd can also use the insights of our data to automate much of the personalization
- We also know that we must be able to report on our successes and need to be able to monitor and gain actionable insights across all our channels
- Investment in improving and personalizing the experience across the desktop, mobile phones and in-store drives Real Returns
- Adobeâs vision is focused on what we call the âlast millisecondâUse all data to predict what will be most relevantAnd dynamically assemble a personalized experience
- Adobe sees an opportunity to provide you with the tools to manage all of your digital marketing from visitor acquisition through the funnel to conversion
- We are bringing our strong legacy of empowering the creative professional to enable marketers and merchandisers to deliver a rich, personalized experience for every customer
- Together with hybris we can provide you an opportunity to create the best experience for your brand
- Thank you. Please visit adobe.com/go/hybris to learn more.