Retail Industry Business Challenge

This integrated experience business sought to personalize the entire customer journey to increase loyalty, upsell to existing customers, and improve marketing spend across their campaigns. The strategy to accomplish the goal is by extending their digital capability to include offline customer data & transaction data to drive growth.

Adobe Approach

  • Generate a unified customer profile that includes all relevant online/offline data which can be activated in real-time
  • Orchestrate customer interactions across web, media, and push channels in order to drive first-time, or second-time, purchasing behavior.

Business Value Delivered

Goals Tactics Value Unlocked
Orchestrate real-time customer journeys

Drive repeat purchases from new customers

Improve marketing efficiencies and reduce media costs
  • Robust data and identity strategy to fuel a comprehensive real-time profile.
  • Customer and transactional data streaming in real-time including plus a 90 day historical load
  • Streaming segmentation to Google and Adobe Target to power media spend and personalization efforts.
  • Real-time customer journeys through Adobe Campaign that includes a strategy to measure performance
  • Real-Time Customer Data Platform: Delivering real-time, customer experiences across media, email, push, and web
  • Data Sources: Streaming data covering this retailer’s profile stores, order system, product catalogue, and retail outlets.
  • Real-time Media Activation:Streaming segments out to Google media for attribution & ad suppression
  • Real-time Web Personalization:Streaming segments out to Adobe Target in order to activate on retailer’s web experience.
  • Journey Orchestration at Scale:Triggered messaging in real-time enriched with all available customer data & activating real-time in email & push channels

Primary Blueprint: Audience & Activation with Experience Cloud Applications

Description

  • Manage profiles and audiences in Experience Platform and share them with Experience Cloud Applications
  • Build and share rich customer segments and insights in Experience Platform and share them with Experience Cloud Applications

Experience Cloud Applications

  • Adobe Experience Platform
  • Real-time Customer Data Platform
  • Experience Platform Activation
  • Experience Cloud Applications

Blueprint Architecture

thumbnail image for a Retail business delivering real-time, customer experiences across digital media, email, push, and web channels

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