Journey Optimizer Overview Part 1 - Deliver omni-channel journeys

Last update: 2023-09-22
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This video shows how brands can use Adobe Journey Optimizer to deliver personalized omni-channel journeys to their consumers.

 Transcript

Hi, everyone. Today, brands are looking for ways to better understand their customers and deliver personalized omni-channel journeys. In this first video, we will show you how Adobe Journey Optimizer can help you do just that. We will be using Luma, a fictitious athletic apparel company, which is looking to promote its latest gear collection and to drive sales for existing customers. Let’s start with the consumer experience. Sarah Rose is an existing customer of Luma. She just received an email from Luma, promoting its seasonal collection with a call to action to start shopping for their new arrivals. As she starts her shopping experience on the website, Sarah shows interest in some of the highlighted products, adds a couple of them to her cart and starts the checkout process. However, life gets in the way, and for some reason, Sarah doesn’t finalize her order.

Fast forward, Sarah receives a couple of retargeting messages at critical moments during her engagement with Luma. One, showing a timely checkout abandonment email reminding her of her unfinished order. Another retargeting message shows a push notification sent to her phone as she enters a geo-fenced area with a call to action to finalize her order at the nearest Luma store. Whether she’s back on the website or at the nearest Luma store, Sarah takes action and finalizes her order and automatically receives an order confirmation.

Now, let’s go behind the scenes and see how this experience was created from a practitioner standpoint in Adobe Journey Optimizer.

Here we are in Adobe Journey Optimizer. Through its home screen, practitioners have easy access to all of its core capabilities, including creating journeys, designing messages, accessing assets, and data management capabilities.

Since content is at the heart of any successful engagement strategy, let’s start with assets. Adobe Journey Optimizer comes with a native integration with Adobe Experience Manager Assets Essentials, which provides critical capabilities for managing, storing, and distributing digital assets across teams. Here, you can see a collection of Luma’s banners that the business is using for their campaigns. All assets come with built-in smart tags, enabling users to quickly find what they’re looking for. Additionally, Assets Essentials provides collaboration capabilities with creative professionals and makes it easy to track their latest comments and versions.

Next stop, Audience Management. Adobe Journey Optimizer includes compelling segment creation capabilities that help brands create powerful consumer experiences. This view provides a list of all segments the Luma business is working on. Let’s have a look at one of them. Since Adobe Journey Optimizer is built on top of Adobe Experience platform, practitioners can take advantage of its real-time customer profile to create segments across online, offline, CRM, loyalty, transactional, and behavioral data in one single place. In this example, Luma wants to reach out to all of their loyal customers who either purchased at least one of their products or viewed a product regardless of channels in the past three months. Once created, all these segments can be used in engagement journeys.

Now that we have assets and defined our segments, let’s see how brands can create their customer journeys. Let’s explore a couple of them. The journey orchestration canvas is where marketing and business users create personalized, real-time, and one-to-one engagement tactics. In this first one, the journey focuses on announcing Luma’s new seasonal collection and it starts by reading the segment we saw earlier. The journey then goes through a series of announcement messages, leaves time to gather customer feedback, and adjusts depending on their preferences and how they react to Luma’s messages.

Speaking of messages, the process of building campaigns can be challenging and time-consuming without technical expertise. To address this challenge, Adobe Journey Optimizer comes with a new message designer, enabling practitioners to visually create messages using customizable templates and fragments across several channels from one single location. Here’s an example of Luma’s seasonal collection email announcement. Users can define their email sections, browse, and include their assets from Assets Essentials, personalize content to each consumer, and preview the responsive message on different screens.

Let us show you another journey.

As opposed to the previous journey, this one triggers based on the real-time consumer-generated event, such as when they enter a geo-fenced area. As soon as consumers are near a Luma store, this journey starts and sends a mobile push notification with a call to action to continue shopping in store.

As we open the message designer, practitioners can design their message, preview it, and in this case, define a mobile deep link so consumers land on an in-app personalized experience as they open the Luma app. On all journeys, Adobe Journey Optimizer provides a rich set of real-time operational and business reports where brands can assess their journeys’ most common operational KPIs.

With Adobe Journey Optimizer, brands can manage scheduled and consumer-initiated omni-channel campaigns for millions of consumers from a single application. And you can too. - -

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