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 a 90 day historical load
  • Streaming segmentation to Advertising Networks and Adobe Target to power media spend and personalization efforts.
  • Real-time customer journeys through Adobe Campaign that include 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 to Advertising Networks for attribution & ad suppression
  • Real-time Web Personalization: Streaming segments activated to Adobe Target in order to activate on the retailer’s web experience.
  • Journey Orchestration at Scale: Triggered messaging in real-time enriched with available customer data & activated in real-time to email & push channels

Use cases

Category
Goal
Use case
Description
Customer Journeys
Acquisition
Welcome Series
Welcome new subscribers with introduction to the business, product & services
1st purchase program
Improve Sales
Abandoned Cart/Browse
Recover prospective purchasers and drive-up sales
Product Review/Cross-Sell
Cross-sell more items with Product reviews.
Product Promotions
Time to Reorder
Recurring reminder for cyclic products/services
Brand Loyalty
Win back
Recover customers who have been inactive.
Birthday Reminders
Foster a more personal relationship with your customers by being part of their birthday celebration!
Merchandising
Manage Inventory
Back in Stock
Improve inventory by showing customers products they wanted are back in stock
Next Best Category
Identify best categories/selling for users
Best Sellers
Price Drop Reminders
Show users that items they liked have a reduced price
Similar Products
Personalize
Increase Conversion
Coupons/Offers
Show best offers/coupons to customers
Personalized Product Search
Improve search experience
Product Recommendations
Improve product browsing experience
Omni-Channel Experience
Reach customers across all channels
Measure
Understand Customer Journeys
Cross Channel Campaign
Measure cross channel campaigns
Segment Performance
Understand segment performance and contribution
Fallout Reports
Visualize conversions at each stage
Cohort Analysis
Measure engagement between segment groups
Click-to-Brick Reports
See how customer conversions lead to in-store experience
Attribution
View which touchpoint/experience has the highest influence on purchase conversion
Predictive Insights
Know more about customer propensities

Architecture

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Retail Reference architecture
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