Retail industry business challenge

Last update: Tue Mar 12 2024 00:00:00 GMT+0000 (Coordinated Universal Time)

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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