Adobe Scene7 2010 Survey: Customer Experience in the New Decade

Adobe Scene7 2010 Survey:
Customer Experience in the New Decade
February 2010

s7marketing@adobe.com
1-877-SCENE7-0
www.scene7.com

Adobe Scene7 2010 Survey: Customer Experience in the New Decade 1

Contents
Executive Summary 3
Methodology and Participants 5
Survey Results—Worldwide 7
Rich Media/Merchandising Features & Effectiveness 7
Social Media-Based Features & Effectiveness 10
Mobile Features & Effectiveness 13
Personalization Features & Effectiveness 15
Combined Features—Deployed, Planned & Effective 17
Conversion Impact 28
Deployment Time Frame 28
APPENDICES 29
Survey Results—North America 29
Survey Results—EMEA 36
Survey Results—Asia-Pacific 43
Survey Results—Retail and Manufacturing Only 49
About Adobe Scene7 57
About Adobe Systems Incorporated 57


Executive Summary

We are pleased to present the results of the Adobe Scene7 2010 Customer Experience in the New Decade Survey.

The objectives of this survey were to identify and analyze what businesses plan to do in 2010 to enhance online
customer experience and drive conversions. Leading companies from all industries worldwide were asked what
rich media/merchandising, social media-based, mobile, and personalization features they use or plan to use,
along with their expected or actual effectiveness, and timeframes to deploy these features.

The Adobe Scene7 quantitative survey received 546 responses worldwide. The top six industries for respondents
represent almost 60% of the total, among these are agencies (advertising/interactive), computer
hardware/services/software, media, and retail. Agencies were the highest to respond worldwide, representing
about 18% of total respondents. A slightly higher number of respondents from North America were from the
retail sector, while EMEA was higher by 2X in retail, and Asia-Pacific had a heavy response in Transportation
Services (25%) with retail only representing 2%.

A conscious effort was made this year to expand responses into Asia-Pacific. Compared with last year,
participation from respondents in the Asia-Pacific region significantly increased from 4% to 31% with Japan
representing 96% of these responses. Similar to last year’s survey, the annual company sales show more than half
of the respondents with less than $10MM (60%) and nearly a quarter greater than $100MM (23%).

Highlights from the survey include the most popular deployed features and their effectiveness, as well as business
investments planned to drive conversions and enhance user experience over the next 12 months. Analysis of how
much deployed tactics have impacted respondents’ conversions is also covered.

Looking across all customer experience tactics and regions surveyed, social media-based features are the top
deployed tactics going in to 2010, while both rich media/merchandising and social media-based features are the
top planned for 2010. Importantly, the top most effective tactics are also in the rich media/merchandising and
social aspects with multi-media viewing or product tours (combinations of videos, zoom imagery, spin or
animation) ranking as the number one most effective feature followed by visual search, user ratings, search
landing pages, product comparison and zoom. Mobile and personalization continue to be the least deployed
tactics (less than 10% by all respondents), yet have the highest planned growth rates.

Across the different continents, North America and EMEA both share the same deployment levels of rich media/
merchandising tactics; however, North America clearly leads the pack in deployed social media tactics.
Asia-Pacific ranks significantly lower in both deployed and planned rich media/merchandising and social
media-based tactics but is only slightly behind other countries in the areas of mobile and personalization. The
specifics across category results are as follows:

• The top five features deployed across all customer experience tactics are more heavily rooted in the social
media-based category compared with last year. These include, branded social community pages, e.g.,
Facebook, MySpace, Twitter (33%), blogs (32%), audio (26%), RSS (25%), and dynamic displays, e.g., banner,
carousel, tabbed, grid views (25%).

• The top planned features for 2010 fall into the areas of social media-based and rich media/merchandising;
and similar to last year’s findings, blogs and interactive catalogs are among the top five planned features. This
year, however, more personalization features top the list of planned tactics, including personalization by ZIP/
Geo and personlization engines. Also, videos for merchandising, advertising, and demonstration are

rising in importance this year, and are now in the top five planned features for 2010. Compared with last year,
respondents are planning to invest more in the areas of personalization and mobile over the next 12 months.

• More than one-third of all respondents cite the most effective tactic across all features this year to be product
tours or multi-media viewing which combines guided spin, zoom imagery, videos or animations with copy
(36%). The other leading most effective tactics are visual filtering & advanced search on product features
(size, color, price) (33%), user comments and reviews (32%), search landing pages (32%), product
comparisons (28%), and zoom (28%). Compared with last year, product tours displaced zoom as the top
ranked most effective feature. (Interesting to note: this result reinforces the findings in another study
conducted this year entitled, “Adobe Scene7 Viewer Study: What Shoppers Want”—the first Adobe Scene7
survey addressing online shoppers’ interest in visual merchandising. This consumer-facing, quantitative
study identified and analyzed eCommerce shopping features on the product page most useful for shoppers
making an online purchase. The multi-media enabled viewer that incorporates all visual, rich details of the
product with click-driven alternative views, interactive full-screen zoom, color options, video sets,
360-degree spin with zoom on every angle was the preferred experience across all participants.)

Other effective features remaining in the top five ranking for two years running include, user
rating/rankings/comments, search landing pages, and visual filtering.

This year, respondents were asked how much deployed tactics have impacted their conversions; and
interestingly, personalization features rank the highest in conversion impact at over 50%, whereas mobile
features rank the highest in no conversion impact. All categories on average fall into the 11%-20% range of
conversion impact, with rich media/merchandising features having the overall highest impact.

The survey results show 75% of all respondents will be conducting customer experience projects within the
coming year. Compared with last year, these projects have shifted to the latter half of 2010 and beyond.

A detailed summary of these results follows, in addition to a list of the top deployed, planned, and most effective
tactics by category, region, as well as specifically by retail and manufacturing industries.


Methodology and Participants

The Adobe Scene7 2010 Customer Experience in the New Decade Survey was conducted from November 9, 2009
to January 15, 2010. The key objectives of the survey were to identify and analyze what online businesses plan to
do in the next year to enhance their customer experience and drive conversions. The results were compiled based
on responses from 546 companies representing a broad cross-section of product categories and selling channels.
The following analysis includes data for the combined worldwide response. Separate results for North America,
EMEA and Asia-Pacific can be found in the appendix.

Primary Industries
The top six industries for respondents represent almost 60% of the total, among these are agencies
(advertising/interactive), computer hardware/services/software, media, and retail. Agencies were the highest to
respond worldwide, representing about 18% of total respondents. A slightly higher number of respondents from
North America were from the retail sector, while EMEA was higher by 2X in retail, and Asia-Pacific had a heavy
response in transportation services (25%) with retail only representing 2%.

What is your company's primary industry?
)gencies 0)dver4sing5 Interac4ve9
Other
Computer AardBare5 Services5 SoDBare
Media
Fransporta4on Services
Retail
Industrial Manufacturing
Business Services
Real Estate
Consumer Products Manufacturers
Photography
Government/Non‐Proﬁt
Aealth Care/Pharmaceu4cals
Educa4on
)utomo4ve
Leisure
Financial Services
Felecommunica4ons EUuipment V Services

0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%


Annual Sales
Similar to last year’s survey, the annual company sales show more than half of the respondents with less than
$10MM (60%) and greater than $100MM (23%). Of note, Asia-Pacific has more representation from enterprise
companies, with more than 20% citing revenues of $100MM or higher. Compared with last year, the small busi-
ness responses grew slightly, representing more than three-quarters of the responses (78%), while enterprises
with more than $100MM decreased to 17% (versus 22% last year).

What are your company's annual sales?
70%
60%
50%
40%
30%
20%
10%
0%
Less than $10 $10 million ‐ $25 $25 million ‐ $50 $50 million ‐ More than $100
million million million $100 million million

Regions
Compared with last year, Asia-Pacific had significantly increased participation from 4% to 31% with Japan
representing 96% of these responses.

Where is your company headquartered?
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
North America Asia‐Paciﬁc Western Eastern Middle East AaBn America
Europe Europe and Africa


Survey Results—Worldwide

Rich Media/Merchandising Features & Effectiveness

Which rich media/merchandising features do you currently use or plan to offer over the next year? What is the
actual or expected effectiveness?

The survey identifies the most popular rich media and merchandising features either deployed or planned for the
coming year, along with the effectiveness of each feature.

Rich Media/Merchandising Features
Audio
Anima>on
Dynamic displays (banner, carousel, tabbed, grid views)
Search landing pages
Mnterac>ve catalogs & brochures
Videos for merchandising, adver>sing and demonstra>on
Alterna>ve images
Zoom
Quick looks & rollover views
Color swatching/colorizing
Microsites/brand bou>Pues
Planned
Lifestyle imagery (in room, on model)
Deployed
Mnterac>ve design tools
Product tours (combina>ons guided spin, zoom imagery, videos or anima>ons with copy)
Podcasts or live video feed
Product comparisons
Visual ﬁltering & advanced search on product features (size, color, price)
Side by side comparisons
3‐D visualiza>on
Mix and match
Shop by ou8it, room or collec>on
360‐degree spin

0% 5% 10% 15% 20% 25% 30% 35%

Top Deployed
About one-quarter of all respondents have deployed a variety of top-ranking features, including audio, anima-
tion, dynamic displays (banner, carousel, tabbed, grid views), search landing pages, and interactive catalogs &
brochures. These are followed closely by videos for merchandising, advertising & demos, alternative images,
quick looks, zoom, and color swatching/colorizing.

Compared with last year’s survey, audio, animation, and search landing pages remain in the top five deployed
features, with dynamic displays (banner, carousel, tabbed, grid views) and interactive catalogs ranking in the top
five deployed for the first time.

Top deployed ratings:
• Audio: 26%
• Animation: 25%
• Dynamic displays (banner, carousel, tabbed, grid views): 25%
• Search landing pages: 22%
• Interactive catalogs & brochures: 22%

• Videos for merchandising, advertising and demonstration: 20%
• Alternative images: 20%
• Quick looks & rollover views: 18%
• Zoom: 18%
• Color swatching/colorizing: 18%

Top Planned
Almost one-third of respondents are planning to invest in the following features over the next 12 months:
interactive catalogs, videos for merchandising advertising and demonstration, podcasts, product tours or
multi-media viewing, 3-D visualization, 360-degree spin, animation, interactive design tools, product
comparisons, and alternative imagery.

Compared with last year, videos have risen in investment importance to the number two rank from the number
five rank. A quarter of respondents plan to deploy videos this year, along with product tours or multi-media
viewing, which also has increased in rank to number four versus last year’s ranking at 10. 360-degree spin has
fallen in priority, likely due to the more immersive product tour feature.

Top planned ratings:
• Podcasts or live video feed: 24%
• Product tours or multi-media viewing (combinations guided spin, zoom imagery, videos or animations with
copy): 23%
• 3-D visualization: 23%
• 360-degree spin: 22%
• Animation: 22%
• Interactive design tools: 22%
• Product comparisons: 21%

Top Effective
Of those respondents having deployed or planned these features, the most effective features from almost
one-third of the respondents include product tours or multi-media viewing (combinations guided spin, zoom
imagery, videos or animations with copy), visual filtering & advanced search on product features (size, color,
price), search landing pages, product comparisons, zoom, videos for merchandising, advertising and
demonstration, interactive catalogs & brochures, podcasts or live video feed, animation, and side by side
comparisons. Product tours have risen to the number one ranking (36%) from ninth place last year (at 29%).


Comparing these results with last year’s, visual filtering, search landing pages, and zoom remain in the top five
most effective features.

!"#$%&'(")*&'+#$),("-",.%/0'#12','--%34#56)7%8+%/9:'#5'(;<%='+>%/0'#12'%
Product tours (combina9ons guided spin, zoom imagery, videos or anima9ons with copy)



Product comparisons

Zoom

Videos for merchandising, adver9sing and demonstra9on

Lnterac9ve catalogs & brochures


Anima9on


3‐D visualiza9on

Microsites/brand bou9Rues

Alterna9ve images



Lnterac9ve design tools



Audio

Mix and match

360‐degree spin

Shop by ou0it, room or collec9on

0% 5% 10% 15% 20% 25% 30% 35% 40%

Top very effective ratings:
copy): 36%
• Visual filtering & advanced search on product features (size, color, price): 33%
• Zoom: 28%
• Animation: 27%
• Side by side comparisons: 26%


Social Media-Based Features & Effectiveness

Which social media-based features do you currently use or plan to offer over the next year? What is the actual or
expected effectiveness?

This year’s survey further expanded on social media-based features to identify the most popular features either
deployed or planned for the coming year, along with the effectiveness of each feature.

Social Media‐Based Features
Branded social community pages (e.g., Facebook, MySpace, TwiXer)

Blogs or micro‐blogs

RSS

User comments and reviews

User ra=ngs & rankings

Live chat/instant messaging
Syndica=ng content to social and social shopping sites (e.g., Qaboodle, ThisSext,
Facebook, YouTube)
Collabora=ve custom product design (items, sets, ouBits, etc.)

Product sharing on social networks
Planned
URL & Web widget viral sharing (embed on other sites, blogs, etc.)
Deployed
Desktop widgets

User‐generated visual content (images, video, audio)

Wikis

Co‐shopping & browsing online with an expert or friends

Enterac=ve in‐store tools (e.g., kiosks, signage, dressing room mirrors, etc.)

Mashups

User‐created collec=ons for sharing & purchase (e.g., ouBits, furniture)

User‐designed merchandise available for purchase

0% 5% 10% 15% 20% 25% 30% 35%

Top Deployed
Almost one-third of all respondents have deployed branded social community pages (e.g., Facebook, MySpace,
Twitter) and blogs. This is followed by RSS feeds, user comments and reviews, user ratings & ranking, live chat,
and syndicated content. Comparing these results with last year’s, the top six deployed features remain the same,
except this year branded social community pages were included for the first time, which is the number one de-
ployed social tactic (33%).

In North America, branded social community pages are deployed at a significantly higher rate (46%) than other
social media tactics; user comments & reviews (30%) and user ratings & rankings (22%) are also more widely de-
ployed than in other regions. By contrast in Asia-Pacific, these social features are significantly less deployed, i.e.,
branded social pages at 12%, RSS at 13%, and blogs at 22%.

• Branded social community pages (e.g., Facebook, MySpace, Twitter): 33%
• Blogs or micro-blogs: 32%
• RSS: 25%
• User comments and reviews: 23%

• User ratings & rankings: 17%
• Live chat/instant messaging: 14%
• Syndicating content to social and social shopping sites (e.g., Kaboodle, ThisNext, Facebook, YouTube): 14%
• Collaborative custom product design (items, sets, outfits, etc.): 11%
• Product sharing on social networks: 10%
• URL & Web widget viral sharing (embed on other sites, blogs, etc.): 10%

Top Planned
Almost one-quarter of respondents plan to add blogs, branded social pages, user comments, reviews, ratings,
and rankings. Compared with last year, RSS has fallen out of the top planned features, most likely due to higher
deployment last year. Also, product sharing on social sites and user-generated visual content has risen in impor-
tance for this year’s planned investments.

• Desktop widgets: 18%
• User-generated visual content (images, video, audio): 17%
• Wikis: 17%
• RSS: 16%

Top Effective
Of those respondents having deployed or planned these features, the most effective ratings are user comments &
reviews, user ratings & rankings, live chat/instant messaging, collaborative custom design, and user-generated
visual content. These results are consistent with the top-ranked features from last year’s survey, with the
exception of collaborative custom design which has risen to the fourth-ranked most effective feature.

!"#$%&'()*$%+,%-)*'./)#01)2)--'34#56%&'"7'.89)#5)*:;'<)7='./)#01)'
User ra4ngs & rankings
Collabora4ve custom product design (items, sets, ouHits, etc.)
RSS
Branded social communitK pages (e.g., Pacebook, MKSpace, MwiWer)
Wikis
SKndica4ng content to social and social shopping sites (e.g., Laboodle, MhisNext, Pacebook, QouMube)
User‐created collec4ons for sharing & purchase (e.g., ouHits, furniture)
Desktop widgets
.nterac4ve in‐store tools (e.g., kiosks, signage, dressing room mirrors, etc.)
Mashups

0% 5% 10% 15% 20% 25% 30% 35%


• RSS: 19%
• Co-shopping & browsing online with an expert or friends: 17%


Mobile Features & Effectiveness

Which mobile features do you currently use or plan to offer over the next year? What is the

This year’s survey also expanded mobile tactics to identify the top features either deployed or planned for the
coming year, along with the effectiveness of each feature.

Mobile Features
Eddress book integraFon Hor mobile

Check delivery status

EdverFsingG promoFonsG bar‐coded coupons ‐ drive to
store or Web

GPS mapping/store locator Planned
Deployed
Check in‐store or Web product inventory

Price check ‐ store to Web

Mobile commerce – shop & buy on mobile device

0% 5% 10% 15% 20% 25%

Top Deployed
The adoption of top mobile features remains relatively low compared with other tactics surveyed—the most
widely deployed feature is deployed by only 10%. Compared with last year, address book integration, check
delivery status, and mobile advertising now rank as top deployed features. Mobile commerce penetration
continues to be in the single digits (5%).

Mobile features are slightly more deployed in EMEA, e.g., check delivery status at 15%, and GPS mapping at
15%. Interestingly, deployment of these features in Asia-Pacific is comparable to worldwide ratings with mobile
commerce having a slightly higher deployment than worldwide (8% in Asia-Pacific versus 5% worldwide).

• Address book integration for mobile: 10%
• Check delivery status: 10%
• Advertising, promotions, bar-coded coupons—drive to store or Web: 9%
• GPS mapping/store locator: 9%
• Check in-store or Web product inventory: 7%
• Price check—store to Web: 6%
• Mobile commerce—shop & buy on mobile device: 5%

Top Planned


About one-fifth of respondents plan to add key mobile features this year, including mobile advertising, check
delivery status, mobile commerce, check in-store, and address book integration. Mobile advertising tops the list
of investment priorities for 2010. Mobile priorities worldwide are similar to last year, fairly flat as an investment
priority, with mobile promotions still the highest priority.


Top Effective
Of those respondents having deployed or planned these features, check delivery status and inventory check were
ranked as the most effective features, followed by address book integration, price check, GPS mapping, and then
promotions. Interestingly, mobile commerce is rated as least effective among all mobile tactics, although it is the
number one planned mobile feature in 2010.

!"#$%&'()&*+,&-&..'/0*123%'"4'(56&*1&789':&4;'()&*+,&'


;ddress book integra<on Hor mobile


GPS mapping/store locator

;dver<sing> promo<ons> bar‐coded coupons ‐ drive to store or Web


0% 5% 10% 15% 20% 25% 30%



Personalization Features & Effectiveness

Which personalization features do you currently use or plan to offer over the next year? What is the actual or

The survey identified the top personalization features either deployed or planned for the coming year along with
the effectiveness of each feature.

!"#$%&'()*'+%&,-"'./#"$,
Personaliza.on =y JKP codeLgeoCtargeted sites

Personalized stores (with My Account, proﬁle,
favorites)
Be=CtoCPrint solu.ons for custom print products and
materials

Visual product conﬁgurators (custom products)   Planned
Deployed
Personaliza.on engine (=ehavioral targe.ng)

Visual monogramming & engraving tools

Predic.ve modeling

0% 5% 10% 15% 20% 25% 30%

Top Deployed
The adoption of personalization features remains low, 10% or less deployed, similar to last year. The top three
features used are personalization by ZIP/Geo, personalized stores, and visual product configurators.

• Personalization by ZIP code/geo-targeted sites: 10%
• Personalized stores (with My Account, profile, favorites): 8%
• Web-to-Print solutions for custom print products and materials: 7%
• Visual product configurators (custom products): 6%
• Personalization engine (behavioral targeting): 5%
• Visual monogramming & engraving tools: 4%
• Predictive modeling: 3%

Top Planned
Approximately one-quarter of respondents plan to add personalization by ZIP and personalization engines. This
is followed by personalized stores, web-to-print solutions, and visual product configurators. Compared with last
year, in Asia-Pacific personalization priorities have risen slightly, but planned investment in personalization is
lower overall compared with the rest of the world (e.g., personalization by ZIP is 18%).



Top Effective
Of those respondents having deployed or planned these features, Web-to-Print ranks as the most effective feature
(23%), followed by personalization by ZIP/Geo, personalization engines, personalized stores, and visual
configurators with effective ratings around 20%.

!"#$%&'()*'+%&,-."/+0"&"$$,12/34'(,%#,-56"/3"789,:"#;,-."/+0",

KeFJtoJPrint solu9ons for custom print products and materials

Personaliza9on Fy GHP codeIgeoJtargeted sites

Personaliza9on engine (Fehavioral targe9ng)

Personalized stores (with My Account, proﬁle, favorites)

Visual product conﬁgurators (custom products)

Predic9ve modeling


0% 5% 10% 15% 20% 25%



Combined Features—Deployed, Planned & Effective

The following charts illustrate the top deployed, planned, and very effective features across all four areas ana-
lyzed: rich media/merchandising, social media-based, mobile, and personalization. Interestingly, social media-
based features have moved up significantly across all questions with respect to deployed, planned, and effective-
ness.

Top Deployed

The top five features deployed across all customer experience tactics are rooted heavily in the social media-based
category compared with last year. These include:
• Audio: 26%
• RSS: 25%

Compared with last year, the tactics showing the largest change in deployment are:
• Address book integration for mobile: +121%
• Co-shopping & browsing online with an expert or friends: +88%
• Collaborative custom product design (items, sets, outfits, etc.): +55%
• Mix and match: +45%
• Personalization by ZIP code/geo-targeted sites: +41%
copy): +14%


The list below shows how other deployed features rank.

Combined Features: Deployed
Branded social community pages (e.g., Facebook,
MySpace, Twiber)
Audio
RSS
Anima.on
Dynamic displays  (banner, carousel, tabbed, grid
views)
Mnterac.ve catalogs & brochures
Videos for merchandising, adver.sing and
Alterna.ve images
demonstra.on
Zoom
User ra.ngs & rankings
Microsites/brand bou._ues
Mnterac.ve design tools
Syndica.ng content to social and social shopping
Product tours (combina.ons guided spin, zoom
sites (e.g., Kaboodle, ThisNext, Facebook, YouTube)
imagery, videos or anima.ons with copy)
Product comparisons
Visual ﬁltering & advanced search on product
Collabora.ve custom product design (items, sets,
features (size, color, price)
Address book integra.on for mobile
ouDits, etc.)
Mobile ‐ Check delivery status
URL & Web widget viral sharing (embed on other
sites, blogs, etc.)
Personaliza.on by ZMP code/geo‐targeted sites
Desktop widgets
3‐D visualiza.on
Mobile ‐ Adver.sing, promo.ons, bar‐coded coupons
‐ drive to store or Web Mix and match
Mobile ‐ GPS mapping/store locator
Wikis
Shop by ouDit, room or collec.on
Mobile ‐ Check in‐store or Web product inventory
favorites)
Co‐shopping & browsing online with an expert or
friends 360‐degree spin
Web‐to‐Print solu.ons for custom print products and
Mnterac.ve in‐store tools (e.g., kiosks, signage,
materials
dressing room mirrors, etc.)
Mashups
Mobile ‐ Price check ‐ store to Web
Personaliza.on engine (behavioral targe.ng)
User‐created collec.ons for sharing & purchase (e.g.,
ouDits, furniture)
Predic.ve modeling

0% 10% 20% 30% 40%


Deployed
• Audio: 26%
• RSS: 25%
• Animation: 25%
• Zoom: 18%
• Microsites/brand boutiques: 17%
• Lifestyle imagery (in room, on model): 15%
copy):13%
• Mobile—Check delivery status: 10%
• Mobile—Advertising, promotions, bar-coded coupons—drive to store or Web: 9%
• Mix and match: 9%
• Mobile—GPS mapping/store locator: 9%
• Wikis: 9%
• Shop by outfit, room or collection: 8%
• Mobile—Check in-store or Web product inventory: 7%
• Interactive in-store tools (e.g., kiosks, signage, dressing room mirrors, etc.): 6%
• Mashups: 6%


• Mobile—Price check—store to Web: 6%
• User-created collections for sharing & purchase (e.g., outfits, furniture): 5%
• User-designed merchandise available for purchase: 3%

Growth Change of Deployed (versus 2009)
copy): 14%
• Blogs: 12%
• Wikis: 10%
• RSS: 8%
• Live chat/Instant Messaging: 6%

Top Planned

Overall, the top five features for 2010 fall into the areas of social media-based and rich media/merchandising;
and similar to last year’s findings, blogs and interactive catalogs are among the top five planned features. This
year, however, more personalization features top the list of planned tactics, including personalization by ZIP/Geo
and personlization engines. Also, videos for merchandising, advertising, and demonstration have risen in
importance this year, and are now in the top five planned features for 2010.

Compared with last year, the tactics with the biggest change in planned features focus on personalization and
mobile areas, including:
• Mobile/Price check/Store to Web: +29%
• Mobile/GPS mapping/Store locator: +16%
• Personalization engine (behavioral targeting): +14%
• Mobile commerce/Shop & buy on mobile device: +14%


Combined Features: Planned
Enterac>ve catalogs & brochures
Personaliza>on by ZEP code/geo‐targeted sites
Branded social community pages (e.g., Facebook,
Videos for merchandising, adver>sing and
MySpace, Twiber)
Personaliza>on engine (behavioral targe>ng)
demonstra>on
Product tours (combina>ons guided spin, zoom
3‐D visualiza>on
imagery, videos or anima>ons with copy)
User ra>ngs & rankings
Mobile ‐ Adver>sing, promo>ons, bar‐coded coupons
‐ drive to store or Web 360‐degree spin
Anima>on
Enterac>ve design tools
Product comparisons
favorites)
Alterna>ve images
Microsites/brand bou>_ues
Audio
Web‐to‐Print solu>ons for custom print products and
materials
Address book integra>on for mobile
Dynamic displays  (banner, carousel, tabbed, grid
views)
Desktop widgets
Zoom
Visual ﬁltering & advanced search on product
features (size, color, price) Wikis
RSS
URL & Web widget viral sharing (embed on other
sites, blogs, etc.)
Shop by ouCit, room or collec>on
Predic>ve modeling
Syndica>ng content to social and social shopping
Mix and match
sites (e.g., Kaboodle, ThisNext, Facebook, YouTube)
Collabora>ve custom product design (items, sets,
ouCits, etc.)
Co‐shopping & browsing online with an expert or
Enterac>ve in‐store tools (e.g., kiosks, signage,
friends
User‐created collec>ons for sharing & purchase (e.g.,
dressing room mirrors, etc.)
ouCits, furniture)
Mashups

0% 10% 20% 30% 40%


Planned
copy): 23%
• Animation: 22%
• Audio: 19%
• Zoom: 18%
• Wikis: 17%
• RSS: 16%


• Mashups: 12%

Growth Change of Planned (versus 2009)
• Catalogs & circulars: 6%
copy): 4%
• Wikis: 4%

Top Very Effective

Survey respondents who have either deployed or plan to deploy the following features gave them the highest
ratings for “very effective.” The most effective tactics across all features this year—rated very effective by
approximately one-third of all respondents—are:
copy): 36%
• Zoom: 28%

Compared with last year, product tours displaced zoom as the top ranked most effective feature. (Interesting
to note: this result reinforces the findings in another study conducted this year entitled, “Adobe Scene7 Viewer
Study: What Shoppers Want”—the first Adobe Scene7 survey addressing online shoppers’ interest in visual
merchandising. This consumer-facing, quantitative study identified and analyzed eCommerce shopping features
on the product page most useful for shoppers making an online purchase. The multi-media enabled viewer that
incorporated all visual, rich details of the product with click-driven alternative views, interactive full-screen
zoom, color options, video sets, 360-degree spin with zoom on every angle was the preferred experience across
all participants.)


Other effective features remaining in the top five ranking for two years running include, user rating/rankings/
comments, search landing pages, and visual filtering.

Compared with last year, the tactics with the biggest change in the most effective features, include:
• Wikis: +54%
• Side by side comparisons:+47%
• 360-degree spin: +27%
copy): +25%


!"#$%&'()*'+,-.'/0)1'.2)34'567')
Product tours (combina=ons guided spin, zoom imagery, videos or
anima=ons with copy)
Product comparisons
Zoom
Videos for merchandising, adver=sing and demonstra=on
;nterac=ve catalogs & brochures
Anima=on
User ra=ngs & rankings
3‐D visualiza=on
Microsites/brand bou=cues
Alterna=ve images
Web‐to‐Print solu=ons for custom print products and materials
Personaliza=on by Z;P code/geo‐targeted sites
Address book integra=on for mobile
Personaliza=on engine (behavioral targe=ng)
Collabora=ve custom product design (items, sets, ouNits, etc.)
;nterac=ve design tools
Mobile ‐ Adver=sing, promo=ons, bar‐coded coupons ‐ drive to store or
Web
RSS
Branded social community pages (e.g., Facebook, MySpace, Twi]er)
Audio
Wikis
Syndica=ng content to social and social shopping sites (e.g., Qaboodle,
ThisNext, Facebook, YouTube)
Mix and match
360‐degree spin
User‐created collec=ons for sharing & purchase (e.g., ouNits, furniture)
Shop by ouNit, room or collec=on
Desktop widgets
Predic=ve modeling
;nterac=ve in‐store tools (e.g., kiosks, signage, dressing room mirrors, etc.)
Mashups

0% 5% 10% 15% 20% 25% 30% 35% 40%

Very Effective
copy): 36%
• Zoom: 28%


• Animation: 27%
• Color swatching/colorizing:20%
• RSS: 19%
• Audio: 18%
• Wikis: 17%
• Mashups:10%


Growth Change of Very Effective (versus 2009)

Compared with last year’s survey, the areas that have seen significant increases in their overall effectiveness to
drive conversions/sales include:
• Wikis: 54%
copy): 25%
• Animation: 23%
• Catalogs & circulars: 9%


If you have deployed any of these enhancements, how have they impacted conversions?

Personalization features rank the highest in conversion impact at over 50%, whereas mobile features rank the
highest in no conversion impact. All categories on average fall into the 11%-20% range of conversion impact,
with rich media/merchandising features having the overall highest impact.

Conversion Impact
40.00%

35.00%

30.00%

25.00% 1%‐10%
11%‐20%
21%‐30%
20.00% 31%‐40%
41%‐50%
50% +
15.00%
No conversion impact
Not applicable

10.00%

5.00%

0.00%
Rich media/merchandising features Social media‐based features Mobile features @ersonaliAaBon features

Within what time frame do you plan to deploy additional features to enhance customer
experience?

The survey results show 75% of all respondents will be conducting customer experience projects within the
coming year. Compared with last year, these projects have shifted to the latter half of 2010 and beyond.

Deployment Time Frame
40%
35%
30%
25%
20%
15%
10%
5%
0%
3 months 6 months 9 months 12 months Other

• 12 months: 36%
• Other: 24%
• 6 months: 18%
• 3 months: 12%
• 9 months: 9%


APPENDICES

Survey Results—North America


What is your company's primary industry? (North America)

'(encies .'dver2sin(3 4nterac2ve7

Media

9:;<uter >ard?are3 Services3 S:A?are

Business Services

Educa2:n

Financial Services

>ealtF 9areGHFar;aceu2cals

Real Estate

Jelec:;;unica2:ns EKui<;ent L Services

0% 5% 10% 15% 20% 25%

What are your company's annual sales? (North America)
80%
70%
60%
50%
40%
30%
20%
10%
0%
Less than $10 million $10 million ‐ $25 million $25 million ‐ $50 million $50 million ‐ $100 More than $100 million
million



Rich Media/Merchandising Features (North America)
Audio



Anima9on

Nnterac9ve catalogs & brochures

Videos for merchandising, adver9sing and demonstra9on



Alterna9ve images

Microsites/brand bou9Rues

Zoom
Planned
Deployed

Nnterac9ve design tools

Product comparisons
Product tours (combina9ons guided spin, zoom imagery, videos or
anima9ons with copy)


Shop by ouDit, room or collec9on

Mix and match

3‐D visualiza9on

360‐degree spin

0% 5% 10% 15% 20% 25% 30% 35% 40%


!ich &e(ia*&ercha,(i-i,. /0ec12e,e-- (Act6a7 or /9:ecte()< =er> /0ec12e
(North America)

Product tours (combinaBons guided spin, zoom imagery, videos or animaBons with copy)




Videos for merchandising, adverBsing and demonstraBon

Zoom


Microsites/brand bouBQues

Product comparisons

AnimaBon

AlternaBve images


KnteracBve design tools


KnteracBve catalogs & brochures


Audio

3‐D visualizaBon

Shop by ou?it, room or collecBon

Mix and match

360‐degree spin

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%


Which social media-based features do you currently use or plan to offer over the next year? What is the actual or

Social Media‐Based Features (North America)
Branded social community pages (e.g., Facebook, MySpace, TwiYer)



RSS

User raBngs & rankings
SyndicaBng content to social and social shopping sites (e.g., Saboodle,
ThisNext, Facebook, YouTube)


Planned
URL & Web widget viral sharing (embed on other sites, blogs, etc.) Deployed

Wikis

CollaboraBve custom product design (items, sets, ouFits, etc.)

Desktop widgets

InteracBve in‐store tools (e.g., kiosks, signage, dressing room mirrors, etc.)

Mashups

User‐created collecBons for sharing & purchase (e.g., ouFits, furniture)



0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

!"#$%&'()*$%+,%-)*.'/)01'23)#45)'67"089':;)0$#%<''



User ra9ngs & rankings

RSS

SNndica9ng content to social and social shopping sites (e.g., Vaboodle, ThisWext,
Facebook, YouTube)



Branded social communitN pages (e.g., Facebook, MNSpace, TwiRer)

User‐created collec9ons for sharing & purchase (e.g., ouLits, furniture)

Collabora9ve custom product design (items, sets, ouLits, etc.)

Mashups



Wikis

4nterac9ve in‐store tools (e.g., kiosks, signage, dressing room mirrors, etc.)

Desktop widgets

0% 5% 10% 15% 20% 25% 30% 35% 40%


Which mobile features do you currently use or plan to offer over the next year? What is the actual or expected
effectiveness?

Mobile Features (North America)
Address book integraBon Hor mobile


AdverBsingD promoBonsD bar‐coded coupons ‐ drive to
store or Web

Check delivery status Planned
Deployed



0% 5% 10% 15% 20% 25%

!o#i%e ()ec+,e-e.. (Act2a% or (56ecte7)9 :er; ()ec+,e
(North America)


;ddress book integra<on For mobile



;dver<sing> promo<ons> bar‐coded coupons ‐ drive to store or Web


0% 5% 10% 15% 20% 25% 30% 35%


Which personalization features do you currently use or plan to offer over the next year? What is the actual or

!"#$%&'()*'+%&,-"'./#"$,01%#.2,34"#)5'6,,
Le=KtoKPrint solu.ons for custom print products
and materials

Personaliza.on =y HIP codeJgeoKtargeted sites


favorites)   Planned
Deployed
Personaliza.on engine (=ehavioral targe.ng)


Predic.ve modeling

0% 10% 20% 30% 40%

!er$o&a(i*a+o& -.ec+0e&e$$ (Act4a( or -56ecte7)9 :er; -.ec+0e
(North America)
MeHLtoLPrint solu;ons for custom print products and materials

Personaliza;on Hy IJP codeKgeoLtargeted sites

Personaliza;on engine (Hehavioral targe;ng)



Predic;ve modeling


0% 5% 10% 15% 20% 25% 30% 35% 40%


If you have deployed any of these enhancements, how have they impacted conversions?

Conversion Impact (North America)
40.00%

35.00%

30.00%

1%‐10%
25.00%
11%‐20%
21%‐30%
20.00%
31%‐40%
41%‐50%
15.00%
50% +
No conversion impact
10.00%
Not applicable

5.00%

0.00%
Rich media/merchandising features Social media‐based features Mobile features @ersonaliAaBon features

Within what time frame do you plan to deploy additional features to enhance customer experience?

Deployment Time Frame (North America)
35%
30%
25%
20%
15%
10%
5%
0%
3 months 6 months 9 months 12 months Other


Survey Results—EMEA


What is your company's primary industry? (EMEA)

Other

,gencies 2,dver5sing6 Interac5ve9

Retail

Computer AardBare6 Services6 SoDBare

Media

Business Services

Government/Non‐Proﬁt

Industrial Manufacturing

Aealth Care/Pharmaceu5cals

Photography

,utomo5ve

Consumer Products Manufacturers

Educa5on

Real Estate

Pransporta5on Services

Pelecommunica5ons EQuipment R Services

Financial Services

Leisure

0% 5% 10% 15% 20% 25%

What are your company's annual sales? (EMEA)
70%

60%

50%

40%

30%

20%

10%

0%
Less than $10 million $10 million ‐ $25 million $25 million ‐ $50 million $50 million ‐ $100 million More than $100 million



Rich Media/Merchandising Features (EMEA)


Anima>on

Audio


Alterna>ve images

Zoom

Hnterac>ve catalogs & brochures


Microsites/brand bou>Rues

Videos for merchandising, adver>sing and demonstra>on

Planned
Product tours (combina>ons guided spin, zoom imagery, videos or anima>ons
with copy)
Deployed


3‐D visualiza>on

Hnterac>ve design tools


Product comparisons


360‐degree spin

Shop by ou9it, room or collec>on

Mix and match

0% 5% 10% 15% 20% 25% 30% 35% 40%


!"#$ M'(")*M'+#$),("-",. E0'#12','-- (A#56)7 8+ E9:'#5'()< ='+> '0'#12'
(EMEA)

Product tours (combinaMons guided spin, zoom imagery, videos or animaMons with
copy)
Product comparisons



Zoom

3‐D visualizaMon


Microsites/brand bouMSues

AlternaMve images

LnteracMve catalogs & brochures

AnimaMon

Shop by ouRit, room or collecMon

Videos for merchandising, adverMsing and demonstraMon


LnteracMve design tools

360‐degree spin




Mix and match

Audio

0% 10% 20% 30% 40% 50% 60%


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