E-commerce is increasingly a part of manufacture's and retailers growthAdobe is excited to partner with hybris and connect all of you with our digital marketing solutions
My name is Darin Archer and I’m here to share Adobe’s vision for experience-driven commerceFirst I want to talk about today’s challenges for e-business, then the opportunity for all of you and finally where Adobe can fit in
Customers today interact with your brand in many more ways than even 5 years agoThey can have peer to peer conversations with all of your customers without you
Web experiences use to focus on the “browser wars”, now we are challenged to meet customer expectations as they interact with our brand from mobile phones and tablets in different locations…at home…at work…in your store
And while we compete against other brands, we also compete against an Internet channel that is focused on priceWhen we can’t meet our customers expectations, they can easily find the same or compartative products often times using our own physical stores as a showroom for an Internet e-tailer
While our consumers can have peer to peer conversations that may or may not be desirable,we also have to learn how to join the conversation to amplify our brand and extend our reach
Customers expect to interact with us through every channel in a consistent wayOur organizations design however is often as internal silos that leave the customer frustrated with the experience
We began with catalogues which allowed us to tell a story and merchandise our products in their natural settingImage from: http://www.graphicdreamers.com/18pbk.htm (used without permission - just internal placeholder)
But with the start of the web, limitations of HTMLwe followed a simple design for our eStoresSlide Reference Detail:http://web.archive.org/web/19991013091817/http://amazon.com/ (October 13, 1999)
As marketers this has not met our desires to showcase our brand and productsAnd as HTML experiences improved they came back to the web more focused, but began building their own…..
This leaves us with a web experience that is often disjointed with marketing content separate from the eStore
The opportunity is to bridge this content and create more compelling commerce enabled experiences that improve conversion
Rather than have to build multiple sites and applications for each device, we should think about how we can use a single HTML file to deliver to all devices
As our traditional channels demand more digital experiences along with our eStoreWe have the opportunity to streamline the creative workflow from shot-list to production
With the power of devices today and the bandwidth of the web We can enhance our merchandising with interactive video and product images
More importantly we can tailor the experience for each customer
Targeting content to be more relevant each and every visit
And we can extend our social collaboration to our owned properties leveraging all of the social profile insights to further personalize our interactions with each customer
We can move beyond the webmaster model where one person or small group guesses on how the experience should lookTo a process of testing ideas to maximize our success
Beyond our best designs, customers often use search to navigate our siteWe can now return more relevant results than a list of linksAnd enable merchandisers to define what customers discover
In any organization we will only have so much resources for clever marketingAnd can also use the insights of our data to automate much of the personalization
We also know that we must be able to report on our successes and need to be able to monitor and gain actionable insights across all our channels
Investment in improving and personalizing the experience across the desktop, mobile phones and in-store drives Real Returns
Adobe’s vision is focused on what we call the “last millisecond”Use all data to predict what will be most relevantAnd dynamically assemble a personalized experience
Adobe sees an opportunity to provide you with the tools to manage all of your digital marketing from visitor acquisition through the funnel to conversion
We are bringing our strong legacy of empowering the creative professional to enable marketers and merchandisers to deliver a rich, personalized experience for every customer
Together with hybris we can provide you an opportunity to create the best experience for your brand
Thank you. Please visit adobe.com/go/hybris to learn more.
