Adobe has announced new capabilities in Adobe Experience Cloud to help brands across all industries, including retailers, succeed in their first-party data strategies to deliver more personalised customer experiences at scale, and effectively prepare for peak sales periods, including the festive shopping season.
Adobe Experience Cloud’s cutting-edge personalisation enhancements – including an AI-powered search capacity and a collaborative data sharing function – will help brands deliver the tailored, contextually relevant experiences that consumers have come to expect, as digital commerce becomes a dominant channel for business growth.
According to a recent forecast from Adobe Analytics, global e-commerce is expected to hit $4.2 trillion for 2021. Demonstrating the digital economy is continuing to grow, as the pandemic produced a rare step change in online spending, equivalent to a 20 per cent boost and future growth is expected to build from this gain.
Consumers’ online shopping habits, purchasing behaviours and expectations have all changed since the onset of the pandemic. Click and collect continues to gain traction as customers prioritise safety and convenience, while branded shopping days like Black Friday are now seeing month-long spikes in promotions and revenue compared to just a single day.
“As digital commerce has reached new heights, so have customer expectations,” said Amit Ahuja, Vice President, Experience Cloud Products and Strategy, Adobe. “Scaling personalised experiences in a world where customers have control over how brands use their data, is the next big thing for marketers in any business to tackle. To succeed, brands must put quality first-party data at the centre of their customer acquisition and engagement strategy, helping build trust and deliver brand experiences with only the information customers choose to share.”