Contests

Company Name: NextRow Digital

Company URL: https://www.nextrow.com/

Your Name: Pratheep Arun Raj B (Arun)

Your Title: Enterprise Architect

 

Describe your company, the customer experience and business challenge(s) you set out to solve with Adobe Experience Cloud products, and how long your company/organization has been using Adobe Experience Cloud products.

 

Company: NextRow Digital is a new-age digital agency that specializes in marketing cloud and technology implementations. Building the right Digital strategy is key for successful MarTech implementation. Combining over a decade of experience with a flexible and collaborative approach, NextRow Digital helps clients meet their business needs successfully to overcome the challenges of digital transformation.

 

Customer Experience: The retail sector is reinventing the shopping experience in recent years and redefining how we shop and sell. The cutting-edge retail trends are guiding multiple steps throughout the customer journey; however, it is nearly impossible to imagine a world without brick-and-mortar stores. Without robust martech stacks and business strategies, e-commerce businesses are struggling to fulfill essential goals like attracting and keeping consumers, personalizing consumer experiences, and monitoring campaign performance across offline and online channels.

 

Business Disruptors: NextRow Digital is set to overcome the below business challenges/disruptors.

1. Pandemic Uncertainties
2. Multi-Channel Journeys
3. Ecommerce Explosion
4. Click & Mortal Strategy
5. Technical disruptors like Internet Explosion, Cookieless World, and Open Platforms

 

Business Impact: The business challenges/disruptors had an influence on Customer Experience and opened up the door for 3 key negative impacts.

1. Irrelevant loyalty-specific offers to the customers
2. Sponsored ads for the items already ordered by the customers
3. No data-driven next-best offers for retail products

 

Describe how you have integrated and used multiple Adobe Experience Cloud products to solve these challenges to improve and personalize the customer experience/journey. Please provide information that will be helpful in understanding your integration (e.g. architecture diagram, step by step process integration flow, etc.).

 

Getting started: With the aforementioned challenges, NextRow's marketing strategy revolved around the following.

1. Relentless Customer Focus
2. Omnichannel Execution
3. Improve Trust Multi-fold
4. Embrace AI/ML Workflows

 

Adobe Experience Cloud Products: NextRow has built an extensive retail solution powered by Adobe Experience Platform including integrations across Experience Cloud Products below.

1. Adobe Experience Platform RT-CDP (AEP RT-CDP)
2. Adobe Analytics
3. Adobe Target
4. Oracle Database (POS Data Source)
5. Adobe Experience Platform Data Collection (Tag Manager)

 

Architecture Diagram: Below is the architecture diagram for the solution.

 

Steps for Implementation & Integrations: Below are the steps to integrate the solutions.

1. Create schemas & datasets for the sources. Sources include Website, Mobile App, Oracle DB, and POS (Point of Sale).
2. Plan and implement identities for the sources. Sources include Website, Mobile App, Oracle DB, and POS (Point of Sale).
3. Implement data collection for the Website using Adobe Launch - AEP Web SDK. This includes setting up properties, creating data streams, enabling experience cloud tools, etc.
4. Connect Oracle DB using AEP data sources to receive customer loyalty details.
5. Connect POS system using AEP Streaming APIs to receive customer in-store purchase details.
6. Validate the data ingestion for the datasets.
7. Enable datasets for Real-time Customer Profiles.
8. Create the necessary segments in AEP using Segmentation Service.
9. Activate the segments to Target using AEP RT-CDP Destinations.
10. Build real-time experiences in Target to deliver personalization on the Website and Mobile App.
11. Activate the same segments to Google Ads using AEP RT-CDP Destinations.
12. Target relevant and real-time offers & experiences anywhere using Google Ads Manager.

 

Screengrabs on Implementation & Integration: Below are some screen grabs on Implementation & Integrations.

 

AEP Schemas:

 

AEP Datasets:

 

Website Implementation (Adobe Launch):

 

Oracle Database (Data Source):

 

AEP Segment:

 

AEP Activation:

 

Based on your successful use and integration of multiple Adobe Experience Cloud products, describe how it has transformed the customer experience/journey, and the value, business impact, and results your company/organization has realized (qualitative and quantitative).

 

Customer Experience Before Experience Cloud Integration: Typical retail customer journey looks like the one below without Experience Cloud integration.

1. Customer visits retail store and purchases the required items/products.
2. They use their Loyalty Card to generate bills for their purchase.
3. Later in the week, they land on the retail website to purchase the required items/products.
4. They log in to see generic offers since the data from POS is not integrated with website behaviors.
5. They ignore the offer to buy the offered item/products and notice that their loyalty membership is not updated in real-time because of missing POS points.
6. They log out from the website with a poor experience.
7. Later while surfing the internet, they receive offers through google ads for the items/products they already purchased.
8. They ignore the ad offers and lose interest in the retail company.

 

Customer Experience After Experience Cloud Integration: Enhanced retail customer journey looks like the one below with Experience Cloud integration.

1. Customer visits retail store and purchases the required items/products.
2. They use their Loyalty Card to generate bills for their purchase.
3. Later in the week, they land on the retail website to purchase the required items/products.
4. They log in to see personalized offers based on their recent purchase in the retail stores and their current website behaviors.
5. They click on the offer to buy the offered item/products and notice that their loyalty membership is updated in real-time aggregating the membership points across website and POS purchases.
6. They log out from the website with an enhanced experience.
7. Later while surfing the internet, they receive the next best offer through google ads.
8. They click on the ad offers and complete the purchase after successful authentication on the website.

 

Customer Experience After Experience Cloud Integration (From UI): Below are some screen grabs on Customer Experience from Website Interface.

 

POS Event Module:

 

Google Ads Module:

 

Website Personalization Module:

 

Business Benefits: Below are the solution's benefits and how NextRow has enhanced Customer Experience in Retail.

1. Relevant and personalized loyalty-specific offers for the customers
2. Sponsored ads for the items based on customers’ purchase behaviors across touchpoints.
3. Data-driven next-best offers were provided through multiple integrations

 

Business Results: Solution results are below.

• Increased customer engagements resulting in higher purchase rates across channels
• Increase in paid channel click-throughs and conversions
• Relevant realistic offers based on customer profile, loyalty membership & behavior
• Enhanced and personalized customer experience