Accent Group Limited is the leading digitally integrated retail and distribution business in the Apparel and Footwear performance and lifestyle market in Australia and New Zealand. With over 750+ stores, 35 brands and 40 websites. In addition to exclusive distribution rights for 15 international brands across Australia and New Zealand.
The Business Challenge
The changing customer experience Paradigm
Customer experience in retail or any industry in fact have had a paradigm shift over the last couple of years, while there has been focus on customer experience however these were in silo’s dedicated to certain channels.
While we offer wonderful experience across all of touch-points for our customers, there is always a need to better understand, relate and personalise experience for our customers across our various divisions both in digital and brick & mortar channels.
Some of the business challenges we were addressing were
Move data out of silos, integrate to provide a full view of our customer across various divisions.
Provide Exceptional customer experience across all touch points
Analyse data to understand missed opportunities, not enjoyable experience and patterns which may lead to poor experience
Help Customers with relevant and personalised info at moments that matter
Reduce time to value across our datasets
The Solution, Architecture & Integration
The Connected Experience Framework
The idea of Integrated & connected experience solution came from this amazing post i read a while back, the idea of Connected experience as easy as it sounds can be tedious to set up especially when systems have existed in silos.
Quoting from the Article
[A connected experience] is all about ensuring the customer enjoys the experience of shopping with you, that you have the right products, that those products are available when they’re looking for them, and that when they have a question or a concern that someone is there to help. That’s across all mediums, whether it’s a call centre, a chat environment online, ecommerce versus in store, or now omni-channel…
[It’s important to make sure] a connected customer experience rings true end to end, from the time they’re starting to discover the project they need to do or the product they need to buy, to the buying process, to the support process, all the way through to post purchase.
The connected experience framework is a way to build a full picture of customer with context available in almost real-time.
The 4 clear outcomes of connected experience framework are
Data Insights & Audiences
Leveraging actionable analytics & experience data
Create Audiences to address opportunities
Relevant Content & Experience
Ensure right products are available when customers are looking for them
Someone is available to help when customers have questions, concerns or need help across digital, customer care or store
Know thy customer
Consistent information, message, and context available across all mediums
Web, App, Cx Chat, Cx Contact Center & Retail Store
Reach out to customers across consented mode to enhance and personalise experience.
Measure --> Analyse --> Iterate --> Repeat
Adobe Stack & Connected Experience Framework
The crux of the solution is to create a unified profile of customers for Enhanced personalisation and enable customer experience team to have relevant and tailored conversation. In addition, measure, analyse and activate communication to consented known customer followed by performance reporting and learnings
Adobe Launch & Data Layer
Tag Management solution to capture web/app events for reporting, and real time contextual data
Adobe Customer Journey Analytics
Customer Journey Analytics to analyse data, report and publish Audiences to AEP segments
Adobe App Builder & Realtime Profile API
App Builder to build systems, automate processes across adobe experience cloud
Adobe AEP Segments
Build Ongoing and relevant Audiences to be shared across various partnered destination
Marketing automation for ongoing communication and messaging
Technical Architecture – Wiring it all up!
Business Architecture - Customer Journey Map
Connected Experience Journey Use-case
Ingest, Validate & Create Unified Profile: Connect customer attributes and events data in silos using adobe experience platform to create unified profile. This can be done in phases to enrich profile as you add more customer and event related data sources.
Analyse, Report & Create Hypothesis: Analyse data in Customer journey analytics to produce list of missed opportunities or areas to help facilitate customer journey. (Example checkout errors, zero search results, out of stock products etc.)
Create and Publish Audiences: Create Audiences and activities within Adobe Target to show customers “relevant help options, next best actions” across digital web properties.
Empower Cx Teams: Enable Cx Agents across chat and contact centre with relevant customer and context (event) information as it happens. Build an app or integrate with existing Cx tools to consume the profile API.
Enhance Store Visits: Enable Store Reps with relevant and on demand information of interactions and customer preferences.
Communicate effectively: Reach out to consented abandoners and customers who faced poor experience for enhanced experience
Learn & Iterate: Report on campaigns, Analyse and present learnings and next step
Integration & Activation
Set up Data Layer, TMS & Analytics
Design, Implement and capture digital data
Personalise Digital Experience
Create Report & Publish Audience in CJA
Activate Audience to Target
Create Adobe Target Activities & Use Audience: Example Checkout Error Audience
Activities: Activities based on time
Enable Chat & Contact CX Teams
Integration of Profile API
Build custom app with relevant information required (see sample app reference below)
Train Cx Teams
Reach out to Abandoners via Personalised Communications
Create Report & Publish Audience in CJA
Activate Segment to Marketing Automation Destination
The Business Impact
As we add more data sources to enrich customer profile within Adobe CDP, the connected customer experience envisions to
Single View of Customers: Create a unified view of customers with all there is to know about an individual customer, from behavioural, Transactional, Loyalty etc, regardless of channel and consistently over time.
Facilitating consistent journeys regardless of channel: Enable customer experience teams with relevant message, information and offers giving the Cx agents a complete picture of the customer, including previous interaction, Loyalty
Customer Analytics and Insights: Leveraging a complete set of interaction data for actionable analytics & experience data
Continuous Optimisation Framework: Create an Optimisation framework using unified attributes to create testing & personalisation programs
Data - Time to Value: Reduce time to value by activating data to destinations, internal systems, and third-party vendors
Some of the outputs of Connected Experience Framework
Sample Performance Report built within Adobe Customer Journey Analytics
Sample of CxApp built using Adobe App Builder & Adobe Profile API