“Effectively integrating our marketing and e-commerce functions was the key to customer-centric sales.“
– Rob Giglio, Vice President of Worldwide Consumer and SMB Sales, Adobe
If your digital business isn’t customer-centric, you’re leaving money on the table
Nowhere is the need to deliver a compelling customer experience more critical than in digital business. To meet revenue goals, companies must be able to quickly and continuously engage customers, present them with relevant offers and provide an easy purchasing process. After evaluating the results of traditional and digital-based sales activities in 2010, Adobe realised that driving revenue growth would require changing the way it conducted business online.
Working with an experienced digital consulting team from Deloitte Digital, Giglio and an extended team at Adobe, began developing a roadmap to offer a rich, compelling e-commerce experience to Adobe customers.
“Our goal was to transform adobe.com into a truly engaging website while also leveraging our own digital marketing capabilities – especially online marketing and analytics,” says Giglio.
This information helped to identify gaps in functionality while underscoring known technical shortcomings. For example, due to limited authoring capabilities and multi-step campaign development processes in place at the time, it typically took an average of three weeks to make changes to promotions on adobe.com, with every update requiring IT assistance. In addition, the static, hand-coded website which was widely used in the industry then, did not support testing of alternate views.