Changing digital experience
Adobe client spotlight
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.
“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.
Impacts from transformation
- Greater customer engagement
- Improved alignment between marketing and sales
- Improved site visitor conversion rates
- Increased revenue from a customer-centric e-commerce platform
link on the infographic view
“We found a winning combination when we brought the vision of Adobe’s internal web architects together with Deloitte Digital resulting in a collaboration that vastly improved customer engagement and sales.“
– Rob Giglio, Vice President of Worldwide Consumer and SMB Sales, Adobe
An improved customer experience
The Adobe solution incorporated Adobe’s marketing analytics and content management solutions, including Adobe Experience Manager, Adobe Analytics, and Adobe Target – all part of the Adobe Marketing Cloud.
With the foundation of the integrated marketing and e-commerce platform established, the team addressed other aspects necessary to improve customer engagement and facilitate conversion rates:
- Implement a service-oriented architecture to allow more flexibility in online capabilities while enabling non-technical employees to make website changes
- Personalise the customer experience based on navigation profiles and past purchases
- Enable effective interaction and an intuitive design across browsers, tablets, and smartphones
- Evolve from Adobe’s traditional product sales model to a subscription-based, cloud-driven model
Today, customers access an intuitive website that employs built-in intelligence to provide relevant recommendations and offers an easy, one-click sales process – no matter what page they land on. In addition, Adobe marketers can quickly display new promotions based on customer responses – often without requiring IT support and in half the time it originally required.
