April 1, 2020
Everyone in business is navigating uncertain times and trying to find ways to quickly adapt to the new reality, said Aseem Chandra, SVP, strategic marketing for Adobe Experience Cloud, during his keynote as part of the all-digital, on-demand Adobe Summit.
Chandra, who recorded the talk in his home, shared Adobe’s vision on experience-driven commerce, emphasizing an increasing need to make every moment personal and shoppable in our current climate. Integrating content and commerce is critical to CX success.
“They say necessity is the mother of all invention,” Chandra told viewers. “The world around us is moving faster than we can blink. Schools, work, and business are all accelerating their move online. To be successful, organizations need to put the customer at the very center of their transformation strategy. Creating a customer experience management strategy may sound simple, but it is challenging to execute even in the simplest of times.”
To this end, Adobe created a blueprint for the industry on how to effectively manage customer experiences: the “CXM Playbook.” The “CXM Playbook” helps companies build a customized plan to become a data-driven experience business.
Trends driving experience-driven commerce
Chandra pointed to three key trends that are driving experience-driven commerce. The first is agility in responding to customer needs. More than ever, he said, that moment of need or inspiration is becoming the moment of conversion as well. This can happen at any time and instantly.
“So what does that mean to us as marketers? It is our job to understand and respond in this unique context and in this unique moment in time so that our customers are inspired to engage with us,” he said.
The next trend Chandra highlighted was the omnichannel experience. With changes in social and workplace norms, Adobe is seeing accelerated growth in online channels, including mobile, social media and online marketplaces, to name a few. In fact, according to Adobe’s newly launched Digital Economy Index (DEI), e-commerce is up 25% in the U.S. and 33% in the U.K. in the past two weeks.
And, Chandra noted, buying journeys across online channels aren’t linear. People expect to see and interact with your brand when and where it is convenient for them. Digitally native consumers, in particular, he said, are adopting new and immersive formats, and they expect rich experiences to maintain their interest. They want to be armed with the right information and content to help them make better buying decisions.
“Omnichannel experiences leveraging new capabilities, like 3D content, augmented reality, and virtual reality, hold some of the greatest potential for how consumers will engage with brands in the very near future,” Chandra said.
The third and final trend Chandra covered was personalization. When it comes to meaningful experiences, one-size simply does not fit all, he said. Consumers want to be treated as individuals. Personalization can be seen in everything from personal shoppers to online recommendations, offers, and more. Personalization isn’t a new concept, but without the right tool set it can be exceptionally difficult to do this right.
“We see this time and time again: Organizations that lean in during challenging conditions use those times to innovate [and] reinvent themselves. And they come out stronger on the other side,” Chandra said. “There’s no question that business stability and continuity are top priorities today. We believe that embracing these trends and strategies now can set a path for incredible growth.
To learn more about experience-driven commerce, read this article about how outdoor retailer Helly Hansen has taken its story directly to consumers.