Over the years, brick and mortar retailers latter were eager to find new ways to attract buyers and bring interest to the experience of physical retail sale. In response, suppliers of software and hardware pushed the limits of what can be accomplished in a physical store. One such example is Adobe, which has developed a new technology called Adobe Experience Manager, a system used to personalize the experience of a customer using Adobe Marketing Cloud. The purpose of technology is to create a seamless customer experience that allows anyone to walk into a store and immediately connected digital experience to the physical store. Here’s what Adobe stresses is important for becoming a “business experience” that allows marketers to directly reach consumers like never before.
PSFK spoke with the director of industry strategy for Adobe Marketing Cloud, Michael Klein, to learn more about how data and technology change the one-way consumers shop.
How traditional retailers to adapt to the IoT era?
This is a very interesting time for retail sales because retailers recognize that they need to do something to differentiate. The fine line between those who succeed and those who fail will be in technology that they implement, if well thought or if it is used for herself.
Over 90% of retail trade in aggregates is ongoing in a physical store. The question that many retailers, especially those multichannel ask: how can I create a balance between the brick and mortar stores, which historically I saw most of my business, and collection capabilities data from the Internet? With customers being connected more than ever, which is above our minds is where the customer is, what his journey is like touchpoints and their interaction with the brand.
How then can bring technology brands to stores efficiently?
We have a lot of conversations about the associates and how we can empower them with the right data. The experience of visiting a physical store is still important for customers that we wanted to know how brands can differentiate themselves by offering a personalized experience. The answer we got was with screens MEAs and other tools available in Adobe Experience Manager.
How retailers make better use of data available to them?
Through experience Adobe manager, we provide transactional and traditional demographic and behavioral data to provide a more personalized experience. For example, if you think of someone trying to redecorate their home. – I understand, are worth their demographic household, recent purchases, etc., so I can market to them better and suggesting other items they might be interested Thanks to a combination of demographic, transactional data and behavioral information, we can create better customer experience.
While we see some examples of marketing thrust, we believe that there must be built-in anonymity in the customer experience, enabling them to identify the right time for them to start this interaction. Whether you are a millennium, Gen X, Baby Boomer or Golden Ager, our data show that the majority of consumers would enter an anonymous store. Typically, over 70% of consumers do not want to be approached in person at the entrance. However, once they are in the store and once they report either by hand up or indulge in a digital screen that they want using the Associate Store, which is the possibility to create a customized shopping experience becomes a differentiating factor for many brands.
Where do you draw the line between being useful for consumers and being too intrusive?
The line is gray, but for me the question that brands need to ask is: what is the value proposition for consumers? If there is no or very little, then this is just a ploy, a one-way street to receive more information. Retailers who create a quid pro quo or a certain value or for consumers will receive better data and information they can use to further customize their marketing efforts.
This post originally appeared on psfk.com.