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1、Orchestrating the customer journey for retail success.Four personalisation instruments to tune up digital engagement.2The digital economy is in full swing and full of twists and turns.The customer journey used to follow a much more linear and predictable path.But as the digital ecosystem expands,onl
2、ine and offline channels have converged.Customers now interact with brands in so many different ways,different places,and at different times that orchestrating a harmonious shoppers journey can be challenging.American conductor and composer Leonard Bernstein once said that Ludwig van Beethovens real
3、 genius was his gift for always knowing what the next note should be.Like Beethoven setting the tempo and guiding the musicians in a symphony,retailers must hit all the right notes and conduct a unified and personalised customer journey across multiple touchpoints online and offline.And they must do
4、 so at scale amid volatile external challenges shifting market conditions,inflation,global supply chain disruptions,and a tight labour market.This guide explores how retailers can successfully orchestrate personalised customer journeys everywhere they lead.Youll see what instruments theyre using to
5、drive personalisation efforts and get tips on how you too can compose great customer experiences and inspire loyalty.3Four instruments for personalisation at scale.Ecommerce is not commanding the same amount of growth as in recent years when online channels became the primary means of shopping durin
6、g the height of the COVID-19 pandemic.And the cost of goods and rising inflation may be taking a toll on consumer confidence as well.Still,53%of retailers surveyed in Adobes 2022 Digital Trends Retail in Focus report expect demands on their organisations digital experience to accelerate in the comin
7、g year.As the world continues to evolve into a digital-first paradigm,consumers expect and demand experiences personalised to their individual needs and interests.To create the types of experiences that truly impact customers in a positive way,you need to go beyond generic personalisation and provid
8、e hyper-personalised experiences across multiple channels.“The idea of personalisation is not new.But achieving personalisation at scale is the new imperative for retailers,”said Michael Klein,global director of industry strategy at Adobe.Delivering personalised experiences to thousands or even mill
9、ions of customers across multiple channels is challenging because it requires both the right data and the right tools.When data and tools are perfectly tuned,you can test,refine,and optimise your content and use the power of artificial intelligence(AI)and machine learning(ML)to achieve personalisati
10、on at scale.4“We no longer live in a world that can be run on business rules managed by human beings.To achieve personalisation and be relevant in all channels,retailers must be able to automate and use the data and information they have in real time,”said Klein.“That requires tapping into machine l
11、earning.”If youre just embarking on your personalisation journey,the best advice is to start small with strategies like personalised emails or basic product recommendations and work your way up to composing more complex personalised experiences.Victorias Secret,the leading speciality retailer of wom
12、ens lingerie,prestige fragrance,body care,accessories,and athletic and loungewear,began its personalisation journey with relevant product placement content and offers on its website,like“trending now”recommendations on home pages and landing pages and“matching items”on product pages.Once they felt c
13、omfortable with simple personalisation,they moved on to more complex initiatives like supporting trigger emails,direct mail,and push notifications as well as digitising its reward card programme for an easy customer redemption experience online.71%of consumers expect personalisation.76%of consumers
14、get frustrated when they dont find it.Source:Forrester5“We are setting out a goal to really connect the customer journey off-site to on-site and vice versa,and consolidating and unifying the solutions that are in our ecosystem.Weve even played with adding the customers name to user-based recommendat
15、ions to add that extra personal touch,”said Jenna Brunner,director of digital products for personalisation at Victorias Secret.Using a powerful optimisation tool that combines unified customer profiles,AI,ML,and multivariate testing,Victorias Secret can now target different audiences with relevant c
16、ontent,such as presenting acquisition messaging to non-credit card holders to encourage them to sign up for a Victorias Secret credit card.Victorias Secret has advanced in its personalisation efforts and can now connect offer experiences from email back to their website and app,differentiating the e
17、xperience for varying customer segments.High-value customers,for instance,might receive a timed promotion set to expire after an hour,while non-high-value customers are given matching product recommendations in their cart to drive higher order value.Thanks to a refined personalisation strategy,reven
18、ue from the digital business has increased 15%over a 12-month period.For any brand,orchestrating the most meaningful experiences requires testing and refinement.Its a process of mixing in some personalisation such as personalising an email with the subscribers name or sending discounts for products
19、viewed on the website and advancing to more sophisticated experiences driven by testing,AI,ML,and automation.These more complex capabilities allow you to conduct hyper-personalised experiences 6and develop purposeful relationships with every single customerand thats the true magic of personalisation
20、 at scale.To successfully orchestrate harmonious customer journeys,your personalisation efforts can be divided into four parts,much like the four instrument sections of an orchestra.Each instrument plays in coordination with the others to create a symphony in much the same way that the four personal
21、isation instruments below work together to create personalisation at scale.Instrument 1 a strong data foundation that yields a unified view of the customer in real time.Instrument 2 intelligent and dynamic content that can adapt to your customers rhythms.Instrument 3 journey orchestration to persona
22、lly reach customers at every interaction and on any channel.Instrument 4 journey analytics to measure,analyse,and report on it all.7INSTRUMENT#1 Hit all the right notes with unified customer profiles.Just as a strong strings section is the core of any symphony,a strong data foundation is the core of
23、 your relationship with customers and audiences.When you can band together all your data and analytics into unified customer profiles and audiences,you can determine every shoppers interests and needs.The best experiences are those that prove you know your customers.For example,as a home improvement
24、 store,you might send an email offer to a customer who has recently moved.If youre an outdoor retailer,you might send a recommendation for skis on sale during a customers first visit to your website because you know they live in Colourado and ski season is about to begin.According to Adobe and Econs
25、ultancy,78%of retail respondents say that personalising in-store experiences based on online behaviours will be either“important”(40%)or“critically important”(38%)for meeting customer expectations.But pushing out personalisation at this level of maturity requires breaking down data silos and harness
26、ing the power of all your data to build real-time unified customer profiles.8Yet a recent study commissioned by Adobe and conducted by Incisiv shows that while many retailers value personalisation and real-time communications,they dont possess the technologies to deliver these types of experiences.O
27、nly 44%of retailers personalise more than half of the customer journey.Its an overwhelming task to translate hundreds of data points into a cohesive view,and integrating customer data remains a fundamental challenge for many brands.To get a holistic view of the customer across all channels and orche
28、strate connected customer journeys,you must be able to identify who the customer is,centralise that data in one location,and tie that customer to a unified profile.With the help of AI,you can segment,test experiences,and bring all your different data together from multiple sources to create and enha
29、nce customer profiles in real time.You can then use those privacy-ready profiles,combined with precise targeting capabilities,to create personalised experiences that inspire customer loyalty and increase revenue.Having a unified profile of the customer that gives you a holistic view is the foundatio
30、n and holy grail of getting to true personalisation.Michael Klein Global Director of Industry Strategy,Adobe9AI and ML,for example,keep track of shoppers past interactions and can tell if theyve shopped for similar items or viewed the item multiple times but havent yet purchased.This information com
31、es in handy when someone abandons their cart.With the help of AI,you can predict the next best action that will drive the customer toward the experience or offer most likely to prompt conversions.Using unified customer profiles powered by AI,Dicks Sporting Goods gathers information about customers a
32、cross channels as interactions occur.With a real-time pulse on the shopping journey,Dicks can meet its objective of creating relevant and meaningful content for every customer in the moments when it matters most.Lets say a first-time visitor to a store comes in for some tennis gear.That interaction
33、will be followed up with tennis-related content,like a discount on tennis balls,rather than an irrelevant discount on,say,camping gear.Dicks is also able to provide more value to loyalty programme members by personalising perks.10 x faster to deliver personalised experiences.62%growth in personalise
34、d campaigns.Source:AdobeThe Home Depot picks up the rhythm with personalisation.“We have always prioritised meeting the customer where they are,whether that is inside a retail location or digitally through our ecommerce platforms,”said Steve Miller,SVP of strategy,ecommerce,and analytics at Dicks Sp
35、orting Goods.Another retailer able to bring all its data together exceptionally well is The Home Depot,which unifies all customer data for a 360-degree profile of customers.The companys business intelligence team also uses analytics and segmentation technology to combine various data groups into a u
36、nified customer profile.This allows them to target homeowners looking for the perfect kitchen faucet or paint contractors who purchase in bulk.10Instead of separating metrics from online and offline channels,we focus our attention on capturing everything,including website activity,in-store sales,cal
37、l centre volume,return volume,order cancellations,and much more,thus enabling us to make the best decisions to improve the shopper experience across all touchpoints.Ranjeet Bhosale Director of Online Analytics and Business Intelligence,The Home DepotHaving all this data in one place,including behavi
38、oural and real-time information,means the company can crunch the numbers to find instant insights.It can quickly test offers,promotions,and web designs to constantly improve online experiences.An experience that used to take 10 days to build can now be pushed out to customers in as little as 24 hour
39、s.All these efforts get information to customers faster,which means theyre finding merchandise quicker and not getting lost during the journey.Creating unified profiles has helped The Home Depot increase its personalised campaigns by 62%year over year.Not only is having a full view of the customer e
40、ssential to delivering relevant offers and recommendations that make your customers want to buy but its also essential for building loyalty and keeping your customers coming back.And if youre not equipped to deliver these kinds of experiences because your data remains siloed or you cant transform th
41、at data into insights,you risk losing more than just an opportunity to deliver personalisation you risk losing the customer for good.In todays competitive environment,thats something almost no retailer can afford.11Tune up your understanding of the customer when you:Centralise all your customer data
42、 offline and online in a single location Create unified profiles of your customers from that data Keep those profiles updated in real time so you can offer in-the-moment personalisation Use analytics and segmentation to further refine your personalisation efforts11INSTRUMENT#2 Dont miss a beat with
43、intelligent content.The next step in personalisation should be dedicated to developing content that further nurtures your relationship with the customer.Just as percussion instruments keep a steady,consistent beat,relevant and personalised content should be delivered at the right time and place thro
44、ughout the entire shopper journey.Creating content thats right for every customer,every channel,and every device requires creativity and a certain level of technical savviness and sophistication.The challenges retailers face creating custom content include everything from needing content in differen
45、t size formats(smartphone,tablet,desktop,in-store kiosk,and so on)to needing content in different mediums(video,look books,size charts,and so on).Lets not forget,content must be produced in multiple languages for global audiences.Add to this the need to keep the experience and content consistent as
46、customers move from one channel to the next and the task becomes even more complex.Trying manually to do these things at scale simply isnt possible.13When it comes to orchestrating customer experiences,there are no soloists.Its time to add in some AI and ML accompanists and make sure every employee
47、is empowered to create all the content variations needed to conduct smooth customer journeys.Content creation is now an enterprise-wide endeavour.Marketing and creative teams need to collaborate with IT and customer experience teams to meet the demands of personalisation at scale.Its time to break d
48、own silos,bring teams together,and give them the power of AI and ML so they can get the right content to the right people at the right time and place.To manage all these aspects of preparing and delivering content,brands must streamline and automate processes.When AI is built into every experience,y
49、ou can deliver the best performing experiences all automatically.AI and ML make it possible to dynamically adapt content to every channels specifications,like auto-cropping images and video or summarising text.One method includes user-friendly drag-and-drop templates that let you create the content
50、once and then reuse components of that content across any channel,such as web,mobile,apps,IoT,single-page applications,and in-venue screens.For Currys PLC,formerly Dixons Carphone,being able to create once and publish everywhere has been a game-changer.Previously,its website existed on a very tradit
51、ional web platform.67%of consumers want their content automatically adjusted to suit their current context.Source:Adobe14Creating web pages or adding dynamic features like scrolling images required programmeming and HTML knowledge,which meant any changes needed significant planning and lead time,lim
52、iting the merchandising teams ability to respond effectively to changing markets.Now,the team can create an entirely new campaign in 15 minutes or make a small update to copy in less than a minute.Besides being able to quickly create content and reuse content snippets on any channel,having a tech so
53、lution with powerful AI has increased the speed and scale of personalisation for Currys.“We can utilise artificial intelligence to reach out to more customers in a personal way by removing the manual task of creating audiences and matching them with top experiences,”said Sohal.We find that theres of
54、ten a window of opportunity to engage with the customer,particularly with major releases for new products.If we miss that window of opportunity,its very easy to lose market share.Thats why its so important that we can get campaigns out there as quickly as possible.Harry Sohal Former Product Owner,Ad
55、obe Experience Manager,Currys PLC15Finally,you can continue to push your ability to deliver great content even further with the help of other tools that make it easy to find and reuse content.The athletic apparel brand Under Armour,which produces hundreds of thousands of creative assets,moved five t
56、erabytes of data into a digital asset management system.It also reimagined the governance of digital assets,creating an automated and consistent approach to tagging and workflows,including the use of smart tags and smart crop,which are powered by AI and ML technology.“With creative assets stored acr
57、oss multiple tools and departments,it could take hours or even days to gather the content required for a campaign or event.We needed a central repository to make it easy to use our creative assets,”said Ben Snyder,former IT product owner at Under Armour.Were already saving time and money by making o
58、ur creative assets more accessible,and were eager to keep exploring the benefits.Ben Snyder Former IT Product Owner,Under Armour16The ability to quickly find content or create unlimited variations of content and then deliver those variations across any device or channel is a lot less work for you an
59、d your team.Its also the only way to deliver personalisation at scale.16Compose fast and fresh content when you:Give your team access to code-free templates and reusable components Create unlimited variations of interactive multimedia experiences from a single piece of content Use AI and ML to incre
60、ase the speed and scale of personalisation Keep your content consistent across all channels by managing your campaigns from a single platform17INSTRUMENT#3 Build to a crescendo with connected customer journeys.Without woodwinds,those lush,melodious symphonies wouldnt sound the same.You may not even
61、be able to distinguish their sound,but theyre adding texture and colour to the entire experience.Its the same with a customer journey that jumps from channel to channel,touchpoint to touchpoint,creating a smooth experience at every turn.Which is why the third instrument of personalisation is to impl
62、ement an agile and scalable application that can help you compose and conduct personalised,unified,and timely customer experiences across any app,device,or channel for a smooth journey.12%Only 12%of companies are optimised for real-time customer journeys.Source:451 Research.18Panera Bread is committ
63、ed to orchestrating frictionless experiences and allowing customers to order when,where,and how they want.As the volume of customer touchpoints increases across digital and physical channels,the handoff and communication between channels become even more important.Signals across the website,mobile a
64、pp,and in-store activity need to be understood collectively and linked to a loyalty programme that is over 40 million members strong.Which is why Panera Bread has invested in customer orchestration technology that refines the ways in which customers re-order food and choose pickup options while also
65、 ensuring that customers receive offers that are relevant.Personalisation campaigns are essentially won on the margins,where a few carefully selected data points will produce the conversion necessary to make a real impact on the business.It speaks to the high expectations of guests today,where every
66、 interaction needs to be relevant,simple,and engaging.George Hanson SVP and Chief Digital Officer,Panera BreadIts a journey that may look something like this A customer on a tight work deadline places a lunch order online for curbside pickup.Paneras geo-fencing technology automatically notifies the
67、caf when the guest drives into the parking lot.A team member brings their order out right away.The experience is smooth so far,but once they return to work,the customer realises their summer fruit cup is missing.A few clicks in the mobile app and they get a credit to apply to their next order.Austra
68、lian supermarket Coles is also focusing its personalisation efforts on managing scheduled omnichannel campaigns and one-to-one moments for millions of customers from a single application.Its now set up to optimise the entire customer journey with intelligent decisioning and insights gathered by AI a
69、nd ML.Enhancements to the shopping and brand experience include personalised recommendations and offers sent at just the right time and on the customers preferred channels,as well as more consistent and trusted experiences across online,mobile,app,click-and-collect,and in-store touchpoints.A signifi
70、cant proportion of the Australian population turn to Coles for their daily shopping essentials,and they rely on an experience that caters to their diverse needs.Ben Hassing Chief Executive of Ecommerce,Coles Group20Consider the following scenario Coles schedules an automated campaign that sends post
71、-purchase surveys to all customers who have bought products online in the last week.Some orders experienced delays due to in-transit issues.Rather than sending out the scheduled email to customers who have not received their purchase,Coles instead can send them a personalised email apologising for t
72、he delay and offering a discount code along with product recommendations based on past purchases.The company can also use the application to send real-time,behaviour-based communications like a push notification for the customers favourite iced tea once its back in stock.20Tie every customer interac
73、tion together when you:React to real-time customer insights and signals with modern omnichannel orchestration and execution Harmonise the customer journey for one-to-one customer engagement and marketing outreach with a single application Connect all cross-channel interactions with scheduled campaig
74、ns so the customer gets individualised and meaningful communications Incorporate AI and ML to surface predictive insights and automate decisions throughout the customer journey21Data from all directions.Direct mailSocialEmailSEO/SEMMobileCustomer accountDisplayadsStoreWebCall centersINSTRUMENT#4 Lis
75、ten to your audience with real-time analytics.Just as the brass section adds power and panache to the orchestra,analytics add power to your personalisation efforts.Personalisation starts with an understanding of how your customer behaves.Listening to the analytics that come in as you conduct the cus
76、tomer journey helps you refine the personalisation programme youre delivering.Brands need a way to measure and analyse the impact of their customer profiles,intelligent content,and connected customer journeys but customer data exists across a variety of online and offline data sources,and an omnicha
77、nnel view can be difficult to parse together.In the traditional insight workflow,data must go through multiple teams to be collated and analysed,making it impossible to act on real-time insights.These days,the customer journey moves in real time and wont wait while you acquire those insights.Persona
78、lising experiences in a digital-first world necessitates a shift to a journey-centric analysis,one that can measure and report on the full journey beyond just the web and app experience and easily bring in additional data sources from CRM,finance,shopping tools,or offline POS data to determine how p
79、redictable and successful marketing efforts are.A single,purpose-built platform with low to no code reduces reliance on business intelligence teams so that any user analysts,marketers,or admin has access to cross-channel analytics and can find the insights they need to enable the next best experienc
80、e,not just the next best ad to deliver.And they can do it immediately.Retailers have no shortage of data.And theyre not short on reporting.What were solving for with customer journey analytics is being able to give the relevant information and insights to the business stakeholders who need them,whet
81、her they be in marketing,merchandising,or operations,and then being able to get to that truth as quickly as possible.Michael Klein Global Director of Industry Strategy,Adobe23A brand can,for example,see the impact on call centre costs when they run A/B testing on a website update.It takes just a few
82、 minutes to build a metric that can identify the exact pages on a website that drive high call volumes to the call centre.You can also tell if people are more likely to make an in-store purchase when an automated campaign triggers a push notification with a discount offer.You dont have to create thr
83、ee or four different experiences and then wait to get statistical confidence on which experience works best.AI and ML interpret the data for you and before you even get to full statistical confidence,theyve determined which experiences are performing well and will slowly drip qualified traffic to th
84、ose winning experiences.Measure customer applause when you:Use a solution that aggregates analytics from all channels Run analytics on a low-to-no-code platform that reduces reliance on IT Make all insights easily accessible and understandable to any person who needs them Implement a reporting engin
85、e designed for customer intelligence that includes unique visualisations and tools for each role in the organisation 24Personalisation played to perfection.The four sections of an orchestra strings,percussion,woodwinds,and brass each play a different role but fit together seamlessly to contribute to
86、 the melody,harmony,and rhythm of a symphony.The customer journey is much the same.Each interaction builds on the other to power personalisation at scale.Sometimes the goal is to engage,sometimes its to educate,sometimes its to convert,and always its to retain.Brands must connect every customer move
87、ment to a broader customer journey composed of online and offline experiences.It takes:A unified understanding of the customer The ability to dynamically create and deliver personalised content and offers Connected customer journeys across physical and digital ecosystems A way to analyse the effecti
88、veness of it all Where you are with your personalisation at scale efforts will determine what instruments you use and how you combine those tools with other technologies.25Adobe has been at the forefront of cross-device analysis,tying first-party data to a single user and helping brands understand t
89、he full customer journey.“If someone wants to start from scratch,we can help them do that with a full implementation,”said Klein.“But we also have a flexible enough ecosystem and solutions that customers can start where theyre at,and theyll get great value from each individual solution.”With these i
90、nstruments in your tech stack and paired with AI and ML,you can create experiences customers love.And equally satisfying those experiences can also drive revenues that exceed your expectations.Learn more about orchestrating digital experience masterpieces.26 2021 Adobe.All rights reserved.Adobe,the
91、Adobe logo,insert list of Adobe trademarks used,in alphabetical order are either registered trademarks or trademarks of Adobe in the United States and/or other countries.Sources“2022 Digital TrendsRetail in Focus,”Adobe,April 21,2022.“A VIP Experience for All Customers,”Adobe customer story for Curr
92、ys PLC,April 21,2022.“Coles Partners with Adobe Experience Cloud to Make the Digital Super-market Experience Personal,”Adobe,2022.“Digital Asset Management with Game,”Adobe customer story for Un-der Armour,April 21,2022.“Failure to Scale:The State of Personalisation in Retail and Travel,”Incisiv and
93、 Adobe,July 2021.“In store.Online.The Home Depot Makes It One Experience,”Adobe customer story for The Home Depot,August 23,2021.Julie Hoffman,“Panera Bread Drives Highly Personalised Guest Exer-peinces with the Adobe Real-Time Customer Data Platform,”Adobe,March 15,2022.Madeline Bennett,“Victorias
94、Secret Gets Up Close and Personal with Adobe,”diginomica,March 21,2022.Stephen Frieder,“Dicks Sporting Goods and Adobe Experience Cloud to Drive Mass Personalisation,”Adobe Blog,November 16,2021.“The Business Impact of Investing in Experience,”Forrester Consulting,June 2021.“Voice of the Connected User Landscape:Connected Customer,Next-Generation Digital Experiences 2020,”451 Research,2020.Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe in the United States and/or other countries.2022 Adobe.All rights reserved.