DIGITAL RETAIL CONFERENCE
Be Agile
Vijayanta Gupta, Head of Product and Industry Marketing, Adobe Systems Europe
Retailers have, in general, been more aggressive than other industries in terms of investing in digital capabilities. Over the past few years they have invested heavily in point solutions that enable them to acquire visitors, turn them into buyers and keep them engaged as loyal customers. Initially these investments provided them with incremental capabilities to act and react to their customers in individual channels, with increased agility. However, as customers started to move seamlessly between channels during their decision-making process, these same point solutions started to impact the customer experience negatively. It became very diffi cult to connect these point solutions to understand
the customer journey without heavy IT involvement. The point solutions that provided agility for these retailers a few years back became the source of a lack of agility as digital channels proliferated the customer decision- making process.
The opportunity that exists for digital retailers today, and what we at Adobe notice high-performing retailers are doing better than their peers, is to take technology and system integration out of the critical path for agile delivery of engaging customer experiences across channels. One of the key steps which leading retailers are taking is to simplify their marketing technology so that the most important capabilities for delivering a differentiated customer experience are provisioned through a single, comprehensive, integrated and actionable marketing technology platform.
adobe.com/marketing-cloud.html
Track, Measure, Improve
Mary Neville, Marketing Operations Business Development Director, Teradata Marketing Applications
In conjunction with new and emerging technologies, we’ve entered an era where consumers have defi ned how and why they engage with brands. This is a key challenge but also a unique opportunity for retailers to create personalised experiences for their customers. It starts with having a single view of all customer interactions with the ability to engage and send relevant messages across the channels where customers interact. Taking full advantage of this goes
beyond technology. Having a strategy to get the right balance
between process and agility is an ongoing challenge. Be too process-heavy and a retailer lowers their ability to provide a proactive customer-centric message or offer. But a retailer still needs to ensure they have suffi cient checks in place to provide the customer with optimal offers and channel consistency. It’s also essential to optimise the use of collateral, and to track, measure and improve performance over time. Retailers can tackle this head on with a data-driven marketing strategy that integrates marketing operations, omni-channel marketing and analytics.
teradata.co.uk
Buy Line: THE EVOLUTION OF ONLINE RETAIL
Google launches. 41 shades of blue have been tested in the company’s logo.
1998
Metallica take them to court alleging that the service is guilty of copywright infringement.
Napster launches. In 2000 1999
Google AdWords launches in beta. First customer is Lively Lobsters in Kingston, Rhode Island. (Keyword: lobster). The dot-com bubble bursts.
2000 33 issue 24 may 2015 The iTunes Store opens. 2003
Thefacebook launches at Harvard. Within a month half of the university's undergraduates have registered.
2004
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