A screenshot of what the Fluid Experiences platform looks like for users.

Adobe continues to iterate on its Experience Cloud with more improvements rolled out Thursday that aim to make it easier for retailers and other marketers to better manage content across channels and devices.

“The business value of content is lasting brand loyalty that drives conversion. Consumers expect more than attractive and compelling visuals; brands must elicit a positive, highly personalized experience and build an emotional connection during each customer interaction,” said Aseem Chandra, vice president of Adobe Experience Manager and Adobe Target. “With data, brands have the power to determine what content will create a memorable experience for an individual in the moments that matter.”

The technology firm had already announced three new clouds at its annual Adobe Summit conference last month, with Thursday’s announced updates aimed at helping companies merge content across stores, websites, social media and devices faster and in real time via its Experience Cloud.

“We’ve been recognizing that in retail over 90 percent of it in aggregate still happens in a physical brick-and-mortar store,” Michael Klein, director of industry strategy for retail at Adobe Systems, told WWD during Summit. “We’ve obviously done a great job in communicating our value online from a digital perspective—desktop, mobile and tablet—but we’ve been building each year a new iteration of what we would call an immersive retail experience in the physical [world].”

That initially began with use of beacon technology about two years ago. Last year it was RFID and this year it was a number of in-store marketing tools powered by the Adobe Experience Cloud. That included everything from electronic shelf labels and user-generated content running on screens near products to large-scale, interactive augmented reality screens to show the application of a particular product, which was a kitchen for a home design store in the case of Adobe’s demo.

Klein said Adobe’s still in beta with some customers and was unable to say who in the retail apparel space is testing the technology.

“With the announcements this year of the three clouds: Advertising Cloud, Marketing Cloud and Analytics Cloud, we really are now addressing from the acquisition of a customer all the way through to conversion, advocacy and retention,” Klein said.

For More on Adobe in WWD:

Zac Posen on Fashion and Technology at Adobe MAX

Symphony Commerce Announces Partnership With Adobe Experience Manager

Adobe Report Confirms Americans’ E-mail Addiction

Adobe Price Index Shows Broad Deflation

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