MILAN — Prada Group’s digital transformation, launched in 2017, continues through a strengthened collaboration with Adobe. The agreement will allow the deployment of advanced customer experience management solutions on a global scale, it was revealed at the Adobe Summit EMEA on Thursday.
With Adobe Analytics Cloud and Adobe Marketing Cloud — part of Adobe Experience Cloud — the Italian luxury group will be able to analyze the interactions between brands and consumers across all of its online properties, including social networks and its global retail network, which comprises 634 stores.
Lorenzo Bertelli, Prada’s head of marketing and communication, said the collaboration with such a “strategic partner” will allow it “to maximize the value of Adobe’s technological solutions, which will be progressively adopted to back up the entire group’s marketing and communications activities. It’s undeniable that the volume of data collected each year is growing exponentially, which generates a very high level of complexity.”
Bertelli, son of chief executive officer Patrizio, joined the Prada group in September 2017 as head of digital communication to support the company’s digital transformation. He is ramping up the fashion house’s e-commerce to reach global coverage by 2020 and developing digital projects to drive brand engagement and boost operational efficiency and effectiveness through new technology.
The technology and digital strategy has delivered strong double-digit growth in sales through the group’s own online platform, he said in March, commenting a 3 percent growth in 2018 revenues, which reached 3.14 billion euros. The performance was lifted by the retail channel and progress in all geographic areas and across product categories.
Bertelli is also focused on expanding the group’s omnichannel business in 2019. “It’s now crucial to dominate Big Data and, thanks to Adobe Sensei, combined with the professionalism of the team dedicated to this activity, we will reach the goal to improve relations with our consumers and offer solutions that are increasingly personalized and in line with their needs,” he observed.
Adobe will help Prada support its marketing and multichannel communications with consumers to help integrate off-line and online channels in line with its focus on customer experience.
“Customer needs and expectations are constantly evolving,” said Paul Robson, president of Adobe EMEA, touting Prada’s innovation and creativity. “Luxury brands are at the forefront of creating greater cross-channel personalization and delivering engaging customer experiences, which ultimately build trust and loyalty on a global scale.”
The expanded collaboration means that Prada will be able ”to optimize the processing of digital content using Adobe Experience Manager, deepen the analysis of consumer interactions with Adobe Analytics, personalize communications to customers through Adobe Audience Manager and the Data Management Platform, and carry out targeted contact actions using Adobe Campaign and Adobe Target,” the company said.
A dedicated internal team of data scientists at Prada will use Adobe Sensei, Adobe’s artificial intelligence.
In line with these strategies, as reported, last month Prada announced a collaboration with Oracle to support efficiency across the group’s retail processes. The collaboration with Oracle Retail Cloud services will help Prada analyze historical data and current market demands across its stores globally.
“It is clear that the digital transformation has radically altered relationships with consumers, making them ever more aware of their purchasing choices. In this context, communication takes on an even more crucial importance to reach our customers effectively,” said Patrizio Bertelli in March. “With this objective in mind, we will continue to invest in all of our digital assets to create an increasingly immersive brand experience with a unique and engaging involvement at all touch points.”