May 15, 2012

Introducing Adobe Web Experience Management for Personalized Shopping Experiences

Posted by Loni Kao Stark

Today, Adobe announced the availability of Adobe CQ eCommerce, part of Adobe Web Experience Management (WEM). This product innovation empowers marketers to differentiate their brands from the competition with personalized shopping experiences.

CQ eCommerce accelerates the integration of Adobe WEM with commerce systems so marketers can:

·       Deliver personalized, rich media and content across the entire shopping journey from awareness to checkout;

·       Rapidly engage a customer across web, mobile and social touch points with shared content and assets

·       Insightfully tie content and experiences to the impact it has on bottom line revenues with integrated analytics and optimization.

In addition, Adobe has partnered with hybris, a leading provider of multichannel commerce, for an integrated offering so customers choosing both Adobe WEM and hybris can launch solutions even faster.

This release addresses a significant and critical challenge facing online businesses.

We began with the same questions our customers were asking:

-        When do shopping experiences begin?

-        More importantly, when do they need to begin for businesses to differentiate on brand?

-        How can companies command a premium in the digital age?

Online retail revenues, especially mobile commerce sales, grew at a record pace in 2011. According to eMarketer, U.S. mobile commerce reached $6.7 billion in 2011, up 91% year over year, and sales could reach $31 billion by 2015. The only thing expanding faster: the number of competitors online. This, combined with the popularity of search engines for finding products, is a recipe for price wars that ultimately grants victory to the largest players. In fact, it is worse in the digital world since customers with tablet in lap, can jump from one product catalogue-centric website to another in search of the best deal.

To deliver value online─beyond price─requires not only quality products and services, but also the ability to communicate that value; to romance the visitor.

For example, a quest for the ultimate hair curler shouldn’t begin when a potential customer types “hair curler” into Google. It needs to begin at the point of engagement; when someone is just starting to discover the latest hair trends and styles and comes to your website as a source of expert advice and compelling video tutorials. This is where, through content marketing, brand perception can be greatly influenced, and product value created. This is a key part of GHD’s digital strategy using both Adobe Web Experience Management powered by CQ and hybris multi-channel commerce. 

Adobe CQ eCommerce is available today worldwide with implementation services provided by global agency and system integration partners.

I’m at the Adobe EMEA Digital Marketing Summit (#AdobeSummit) in London today and I’m excited that Phonak will be presenting their success with Adobe CQ and hybris.

I look forward to hearing your thoughts and experiences with Adobe WEM including our latest commerce offering.

Loni Kao Stark

director, product marketing