Comments (13)

Created

Jul 17, 2012

Creating Relevant Customer Experiences with Adobe CQ

Posted by Tatiana Mejia
T1

Last October, Philips launched their Male Grooming platform across six countries. This launch was an evolution in their communication strategy from being product centric to consumer needs based. This was a shift from showcasing male grooming products and body shavers to facilitating discussion on self-expression and developing a community around male grooming. Their new sites include fresh blog content, “how to” information for creating your favorite look, and even an app that allows you to take a photo with your webcam and try on different styles. And, of course, information on the tools that make it all possible when you are ready to make a purchase decision.

Philips understood the customer decision journey and wanted to develop a relationship with their customers and provide relevant information and experiences throughout the process. To do this they needed to have a flexible environment where they could build sites quickly for the local markets. They wanted something the end users, the digital marketers creating and managing the content, could use without the need for a technical background. Adobe CQ delivered on that ease of use and customizability to meet Philips’ business goals. And quickly…

At the Adobe Digital Marketing Summit this March, Joost van Dun, Philips IT Business Specialist, shared the company’s accelerated development process using CQ, which allowed them to select the product in mid-July and launch the sites in mid-October.

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To hear more on Philips and from Joost himself, check out:http://www.youtube.com/watch?v=7JKJHJDryMw&feature=youtu.be

Tatiana Mejia

product marketing

@tatianamejia

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