Adobe’s New Software hopes that Cross-Platform Fluidity will help save the retail world
Adobe has extended its omnipresence in the fashion world by reaching beyond the photoshop software and debuting a new program to help retailers with their omnichannel functions. Catered for the mobile employee and consumer, the idea is to seamlessly change formats, incorporate multiple virtual platforms inclusive to real world events, and digest big data on a number on accessible levels. When the future of retail is going online and directed at the blending of consumer interfaces, Adobe Systems has launched new software aimed at the customization of the retail experience and helps making “customer purchasing processes easier and more intuitive”. The idea is essentially a merger of the online and offline shopping experience “ensuring that every interaction with customers offers a branded and personalized shopping experience”. The app links with already in-store apps, and adds the functionality of new mediums such as: physical signage, point of sale (POS), Internet of Things (IoT) devices “to create a consistent, choreographed experience.”.
It also provides something they call “Automated Personalization and Recommendations” where basically consumers share personal information with a retailer to provide for a tailored experience using their location, past preferences and other behavioral information.
The drive behind this is the record number of online and mobile sales, during the 2016 holiday season — $91.7 billion spent online, and $28.43 billion spent via mobile according to Adobe Digital Insights. And for the first time ever, mobile devices surpassed desktop pc’s for online shopping visits. While the cake is big, retailers have had trouble in the past integrating content retaining their branding, marketing and personalization capacities.
“For example, a department store that’s promoting its semiannual runway event may feature a new fashion line on Twitter, using no more than 140 characters. The same campaign content can be presented via Facebook, web, and email with further details about the sale, including event timing, locations, and more.”
Adobe also wants to take this approach to emails, adding Adobe Campaign with Adobe Dreamweaver, enabling the use of personalized, contextual emails and allowing for a central place to code. The idea is to make shopping easier and to reach customers in ways they will actually enjoy. With 2017 expected to bring about loads of restructuring and store closings, Adobe is bringing new functionality to the table and help stem a bit of the tide back towards the recent black numbers published by retailers.