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Adobe announces new suite of tools for retailers with in-store and online capabilities

By Mitchell Hageman
Thu 20 Jan 2022

Adobe has announced new tools for retailers created to help further deliver personalised shopping experiences for businesses in-store and online.

The new products utilise new mobile and hybrid technology that the company says will help ease vendor and customer experiences. 

Adobe says that online spending reached a record high over the recent holiday period, with more consumers heading online for convenience and to take advantage of cost savings. They would also end up looking for alternative payment options, such as Buy Now, Pay Later (BNPL), services that also saw significant growth during the season. 

Even as online shopping becomes increasingly more widespread, Adobe says retailers should not dismiss the benefit of click-and-collect and in-store fulfilment options they can provide consumers.

Adobe senior director, product marketing Tory Brunker says that now is an excellent time for companies to start investing in more innovative retail solutions.

“Retailers have a tremendous opportunity to increase customer engagement and build customer loyalty by creating consistent, personalised experiences that seamlessly transition between online and in-store,” she says.

“By tailoring digital experiences to consumer preferences, retailers can meet consumers in the way they want to shop.”

Some of the new tools for retailers in Adobe Experience Cloud include:

Personalised shopping experiences both in-store and online

With Adobe Targets new capability, retailers can bring together offline and online interactions and analyse them in real-time within Adobe Real-Time Customer Data Platform (CDP). This is powered by Adobe Experience Platform, to create and deliver personalised experiences at scale for customers. Retailers get a unified view of the consumer, so they can provide relevant product recommendations based on recent purchases or see up-to-date rewards qualifications for discounts.

Flexible payment options

The demand for flexible payment options for consumers has increased significantly. Payment Services for Adobe Commerce, a fully integrated payment solution, lets companies securely manage payment and order data from every storefront in one place. This makes it easier to accept popular payment methods, including credit and debit cards, PayPal, and Afterpay.

Mobile capabilities

Now live in Adobe Journey Optimiser, new mobile messaging capabilities are powered by Adobe Experience Platform. This allows retailers to engage customers in real-time, either in-app, via push notifications or text messages. Retailers can use Adobe Journey Optimiser to enhance shopping experiences, whether physical, digital or hybrid.

Editing flow

Retailers can now make edits to Adobe Experience Manager sites content via Adobe Commerce PWA Studio. This integration between Adobe Experience Manager and Commerce ensures brands can help deliver experiences on mobile and desktop devices, giving them the opportunity to create more opportunities for consumer engagement and conversions.

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