Customers love their brands and products and services that know their needs and provide a unique “made-to order” service for their needs. Customer experience personalization is no longer a luxury it’s a necessity.
Today, expectations for customers are rising with the evolving nature of digital interactions and especially following the personalized experience provided through Disney Hotstar, Amazon, Netflix, YouTube, et etc. Marketers and brands, particularly those who are associated with an eCommerce company, have to customize customer interactions to ensure greater engagement at every contact point.
Through Adobe Target the brands can turn their experience into a personalized ‘ Recommended For You to consumers in accordance with their needs and expectations, behavior and emotions. Adobe Target, a new-age solution for companies, is changing the entire fabric of the customer experiences (CX) in the field of eCommerce.
Brands’ Customer Expectations and Customer Experience
A study by McKinsey & Company has looked at the shift in the behavior of consumers over a time. It found that consumers’ behavior is just as dynamic as the market, and approximately 88% of respondents liked the new habits that they wish to carry on for the foreseeable future.
Prior to that, loyalty was easy to earn, but with time, loyalty can be shaken in the event that an experience goes off-track at times. It’s important to note that Gen Z, millennials, and those with high incomes all share the same desire to spend which suggests that the influence is greater for any income or age group.
Brands must understand that personalization isn’t limited to consumers. Brands can also reap loyal customers, repeat engagement and greater revenue over time throughout the customer’s lifecycle. They must seek out long-term growth, by focusing on the value of a customer’s lifetime.
They are very clear about individualization and would like brands to acknowledge their individuality, not the numbers. They are drawn to brands that are able to connect with them on a intimate level and establish relationships.
Customized, Dynamic Experiences
Customers want personalized experiences based on their evolving expectations from brands. While brands are constantly absorbing vast amounts of customer information to analyze and use to provide experiences that are specific to their clients. Although dynamic and personalized aren’t mutually exclusive, a custom-made service that is dynamically generated works within marketing automation.
Brands use tools for marketing automation or tools such as Adobe Target to deliver experiences that are tailored to customers based on their personal data such as demographics, preferences, and previous interactions. Personalization paints an image to help bring customers’ expectations to life.
Adobe “Target” customers with bespoke offerings
Personalization is the strategic utilization of customer data as well as data and modern technologies rolled into a singular method of building connections between brands and their customers.
Adobe Target is the Adobe Experience Cloud solution which allows brands to offer personalization and automation on a massive scale in a flexible as well as dynamic setting. With its endless possibilities that allow brands to outperform their competitors by providing personalized customer service and delivering value at every interaction.
- Omnichannel personalization – Unified experiences across channels
- A/B and multivariate tests Tests built into each channel to ensure the performance
- AI-powered automation on a scale Personalization of ‘Target’ automatically at scale through automation
Adobe Target pushes brands to take on the strategy of personalization to continuously update their products in real-time throughout the customer purchasing process using an automated system.
Adobe Target makes the difference Adobe Sensei
Adobe Target enables brands to deliver dynamic and personalized content in real-time, by testing the content and experiences that enhances conversations that boost conversions, increases revenues, and boosts engagement across a variety of channels within the digital landscape, across multiple points of contact.
Adobe Sensei is the dependable AI (artificial intelligence) and ML (machine learning) technologies from Adobe are the core of these services that helped to make the job easier to Adobe Target and, in turn, for brands and marketers too. Adobe Sensei can help Adobe Target with these capabilities in autopilot mode, which learn through customer behaviour and other data.
Auto-Allocate:
Optimizes efficiency by allocating highest-performing version to the highest-performing
Auto-Target:
Offers “always-on” optimization using ML to boost campaigns
Automatic Personalization:
Analysis of random forests in order to target messages and offers at the individual level
Individualization Reports:
Analysis of customer insight and targeted services to tap into the ‘untapped’
Personalized Recommendations:
Advanced algorithms to provide individualized recommendations based upon various attributes and an analysis
The concept of personalization is widespread; Adobe Target, powered by Adobe Sensei, bridges the gap between technology and humans to provide a context-based personal experience.
Dynamic Experiences using Adobe Target
Customers’ choices and expectations differ This is where the function in the role of Adobe Target for marketers turns vital. Customers have more options, information access, and a greater awareness of what it was previously. Engaging experiences are challenging to create, but it isn’t impossible. Adobe Target Recommendations allow companies to thrive and survive in the ever-changing customer preferences and dynamic.
The User-Based Recommendations algorithm that is part of Adobe Target enables brands to create a unique ” Recommended For You” experience that is tailored for each user according to their individual behavior and characteristics. This is in advance of the conventional personalization by using “favorite category,”” “Similar product with similar companies,” “People who viewed this, also viewed” “Last seen brand,”” and similar brands. Adobe Target uses a sophisticated algorithm, which is unlike previous methods.
- It employs a “Keyless” method that tracks user’s most recent purchasing and viewing behaviors
- Recommendations are constantly updated when the user navigates and hovers around the site
- A returning user receives recommendations in light of the most recent visit. This is updated when they browse
Let’s look at the strategies used by brands to create engaging experiences.
Retailers and eCommerce
- Make use of the Homepage to provide customized product recommendations based on user input. Recommendations’ that are added to the Recently Viewed Items tray. Users are able to access the previously explored products or services.
- Include ‘User-Based Recommendations’ on checkout or cart pages to increase the Average Purchase Value (AOV) and increase the value of your purchase
B2B leads generation, and related services
- Make sure to add ‘User-Based Recommended Recommendations’ to your Homepage (or landing page) to get specific content suggestions.
- Include ‘User-Based Recommendations’ in the blog or article, alongside the ‘People who Viewed This or Viewed That Content’ prompt.
These are just a few strategies that could alter the ways brands use to communicate with their customers, allowing them to provide personalized service at a large scale.
The Final Words
Personalization is a must for brands that act as a force multiplier on different levels of the buying experience and revenue generation. It is a must for companies regardless of size and scale and sizes, personalization is a game changer that can increase the lifetime value of customers through transforming the experience for customers across the board. Making it right is as essential as delivering it. Companies must have a digital-commerce agency to expand their reach before getting into the dynamic personalization of experiences.
But how do brands handle everything? Get a reputable and knowledgeable Adobe-certified company bring its unrivalled Adobe Target experience in advising on strategic implementation, consultation and integration, migration optimization, and assistance to enhance your user’s experience.
