The Adobe Summit 2019 EMEA (EMEA stands for European, Middle Eastern and Asian markets) ran from May 15 to 16 in London. At this conference, the North American company based in San Jose, California, revealed some innovations in its e-commerce platform and customer experience for the coming months as well as intentions and ideas that promise to revolutionise the industry.
Adobe Joins B2E – Business to Everyone
This is not a new idea since the advent of cloud business, but it has gained momentum in recent months and has become the motto of the Adobe Summit 2019. For Adobe, the separation of concepts such as B2B (business-to-business) and B2C (business-to-consumer) is becoming obsolete and they’re being assimilated into a single concept that would be B2E, business to everyone.
Adobe’s goal is to develop a common platform that includes Adobe Campaign (B2C) and the recently acquired Marketo (B2B) that is expected to be the first service of this new concept where marketers seek to captivate the audience at an individual level rather than resorting to B2B/B2C classic notions and customising their experiences consistently and on a mass scale.
New features in Magento Commerce
The rebranded Adobe Commerce Cloud, but still popularly known as Magento Commerce, has been updated with new features. The highlight is the integration of two of the world’s largest shopping platforms: the Amazon Sales Channel, which allows users to integrate their catalogues, manage lists and create a two-way data flow with the Amazon market, and Google Shopping ads Channel, which was already available as a free extension, but now allows the management of Google Ads campaigns through the Magento platform.
At the same time, with the integration of Adobe Analytics, marketers can gain a more accurate and quick understanding of consumer behaviour. Another new feature is the inclusion of Braintree, a Paypal service, in the Progressive Web Applications Studio. This will allow users to process debit and credit transactions on a secure platform.
These innovations are designed so that, by using a single feature of Magento Commerce, digital marketing teams can have greater control over the management of behavioural analysis, content data, inventory, sales, and customers from different channels.
Customer Experience Management
This issue has become the top priority for Adobe. According to studies revealed at this year’s Summit, there is a discrepancy in values between customer expectations and their experience. In short terms, brands are not currently providing customer experiences that consumers expect. In the United Kingdom, only 54% of consumers rated their customer experiences as “exceptional”, and this figure drops to 50% in markets such as Germany or France. This is even though the same study revealed that two-thirds of consumers expected personalised experiences as a bare minimum.
Some of the changes proposed at the Adobe Summit 2019 are in response to this study. One of them is a customer experience management platform specially created to gather data and create a real-time customer profile. On the other hand, a strategic partnership with Software AG was announced to integrate the Adobe and Marketo Engage experience platform into the German company’s API. In addition to the partnerships with Google and Amazon, this new agreement aims to provide customised experiences based on Data Silos. Brands such as Unilever, Illycaffè and BT Sport were present at the event to share how they are transforming their business to focus on the customer experience, allowing them to remain competitive.
Recently, MindSEO has published an article on e-commerce personalisation that will help you understand this key issue.