Adobe Summit was bigger and better than ever with over 17,000 attendees, including the Magento crowd. Adobe treats its partners right and we’ve long valued being a part of their community. Throughout the show, we were energized by Adobe’s customers: they are some of the savviest, most engaged, and down-to-earth people we know.
We also got to reconnect with some of our best customers at the best restaurants (SW Steakhouse, I’m calling you out here) and concerts (yep, the Killers killed it) in town.
It is impossible for one person — or even one team — to experience everything a large event has to offer. So it is always good to compare notes. In that spirit, here are 3 of the big ideas that stuck with me. Here’s to happier digital experiences for all.
Omni-Channel Isn’t a Retail Strategy
Our research has shown that pure player e-commerce companies are overperforming on conversion rates in comparison to click and mortar brands. Pure players yield a conversion rate of 3.5%, while their click and mortar counterparts draw in the conversion rate of 2.8% on desktop and 2.6% and 1.9% on mobile, respectively.
However, click and mortar brands perform better in their page views on both desktop and mobile, beating out pure players by 2 views on mobile and 3 views on desktop. So there are things to be learned across the aisle for sure. But beware of copycatting best practices without a holistic strategy. At Adobe Summit 2019, we brought three different retailers on stage to share how they are breaking down the silos and increasing sales based on holistic strategies tailored to each of their brands.
We quickly learned that a true omni-channel strategy is not a one-size-fits-all approach. While some brands use their websites as a kind of showroom to get customers into their brick-and-mortar stores, others are moving in the other direction. Sam Edelman for example, is helping its sales associates in stores stay in touch with customers once they are home, increasing follow-on sales online and providing an overall experience that fosters customer loyalty.
On the flip side, Ralph Lauren live-streamed its Fashion Week runway show as a stimulus to bring people into its highly-curated flagship stores. MatchesFashion, a luxury retailer, is turning its website homepage into the digital version of a flagship store with lifestyle content while its app is your “personal shopper,” helping you complete purchases on the go.
Break Down Silos
Nicolas Pickaerts, the E-commerce Director at MatchesFashion, shared that the retailer’s culture is to talk about the company’s different digital platforms – from the app to the website to its Instagram feed – as “touchpoints” rather than “channels.” It sounds simple but I keep thinking about how genius this is. “Channels” has the historical baggage of being separate and even competing businesses.
“Touchpoints” makes it clear there is one customer interacting with your company in multiple ways and sets up your teams to understand the best way to use those touchpoints to collectively improve revenue and loyalty. This takes you from a zero-sum game to a scenario where you increase your total pie — and your market share.
Implement a System of Insight to Drive Up Your Analytics
James McCormick, the Principal Analyst at Forrester Research highlighted the need for businesses to use data and insights as a strategic foundation for growth, which is supported by the fact that insight-driven businesses are annually growing at 27- 40%, which significantly outpaces the total market. Despite this obvious advantage, less than 1 in 10 businesses are advanced with insights.
The Forrester Research, customer speakers and other discussions made it clear that gaining significant value from analytics means making it available across the company in a common and consumable way. A unified approach to your digital strategy and a way to measure how it is progressing is what gives your digital journey scale and impact.
See You Soon
Everyone here at Contentsquare loves exploring these insights and putting them to work for our customers so if you missed us at Adobe Summit, we’ll be at different events every month. Talk to you soon!We’re Getting Ready for Adobe Summit 2019, Where Experience Meets Expertise
We’re heading back to Adobe Summit for a second consecutive year, and we’ve got something extra special up our sleeves for this year’s digital experience conference.
We’ve designed an interactive booth experience that will have attendees sleuthing for clues on our wall of UX insights and cracking the code to our secret Show Me The Money Room.
We’ll also be taking the stage with some of the foremost brands in fashion and luxury, who will be sharing their tips on enhancing the digital experience to keep customers digitally happy.
A three-day extravaganza centered on experience building and the convergence of data with design, Adobe Summit is an unmissable event in the digital marketing calendar.
Set to take place on March 26-28th, in Vegas, the three-day conference will also feature our very own Chief Strategy and Partnership Officer Jean-Marc Bellaiche, who will be in conversation with some of our partner brands, including fashion giant Ralph Lauren.
Contentsquare to Double Down on Digital Experience and High Conversions
Our March 26 session on “Breaking Down Data Silos For Better Digital ROI” will look at the benefits of fostering a data culture, and empowering digital teams with unique visitor engagement metrics.
The session will touch upon smart analytics and customer-centric attribution: how they can be used to elevate the digital customer experience and propel higher conversions.
Jean-Marc will be joined on stage by heavy hitters of the fashion, luxury and retail industries, who also happen to be our partners: Ralph Lauren, Sam Edelman and MatchesFashion.
We’ll also discuss how these top brands utilized our predictive insights and unique metrics to boost their own customer engagement across touchpoints. Session attendees will be able to learn how digital teams were able to expedite reactivity, become more agile and build an impactful optimization strategy.
Essentially, we’ll be covering how these top brands shifted their culture from that of instinct to one of insight, which has, in turn, increased their digital ROI.
Surviving the Digital Jungle — Highlights from the 2018 Adobe Summit
Given that this year will see our second session and booth at the Adobe Summit, we have a lot to measure up to. During the 2018 Summit, we partnered with luxury jewelry brand Tiffany & Co. and financial services giant Goldman Sachs.
But we haven’t merely headed to these types of conferences to take part in a talk. Being that we are experience-oriented where digital is concerned, we also bring our experience-centric vantage to events.
For last year’s booth, we built an entire digital jungle and invited attendees to find their way out of an ominous digital landscape using only flashlights. In our session, we discussed how to survive the dominance of eCommerce giants like Amazon and thrive in the era of digital transformation.
Come See Us at the 2019 Adobe Summit
This year, instead of challenging attendees to escape the digital jungle, we’ll be encouraging them to crack the code to unlock the door to our secret Show Me The Money room.
We don’t play games when it comes to digital experience, but we do when it comes to conference booths. And even though we like to say that data beats opinion, this year we’ll have booth visitors guessing for prizes.
If you’re curious, stop by booth #223 from March 26th-28th, and our team will be happy to answer any and all of your digital experience questions. See you there!