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Razorfish and Adobe reveal the future of retail

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Razorfish and Adobe are unveiling what they're calling "The future of retail" at this year's Adobe Summit with a new physical storefront experience that connects the customer across all touch points, helping retailers to sell their wares more intelligently and effectively. Attendees of the summit, which is being held this week (between March the 9th and the 13th) in Salt Lake City, Utah, will be able to experience what is being described as a “Truly 360 degree approach to the customer and commerce” by visiting Razorfish's booth.

Razorfish and Adobe will unveil the future of retail at Adobe Summit with a physical storefront experience

The new, innovative connected retail experience, designed by Razorfish's Commerce & Emerging Experience Practice, is powered by Adobe Experience Manager and Adobe Experience Manager Screens, which Adobe introduced earlier this week as part of the next version of its market-leading digital experience management solution, as well as Adobe Campaign and the agency's proprietary BLE Experience Platform. Through the pairing of a BLE-powered customer loyalty application and a connected ecosystem, retailers using the system will be able to connect the associate, customer and store in an organic way.

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This connected retail experience builds on Adobe Marketing Cloud expertise Razorfish has gained as part of the Publicis Groupe's Always On initiative, a marketing management platform standardized on Adobe Marketing Cloud. After the summit, Razorfish and Adobe will showcase the connected retail experience, which both companies are referring to as "The future of retail," in additional locations, to brands looking for retail transformation and a seamless experience for their customers.

This connected retail experience builds on Adobe Marketing Cloud expertise Razorfish has gained as part of the Publicis Groupe's Always On initiative

Through this experience, the customer's profile and loyalty application bring context and personalization to digital signage, product recommendations, clienteling and a dialogue between the physical store, the brand and the guest. Screens within the store powered by Adobe Experience Manager Screens display unique messaging tailored to individual customers, helping their retail experience to feel more personal. Through strategic BLE zoning within the retail store, tailored content is also delivered across the mobile app, the sales associate's tablet and onto large format displays, shortening the potentially wavering path from consideration to purchase.

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Paul do Forno, Razorfish's SVP of global commerce and content lead, said “Today, the customer's experience across all touch points is critical in driving commerce, conversion and loyalty.” He feels that through their partnership with Adobe, they will be able to “Show marketers what the future holds today.” He adds that “The Connected Retail Experience combines Adobe's forward-thinking solutions with the digital insights and experience of Razorfish's digital-first approach in Commerce.” Jim Sink, VP of global agency partnerships at Adobe, hopes that “Retailers are inspired at Adobe Summit by the visionary, yet near-term future of retail that Adobe and Razorfish are demonstrating.” He believes that the storefront experience created by Razorfish “Provides a real-life example of what's possible for today's retailers when they deploy a 360 degree approach to commerce, an approach that is deeply focused on a customer's unique wants and desires along the purchasing journey.”

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