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Razorfish use Adobe Summit to unveil new B2B platform

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Razorfish, the world leader in helping global brands drive customer obsessed business transformation and part of the Publicis.Sapient platform, unveiled a ground-breaking business-to-business (B2B) commerce experience at the Adobe Summit in Las Vegas: Razorshop B2B powered by Adobe Marketing Cloud.

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The new experience builds on Razorshop's business-to-consumer offering by incorporating enterprise resource planning (ERP), CRM, system integration capabilities, and predictive inventory to vastly improve customer satisfaction and organizational efficiencies.

“B2B buyers now expect personalized, contextually relevant commerce experiences at every touch point and Razorfish and Abode are perfectly situated to provide this”

Designed by Razorfish Commerce, Razorshop B2B leverages Adobe Experience Manager and Adobe Experience Manager Screens. It was built to offer rich digital buying experiences and support complex B2B buying processes by empowering sales teams with mobile apps that offer real-time access to sales collateral, automated sales processes, and key sales systems to streamline purchasing and fulfilment.

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Jason Goldberg

Razorfish also previewed an enhanced version of its physical retail experience Razorshop 2.0 at this year's event. The first iteration of Razorshop was launched in partnership with Adobe at its 2015 Summit, and is an innovative connected retail experience that pairs Adobe solutions with the agency's proprietary Bluetooth low energy (BLE)-powered customer loyalty application and a connected ecosystem of marketing, live data, commerce and analytics. Razorshop 2.0 offers retailers even more tools to interact with customers and further blur the barriers between offline and online shopping while continuing to improve onmi-channel attribution for customer behaviour and sales data.

“Joining forces with a visionary partner like Razorfish has allowed us to help our joint clients drive incremental growth of their businesses by transforming the customer journey”

With the launch of Razorshop B2B, Razorfish is now further expanding the breadth of its omni-channel commerce expertise to help organizations solve unique B2B challenges in procurement, field sales, supply chain redundancies and ERP requirements. Razorshop B2B provides segmentation and personalization; complex buying process support; direct, field, and partner sales empowerment; and back-end system integration.

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Jason Goldberg, SVP of Content and Commerce at Razorfish, said: “Digital disruption has fundamentally changed how buyers make purchase decisions in every business vertical. B2B buyers now expect personalized, contextually relevant commerce experiences at every touch point. Razorfish and Adobe are perfectly situated to help organizations break down traditional silos to deliver engaging experiences that meet these elevated expectations.” Errol Denger, Director of Commerce at Adobe, added: “We are proud to pioneer the future of commerce and retail, and joining forces with a visionary partner like Razorfish has allowed us to help our joint clients drive incremental growth of their businesses by transforming the customer journey. Razorshop B2B now gives the power to meet and exceed the customers' ever-growing digital expectations with digital capabilities that drive differentiated commerce experiences for business.”

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Errol Denger

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