Boost Sales with Personalized Commerce Experiences Powered by Adobe Commerce Data

The surge in online interactions since the start of the pandemic has significantly raised buyer expectations. Today, most consumers expect businesses to understand and tailor every interaction to their needs and preferences. To meet these evolving demands, we’re excited to announce the Adobe Experience Platform connector for Adobe Commerce. This powerful native integration empowers businesses to build rich customer profiles and deliver personalized commerce journeys. It grants marketers access to the rich data from Adobe Commerce, enabling them to fuel more personalized, relevant, and timely messages and power in-context promotions or content for each prospect or customer.

Meeting the Demands of Modern Consumers

In a world where 71% of consumers expect personalization and 76% become frustrated when they don’t find it, having a seamless way to turn Adobe Commerce data into personalized commerce experiences at scale is essential for business success. Research from Incisiv and Adobe shows that sophisticated levels of personalization deliver impressive results.

Data: The Foundation for Success

Delivering a personalized experience across channels, devices, and touchpoints is challenging. With third-party cookies becoming more restricted, businesses need an unprecedented command of their data, often trapped in disparate marketing and business systems. This fragmentation makes it difficult to create unified customer profiles, which is why only 25% of businesses have a real-time, 360-degree view of their customers, according to “Data Growth and Personalized Experiences Are Top of Mind for Digitally Driven Businesses” by 451 Research. Businesses also face challenges with the quality and volume of data they collect, making it hard to identify actionable insights.

Adobe Commerce Data Sharing Fuels Personalized Commerce Journeys

Adobe is addressing these challenges with a no-code solution that allows customers to easily share rich Adobe Commerce data with other Adobe Experience Cloud solutions. This enables businesses to deliver truly compelling and deeply personalized experiences at every step of the commerce journey, for both B2B and B2C customers.

The Adobe Experience Platform connector for Adobe Commerce, available in the Commerce Marketplace, automatically tags Adobe Commerce PHP, PWA Studio, and Adobe Experience Manager storefronts to collect and share shopper browser events with Adobe Experience Platform and other Experience Cloud solutions. Important events like searching for or viewing a product, adding an item to the cart, or completing checkout provide actionable data on buyer intent and preferences, enriching customer profiles and supporting enhanced segmentation, campaigns, and analysis. Businesses can also define custom events to share.

Streamlined Data Collection

Collecting commerce data to power personalized experiences typically requires businesses to tag every event on their site and map their data to multiple solutions. This can take weeks to implement and creates a web of integrations that are difficult to maintain. With Adobe Commerce, customers simply deploy the Experience Platform Connector, and their site is ready to share data formatted for immediate use by Adobe solutions. The entire process takes less than two hours, involves no coding, and allows businesses to collect data once and share it with all Adobe Experience Cloud solutions.

Activating and Analyzing Data

Once businesses share their Adobe Commerce data, it can be activated and analyzed by multiple Experience Cloud solutions. Examples include:

Adobe Analytics and Adobe Customer Journey Analytics: These tools help businesses accelerate growth by analyzing Commerce data, such as visits, time spent on site, product cross-sell trends, and product conversion funnels.
Adobe Real-Time Customer Data Platform: This platform combines Adobe Commerce data with other sources to create unified B2B or B2C profiles that can be segmented and activated across any channel.
Adobe Journey Optimizer: This tool leverages segments and Adobe Commerce events, like products viewed or abandoned carts, to build multistep, omnichannel journeys with personalized offers, emails, mobile push, and SMS messages.
Adobe Target: This tool uses Adobe Commerce metrics to determine which site designs, content, and offers deliver the best results in A/B or multivariate tests.

Future Expansions

Over the coming months, Adobe will enable customers to collect and share more browser events and will add server-side event and batch data. This will include real-time transaction events like orders placed, returned, shipped, or canceled, further enriching customer profiles and supporting additional types of triggered campaigns. Customers will even be able to share their full transaction history and store catalogs to facilitate deeper analysis. The integration between Commerce and Real-Time CDP will also strengthen, enabling the use of Real-Time CDP segments to target promotions, dynamic content, and related product recommendations in Commerce for more personalized site experiences.

The Importance of Personalization

Data and personalization are critical to the success of any business in responding to changing customer needs. McKinsey & Company reports that 76% of consumers say that receiving personalized communications is a key factor in prompting their consideration of a brand, and 78% say personalized content makes them more likely to refer friends and family and repurchase.

With Adobe Commerce and Experience Cloud, delivering personalized experiences is more achievable than ever. Embrace the power of AI-driven personalization to boost sales and create meaningful connections with your customers.