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Prada reimagines in-store and digital experiences in real-time, GM shocks electric car market

Luxury retailer Prada is set to offer uniquely personalised experiences across all channels including Miu Miu, Church’s, Car Shoe, Pasticceria Marchesi, and Luna Rossa brands in partnership with Adobe.

The group will leverage Adobe Real-Time Customer Data Platform and Adobe Journey Optimiser, part of Adobe Experience Cloud, to combine vast amounts of existing data, creating unified customer profiles and delivering personalised experiences across any channel in real time.

These tools will allow the group to deliver relevant content to customers at the moments that matter.  

Customers who have opted in will enable sales assistants to know when they visit a store and their preferences, with the goal of a richer personalised experience.

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For example, a customer who has researched a bag online may be invited to see the bag’s latest seasonal colours in person, where a sales assistant will be ready to provide a tailor-made experience.

After leaving the store, the customer will receive recommendations based on their purchase, in-store experience, and online profile

“Today we are happy to announce a new and important step towards our fruitful collaboration with Adobe, with the adoption of their unique customer data platform, to further evolve the retail experience across all our brands,” Prada group marketing director and head of corporate social responsibility Lorenzo Bertelli said.

“This will ensure we are able to engage and connect with each customer in the right place, at the right time, and with the right content.”

Adobe president of EMEA Luc Dammann added: “At the heart of Prada Group’s identity is a passion for innovation, and a focus on the customer experience.

“The luxury retail sector is at the forefront of digital innovation, and Adobe’s partnership with Prada group will enable them to expand their distinctive style and storytelling through real-time personalised customer experiences across in-store and digital worlds.” 

Adobe Creative Cloud applications enable brands to design striking content for marketing campaigns, product portfolios, and brand activations.

Looking ahead in this direction, the group will continue exploring Adobe’s latest innovative technologies, including Adobe Substance 3D, part of Adobe Creative Cloud, to design retail simulations and create garment and accessory prototypes using physically accurate textiles, including leathers, in an increasingly sustainable and hyper-realistic way.  

General Motors drives electric car sales

Meanwhile, US car giant General Motors is ramping up its efforts to sell more electric cars by signing a new deal with Adobe to help it work out which customers are serious about switching from fossil fuel. 

Adobe’s technology can determine at what stage a customer is from browse to buy – such as whether they are conducting early online window shopping to whether they’ve already made up their mind and just need help picking the right make and model. 

General Motors will use Adobe’s Experience Cloud technology to then generate personalised electric car sales offers online to help broker more sales. The offer will be generated based on data and insights shared by customers during their browsing online. 

The company has an ambition to get 1 million customers to switch to an electric vehicle by 2025. With regulators around the world introducing new restrictions for fuel powered vehicles, such as London’s ULEZ, more and more people are starting to turn to the internet to help them find a suitable electric vehicle. General Motors believes this will help steer them in the right direction. 

“We are at the beginning of an EV movement that will fundamentally change how we move around, delivering a zero-emissions future with a driving experience that is transformed with compelling digital services,” says Ajay Kapoor, global director of performance driven marketing, at General Motors. “As we move from normalising EVs and educating consumers, through to showcasing next generation personalisation capabilities, Adobe Experience Cloud will provide a center of gravity that allows us to connect with customers in a relevant and highly customised fashion.” 

“A unified view of our customers will take our marketing efforts to the next level, providing us the precision we need to orchestrate customer experiences across major online and offline channels,” adds Kapoor. “Our work with Adobe Experience Cloud will also set us up for targeted personalisation in and around our vehicles, where EV buyers can look forward to helpful content that guides them immediately after they’ve purchased a vehicle, such as with alerts and directions when their EVs need to be charged.”

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