Adobe Marketing Cloud adds features, partnerships to bring brick-and-mortar deeper into digital
The announcements highlight the continued evolution of ‘brick-and-bits’ stores.
This week at the National Retail Federation (NRF) show in New York City, Adobe announced several new initiatives to improve the digitization of brick-and-mortar retailing.
The tech company says that $7.50 of every $10 spent through the top 500 U.S. retailers is spent through its Marketing Cloud, largely though the retailers’ online selves.
That’s the hottest arena for online sales, according to Marketing Cloud’s Director of Industry Strategy Michael Klein. He told me that e-commerce for brick-and-mortar retailers “is growing faster than pureplay e-commerce.” A key driver: the trend among customers to buy online from retailers with a physical presence, so returns can be made in person.
The new retailer-targeted announcements include the private beta of Fluid Experiences in Retail inside Adobe Experience Manager in the Marketing Cloud.
It allows a retailer to create a master block of content — including photo, product description, sizes and pricing — and then break it into segments for any device that can display HTML, a kind of content management for multiple channels. Previously, this kind of content-for-retailers in the Marketing Cloud required a more manual creation for each channel.