Towards the end of 2016 Magento announced a partnership with Adobe to deliver a newly integrated, personalised customer experience across all channels. So what does this mean for merchants? The partnership will see the powerful content and personalisation capabilities of Adobe Experience Manager - a comprehensive content management solution for building websites with a rich, personalised customer journey – combined within the Magento ecommerce suite.The move will allow Magento merchants to engage customers in all digital channels with highly personalised promotions and content, allowing transactions to be completed anywhere, anytime.

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Adobe Experience Manager consists of five elements: sites, assets, apps, forms and communities, which can be unified and shared between all devices – desktop, laptop, phone, tablet. The customer experience can also be unified between these devices. For example, adaptive and intelligent content can be personalised, segmented and targeted to the appropriate customers based on previous behavior.

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Form filling can even be started on one device, saved and then returned to later on a completely different device, streamlining the customer's journey and removing the barrier between desktop and mobile interaction. Content can also be created in multiple languages and delivered in the correct format depending on country – handy for merchants with multiple sites worldwide.And for the true omnichannel experience, the continuation of the user journey will even be transferable to screens that you may find in retail locations, so that customers will be able to benefit from their online browsing when they enter a store.In summary, the new functionality will offer:

  • Unified Shopping Experiences: Allows transactions anywhere, anytime.
  • Greater Personalisation: Enhances the customer journey with personalisation.
  • Real-time Analytics: Provides sales and marketing teams with real-time personalisation insights and analytics.
  • Common Architecture: Create highly differentiated digital brand experiences easily.

"Merchants now have limitless flexibility and powerful personalisation to better differentiate themselves from competitors"

“With today’s consumers more demanding of the brands and merchants they shop, it’s imperative for merchants to not just compete, but lead, on customer experience,” said Mark Lavelle CEO of Magento Commerce. “With this joint solution, merchants now have limitless flexibility and powerful personalisation to better differentiate themselves from competitors.”Magento and Adobe have developed a pre-built integration framework allowing Adobe Experience Manager, Adobe Analytics, and Adobe Target to transmit data to and from Magento. Brewing company Anheuser-Busch will be the first merchant to try the new system. “We are looking forward to leveraging the Adobe and Magento integration to improve our ecommerce capabilities for our Merchandise stores. This innovative approach will allow the consumer to shop within the experience and for us to see a more holistic view of the consumer journey,” stated Fued Sadala, VP, Solutions and Procurement at Anheuser-Busch.“Adobe and Magento are creating a powerful platform to contextually engage shoppers and deliver the best possible shopping experience across all touch points,” said Aseem Chandra, vice president, Adobe Experience Manager. “We are making it possible for the promise of compelling, personalised shopping experiences to become a reality.”