Aditya Birla Fashion and Retail, Adobe partner to develop digital CX program

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Aditya Birla Fashion and Retail, Adobe partner to develop digital CX program
Aditya Birla Fashion and Retail, Adobe partner to develop digital CX program

To make the process of digital administration of the brands easier, ABFRL, with the help of Adobe, will be able to address the brand with a single source of truth of information

To develop a customer experience program focused on offering high-quality digital experiences, Aditya Birla Fashion and Retail Limited (ABFRL), one of India’s largest fashion businesses, has partnered with Adobe with the focus shifting to streamline the scattered digital assets and turn them into a structured system. Hence, it becomes critical for the brand to expand its boundaries by locating, reusing, and repurposing digital and content assets from other businesses. As a result of this collaboration, Adobe works on methods to enhance income while lowering expenses in the operation of these digital assets.

“We are happy to partner with Adobe to accelerate our digital transformation initiative. To stay ahead in today’s fast-changing fashion industry of an emerging India, it is important to spot and react with speed to changes in consumer preferences. This partnership is in line with ABFRL’s vision to satisfy consumer needs in the fashion apparel and accessories market. Our digital transformation strategy aims to reimagine customer experiences across both online and offline channels,” commented Praveen Shrikhande, Chief Digital and Information Officer, ABFRL.

As part of ABFRL’s digital transformation plan, ABGRL brands such as Louis Philippe, Van Heusen, Allen Solly, Peter England, and Pantaloons will use Adobe Experience Cloud (AEC) to power their websites and mobile applications. AEC will enable these businesses to provide personalized content experiences across their many platforms, manage content needs, create and deliver thousands of assets and optimize personalized experiences for millions of its customers. While, Adobe Analytics, implemented by Adobe Consulting Services, is empowering ABFRL to take a data-driven approach and derive real-time insights across channels, this has generated an incremental increase in online clicks, click-through rates, order participation, and revenue participation of individual assets.

For Pantaloons, the Adobe-ABFRL partnership has already started delivering great results. This was the first move that made ABFRL seek Adobe as its extended partner. The single unified Adobe experience manager solution became an association for their entire brand chain by identifying the need of the store and content management requirements for Pantaloons.

“We did Pantaloons first because of their business priorities. ABFRL have a standardized platform for all their digital commerce. So, all of them are standardized. We started with pantaloons because that’s where they wanted much larger insights and could put them into action. Thus, we studied where these systems exist and how fragmented this process and content are revealing the state of affairs at that point in time. Today, all major brands have already implemented this digital asset management system, as well as the digital intelligence system, digital analytics,” said Vyshak Venugopalan, Head – of Solution Consulting, Adobe India.

To make the process of digital administration of the brands easier, ABFRL, with the help of Adobe, will be able to address the brand with a single source of truth of information. Furthermore, it looks up to the customer journey and answers the question “Why,” making it easier for the organization to track their customers’ movements and actions.

Additionally, ABFRL will be able to elevate its data sampling issues and remove the potential of incomplete and inaccurate data collection, without compromising the outliners, which acts as a big opportunity for a brand like ABFRL. Along with correct data collection, the partnership also enables the organization to drill into the data and make insights for the business’s development. It allows the organization to drive ad-hoc questions in depth and not depend on the lagging metrics. Providing the leading metrics will help ABFRL to improve its business functions and metrics.

Stating on the collaboration, Venugopalan says, “Today, consumers expect brands to deliver memorable experiences which make the customer experience the new currency of the digital economy, prompting brands to make every engagement targeted and personal. Aditya Birla Fashion and Retail Limited is one of the leading fashion brands in the country, and we’re honored to work with them to power their omnichannel strategy by leveraging tech like AI and real-time customer data to deliver exceptional experiences online as well as at their brick-and-mortar stores.”

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