How Adobe Enhances the Customer Journey: A Comprehensive Overview

Understanding these stages allows businesses to tailor their strategies and interventions effectively.

How Adobe Experience Cloud Assists with Streamlining the Entire Customer Journey

Adobe Experience Cloud offers a comprehensive set of tools designed to enhance each phase of the customer journey:

#1: Adobe Commerce

Adobe Commerce includes potent e-commerce tools to help businesses manage product catalogs, engage in transactions, and create tailored shopping experiences. The platform offers a feature that includes artificial intelligence-driven recommendations to provide brands the opportunity to substantially improve the shopping journey, thereby boosting sale.

Use Case: Gucci
Adobe Commerce allows Gucci to provide tailored product recommendations based on customer behavior. This alone induces user-engagement and indirectly enhances sales.

Use Case: IKEA
IKEA utilizes the capability of augmented reality for Adobe Commerce customers so that they can visualize the IKEA furniture options right inside their homes before they make any purchase.

#2: Adobe Experience Manager (AEM)

When it comes to content management and the provision of personalized experiences across channels, Adobe Experience Manager (AEM) is a must. AEM helps boost efficiency in marketing content creation and management by ensuring that customers get an appropriate point of reference at each milestone along their journey.

Use Case: Coca-Cola
With AEM, Coca-Cola serves as an engagement platform for educating customers about its products and fostering brand loyalty through interactive experiences.

Use Case: Nike
Nike has its own AEM system to tailor the online store before the very eyes of customers with dynamic content that resonates with individual customer preferences.

#3: Adobe Marketo

Marketo automates marketing campaigns through customer’s behaviors and preferences. This allows for fostering and nurturing of leads via email campaigns, surrendering customers with the right information when indeed required.

Use Case: Intelligentsia Coffee
Intelligentsia uses Marketo for orderly automation of direct email travels based on customers’ last clicks, hence escalating their conversion rate on demand.

Example: B2B Manufacturing Company
A B2B manufacturing company uses Marketo to score and nurture its leads. This streamlined process ensures more efficient conversion from high-quality leads to customers.

#4: Adobe Analytics

Adobe Analytics can be used for extracting deep insights from user behavior, as manifested across channels. Through the avenue of user interaction data, organizations can look for trends and make decisions toward improving their marketing strategies further, tailored to guarantee effective customer conversion and increase engagement.

Use-case: Samsung
Example: Samsung integrates Adobe Analytics to look into customer behavior on its site, guiding business strategies and user experience enhancement simultaneously.

Example: For the Customer Experience
Ford has introduced analytics to work on its own parts buying platform to drive engagement with its customers so it can adapt better to their ever-changing needs, based on each end’s greatest data and experience.

#5: Adobe Customer Journey Analytics

This tool can help an organization enable visualization and analysis customer journey across many touchpoints. In an end-to-end approach, businesses mitigate their pain areas with the possible evolution of improvements.

Use Case: Expedia
Expedia employing the Customer Journey Analytics tool for mapping and diagnosing customer journeys across different touchpoints was able to identify the point of bottleneck in its booking process.

Use Case: Health and Wellness Brand
A health brand uses this tool to analyze customer journeys, thereby increasing customer retention with an effective product recommendation.

#6: Adobe Real-Time Customer Data Platform (RT-CDP)

The RT-CDP consolidates and synchronizes data gathered from various sources to avail business of fresh insights into real-time customer behavior. Such holistic perspectives enable companies to then make informed decisions and personalize their interactions accordingly.

Use Case: Getty Images
Example: Using RT-CDP at Getty Images would benefit operations and enable marketing insights from a single source.

Use Case: Travel agency
Example: A travel agency successful in building a unique customer view through RT-CDP can present offers that are tailored to personal preferences.

#7: Adobe Target

Adobe Target is your platform for personalization and optimization of customer experiences. Brands run real-time tests on different content variations and offer to find what resonates with their audience for higher engagement rates.

Use Case: Sports Brand
Example: The sports brand employs Adobe Target for A/B testing of different items sections on its site and then optimizes the offers according to real-time results.

Use Case: E-commerce Retailer
Example: As well, another e-commerce retailer is using Target for creating personalized welcome landing pages.

Adobe solutions used across all stages

Objective: To deliver a seamless, personalized omnichannel experience for customers interested in luxury fashion products.

#1: Awareness Stage (Attracting Potential Customers)

Touchpoints: Social media, search engines, display ads, influencer collaborations.

Adobe Tools Used:

• Adobe Marketo Engage – Run targeted paid ad campaigns on social platforms (Instagram, Facebook, Google) based on demographics and interests.
• Adobe Target – A/B tests different ad creatives to identify high-performing visuals and messaging.
• Adobe Analytics – Track traffic sources, measure engagement, and identify high-performing acquisition channels.
• Adobe Real-Time Customer Data Platform (RT-CDP) – Collect anonymous browsing data to build initial customer profiles and segments.

Example: A potential customer sees a luxury handbag ad on Instagram, clicks it, and lands on the brand’s website. Adobe Analytics captures the visitor’s behavior (time on page, clicks, engagement).

#2: Consideration Stage (Engaging Customers & Nurturing Interest)

Touchpoints: Brand website, product pages, personalized emails.

Adobe Tools Used:

• Adobe Experience Manager (AEM) – Serves dynamic, personalized product pages with high-quality content, videos, and lookbooks.
• Adobe Target – Delivers personalized recommendations based on browsing behavior (e.g., “You might also like” section).
• Adobe Marketo Engage – Sends follow-up emails with styling tips, user reviews, and influencer endorsements.
• Adobe RT-CDP – Unifies web activity data with social interactions to enrich customer profiles.

Example: The customer browses different handbags and lingers on a specific model. Adobe Target dynamically personalizes the website, showcasing user-generated content and styling suggestions relevant to their interest. An email is triggered with a discount code or an invitation to explore similar styles.

#3: Decision Stage (Converting to Purchase)

Touchpoints: Shopping cart, checkout process, customer support chat.

Adobe Tools Used:

• Adobe Commerce – Provides a seamless and intuitive checkout experience with multiple payment options.
• Adobe Target – Optimizes the checkout page by offering personalized incentives (e.g., free shipping).
• Adobe Analytics – Tracks customer drop-off points to optimize the checkout funnel.
• Adobe Marketo Engage – Sends cart abandonment emails with personalized offers based on browsing behavior.

Example: The customer adds the handbag to their cart but abandons it. Marketo triggers an email reminding them of the item, featuring a limited-time offer to incentivize the purchase. Adobe Target adjusts the homepage to highlight urgent messaging when they return.

#4: Retention Stage (Post-Purchase Engagement & Loyalty Building)

Touchpoints: Order confirmation, loyalty programs, social media engagement.

Adobe Tools Used:

• Adobe Experience Manager (AEM) – Delivers a personalized order confirmation page with care instructions and related product recommendations.
• Adobe Marketo Engage – Sends a follow-up email thanking the customer and offering loyalty program enrollment.
• Adobe Customer Journey Analytics – Tracks post-purchase behavior, segmenting customers based on repeat purchases.
• Adobe RT-CDP – Integrates post-purchase data with CRM to create enriched profiles for future campaigns.

Example: After purchasing the handbag, the customer receives an email with care tips, a loyalty points summary, and an invitation to an exclusive styling webinar.

#5: Advocacy Stage (Encouraging Referrals & Community Building)

Touchpoints: Social media, customer reviews, referral programs.

Adobe Tools Used:

• Adobe Experience Manager (AEM) – Provides a platform for user-generated content sharing and testimonials.
• Adobe Target – Personalizes the brand’s blog recommendations based on purchase history.
• Adobe Marketo Engage – Sends referral incentives and prompts to leave reviews.
• Adobe Customer Journey Analytics – Measures advocacy success, tracking referrals and engagement.

Example: The customer shares a handbag review on Instagram, tagged with the brand’s hashtag. Adobe Analytics tracks engagement and Marketo triggers a reward email encouraging them to refer friends.

#6: Expansion Stage (Upsell & Cross-Sell Opportunities)

Touchpoints: Email campaigns, website, in-store experience.

Adobe Tools Used:

• Adobe Target – Offers tailored recommendations for matching accessories or related products.
• Adobe Commerce – Creates bundled product promotions based on past purchases.
• Adobe Marketo Engage – Sends personalized offers for seasonal collections.
• Adobe Customer Journey Analytics – Provides insights into buying patterns for future campaigns.

Example: The customer is shown matching accessories (wallets, scarves) when they revisit the website, and Marketo sends an exclusive offer on the latest collection.