클라우드기반마케팅플랫폼활용을통한디지털트랜스포메이션Youn Seok Kim | Industry Strategy Manager

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Microsoft & Adobe, A Partnership to Accelerate Digital Transformation

Adobe and Microsoft share a vision for the future of the enterprise

Adobe와 Microsoft는전략적파트너십을통해: Empowered Digital Consumer 시대를위한장기적관점의전략적비전과계획을함께수립하고실행

기업의마케팅(CMO)과 IT(CIO)를연결해하나의 End-to-End 플랫폼에서컨텐트와데이터결합

영업, 서비스및마케팅전반에걸친고객관여증대및경험개선을위한통합되고단일화된글로벌플랫폼구현

기업의디지털트랜스포메이션수용도증진및고객관계의모든단계에서흥미있고개인화된경험제공을통한브랜드강화지원

Intelligent Cloud Exceptional Experiences

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Shared Vision for the Future of the Enterprise

3

World-class CRM, robust, scalable cloud platform, and expansive ecosystem

Leadership in design, document and digital marketing solutions

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Together, Adobe and Microsoft can help.

4

Adobe Experience Manager Sites Managed Services + Microsoft Azure

Adobe Campaign + Microsoft Dynamics 365 Sales Adobe Analytics + Microsoft Power BI

AdobeCampaign

AdobeExperience Manager

AdobeAnalytics

Adobe CampaignOrchestration

Adobe Experience ManagerWeb Foundation

Adobe AnalyticsFor Data Insights

“우리회사는웹경험관리를위해더욱

견고한기반을구축하고싶습니다.”“우리회사는크로스채널캠페인을

최적화하고마케팅과세일즈활동을

동기화하고싶습니다.”

“조직내유관부서담당자들에게가장

중요한고객인사이트를다양한디바이스를

통해즉시제공하고싶습니다.”

Adobe Analytics

Adobe Target

Adobe Audience Manager

Adobe Target

Adobe Media Optimizer

Adobe Analytics

Microsoft Power BI

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“People are always going to go shopping. A lot of our effort is just: How do we make the retail experience a great one?”

Phillip Green – Chairman, Arcadia Group

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Retail Trends: Transformative change, reinvigorated commerce

6

Building world-classdigital capabilities

Combining bricks and clicks

makes up for lost time

Creating unique and compelling in-store

experiences

Reinventing retail with the latest technologies

A seamless shopping experience is no longer a nice to have, but an imperative.And it is a key reason why retailers worldwide are heavily investing in online and digital.

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

The bigger issue

7

“Commerce” “Omni-channel”

In-house Commerce Engine

매장 PoS 시스템

물류 / 재고관리시스템

고객관리시스템

…

고객접점의폭발적증가 (Connected Consumer)

고객의기대수준증대

데이터및컨텐츠의폭발적증가

디지털기술에기반한새로운 Player (Digital Disruptors)

…

Traditional Today

CUSTOMEREXPERIENCE

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

What is a great experience?

8

1. The Experience is COMPELLING. 고객의관심사에대해이야기하고고객과연관성높은정보를제공해고객의관심유도 Segmentation

2. The Experience is PERSONAL. 누가고객이고, 어디에있는지, 무엇을좋아하는지에대한이해를바탕으로차별화된경험제공 Personalization

3. The Experience is EVERYWHERE. 모든접점에서고객을인지하고기억하며, 언제어디서든고객이원하는작업을계속해서진행할수있도록지원 Omnichannel Interactions

4. The Experience is ENGAGING. 우수한 Creative와 Dynamic 미디어를활용해고객과상품을연결하는스토리전달 Dynamic Merchandising

5. The Experience WORKS. 고객이보다빨리원하는작업을완료하고, 과정에서혼란이나오류없는경험제공 Advanced Analytics

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

“우리는어떻게우리가가진오퍼링들을개인화할것인지에대해많은고민을하고있습니다. 왜냐하면개인화는그자체만으로도핵심차별화요소이기때문입니다. ”

Shashank Saxena, Director Digital & eCommerce

Winners focus on experiences

9

1883년설립

2016년 $115.3bn 매출 (미국 2위)

2013년부터전사차원의 Digital Transformation 개시

개인화를통한차별화된쇼핑경험제공을핵심전략과제로추진(현재 30 억가지개인화된추천제공)

6가지 Digital Transformation 원칙1. 변화의시작점으로고객피드백활용

2. 거시적관점의경제동향에집중

(디지털기술의경제적영향)3. 고객니즈에맞춰비즈니스모델진화

4. Drive Value, Not Feature5. 적극적인데이터 / 인사이트활용

6. 핵심브랜드가치중점

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

“우리는진화하는고객보다앞서나가기위해항상노력하고있습니다. 모바일기술을통해, 항상제품정보와제고를확인할수있도록함으로써디지털과물리적공간을오가는고객의여정을전환하고있습니다. ”

Brian Seewald, VP

Winners focus on experiences

10

1991년설립

고객경험개선및차별화를위해Omnichannel 영역에 $10M 투자(2015년)

Top 100 Omnichannel Retailer 1위(Total Retail 선정)

미국전역의 500여개매장과웹/모바일디지털채널간 Seamless한연계

지속적인 eCommerce 투자를통해상품검색및개인화를위한노력

2017년 in-store 기능이강화된신규모바일앱출시2017년 3월 - 평균 2개의 Stars (5개만점)2017년 5월 - 평균 4.5개이상 Stars

2017 Top 100 Omnichannel Retailer - #1

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Establish a holistic view that calibrates all of your experience and operational investments

11

Over invested in Commerce

Over invested in ExperienceEx

perie

nce

Tran

sfor

mat

ion

Commerce Transformation

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12

Delivering effective cross-channel customer experiences

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13

Adaptive Digital Strategy

Digital Transformation은지속적인혁신, 테스트, 구현의반복을통해

이루어지는점진적변화의과정이며, 이를위해서는유연하고비용효과적인

기반기술이요구됨

3Customer Centric

기업내부나채널이아닌외부관점에서고객과원활한쇼핑경험제공(고객 Journey)을중심으로

Digital Transformation이추진되어야함

1Experiences and Commerce

성공적인 Transformation 과정은고객경험과프로세스(조직 / 시스템)가

동시에고려되어야함

2