Adobe has unveiled new Adobe Experience Cloud tools that empower retailers to deliver personalised shopping experiences both in-store and online by allowing them to connect with customers via mobile and providing customers with flexible payment options, as well as a seamless experience from browse to buy.

Retailers should not dismiss the benefit Click & Collect and in-store fulfilment options provide consumers, according to Adobe senior director of product marketing, Tory Brunker.

“Retailers have a tremendous opportunity to increase customer engagement and build customer loyalty by creating consistent, personalised experiences that seamlessly transition between online and in-store. By tailoring digital experiences to consumer preferences, retailers can meet consumers in the way they want to shop,” she said.

New tools for Retailers in Adobe Experience Cloud include Adobe Target’s new capability to bring together offline and online interactions and analyse them in real-time within Adobe Real-Time Customer Data Platform (CDP) to create and deliver personalised experiences at scale.

Retailers receive a unified view of the consumer to provide relevant product recommendations based on recent purchases or see up-to-date rewards qualifications for discounts.

With the release of Payment Services for Adobe Commerce, a fully integrated payment solution to securely manage payment and order data from every storefront in one place, retailers can accept popular payment methods, including credit and debit cards, PayPal, and Afterpay.

New mobile messaging capabilities, now live in Adobe Journey Optimiser, allows retailers to engage customers in real-time either in app, via push notifications or text messages. For example, with location-based triggers, retailers can notify a customer of what aisle their favourite shampoo is located via push notification.

Adobe also announced that retailers can now make edits to Adobe Experience Manager sites content via Adobe Commerce PWA Studio. This integration between Adobe Experience Manager and Commerce makes it easy to deliver engaging shoppable experiences on mobile and desktop devices so brands can create app-like experiences across the customer journey to drive engagement and conversions.