Prada Group has enhanced its partnership with Adobe to enable real-time personalisation and increase revenue, elevating the global luxury group’s customer experiences across all digital and physical retail properties.

The partnership spans Prada Group’s range of brands, including Prada, Miu Miu, Church’s, Car Shoe, Pasticceria Marchesi and Luna Rossa.

Prada Group will leverage Adobe Real-Time Customer Data Platform and Adobe Journey Optimiser, part of Adobe Experience Cloud, to combine existing data, creating unified customer profiles and delivering personalised experiences across any channel in real time. This will ultimately deliver relevant content to customers at the moments that matter.

Customers who have opted in will enable sales assistants to know when they visit a store and their preferences, with the goal of a richer personalised experience. For example, a customer who has researched a bag online may be invited to see the bag’s latest seasonal colours in person, where a sales assistant will be ready to provide a tailor-made experience. Upon leaving the store, the customer will receive recommendations based on their purchase, in-store experience and online profile.

Prada Group will continue exploring Adobe’s latest innovative technologies, including Adobe Substance 3D, part of Adobe Creative Cloud, to design retail simulations and create garment and accessory prototypes using physically accurate textiles, including leathers, in an increasingly sustainable and hyper-realistic way.

Prada Group marketing director and head of corporate social responsibility, Lorenzo Bertelli said, “We are happy to announce a new and important step towards our fruitful collaboration with Adobe, with the adoption of their unique customer data platform, to further evolve the retail experience across all our brands. This will ensure we are able to engage and connect with each customer in the right place, at the right time and with the right content.”

Adobe president of EMEA, Luc Dammann added, “At the heart of Prada Group’s identity is a passion for innovation, and a focus on the customer experience. The luxury retail sector is at the forefront of digital innovation, and Adobe’s partnership with Prada Group will enable them to expand their distinctive style and storytelling through real-time personalised customer experiences across in-store and digital worlds.”