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that they need to do something in digital to be innovative?’ These are two different conversations.” Meanwhile, companies have launched some interesting projects using technology like image recognition and beacons. But Klein conceded that their performance varies. “No one has yet turned retailing upside down. But when you see an example like allrecipes.com with Amazon,” he said. “You’re seeing an interesting way of solving a customer problem in the digital space that could inspire future purchases.” Klein noted that mobile marketing is and will continue to spearhead digital’s inroads at retail, according to Adobe’s Digital Insights Report, which tracked all e-commerce sales in North America. In the company’s “2017 Holiday Predictions Report” consumers said they intended to spend 55 percent of their holiday budgets online, compared with 53 percent last year. Breaking down share of visits by device, the study found that 45 percent of visits will take place on a smartphone, compared with 39 percent a year earlier. Another 45 percent of visits will be on desktops with only 9 percent on tablets. A more significant comparison, and one which clearly shows the direction consumers are taking, is against 2015 when only about 33 percent of visits were on smartphones and 55 percent were on desktops. “It’s obvious that any retailer who doesn’t

Content that is centrally managed and optimized, alongside the ability to automatically edit and resize images and copy based on the channel, are two technologies that help create fluid experiences at scale, he added. “Fluid experiences also help retailers maximize the unique capabilities of any platform – without added legwork,” Klein said. “For example, a department store promoting its semiannual runway event may promote a new collection to its customers via email. The same campaign content could then automatically be positioned for Facebook, web content, or Twitter and provide detailed personal and relevant information about the promotion – including event timing, accessible locations, and specific offers,” he added. But a digital revolution is not something that will happen overnight since customer behavior doesn’t shift that rapidly.

Services like buy online and pick-up in store will certainly proliferate along with the ability to have a virtual shopping list filled by the press of a button, he said. “At home, we use a site called allrecipes.com which is integrated with Amazon,” Klein said. “With the push of a button, you can have all the groceries for a particular recipe delivered by Amazon. And the future of artificial intelligence will understand what you already have in a cupboard so you’re not buying what you already have.” As Klein noted in a recent posting on Adobe’s website: “Every retailer

should focus on delivering a consistent and cohesive

omnichannel experience. But, more and more, it’s becoming clear that sophisticated shoppers want more. They want fluidity

between all touchpoints – whether digital or physical – and it’s raising the bar for omnichannel marketing.”

“Every retailer should focus on delivering a consistent and cohesive omnichannel experience. But, more and more, it’s becoming clear that sophisticated shoppers want more.”

have a good mobile strategy is going to be facing significant challenges.” Klein said. “Mobile is eclipsing desktop, especially if you combine smartphone and tablet under the mobile umbrella. Everyone

“We have to explore ways to make the physical and digital journey more seamless for consumers,” he noted. “Retailers doing this well are the ones asking the hard question – specifically ‘Are we making the customer’s journey

Designing fluid experiences enables retailers to create and manage omnichannel experiences across all touchpoints – including in- store associate apps, social media platforms, physical signage, Internet of Things (IoT) devices, and smart screens, he stated.

has numerous apps on their smartphone and retailers can build one and get people to download it.

better by solving a problem today, not just the attitude

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