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Prada Group adopts new CX software

By Retail Technology | Thursday May 16 2019

Luxury brand and retailer Prada Group is implementing new advanced customer experience (CX) software throughout the globe

The company will adopt new Adobe Experience Cloud solutions to support its marketing and multi-channel communications with consumers and across its global retail network to help integrate offline and online channels and deliver a more personalised experience to customers.

Understanding customer needs, offering personalised services and improving one-to-one relationships with the consumer are the strategic objectives underlying the digital transformation process first launched by the Group in 2017.

With Adobe Analytics Cloud and Adobe Marketing Cloud - part of Adobe Experience Cloud - the Prada Group will analyse the interactions between brands and consumers across all of its online properties, including social networks and the Group’s global retail network, which comprises 634 stores worldwide.

Digital content

The expanded adoption means the Prada Group is able to optimise the processing of digital content using Adobe Experience Manager, deepen the analysis of consumer interactions with Adobe Analytics, personalise communications to customers through Adobe Audience Manager and the Data Management Platform, and carry out targeted contact actions using Adobe Campaign and Adobe Target.

A dedicated internal team of data scientists at the Prada Group will use Adobe Sensei, Adobe’s artificial intelligence (AI) and machine learning solution to gain deeper and richer customer insights, and deliver high-quality content faster.

Lorenzo Bertelli, head of marketing and communications at Prada Group, said: “It’s undeniable that the volume of data collected each year is growing exponentially, which generates a very high level of complexity. It’s now crucial to dominate Big Data and, thanks to Adobe Sensei, combined with the professionalism of the team dedicated to this activity, we will reach the goal to improve relations with our consumers and offer solutions that are increasingly personalised and in line with their needs.”


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