1、Orchestrating the customer journey for retail success.Four personalisation instruments to tune up digital engagement.2The digital economy is in full swing and full of twists and turns.The customer journey used to follow a much more linear and predictable path.But as the digital ecosystem expands,onl

2、ine and offline channels have converged.Customers now interact with brands in so many different ways,different places,and at different times that orchestrating a harmonious shoppers journey can be challenging.American conductor and composer Leonard Bernstein once said that Ludwig van Beethovens real

3、 genius was his gift for always knowing what the next note should be.Like Beethoven setting the tempo and guiding the musicians in a symphony,retailers must hit all the right notes and conduct a unified and personalised customer journey across multiple touchpoints online and offline.And they must do

4、 so at scale amid volatile external challenges shifting market conditions,inflation,global supply chain disruptions,and a tight labour market.This guide explores how retailers can successfully orchestrate personalised customer journeys everywhere they lead.Youll see what instruments theyre using to

5、drive personalisation efforts and get tips on how you too can compose great customer experiences and inspire loyalty.3Four instruments for personalisation at scale.Ecommerce is not commanding the same amount of growth as in recent years when online channels became the primary means of shopping durin

6、g the height of the COVID-19 pandemic.And the cost of goods and rising inflation may be taking a toll on consumer confidence as well.Still,53%of retailers surveyed in Adobes 2022 Digital Trends Retail in Focus report expect demands on their organisations digital experience to accelerate in the comin