adobe scene7 2010 survey: customer experience in the new decade
DESCRIPTION
This survey reveals how leading global cross-industry businesses plan to enhance online customer experience and drive conversions in 2010. You'll discover the rich media/merchandising, social media-based, mobile, and personalization features these leaders are using or plan to use in the coming year!TRANSCRIPT
1Adobe Scene7 2010 Survey: Customer Experience in the New Decade
[email protected] 1-877-SCENE7-0 www.scene7.com
Adobe Scene7 2010 Survey: Customer Experience in the New Decade
February 2010
2Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Contents
Executive Summary 3Methodology and Participants 5Survey Results—Worldwide 7
Rich Media/Merchandising Features & Effectiveness 7Social Media-Based Features & Effectiveness 10Mobile Features & Effectiveness 13Personalization Features & Effectiveness 15Combined Features—Deployed, Planned & Effective 17Conversion Impact 28Deployment Time Frame 28
APPENDICES 29Survey Results—North America 29Survey Results—EMEA 36Survey Results—Asia-Pacific 43Survey Results—Retail and Manufacturing Only 49About Adobe Scene7 57About Adobe Systems Incorporated 57
3Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Executive Summary
We are pleased to present the results of the Adobe Scene7 2010 Customer Experience in the New Decade Survey.
The objectives of this survey were to identify and analyze what businesses plan to do in 2010 to enhance online customer experience and drive conversions. Leading companies from all industries worldwide were asked what rich media/merchandising, social media-based, mobile, and personalization features they use or plan to use, along with their expected or actual effectiveness, and timeframes to deploy these features.
The Adobe Scene7 quantitative survey received 546 responses worldwide. The top six industries for respondents represent almost 60% of the total, among these are agencies (advertising/interactive), computer hardware/services/software, media, and retail. Agencies were the highest to respond worldwide, representing about 18% of total respondents. A slightly higher number of respondents from North America were from the retail sector, while EMEA was higher by 2X in retail, and Asia-Pacific had a heavy response in Transportation Services (25%) with retail only representing 2%.
A conscious effort was made this year to expand responses into Asia-Pacific. Compared with last year, participation from respondents in the Asia-Pacific region significantly increased from 4% to 31% with Japan representing 96% of these responses. Similar to last year’s survey, the annual company sales show more than half of the respondents with less than $10MM (60%) and nearly a quarter greater than $100MM (23%).
Highlights from the survey include the most popular deployed features and their effectiveness, as well as business investments planned to drive conversions and enhance user experience over the next 12 months. Analysis of how much deployed tactics have impacted respondents’ conversions is also covered.
Looking across all customer experience tactics and regions surveyed, social media-based features are the top deployed tactics going in to 2010, while both rich media/merchandising and social media-based features are the top planned for 2010. Importantly, the top most effective tactics are also in the rich media/merchandising and social aspects with multi-media viewing or product tours (combinations of videos, zoom imagery, spin or animation) ranking as the number one most effective feature followed by visual search, user ratings, search landing pages, product comparison and zoom. Mobile and personalization continue to be the least deployed tactics (less than 10% by all respondents), yet have the highest planned growth rates.
Across the different continents, North America and EMEA both share the same deployment levels of rich media/merchandising tactics; however, North America clearly leads the pack in deployed social media tactics. Asia-Pacific ranks significantly lower in both deployed and planned rich media/merchandising and social media-based tactics but is only slightly behind other countries in the areas of mobile and personalization. The specifics across category results are as follows:
• The top five features deployed across all customer experience tactics are more heavily rooted in the social media-based category compared with last year. These include, branded social community pages, e.g., Facebook, MySpace, Twitter (33%), blogs (32%), audio (26%), RSS (25%), and dynamic displays, e.g., banner, carousel, tabbed, grid views (25%).
• The top planned features for 2010 fall into the areas of social media-based and rich media/merchandising; and similar to last year’s findings, blogs and interactive catalogs are among the top five planned features. This year, however, more personalization features top the list of planned tactics, including personalization by ZIP/Geo and personlization engines. Also, videos for merchandising, advertising, and demonstration are
4Adobe Scene7 2010 Survey: Customer Experience in the New Decade
rising in importance this year, and are now in the top five planned features for 2010. Compared with last year, respondents are planning to invest more in the areas of personalization and mobile over the next 12 months.
• More than one-third of all respondents cite the most effective tactic across all features this year to be product tours or multi-media viewing which combines guided spin, zoom imagery, videos or animations with copy (36%). The other leading most effective tactics are visual filtering & advanced search on product features (size, color, price) (33%), user comments and reviews (32%), search landing pages (32%), product comparisons (28%), and zoom (28%). Compared with last year, product tours displaced zoom as the top ranked most effective feature. (Interesting to note: this result reinforces the findings in another study conducted this year entitled, “Adobe Scene7 Viewer Study: What Shoppers Want”—the first Adobe Scene7 survey addressing online shoppers’ interest in visual merchandising. This consumer-facing, quantitative study identified and analyzed eCommerce shopping features on the product page most useful for shoppers making an online purchase. The multi-media enabled viewer that incorporates all visual, rich details of the product with click-driven alternative views, interactive full-screen zoom, color options, video sets, 360-degree spin with zoom on every angle was the preferred experience across all participants.)
Other effective features remaining in the top five ranking for two years running include, user rating/rankings/comments, search landing pages, and visual filtering.
This year, respondents were asked how much deployed tactics have impacted their conversions; and interestingly, personalization features rank the highest in conversion impact at over 50%, whereas mobile features rank the highest in no conversion impact. All categories on average fall into the 11%-20% range of conversion impact, with rich media/merchandising features having the overall highest impact.
The survey results show 75% of all respondents will be conducting customer experience projects within the coming year. Compared with last year, these projects have shifted to the latter half of 2010 and beyond.
A detailed summary of these results follows, in addition to a list of the top deployed, planned, and most effective tactics by category, region, as well as specifically by retail and manufacturing industries.
5Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Methodology and Participants
The Adobe Scene7 2010 Customer Experience in the New Decade Survey was conducted from November 9, 2009 to January 15, 2010. The key objectives of the survey were to identify and analyze what online businesses plan to do in the next year to enhance their customer experience and drive conversions. The results were compiled based on responses from 546 companies representing a broad cross-section of product categories and selling channels. The following analysis includes data for the combined worldwide response. Separate results for North America, EMEA and Asia-Pacific can be found in the appendix.
Primary IndustriesThe top six industries for respondents represent almost 60% of the total, among these are agencies (advertising/interactive), computer hardware/services/software, media, and retail. Agencies were the highest to respond worldwide, representing about 18% of total respondents. A slightly higher number of respondents from North America were from the retail sector, while EMEA was higher by 2X in retail, and Asia-Pacific had a heavy response in transportation services (25%) with retail only representing 2%.
0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%
)gencies 0)dver4sing5 Interac4ve9
Other
Computer AardBare5 Services5 SoDBare
Media
Fransporta4on Services
Retail
Industrial Manufacturing
Business Services
Real Estate
Consumer Products Manufacturers
Photography
Government/Non‐Profit
Aealth Care/Pharmaceu4cals
Educa4on
)utomo4ve
Leisure
Financial Services
Felecommunica4ons EUuipment V Services
What is your company's primary industry?
6Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Annual SalesSimilar to last year’s survey, the annual company sales show more than half of the respondents with less than $10MM (60%) and greater than $100MM (23%). Of note, Asia-Pacific has more representation from enterprise companies, with more than 20% citing revenues of $100MM or higher. Compared with last year, the small busi-ness responses grew slightly, representing more than three-quarters of the responses (78%), while enterprises with more than $100MM decreased to 17% (versus 22% last year).
0%
10%
20%
30%
40%
50%
60%
70%
Less than $10
million
$10 million ‐ $25
million
$25 million ‐ $50
million
$50 million ‐
$100 million
More than $100
million
What are your company's annual sales?
RegionsCompared with last year, Asia-Pacific had significantly increased participation from 4% to 31% with Japan representing 96% of these responses.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
North America Asia‐Pacific Western
Europe
Eastern
Europe
Middle East
and Africa
AaBn America
Where is your company headquartered?
7Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Survey Results—Worldwide
Rich Media/Merchandising Features & Effectiveness
Which rich media/merchandising features do you currently use or plan to offer over the next year? What is the actual or expected effectiveness?
The survey identifies the most popular rich media and merchandising features either deployed or planned for the coming year, along with the effectiveness of each feature.
0% 5% 10% 15% 20% 25% 30% 35%
360‐degree spin
Shop by ou8it, room or collec>on
Mix and match
3‐D visualiza>on
Side by side comparisons
Visual filtering & advanced search on product features (size, color, price)
Product comparisons
Podcasts or live video feed
Product tours (combina>ons guided spin, zoom imagery, videos or anima>ons with copy)
Mnterac>ve design tools
Lifestyle imagery (in room, on model)
Microsites/brand bou>Pues
Color swatching/colorizing
Quick looks & rollover views
Zoom
Alterna>ve images
Videos for merchandising, adver>sing and demonstra>on
Mnterac>ve catalogs & brochures
Search landing pages
Dynamic displays (banner, carousel, tabbed, grid views)
Anima>on
Audio
Rich Media/Merchandising Features
Planned
Deployed
Top DeployedAbout one-quarter of all respondents have deployed a variety of top-ranking features, including audio, anima-tion, dynamic displays (banner, carousel, tabbed, grid views), search landing pages, and interactive catalogs & brochures. These are followed closely by videos for merchandising, advertising & demos, alternative images, quick looks, zoom, and color swatching/colorizing.
Compared with last year’s survey, audio, animation, and search landing pages remain in the top five deployed features, with dynamic displays (banner, carousel, tabbed, grid views) and interactive catalogs ranking in the top five deployed for the first time.
Top deployed ratings:• Audio: 26%• Animation: 25%• Dynamic displays (banner, carousel, tabbed, grid views): 25%• Search landing pages: 22%• Interactive catalogs & brochures: 22%
8Adobe Scene7 2010 Survey: Customer Experience in the New Decade
• Videos for merchandising, advertising and demonstration: 20%• Alternative images: 20%• Quick looks & rollover views: 18%• Zoom: 18%• Color swatching/colorizing: 18%
Top Planned Almost one-third of respondents are planning to invest in the following features over the next 12 months: interactive catalogs, videos for merchandising advertising and demonstration, podcasts, product tours or multi-media viewing, 3-D visualization, 360-degree spin, animation, interactive design tools, product comparisons, and alternative imagery.
Compared with last year, videos have risen in investment importance to the number two rank from the number five rank. A quarter of respondents plan to deploy videos this year, along with product tours or multi-media viewing, which also has increased in rank to number four versus last year’s ranking at 10. 360-degree spin has fallen in priority, likely due to the more immersive product tour feature.
Top planned ratings:• Interactive catalogs & brochures: 30%• Videos for merchandising, advertising and demonstration: 24%• Podcasts or live video feed: 24%• Product tours or multi-media viewing (combinations guided spin, zoom imagery, videos or animations with
copy): 23%• 3-D visualization: 23%• 360-degree spin: 22%• Animation: 22%• Interactive design tools: 22%• Product comparisons: 21%• Alternative images: 21%
Top EffectiveOf those respondents having deployed or planned these features, the most effective features from almost one-third of the respondents include product tours or multi-media viewing (combinations guided spin, zoom imagery, videos or animations with copy), visual filtering & advanced search on product features (size, color, price), search landing pages, product comparisons, zoom, videos for merchandising, advertising and demonstration, interactive catalogs & brochures, podcasts or live video feed, animation, and side by side comparisons. Product tours have risen to the number one ranking (36%) from ninth place last year (at 29%).
9Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Comparing these results with last year’s, visual filtering, search landing pages, and zoom remain in the top five most effective features.
0% 5% 10% 15% 20% 25% 30% 35% 40%
Shop by ou0it, room or collec9on
360‐degree spin
Mix and match
Audio
Dynamic displays (banner, carousel, tabbed, grid views)
Color swatching/colorizing
Lnterac9ve design tools
Quick looks & rollover views
Lifestyle imagery (in room, on model)
Alterna9ve images
Microsites/brand bou9Rues
3‐D visualiza9on
Side by side comparisons
Anima9on
Podcasts or live video feed
Lnterac9ve catalogs & brochures
Videos for merchandising, adver9sing and demonstra9on
Zoom
Product comparisons
Search landing pages
Visual filtering & advanced search on product features (size, color, price)
Product tours (combina9ons guided spin, zoom imagery, videos or anima9ons with copy)
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Top very effective ratings:• Product tours or multi-media viewing (combinations guided spin, zoom imagery, videos or animations with
copy): 36%• Visual filtering & advanced search on product features (size, color, price): 33%• Search landing pages: 31%• Product comparisons: 28%• Zoom: 28%• Videos for merchandising, advertising and demonstration: 27%• Interactive catalogs & brochures: 27%• Podcasts or live video feed: 27%• Animation: 27%• Side by side comparisons: 26%
10Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Social Media-Based Features & Effectiveness
Which social media-based features do you currently use or plan to offer over the next year? What is the actual or expected effectiveness?
This year’s survey further expanded on social media-based features to identify the most popular features either deployed or planned for the coming year, along with the effectiveness of each feature.
0% 5% 10% 15% 20% 25% 30% 35%
User‐designed merchandise available for purchase
User‐created collec=ons for sharing & purchase (e.g., ouBits, furniture)
Mashups
Enterac=ve in‐store tools (e.g., kiosks, signage, dressing room mirrors, etc.)
Co‐shopping & browsing online with an expert or friends
Wikis
User‐generated visual content (images, video, audio)
Desktop widgets
URL & Web widget viral sharing (embed on other sites, blogs, etc.)
Product sharing on social networks
Collabora=ve custom product design (items, sets, ouBits, etc.)
Syndica=ng content to social and social shopping sites (e.g., Qaboodle, ThisSext,
Facebook, YouTube)
Live chat/instant messaging
User ra=ngs & rankings
User comments and reviews
RSS
Blogs or micro‐blogs
Branded social community pages (e.g., Facebook, MySpace, TwiXer)
Social Media‐Based Features
Planned
Deployed
Top DeployedAlmost one-third of all respondents have deployed branded social community pages (e.g., Facebook, MySpace, Twitter) and blogs. This is followed by RSS feeds, user comments and reviews, user ratings & ranking, live chat, and syndicated content. Comparing these results with last year’s, the top six deployed features remain the same, except this year branded social community pages were included for the first time, which is the number one de-ployed social tactic (33%).
In North America, branded social community pages are deployed at a significantly higher rate (46%) than other social media tactics; user comments & reviews (30%) and user ratings & rankings (22%) are also more widely de-ployed than in other regions. By contrast in Asia-Pacific, these social features are significantly less deployed, i.e., branded social pages at 12%, RSS at 13%, and blogs at 22%.
Top deployed ratings:• Branded social community pages (e.g., Facebook, MySpace, Twitter): 33%• Blogs or micro-blogs: 32%• RSS: 25%• User comments and reviews: 23%
11Adobe Scene7 2010 Survey: Customer Experience in the New Decade
• User ratings & rankings: 17%• Live chat/instant messaging: 14%• Syndicating content to social and social shopping sites (e.g., Kaboodle, ThisNext, Facebook, YouTube): 14%• Collaborative custom product design (items, sets, outfits, etc.): 11%• Product sharing on social networks: 10%• URL & Web widget viral sharing (embed on other sites, blogs, etc.): 10%
Top Planned Almost one-quarter of respondents plan to add blogs, branded social pages, user comments, reviews, ratings, and rankings. Compared with last year, RSS has fallen out of the top planned features, most likely due to higher deployment last year. Also, product sharing on social sites and user-generated visual content has risen in impor-tance for this year’s planned investments.
Top planned ratings:• Blogs or micro-blogs: 26%• Branded social community pages (e.g., Facebook, MySpace, Twitter): 24%• User comments and reviews: 24%• User ratings & rankings: 23%• Product sharing on social networks: 20%• Desktop widgets: 18%• User-generated visual content (images, video, audio): 17%• Wikis: 17%• Live chat/instant messaging: 17%• RSS: 16%
Top EffectiveOf those respondents having deployed or planned these features, the most effective ratings are user comments & reviews, user ratings & rankings, live chat/instant messaging, collaborative custom design, and user-generated visual content. These results are consistent with the top-ranked features from last year’s survey, with the exception of collaborative custom design which has risen to the fourth-ranked most effective feature.
0% 5% 10% 15% 20% 25% 30% 35%
Mashups
.nterac4ve in‐store tools (e.g., kiosks, signage, dressing room mirrors, etc.)
Desktop widgets
User‐designed merchandise available for purchase
User‐created collec4ons for sharing & purchase (e.g., ouHits, furniture)
Product sharing on social networks
SKndica4ng content to social and social shopping sites (e.g., Laboodle, MhisNext, Pacebook, QouMube)
Co‐shopping & browsing online with an expert or friends
Wikis
Blogs or micro‐blogs
URL & Web widget viral sharing (embed on other sites, blogs, etc.)
Branded social communitK pages (e.g., Pacebook, MKSpace, MwiWer)
RSS
User‐generated visual content (images, video, audio)
Collabora4ve custom product design (items, sets, ouHits, etc.)
Live chat/instant messaging
User ra4ngs & rankings
User comments and reviews
!"#$%&'()*$%+,%-)*'./)#01)2)--'34#56%&'"7'.89)#5)*:;'<)7='./)#01)'
12Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Top very effective ratings:• User comments and reviews: 31%• User ratings & rankings: 26%• Live chat/instant messaging: 22%• Collaborative custom product design (items, sets, outfits, etc.): 21%• User-generated visual content (images, video, audio): 20%• RSS: 19%• Branded social community pages (e.g., Facebook, MySpace, Twitter): 19%• URL & Web widget viral sharing (embed on other sites, blogs, etc.): 19%• Blogs or micro-blogs: 18%• Co-shopping & browsing online with an expert or friends: 17%
13Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Mobile Features & Effectiveness
Which mobile features do you currently use or plan to offer over the next year? What is the actual or expected effectiveness?
This year’s survey also expanded mobile tactics to identify the top features either deployed or planned for the coming year, along with the effectiveness of each feature.
0% 5% 10% 15% 20% 25%
Mobile commerce – shop & buy on mobile device
Price check ‐ store to Web
Check in‐store or Web product inventory
GPS mapping/store locator
EdverFsingG promoFonsG bar‐coded coupons ‐ drive to
store or Web
Check delivery status
Eddress book integraFon Hor mobile
Mobile Features
Planned
Deployed
Top DeployedThe adoption of top mobile features remains relatively low compared with other tactics surveyed—the most widely deployed feature is deployed by only 10%. Compared with last year, address book integration, check delivery status, and mobile advertising now rank as top deployed features. Mobile commerce penetration continues to be in the single digits (5%).
Mobile features are slightly more deployed in EMEA, e.g., check delivery status at 15%, and GPS mapping at 15%. Interestingly, deployment of these features in Asia-Pacific is comparable to worldwide ratings with mobile commerce having a slightly higher deployment than worldwide (8% in Asia-Pacific versus 5% worldwide).
Top deployed ratings:• Address book integration for mobile: 10%• Check delivery status: 10%• Advertising, promotions, bar-coded coupons—drive to store or Web: 9%• GPS mapping/store locator: 9%• Check in-store or Web product inventory: 7%• Price check—store to Web: 6%• Mobile commerce—shop & buy on mobile device: 5%
Top Planned
14Adobe Scene7 2010 Survey: Customer Experience in the New Decade
About one-fifth of respondents plan to add key mobile features this year, including mobile advertising, check delivery status, mobile commerce, check in-store, and address book integration. Mobile advertising tops the list of investment priorities for 2010. Mobile priorities worldwide are similar to last year, fairly flat as an investment priority, with mobile promotions still the highest priority.
Top planned ratings:• Advertising, promotions, bar-coded coupons—drive to store or Web: 23%• Check delivery status: 20%• Mobile commerce—shop & buy on mobile device: 19%• Check in-store or Web product inventory: 19%• Address book integration for mobile: 19%• GPS mapping/store locator: 18%• Price check—store to Web: 16%
Top EffectiveOf those respondents having deployed or planned these features, check delivery status and inventory check were ranked as the most effective features, followed by address book integration, price check, GPS mapping, and then promotions. Interestingly, mobile commerce is rated as least effective among all mobile tactics, although it is the number one planned mobile feature in 2010.
0% 5% 10% 15% 20% 25% 30%
Mobile commerce – shop & buy on mobile device
;dver<sing> promo<ons> bar‐coded coupons ‐ drive to store or Web
GPS mapping/store locator
Price check ‐ store to Web
;ddress book integra<on Hor mobile
Check in‐store or Web product inventory
Check delivery status
!"#$%&'()&*+,&-&..'/0*123%'"4'(56&*1&789':&4;'()&*+,&'
Top very effective ratings:• Check delivery status: 27%• Check in-store or Web product inventory: 23%• Address book integration for mobile: 22%• Price check—store to Web: 22%• GPS mapping/store locator: 21%• Advertising, promotions, bar-coded coupons—drive to store or Web: 19%• Mobile commerce—shop & buy on mobile device: 12%
15Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Personalization Features & Effectiveness
Which personalization features do you currently use or plan to offer over the next year? What is the actual or expected effectiveness?
The survey identified the top personalization features either deployed or planned for the coming year along with the effectiveness of each feature.
0% 5% 10% 15% 20% 25% 30%
Predic.ve modeling
Visual monogramming & engraving tools
Personaliza.on engine (=ehavioral targe.ng)
Visual product configurators (custom products)
Be=CtoCPrint solu.ons for custom print products and
materials
Personalized stores (with My Account, profile,
favorites)
Personaliza.on =y JKP codeLgeoCtargeted sites
!"#$%&'()*'+%&,-"'./#"$,
Planned
Deployed
Top DeployedThe adoption of personalization features remains low, 10% or less deployed, similar to last year. The top three features used are personalization by ZIP/Geo, personalized stores, and visual product configurators.
Top deployed ratings:• Personalization by ZIP code/geo-targeted sites: 10%• Personalized stores (with My Account, profile, favorites): 8%• Web-to-Print solutions for custom print products and materials: 7%• Visual product configurators (custom products): 6%• Personalization engine (behavioral targeting): 5%• Visual monogramming & engraving tools: 4%• Predictive modeling: 3%
Top Planned Approximately one-quarter of respondents plan to add personalization by ZIP and personalization engines. This is followed by personalized stores, web-to-print solutions, and visual product configurators. Compared with last year, in Asia-Pacific personalization priorities have risen slightly, but planned investment in personalization is lower overall compared with the rest of the world (e.g., personalization by ZIP is 18%).
Top deployed ratings:
16Adobe Scene7 2010 Survey: Customer Experience in the New Decade
• Personalization by ZIP code/geo-targeted sites: 25%• Personalization engine (behavioral targeting): 24%• Personalized stores (with My Account, profile, favorites): 21%• Web-to-Print solutions for custom print products and materials: 19%• Visual product configurators (custom products): 16%• Predictive modeling: 16%• Visual monogramming & engraving tools: 13%
Top EffectiveOf those respondents having deployed or planned these features, Web-to-Print ranks as the most effective feature (23%), followed by personalization by ZIP/Geo, personalization engines, personalized stores, and visual configurators with effective ratings around 20%.
0% 5% 10% 15% 20% 25%
Visual monogramming & engraving tools
Predic9ve modeling
Visual product configurators (custom products)
Personalized stores (with My Account, profile, favorites)
Personaliza9on engine (Fehavioral targe9ng)
Personaliza9on Fy GHP codeIgeoJtargeted sites
KeFJtoJPrint solu9ons for custom print products and materials
!"#$%&'()*'+%&,-."/+0"&"$$,12/34'(,%#,-56"/3"789,:"#;,-."/+0",
Top very effective ratings:• Web-to-Print solutions for custom print products and materials: 23%• Personalization by ZIP code/geo-targeted sites: 23%• Personalization engine (behavioral targeting): 22%• Personalized stores (with My Account, profile, favorites): 22%• Visual product configurators (custom products): 18%• Predictive modeling: 12%• Visual monogramming & engraving tools: 10%
17Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Combined Features—Deployed, Planned & Effective
The following charts illustrate the top deployed, planned, and very effective features across all four areas ana-lyzed: rich media/merchandising, social media-based, mobile, and personalization. Interestingly, social media-based features have moved up significantly across all questions with respect to deployed, planned, and effective-ness.
Top Deployed
The top five features deployed across all customer experience tactics are rooted heavily in the social media-based category compared with last year. These include:• Branded social community pages (e.g., Facebook, MySpace, Twitter): 33%• Blogs or micro-blogs: 32%• Audio: 26%• RSS: 25%• Dynamic displays (banner, carousel, tabbed, grid views): 25%
Compared with last year, the tactics showing the largest change in deployment are:• Address book integration for mobile: +121%• Co-shopping & browsing online with an expert or friends: +88%• Collaborative custom product design (items, sets, outfits, etc.): +55%• Mix and match: +45%• Personalization by ZIP code/geo-targeted sites: +41%• Product tours or multi-media viewing (combinations guided spin, zoom imagery, videos or animations with
copy): +14%
18Adobe Scene7 2010 Survey: Customer Experience in the New Decade
The list below shows how other deployed features rank.
0% 10% 20% 30% 40%
Predic.ve modeling User‐designed merchandise available for purchase
Visual monogramming & engraving tools User‐created collec.ons for sharing & purchase (e.g.,
ouDits, furniture)
Personaliza.on engine (behavioral targe.ng) Mobile commerce – shop & buy on mobile device
Mobile ‐ Price check ‐ store to Web Mashups
Visual product configurators (custom products) Mnterac.ve in‐store tools (e.g., kiosks, signage,
dressing room mirrors, etc.)
Web‐to‐Print solu.ons for custom print products and
materials
360‐degree spin Co‐shopping & browsing online with an expert or
friends
Mobile ‐ Check in‐store or Web product inventory Personalized stores (with My Account, profile,
favorites)
Shop by ouDit, room or collec.on Wikis
Mobile ‐ GPS mapping/store locator Mix and match
Mobile ‐ Adver.sing, promo.ons, bar‐coded coupons
‐ drive to store or Web
User‐generated visual content (images, video, audio) 3‐D visualiza.on Desktop widgets
Personaliza.on by ZMP code/geo‐targeted sites Side by side comparisons
URL & Web widget viral sharing (embed on other
sites, blogs, etc.)
Mobile ‐ Check delivery status Product sharing on social networks
Address book integra.on for mobile Collabora.ve custom product design (items, sets,
ouDits, etc.)
Visual filtering & advanced search on product
features (size, color, price)
Product comparisons Podcasts or live video feed
Product tours (combina.ons guided spin, zoom
imagery, videos or anima.ons with copy)
Syndica.ng content to social and social shopping
sites (e.g., Kaboodle, ThisNext, Facebook, YouTube)
Mnterac.ve design tools Live chat/instant messaging
Lifestyle imagery (in room, on model) Microsites/brand bou._ues
User ra.ngs & rankings Color swatching/colorizing
Quick looks & rollover views Zoom
Alterna.ve images Videos for merchandising, adver.sing and
demonstra.on
Mnterac.ve catalogs & brochures Search landing pages
User comments and reviews Dynamic displays (banner, carousel, tabbed, grid
views)
Anima.on RSS
Audio Blogs or micro‐blogs
Branded social community pages (e.g., Facebook,
MySpace, Twiber)
Combined Features: Deployed
19Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Deployed• Branded social community pages (e.g., Facebook, MySpace, Twitter): 33%• Blogs or micro-blogs: 32%• Audio: 26%• RSS: 25%• Dynamic displays (banner, carousel, tabbed, grid views): 25%• Animation: 25%• User comments and reviews: 23%• Search landing pages: 22%• Interactive catalogs & brochures: 22%• Videos for merchandising, advertising and demonstration: 20%• Alternative images: 20%• Quick looks & rollover views: 18%• Zoom: 18%• Color swatching/colorizing: 18%• User ratings & rankings: 17%• Microsites/brand boutiques: 17%• Lifestyle imagery (in room, on model): 15%• Interactive design tools: 14%• Live chat/instant messaging: 14%• Syndicating content to social and social shopping sites (e.g., Kaboodle, ThisNext, Facebook, YouTube): 14%• Product tours or multi-media viewing (combinations guided spin, zoom imagery, videos or animations with
copy):13%• Podcasts or live video feed: 12%• Product comparisons: 12%• Collaborative custom product design (items, sets, outfits, etc.): 11%• Visual filtering & advanced search on product features (size, color, price): 11%• Address book integration for mobile: 10%• Product sharing on social networks: 10%• URL & Web widget viral sharing (embed on other sites, blogs, etc.): 10%• Mobile—Check delivery status: 10%• Desktop widgets: 10%• Personalization by ZIP code/geo-targeted sites: 10%• Side by side comparisons: 10%• Mobile—Advertising, promotions, bar-coded coupons—drive to store or Web: 9%• User-generated visual content (images, video, audio): 9%• 3-D visualization: 9%• Mix and match: 9%• Mobile—GPS mapping/store locator: 9%• Wikis: 9%• Shop by outfit, room or collection: 8%• Personalized stores (with My Account, profile, favorites): 8%• 360-degree spin: 7%• Co-shopping & browsing online with an expert or friends: 7%• Mobile—Check in-store or Web product inventory: 7%• Web-to-Print solutions for custom print products and materials: 7%• Interactive in-store tools (e.g., kiosks, signage, dressing room mirrors, etc.): 6%• Mashups: 6%
20Adobe Scene7 2010 Survey: Customer Experience in the New Decade
• Visual product configurators (custom products): 6%• Mobile—Price check—store to Web: 6%• Mobile commerce—shop & buy on mobile device: 5%• Personalization engine (behavioral targeting): 5%• User-created collections for sharing & purchase (e.g., outfits, furniture): 5%• Visual monogramming & engraving tools: 4%• User-designed merchandise available for purchase: 3%• Predictive modeling: 3%
Growth Change of Deployed (versus 2009)• Address book integration for mobile: 121%• Co-shopping & browsing online with an expert or friends: 88%• Collaborative custom product design (items, sets, outfits, etc.): 55%• Mix and match: 45%• Personalization by ZIP code/geo-targeted sites: 41%• Product tours or multi-media viewing (combinations guided spin, zoom imagery, videos or animations with
copy): 14%• Desktop widgets: 13%• Blogs: 12%• Visual filtering & advanced search on product features (size, color, price): 11%• 3-D visualization: 11%• Wikis: 10%• User ratings & rankings: 9%• RSS: 8%• Mobile—GPS mapping/store locator: 6%• Live chat/Instant Messaging: 6%• User comments and reviews: 5%• Podcasts or live video feed: 2%• Interactive design tools: 1%• Side by side comparisons: 0% Top Planned
Overall, the top five features for 2010 fall into the areas of social media-based and rich media/merchandising; and similar to last year’s findings, blogs and interactive catalogs are among the top five planned features. This year, however, more personalization features top the list of planned tactics, including personalization by ZIP/Geo and personlization engines. Also, videos for merchandising, advertising, and demonstration have risen in importance this year, and are now in the top five planned features for 2010.
Compared with last year, the tactics with the biggest change in planned features focus on personalization and mobile areas, including:• Personalization by ZIP code/geo-targeted sites: +50%• Address book integration for mobile: +50%• Mobile/Price check/Store to Web: +29%• Mobile/GPS mapping/Store locator: +16%• Personalization engine (behavioral targeting): +14%• Mobile commerce/Shop & buy on mobile device: +14%
21Adobe Scene7 2010 Survey: Customer Experience in the New Decade
0% 10% 20% 30% 40%
Mashups Visual monogramming & engraving tools
User‐created collec>ons for sharing & purchase (e.g.,
ouCits, furniture)
Enterac>ve in‐store tools (e.g., kiosks, signage,
dressing room mirrors, etc.)
Co‐shopping & browsing online with an expert or
friends
User‐designed merchandise available for purchase Collabora>ve custom product design (items, sets,
ouCits, etc.)
Mix and match Syndica>ng content to social and social shopping
sites (e.g., Kaboodle, ThisNext, Facebook, YouTube)
Predic>ve modeling Visual product configurators (custom products)
Shop by ouCit, room or collec>on Lifestyle imagery (in room, on model)
URL & Web widget viral sharing (embed on other
sites, blogs, etc.)
Mobile ‐ Price check ‐ store to Web RSS
Live chat/instant messaging Wikis
Visual filtering & advanced search on product
features (size, color, price)
User‐generated visual content (images, video, audio) Search landing pages
Mobile ‐ GPS mapping/store locator Color swatching/colorizing
Zoom Desktop widgets
Side by side comparisons Dynamic displays (banner, carousel, tabbed, grid
views)
Address book integra>on for mobile Quick looks & rollover views
Mobile ‐ Check in‐store or Web product inventory Web‐to‐Print solu>ons for custom print products and
materials
Audio Mobile commerce – shop & buy on mobile device
Product sharing on social networks Mobile ‐ Check delivery status
Microsites/brand bou>_ues Alterna>ve images
Product comparisons Personalized stores (with My Account, profile,
favorites)
Enterac>ve design tools Anima>on
360‐degree spin Mobile ‐ Adver>sing, promo>ons, bar‐coded coupons
‐ drive to store or Web
User ra>ngs & rankings 3‐D visualiza>on
Product tours (combina>ons guided spin, zoom
imagery, videos or anima>ons with copy)
User comments and reviews Podcasts or live video feed
Personaliza>on engine (behavioral targe>ng) Videos for merchandising, adver>sing and
demonstra>on
Branded social community pages (e.g., Facebook,
MySpace, Twiber)
Personaliza>on by ZEP code/geo‐targeted sites Blogs or micro‐blogs
Enterac>ve catalogs & brochures
Combined Features: Planned
22Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Planned• Interactive catalogs & brochures: 30%• Blogs or micro-blogs: 26%• Personalization by ZIP code/geo-targeted sites: 25%• Branded social community pages (e.g., Facebook, MySpace, Twitter): 24%• Videos for merchandising, advertising and demonstration: 24%• User comments and reviews: 24%• Podcasts or live video feed: 24%• Personalization engine (behavioral targeting): 24%• Product tours or multi-media viewing (combinations guided spin, zoom imagery, videos or animations with
copy): 23%• User ratings & rankings: 23%• 3-D visualization: 23%• Mobile—Advertising, promotions, bar-coded coupons—drive to store or Web: 23%• Animation: 22%• 360-degree spin: 22%• Interactive design tools: 22%• Personalized stores (with My Account, profile, favorites): 21%• Product comparisons: 21%• Alternative images: 21%• Microsites/brand boutiques: 21%• Product sharing on social networks: 20%• Mobile—Check delivery status: 20%• Mobile commerce—shop & buy on mobile device: 19%• Audio: 19%• Web-to-Print solutions for custom print products and materials: 19%• Mobile—Check in-store or Web product inventory: 19%• Quick looks & rollover views: 19%• Dynamic displays (banner, carousel, tabbed, grid views): 19%• Address book integration for mobile: 19%• Side by side comparisons: 19%• Desktop widgets: 18%• Zoom: 18%• Search landing pages: 18%• Color swatching/colorizing: 18%• Mobile—GPS mapping/store locator: 18%• User-generated visual content (images, video, audio): 17%• Visual filtering & advanced search on product features (size, color, price): 17%• Wikis: 17%• Live chat/instant messaging: 17%• RSS: 16%• URL & Web widget viral sharing (embed on other sites, blogs, etc.): 16%• Mobile—Price check—store to Web: 16%• Lifestyle imagery (in room, on model): 16%• Shop by outfit, room or collection: 16%• Visual product configurators (custom products): 16%• Predictive modeling: 16%• Syndicating content to social and social shopping sites (e.g., Kaboodle, ThisNext, Facebook, YouTube): 16%
23Adobe Scene7 2010 Survey: Customer Experience in the New Decade
• Mix and match: 15%• Collaborative custom product design (items, sets, outfits, etc.): 14%• User-designed merchandise available for purchase: 13%• Co-shopping & browsing online with an expert or friends: 13%• Interactive in-store tools (e.g., kiosks, signage, dressing room mirrors, etc.): 13%• User-created collections for sharing & purchase (e.g., outfits, furniture): 13%• Visual monogramming & engraving tools: 13%• Mashups: 12%
Growth Change of Planned (versus 2009)• Personalization by ZIP code/geo-targeted sites: 50% • Address book integration for mobile: 50%• Mobile—Price check—store to Web: 29%• Mobile—GPS mapping/store locator: 16%• Personalization engine (behavioral targeting): 14%• Mobile commerce—shop & buy on mobile device: 14%• User ratings & rankings: 12%• Mobile—Advertising, promotions, bar-coded coupons—drive to store or Web: 11%• Web-to-Print solutions for custom print products and materials: 10%• Visual monogramming & engraving tools: 6%• Catalogs & circulars: 6%• Product tours or multi-media viewing (combinations guided spin, zoom imagery, videos or animations with
copy): 4%• Personalized stores (with My Account, profile, favorites): 4%• Wikis: 4%• Interactive design tools: 0%
Top Very Effective
Survey respondents who have either deployed or plan to deploy the following features gave them the highest ratings for “very effective.” The most effective tactics across all features this year—rated very effective by approximately one-third of all respondents—are:• Product tours or multi-media viewing (combinations guided spin, zoom imagery, videos or animations with
copy): 36%• Visual filtering & advanced search on product features (size, color, price): 33%• User comments and reviews: 32%• Search landing pages: 32%• Product comparisons: 28%• Zoom: 28%
Compared with last year, product tours displaced zoom as the top ranked most effective feature. (Interesting to note: this result reinforces the findings in another study conducted this year entitled, “Adobe Scene7 Viewer Study: What Shoppers Want”—the first Adobe Scene7 survey addressing online shoppers’ interest in visual merchandising. This consumer-facing, quantitative study identified and analyzed eCommerce shopping features on the product page most useful for shoppers making an online purchase. The multi-media enabled viewer that incorporated all visual, rich details of the product with click-driven alternative views, interactive full-screen zoom, color options, video sets, 360-degree spin with zoom on every angle was the preferred experience across all participants.)
24Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Other effective features remaining in the top five ranking for two years running include, user rating/rankings/comments, search landing pages, and visual filtering.
Compared with last year, the tactics with the biggest change in the most effective features, include:• Personalization by ZIP code/geo-targeted sites: +71%• Wikis: +54%• Side by side comparisons:+47%• Address book integration for mobile: +35%• 360-degree spin: +27%• Product tours or multi-media viewing (combinations guided spin, zoom imagery, videos or animations with
copy): +25%
25Adobe Scene7 2010 Survey: Customer Experience in the New Decade
0% 5% 10% 15% 20% 25% 30% 35% 40%
Mashups Visual monogramming & engraving tools
;nterac=ve in‐store tools (e.g., kiosks, signage, dressing room mirrors, etc.) Predic=ve modeling
Desktop widgets Mobile commerce – shop & buy on mobile device
User‐designed merchandise available for purchase Shop by ouNit, room or collec=on
User‐created collec=ons for sharing & purchase (e.g., ouNits, furniture) 360‐degree spin
Mix and match Product sharing on social networks
Syndica=ng content to social and social shopping sites (e.g., Qaboodle,
ThisNext, Facebook, YouTube)
Co‐shopping & browsing online with an expert or friends Wikis Audio
Blogs or micro‐blogs Visual product configurators (custom products)
URL & Web widget viral sharing (embed on other sites, blogs, etc.) Branded social community pages (e.g., Facebook, MySpace, Twi]er)
RSS Dynamic displays (banner, carousel, tabbed, grid views)
Mobile ‐ Adver=sing, promo=ons, bar‐coded coupons ‐ drive to store or
Web
User‐generated visual content (images, video, audio) Color swatching/colorizing
Mobile ‐ GPS mapping/store locator ;nterac=ve design tools
Collabora=ve custom product design (items, sets, ouNits, etc.) Personalized stores (with My Account, profile, favorites)
Mobile ‐ Price check ‐ store to Web Live chat/instant messaging
Personaliza=on engine (behavioral targe=ng) Quick looks & rollover views
Lifestyle imagery (in room, on model) Address book integra=on for mobile
Mobile ‐ Check in‐store or Web product inventory Personaliza=on by Z;P code/geo‐targeted sites
Web‐to‐Print solu=ons for custom print products and materials Alterna=ve images
Microsites/brand bou=cues 3‐D visualiza=on
User ra=ngs & rankings Side by side comparisons
Anima=on Podcasts or live video feed
;nterac=ve catalogs & brochures Videos for merchandising, adver=sing and demonstra=on
Mobile ‐ Check delivery status Zoom
Product comparisons Search landing pages
User comments and reviews Visual filtering & advanced search on product features (size, color, price)
Product tours (combina=ons guided spin, zoom imagery, videos or
anima=ons with copy)
!"#$%&'()*'+,-.'/0)1'.2)34'567')
Very Effective• Product tours or multi-media viewing (combinations guided spin, zoom imagery, videos or animations with
copy): 36%• Visual filtering & advanced search on product features (size, color, price): 33%• User comments and reviews: 32%• Search landing pages: 32%• Product comparisons: 28%• Zoom: 28%• Mobile—Check delivery status: 28%
26Adobe Scene7 2010 Survey: Customer Experience in the New Decade
• Videos for merchandising, advertising and demonstration: 27%• Interactive catalogs & brochures: 27%• Podcasts or live video feed: 27%• Animation: 27%• Side by side comparisons: 26%• User ratings & rankings: 26%• 3-D visualization: 25%• Microsites/brand boutiques: 25%• Alternative images: 24%• Web-to-Print solutions for custom print products and materials: 23%• Personalization by ZIP code/geo-targeted sites: 23%• Mobile—Check in-store or Web product inventory: 23%• Address book integration for mobile: 22%• Lifestyle imagery (in room, on model): 22%• Quick looks & rollover views: 22%• Personalization engine (behavioral targeting): 22%• Live chat/instant messaging: 22%• Mobile—Price check—store to Web: 22%• Personalized stores (with My Account, profile, favorites): 22%• Collaborative custom product design (items, sets, outfits, etc.): 21%• Interactive design tools: 21%• Mobile—GPS mapping/store locator: 21%• Color swatching/colorizing:20%• User-generated visual content (images, video, audio): 20%• Mobile—Advertising, promotions, bar-coded coupons—drive to store or Web: 20%• Dynamic displays (banner, carousel, tabbed, grid views): 19%• RSS: 19%• Branded social community pages (e.g., Facebook, MySpace, Twitter): 19%• URL & Web widget viral sharing (embed on other sites, blogs, etc.): 19%• Visual product configurators (custom products): 18%• Blogs or micro-blogs: 18%• Audio: 18%• Wikis: 17%• Co-shopping & browsing online with an expert or friends: 17%• Syndicating content to social and social shopping sites (e.g., Kaboodle, ThisNext, Facebook, YouTube): 17%• Product sharing on social networks: 16%• Mix and match: 16%• 360-degree spin: 16%• User-created collections for sharing & purchase (e.g., outfits, furniture): 16%• Shop by outfit, room or collection: 15%• User-designed merchandise available for purchase: 14%• Mobile commerce—shop & buy on mobile device: 12%• Desktop widgets: 12%• Predictive modeling: 12%• Interactive in-store tools (e.g., kiosks, signage, dressing room mirrors, etc.): 11%• Visual monogramming & engraving tools: 10%• Mashups:10%
27Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Growth Change of Very Effective (versus 2009)
Compared with last year’s survey, the areas that have seen significant increases in their overall effectiveness to drive conversions/sales include:• Personalization by ZIP code/geo-targeted sites: 71%• Wikis: 54%• Side by side comparisons: 47%• Address book integration for mobile: 35%• 360-degree spin: 27%• Product tours or multi-media viewing (combinations guided spin, zoom imagery, videos or animations with
copy): 25%• Animation: 23%• Podcasts or live video feed: 18%• Catalogs & circulars: 9%• Product comparisons: 8%• Collaborative custom product design (items, sets, outfits, etc.): 5%• Web-to-Print solutions for custom print products and materials: 3%
28Adobe Scene7 2010 Survey: Customer Experience in the New Decade
If you have deployed any of these enhancements, how have they impacted conversions?
Personalization features rank the highest in conversion impact at over 50%, whereas mobile features rank the highest in no conversion impact. All categories on average fall into the 11%-20% range of conversion impact, with rich media/merchandising features having the overall highest impact.
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
Rich media/merchandising features Social media‐based features Mobile features @ersonaliAaBon features
Conversion Impact
1%‐10%
11%‐20%
21%‐30%
31%‐40%
41%‐50%
50% +
No conversion impact
Not applicable
Within what time frame do you plan to deploy additional features to enhance customer experience?
The survey results show 75% of all respondents will be conducting customer experience projects within the coming year. Compared with last year, these projects have shifted to the latter half of 2010 and beyond.
0%
5%
10%
15%
20%
25%
30%
35%
40%
3 months 6 months 9 months 12 months Other
Deployment Time Frame
• 12 months: 36%• Other: 24%• 6 months: 18%• 3 months: 12%• 9 months: 9%
29Adobe Scene7 2010 Survey: Customer Experience in the New Decade
APPENDICES
Survey Results—North America
Methodology and Participants
0% 5% 10% 15% 20% 25%
'(encies .'dver2sin(3 4nterac2ve7
Media
9:;<uter >ard?are3 Services3 S:A?are
Business Services
Educa2:n
Financial Services
>ealtF 9areGHFar;aceu2cals
Real Estate
Jelec:;;unica2:ns EKui<;ent L Services
What is your company's primary industry? (North America)
0%
10%
20%
30%
40%
50%
60%
70%
80%
Less than $10 million $10 million ‐ $25 million $25 million ‐ $50 million $50 million ‐ $100
million
More than $100 million
What are your company's annual sales? (North America)
30Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Which rich media/merchandising features do you currently use or plan to offer over the next year? What is the actual or expected effectiveness?
0% 5% 10% 15% 20% 25% 30% 35% 40%
360‐degree spin
3‐D visualiza9on
Mix and match
Shop by ouDit, room or collec9on
Side by side comparisons
Visual filtering & advanced search on product features (size, color, price)
Product tours (combina9ons guided spin, zoom imagery, videos or
anima9ons with copy)
Product comparisons
Nnterac9ve design tools
Podcasts or live video feed
Lifestyle imagery (in room, on model)
Zoom
Microsites/brand bou9Rues
Alterna9ve images
Color swatching/colorizing
Quick looks & rollover views
Videos for merchandising, adver9sing and demonstra9on
Nnterac9ve catalogs & brochures
Anima9on
Search landing pages
Dynamic displays (banner, carousel, tabbed, grid views)
Audio
Rich Media/Merchandising Features (North America)
Planned
Deployed
31Adobe Scene7 2010 Survey: Customer Experience in the New Decade
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
360‐degree spin
Mix and match
Shop by ou?it, room or collecBon
3‐D visualizaBon
Audio
Lifestyle imagery (in room, on model)
KnteracBve catalogs & brochures
Dynamic displays (banner, carousel, tabbed, grid views)
KnteracBve design tools
Color swatching/colorizing
AlternaBve images
AnimaBon
Product comparisons
Microsites/brand bouBQues
Side by side comparisons
Zoom
Videos for merchandising, adverBsing and demonstraBon
Search landing pages
Podcasts or live video feed
Quick looks & rollover views
Product tours (combinaBons guided spin, zoom imagery, videos or animaBons with copy)
Visual filtering & advanced search on product features (size, color, price)
!ich &e(ia*&ercha,(i-i,. /0ec12e,e-- (Act6a7 or /9:ecte()< =er> /0ec12e
(North America)
32Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Which social media-based features do you currently use or plan to offer over the next year? What is the actual or expected effectiveness?
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Co‐shopping & browsing online with an expert or friends
User‐designed merchandise available for purchase
User‐created collecBons for sharing & purchase (e.g., ouFits, furniture)
Mashups
InteracBve in‐store tools (e.g., kiosks, signage, dressing room mirrors, etc.)
Desktop widgets
CollaboraBve custom product design (items, sets, ouFits, etc.)
Wikis
URL & Web widget viral sharing (embed on other sites, blogs, etc.)
Product sharing on social networks
User‐generated visual content (images, video, audio)
Live chat/instant messaging
SyndicaBng content to social and social shopping sites (e.g., Saboodle,
ThisNext, Facebook, YouTube)
User raBngs & rankings
RSS
User comments and reviews
Blogs or micro‐blogs
Branded social community pages (e.g., Facebook, MySpace, TwiYer)
Social Media‐Based Features (North America)
Planned
Deployed
0% 5% 10% 15% 20% 25% 30% 35% 40%
Desktop widgets
4nterac9ve in‐store tools (e.g., kiosks, signage, dressing room mirrors, etc.)
Wikis
User‐designed merchandise available for purchase
Co‐shopping & browsing online with an expert or friends
Mashups
Collabora9ve custom product design (items, sets, ouLits, etc.)
User‐created collec9ons for sharing & purchase (e.g., ouLits, furniture)
Branded social communitN pages (e.g., Facebook, MNSpace, TwiRer)
Product sharing on social networks
Blogs or micro‐blogs
URL & Web widget viral sharing (embed on other sites, blogs, etc.)
SNndica9ng content to social and social shopping sites (e.g., Vaboodle, ThisWext,
Facebook, YouTube)
User‐generated visual content (images, video, audio)
RSS
User ra9ngs & rankings
Live chat/instant messaging
User comments and reviews
!"#$%&'()*$%+,%-)*.'/)01'23)#45)'67"089':;)0$#%<''
33Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Which mobile features do you currently use or plan to offer over the next year? What is the actual or expected effectiveness?
0% 5% 10% 15% 20% 25%
Mobile commerce – shop & buy on mobile device
Price check ‐ store to Web
Check in‐store or Web product inventory
Check delivery status
AdverBsingD promoBonsD bar‐coded coupons ‐ drive to
store or Web
GPS mapping/store locator
Address book integraBon Hor mobile
Mobile Features (North America)
Planned
Deployed
0% 5% 10% 15% 20% 25% 30% 35%
Mobile commerce – shop & buy on mobile device
;dver<sing> promo<ons> bar‐coded coupons ‐ drive to store or Web
Price check ‐ store to Web
Check in‐store or Web product inventory
;ddress book integra<on For mobile
Check delivery status
GPS mapping/store locator
!o#i%e ()ec+,e-e.. (Act2a% or (56ecte7)9 :er; ()ec+,e
(North America)
34Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Which personalization features do you currently use or plan to offer over the next year? What is the actual or expected effectiveness?
0% 10% 20% 30% 40%
Predic.ve modeling
Visual monogramming & engraving tools
Personaliza.on engine (=ehavioral targe.ng)
Personalized stores (with My Account, profile,
favorites)
Visual product configurators (custom products)
Personaliza.on =y HIP codeJgeoKtargeted sites
Le=KtoKPrint solu.ons for custom print products
and materials
!"#$%&'()*'+%&,-"'./#"$,01%#.2,34"#)5'6,,
Planned
Deployed
0% 5% 10% 15% 20% 25% 30% 35% 40%
Visual monogramming & engraving tools
Predic;ve modeling
Visual product configurators (custom products)
Personalized stores (with My Account, profile, favorites)
Personaliza;on engine (Hehavioral targe;ng)
Personaliza;on Hy IJP codeKgeoLtargeted sites
MeHLtoLPrint solu;ons for custom print products and materials
!er$o&a(i*a+o& -.ec+0e&e$$ (Act4a( or -56ecte7)9 :er; -.ec+0e
(North America)
35Adobe Scene7 2010 Survey: Customer Experience in the New Decade
If you have deployed any of these enhancements, how have they impacted conversions?
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
Rich media/merchandising features Social media‐based features Mobile features @ersonaliAaBon features
Conversion Impact (North America)
1%‐10%
11%‐20%
21%‐30%
31%‐40%
41%‐50%
50% +
No conversion impact
Not applicable
Within what time frame do you plan to deploy additional features to enhance customer experience?
0%
5%
10%
15%
20%
25%
30%
35%
3 months 6 months 9 months 12 months Other
Deployment Time Frame (North America)
36Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Survey Results—EMEA
Methodology and Participants
0% 5% 10% 15% 20% 25%
Other
,gencies 2,dver5sing6 Interac5ve9
Retail
Computer AardBare6 Services6 SoDBare
Media
Business Services
Government/Non‐Profit
Industrial Manufacturing
Aealth Care/Pharmaceu5cals
Photography
,utomo5ve
Consumer Products Manufacturers
Educa5on
Real Estate
Pransporta5on Services
Pelecommunica5ons EQuipment R Services
Financial Services
Leisure
What is your company's primary industry? (EMEA)
0%
10%
20%
30%
40%
50%
60%
70%
Less than $10 million $10 million ‐ $25 million $25 million ‐ $50 million $50 million ‐ $100 million More than $100 million
What are your company's annual sales? (EMEA)
37Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Which rich media/merchandising features do you currently use or plan to offer over the next year? What is the actual or expected effectiveness?
0% 5% 10% 15% 20% 25% 30% 35% 40%
Mix and match
Shop by ou9it, room or collec>on
360‐degree spin
Side by side comparisons
Product comparisons
Lifestyle imagery (in room, on model)
Hnterac>ve design tools
3‐D visualiza>on
Visual filtering & advanced search on product features (size, color, price)
Podcasts or live video feed
Product tours (combina>ons guided spin, zoom imagery, videos or anima>ons
with copy)
Color swatching/colorizing
Videos for merchandising, adver>sing and demonstra>on
Microsites/brand bou>Rues
Quick looks & rollover views
Hnterac>ve catalogs & brochures
Zoom
Alterna>ve images
Search landing pages
Audio
Anima>on
Dynamic displays (banner, carousel, tabbed, grid views)
Rich Media/Merchandising Features (EMEA)
Planned
Deployed
38Adobe Scene7 2010 Survey: Customer Experience in the New Decade
0% 10% 20% 30% 40% 50% 60%
Audio
Mix and match
Color swatching/colorizing
Quick looks & rollover views
Dynamic displays (banner, carousel, tabbed, grid views)
360‐degree spin
LnteracMve design tools
Lifestyle imagery (in room, on model)
Videos for merchandising, adverMsing and demonstraMon
Shop by ouRit, room or collecMon
AnimaMon
LnteracMve catalogs & brochures
AlternaMve images
Microsites/brand bouMSues
Podcasts or live video feed
3‐D visualizaMon
Zoom
Search landing pages
Side by side comparisons
Product comparisons
Product tours (combinaMons guided spin, zoom imagery, videos or animaMons with
copy)
Visual filtering & advanced search on product features (size, color, price)
!"#$ M'(")*M'+#$),("-",. E0'#12','-- (A#56)7 8+ E9:'#5'()< ='+> '0'#12'
(EMEA)
39Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Which social media-based features do you currently use or plan to offer over the next year? What is the actual or expected effectiveness?
0% 10% 20% 30% 40% 50%
User‐designed merchandise available for purchase
User‐created collec>ons for sharing & purchase (e.g., ouCits, furniture)
Mashups
Fnterac>ve in‐store tools (e.g., kiosks, signage, dressing room mirrors, etc.)
Wikis
User‐generated visual content (images, video, audio)
Desktop widgets
URL & Web widget viral sharing (embed on other sites, blogs, etc.)
Product sharing on social networks
Collabora>ve custom product design (items, sets, ouCits, etc.)
Co‐shopping & browsing online with an expert or friends
Syndica>ng content to social and social shopping sites (e.g., Raboodle,
ThisNext, Facebook, YouTube)
User ra>ngs & rankings
Live chat/instant messaging
User comments and reviews
RSS
Blogs or micro‐blogs
Branded social community pages (e.g., Facebook, MySpace, TwiYer)
Social Media‐Based Features (EMEA)
Planned
Deployed
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Mashups
Product sharing on social networks
<nterac=ve in‐store tools (e.g., kiosks, signage, dressing room mirrors, etc.)
User‐designed merchandise available for purchase
Wikis
Live chat/instant messaging
Blogs or micro‐blogs
Co‐shopping & browsing online with an expert or friends
RSS
Desktop widgets
SRndica=ng content to social and social shopping sites (e.g., Saboodle, ThisUext,
Facebook, YouTube)
User‐created collec=ons for sharing & purchase (e.g., ouXits, furniture)
User‐generated visual content (images, video, audio)
User ra=ngs & rankings
Branded social communitR pages (e.g., Facebook, MRSpace, TwiYer)
User comments and reviews
URL & Web widget viral sharing (embed on other sites, blogs, etc.)
Collabora=ve custom product design (items, sets, ouXits, etc.)
!"#$%& M)*$%+,%-)* E/)#01)2)-- (A#56%& "7 E89)#5)*); <)7= E/)#01)
(EMEA)
40Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Which mobile features do you currently use or plan to offer over the next year? What is the actual or expected effectiveness?
0% 5% 10% 15% 20% 25% 30%
Price check ‐ store to Web
Mobile commerce – shop & buy on mobile device
@dverAsingC promoAonsC bar‐coded coupons ‐ drive to
store or Web
Check in‐store or Web product inventory
@ddress book integraAon For mobile
GPS mapping/store locator
Check delivery status
Mobile Features (EMEA)
Planned
Deployed
0% 5% 10% 15% 20% 25% 30% 35% 40%
)dver.sing3 promo.ons3 bar‐coded coupons ‐ drive to store or Web
Mobile commerce – shop & buy on mobile device
)ddress book integra.on Eor mobile
Price check ‐ store to Web
Check in‐store or Web product inventory
Check delivery status
GPS mapping/store locator
M"#$%& E)&*+,&-&.. (A*123% "4 E56&*1&7)9 :&4; E)&*+,&
(EMEA)
41Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Which personalization features do you currently use or plan to offer over the next year? What is the actual or expected effectiveness?
0% 10% 20% 30% 40%
Visual monogramming & engraving tools
Predic:ve modeling
;e<=to=Print solu:ons for custom print products and
materials
Visual product configurators (custom products)
Personaliza:on engine (<ehavioral targe:ng)
Personalized stores (with My Account, profile,
favorites)
Personaliza:on <y JKP codeLgeo=targeted sites
!"#$%&'()*'+%&,-"'./#"$,012134,
Planned
Deployed
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Visual monogramming & engraving tools
Predic;ve modeling
Personaliza;on =y ?@P codeAgeoBtargeted sites
Visual product configurators (custom products)
Ge=BtoBPrint solu;ons for custom print products and materials
Personalized stores (with My Account, profile, favorites)
Personaliza;on engine (=ehavioral targe;ng)
!"#$%&'()*'+%& E."/+0"&"$$ (A/34'( %# E56"/3"7)9 :"#; E."/+0"
(EMEA)
42Adobe Scene7 2010 Survey: Customer Experience in the New Decade
If you have deployed any of these enhancements, how have they impacted conversions?
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
Rich media/merchandising features Social media‐based features Mobile features @ersonaliAaBon features
Conversion Impact (EMEA)
1%‐10%
11%‐20%
21%‐30%
31%‐40%
41%‐50%
50% +
No conversion impact
Not applicable
Within what time frame do you plan to deploy additional features to enhance customer experience?
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
3 months 6 months 9 months 12 months Other
Deployment Time Frame (EMEA)
43Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Survey Results—Asia-Pacific
Methodology and Participants
0% 5% 10% 15% 20% 25% 30%
Financial Services
Educa6on
Government/Non‐Profit
Media
Aelecommunica6ons EBuipment D Services
Eutomo6ve
Fealth Care/Pharmaceu6cals
Retail
Leisure
Other
Business Services
Photography
Consumer Products Manufacturers
Egencies PEdver6singQ Interac6veS
Industrial Manufacturing
Real Estate
Computer FardTareQ ServicesQ SoUTare
Aransporta6on Services
What is your company's primary industry? (Asia‐Pacific)
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Less than $10 million $10 million ‐ $25 million $25 million ‐ $50 million $50 million ‐ $100 million More than $100 million
What are your company's annual sales? (Asia‐Pacific)
44Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Which rich media/merchandising features do you currently use or plan to offer over the next year? What is the actual or expected effectiveness?
0% 5% 10% 15% 20% 25%
Podcasts or live video feed
Microsites/brand bou9:ues
360‐degree spin
3‐D visualiza9on
Shop by ouEit, room or collec9on
Visual filtering & advanced search on product features (size, color, price)
Mix and match
Side by side comparisons
Product comparisons
Quick looks & rollover views
Alterna9ve images
Color swatching/colorizing
Search landing pages
Zoom
Lifestyle imagery (in room, on model)
Product tours (combina9ons guided spin, zoom imagery, videos or
anima9ons with copy)
Dynamic displays (banner, carousel, tabbed, grid views)
Unterac9ve design tools
Unterac9ve catalogs & brochures
Audio
Videos for merchandising, adver9sing and demonstra9on
Anima9on
Rich Media/Merchandising Features (Asia‐Pacific)
Planned
Deployed
0% 5% 10% 15% 20% 25% 30%
Shop by ou/it, room or collec8on
Quick looks & rollover views
Dynamic displays (banner, carousel, tabbed, grid views)
Alterna8ve images
Podcasts or live video feed
Microsites/brand bou8Kues
360‐degree spin
Zoom
Onterac8ve design tools
Color swatching/colorizing
Audio
Mix and match
3‐D visualiza8on
Side by side comparisons
Search landing pages
Videos for merchandising, adver8sing and demonstra8on
Lifestyle imagery (in room, on model)
Anima8on
Visual filtering & advanced search on product features (size, color, price)
Product comparisons
Onterac8ve catalogs & brochures
Product tours (combina8ons guided spin, zoom imagery, videos or anima8ons with copy)
!ic$ &'(ia*&'+c$a,(isi,. /0'c12','ss (Ac56a7 8+ /9:'c5'()< ='+> /0'c12'
(Asia‐Pacific)
45Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Which social media-based features do you currently use or plan to offer over the next year? What is the actual or expected effectiveness?
0% 5% 10% 15% 20% 25%
'nterac.ve in‐store tools (e.g., kiosks, signage, dressing room mirrors,
etc.)
Co‐shopping & browsing online with an expert or friends
Mashups
User‐designed merchandise available for purchase
URL & Web widget viral sharing (embed on other sites, blogs, etc.)
Wikis
User‐created collec.ons for sharing & purchase (e.g., ouKits,
furniture)
Desktop widgets
User‐generated visual content (images, video, audio)
Live chat/instant messaging
Syndica.ng content to social and social shopping sites (e.g., Paboodle,
ThisNext, Facebook, YouTube)
Product sharing on social networks
Collabora.ve custom product design (items, sets, ouKits, etc.)
User ra.ngs & rankings
User comments and reviews
Branded social community pages (e.g., Facebook, MySpace, TwiWer)
RSS
Blogs or micro‐blogs
Social Media‐Based Features (Asia‐Pacific)
Planned
Deployed
0% 5% 10% 15% 20% 25%
Desktop widgets
2nterac7ve in‐store tools (e.g., kiosks, signage, dressing room mirrors, etc.)
Mashups
URL & Web widget viral sharing (embed on other sites, blogs, etc.)
SJndica7ng content to social and social shopping sites (e.g., Kaboodle, ThisMext,
Facebook, YouTube)
Collabora7ve custom product design (items, sets, ouRits, etc.)
Live chat/instant messaging
User‐designed merchandise available for purchase
User‐created collec7ons for sharing & purchase (e.g., ouRits, furniture)
Blogs or micro‐blogs
Branded social communitJ pages (e.g., Facebook, MJSpace, TwiVer)
User‐generated visual content (images, video, audio)
Co‐shopping & browsing online with an expert or friends
Product sharing on social networks
RSS
Wikis
User ra7ngs & rankings
User comments and reviews
!"cia& ()*ia‐,as)* ./)c01)2)ss (Ac56a& "7 .89)c5)*); <)7= ./)c01)
(Asia‐Pacific)
46Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Which mobile features do you currently use or plan to offer over the next year? What is the actual or expected effectiveness?
0% 5% 10% 15% 20% 25%
GPS mapping/store locator
Price check ‐ store to Web
Check in‐store or Web product inventory
Bddress book integraCon Dor mobile
Check delivery status
Mobile commerce – shop & buy on mobile device
BdverCsingH promoConsH bar‐coded coupons ‐ drive to store or Web
Mobile Features (Asia‐Pacific)
Planned
Deployed
0% 5% 10% 15% 20% 25%
GPS mapping/store locator
Mobile commerce – shop & buy on mobile device
Check in‐store or Web product inventory
Eddress book integraFon Gor mobile
EdverFsingH promoFonsH bar‐coded coupons ‐ drive to store or Web
Price check ‐ store to Web
Check delivery status
!"#i%& ()&c+,&-&ss (Ac12a% "4 (56&c1&7)9 :&4; ()&c+,&
(Asia‐Pacific)
47Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Which personalization features do you currently use or plan to offer over the next year? What is the actual or expected effectiveness?
0% 5% 10% 15% 20%
Predic-ve modeling
4e56to6Print solu-ons for custom print products and
materials
Visual product configurators (custom products)
Personaliza-on engine (5ehavioral targe-ng)
Visual monogramming & engraving tools
Personalized stores (with My Account, profile, favorites)
Personaliza-on 5y IJP codeKgeo6targeted sites
!"#$%&'()*'+%&,-"'./#"$,01$)'2!'3)435,
Planned
Deployed
0% 2% 4% 6% 8% 10%
Visual monogramming & engraving tools
Personaliza:on engine (<ehavioral targe:ng)
Predic:ve modeling
Visual product configurators (custom products)
Ce<DtoDPrint solu:ons for custom print products and materials
Personalized stores (with My Account, profile, favorites)
Personaliza:on <y KLP codeMgeoDtargeted sites
P"#s%&a(i*a+%& -."c+0"&"ss (Ac34a( %# -56"c3"7)9 :"#; -."c+0"
(Asia‐Pacific)
48Adobe Scene7 2010 Survey: Customer Experience in the New Decade
If you have deployed any of these enhancements, how have they impacted conversions?
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
Rich media/merchandising features Social media‐based features Mobile features @ersonaliAaBon features
Conversion Impact (Asia‐Pacific)
1%‐10%
11%‐20%
21%‐30%
31%‐40%
41%‐50%
50% +
No conversion impact
Not applicable
Within what time frame do you plan to deploy additional features to enhance customer experience?
0%
10%
20%
30%
40%
50%
60%
3 months 6 months 9 months 12 months Other
Deployment Time Frame (Asia‐Pacific)
49Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Survey Results—Retail and Manufacturing Only
Methodology and Participants
A specific industry analysis was done for total retail and manufacturing that includes 175 respondents spanning high-tech to automotive companies.
0% 5% 10% 15% 20% 25% 30% 35%
Com+uter 0ard3are4 5er6ices4 5o:3are
Retail
Industrial Manufacturing
Consumer Products Manufacturers
0ealtC CareDPCarmaceuEcals
FutomoE6e
What is your company's primary industry? (Retail/Manufacturing Only)
There was higher enterprise representation with 28% of companies having more than $100 MM in sales, versus 17% in the overall worldwide survey.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Less than $10 million $10 million ‐ $25 million $25 million ‐ $50 million $50 million ‐ $100 million More than $100 million
What are your company's annual sales? (Retail/Manufacturing Only)
50Adobe Scene7 2010 Survey: Customer Experience in the New Decade
The Asia-Pacific region had the highest representation (35%), versus overall global survey where North America was the top ranking region at almost 40%.
0%
5%
10%
15%
20%
25%
30%
35%
40%
Asia‐Pacific North America Western Europe Eastern Europe Middle East and Africa AaBn America
Where is your company headquartered? (Retail/Manufacturing Only)
Which rich media/merchandising features do you currently use or plan to offer over the next year? What is the actual or expected effectiveness?
The five top deployed features are search landing pages, interactive catalogs, dynamic displays (banner, carousel, etc.), alternative images and zoom, implying a higher need for visual merchandising features versus other features (e.g., audio).
Contrasting with the full industry survey in which the top deployed features are audio, animation, dynamic displays (banner, carousel, tabbed, grid views), search landing pages, and interactive catalogs & brochures.
0% 5% 10% 15% 20% 25% 30%
360‐degree spin
3‐D visualiza8on
Podcasts or live video feed
Shop by ouBit, room or collec8on
Mix and match
Side by side comparisons
Gnterac8ve design tools
Visual filtering & advanced search on product features (size, color, price)
Product tours (combina8ons guided spin, zoom imagery, videos or
anima8ons with copy)
Product comparisons
Microsites/brand bou8Oues
Quick looks & rollover views
Lifestyle imagery (in room, on model)
Color swatching/colorizing
Audio
Anima8on
Videos for merchandising, adver8sing and demonstra8on
Zoom
Alterna8ve images
Dynamic displays (banner, carousel, tabbed, grid views)
Gnterac8ve catalogs & brochures
Search landing pages
Rich Media/Merchandising Features (Retail/Manufacturing Only)
Planned
Deployed
51Adobe Scene7 2010 Survey: Customer Experience in the New Decade
The most effective features for retail and manufacturing companies are simliar to the global results with product tours or multi-media viewing (combinations guided spin, zoom imagery, videos or animations with copy), visual filtering being the top two most effective features. However, within this segment, zoom ranks more effective than alternative images and search landing pages.
0% 5% 10% 15% 20% 25% 30% 35% 40%
Audio
Mix and match
360‐degree spin
Dynamic displays (banner, carousel, tabbed, grid views)
Shop by ouGit, room or collecHon
Quick looks & rollover views
AnimaHon
Microsites/brand bouHMues
Side by side comparisons
Podcasts or live video feed
PnteracHve design tools
Videos for merchandising, adverHsing and demonstraHon
Lifestyle imagery (in room, on model)
Product comparisons
Color swatching/colorizing
PnteracHve catalogs & brochures
3‐D visualizaHon
Search landing pages
AlternaHve images
Zoom
Visual filtering & advanced search on product features (size, color, price)
Product tours (combinaHons guided spin, zoom imagery, videos or animaHons with copy)
Ric$ Me(ia/Merc$an(i-ing /0ec12ene-- (4ctual 8r /9:ecte()< =ery /0ec12e
(Retail/Manufacturing Only)
52Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Which social media-based features do you currently use or plan to offer over the next year? What is the actual or expected effectiveness?
The top deployed social features for retail and manufacturing companies are branded social community pages (e.g., Facebook, MySpace, Twitter), blogs or micro-blogs, RSS, user comments and reviews, and user ratings & rankings.
These are the identical rankings for all industries surveyed.
0% 5% 10% 15% 20% 25% 30% 35% 40%
User‐designed merchandise available for purchase
Mashups
Co‐shopping & browsing online with an expert or friends
User‐generated visual content (images, video, audio)
FnteracGve in‐store tools (e.g., kiosks, signage, dressing room mirrors, etc.)
User‐created collecGons for sharing & purchase (e.g., ouJits, furniture)
Desktop widgets
Product sharing on social networks
Wikis
URL & Web widget viral sharing (embed on other sites, blogs, etc.)
CollaboraGve custom product design (items, sets, ouJits, etc.)
SyndicaGng content to social and social shopping sites (e.g., Raboodle, ThisText,
Facebook, YouTube)
Live chat/instant messaging
User raGngs & rankings
User comments and reviews
RSS
Blogs or micro‐blogs
Branded social community pages (e.g., Facebook, MySpace, TwiYer)
Social Media‐Based Features (Retail/Manufacturing Only)
Planned
Deployed
53Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Most effective social features for driving conversions for retail and manufacturing companies are user comments and reviews, user ratings & rankings, user-created collections for sharing, collaborative custom product design (items, sets, outfits, etc.), and wikis.
The top five most effective features for all industries also include user comments and reviews, user ratings & rankings, collaborative custom product design (items, sets, outfits, etc.), in addition to live chat/instant messaging and user-generated visual content (images, video, audio).
0% 5% 10% 15% 20% 25% 30% 35% 40%
Mashups
Desktop widgets
URL & Web widget viral sharing (embed on other sites, blogs, etc.)
HnteracIve in‐store tools (e.g., kiosks, signage, dressing room mirrors, etc.)
Blogs or micro‐blogs
User‐designed merchandise available for purchase
Co‐shopping & browsing online with an expert or friends
Product sharing on social networks
SQndicaIng content to social and social shopping sites (e.g., Raboodle, ShisText, Uacebook, VouSube)
RSS
Branded social communitQ pages (e.g., Uacebook, MQSpace, SwiWer)
Live chat/instant messaging
User‐generated visual content (images, video, audio)
Wikis
CollaboraIve custom product design (items, sets, ouYits, etc.)
User‐created collecIons for sharing & purchase (e.g., ouYits, furniture)
User raIngs & rankings
User comments and reviews
!"cial Me*ia+,a-e* ./ec01ene-- (4ctual "r .89ecte*); <ery ./ec01e
(Retail/Manufacturing Only)
54Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Which mobile features do you currently use or plan to offer over the next year? What is the actual or expected effectiveness?
The top five deployed for retail and manufacturing companies include check delivery status, check in-store or web product inventory, GPS mapping/store locator, address book integration for mobile, advertising, promotions, bar-coded coupons and drive to store or Web.
The top deployed for all industries are the same except ranking order varies slightly: address book integration for mobile, check delivery status, advertising, promotions, bar-coded coupons—drive to store or Web, GPS mapping/store locator, and check in-store or Web product inventory.
0% 5% 10% 15% 20% 25%
Price check ‐ store to Web
Mobile commerce – shop & buy on mobile device
?dver@singB promo@onsB bar‐coded coupons ‐ drive to
store or Web
GPS mapping/store locator
?ddress book integra@on Gor mobile
Check in‐store or Web product inventory
Check delivery status
Mobile Features (Retail/Manufacturing Only)
Planned
Deployed
Most effective mobile tactics for retail and manufacturing companies include check delivery status, advertising, promotion to drive to store/Web, check in store or web inventory, price check, and address book integration.
0% 5% 10% 15% 20% 25% 30% 35%
Mobile commerce – shop & buy on mobile device
GPS mapping/store locator
Bddress book integraDon Eor mobile
Price check ‐ store to Web
Check in‐store or Web product inventory
BdverDsingI promoDonsI bar‐coded coupons ‐ drive to store or Web
Check delivery status
M"#ile ()ec+,ene.. (0ctual "r (56ecte7)9 :ery ()ec+,e
(Retail/Manufacturing Only)
55Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Which personalization features do you currently use or plan to offer over the next year? What is the actual or expected effectiveness?
Personalization results for retail and manufacturing are similar to global findings except that web-to-print solutions fall from number three to number five deployed.
0% 5% 10% 15% 20% 25% 30%
Predic.ve modeling
Visual monogramming & engraving tools
;e<=to=Print solu.ons for custom print products
and materials
Personaliza.on engine (<ehavioral targe.ng)
Visual product configurators (custom products)
Personalized stores (with My Account, profile,
favorites)
Personaliza.on <y JKP codeLgeo=targeted sites
!"#$%&'()*'+%&,-"'./#"$,01".')(23'&/4'5./#)&6,7&(89,
Planned
Deployed
Personalization engines/recommendations and personalized stores top the rankings on most effective tactics, followed by visualization for custom print and products.
0% 5% 10% 15% 20% 25% 30%
Visual monogramming & engraving tools
Personaliza9on :y <=P code@geoAtargeted sites
Predic9ve modeling
Visual product configurators (custom products)
Fe:AtoAPrint solu9ons for custom print products and materials
Personalized stores (with My Account, profile, favorites)
Personaliza9on engine (:ehavioral targe9ng)
!er$%nali*a+%n -.ec+0ene$$ (2ctual %r -56ecte7)9 :ery -.ec+0e
(Retail/Manufacturing Only)
56Adobe Scene7 2010 Survey: Customer Experience in the New Decade
When combining all customer experience tactics for retail and manufacturing, the top most effective features emphasize rich media visual merchandising tactics, with higher ratings for visual filtering, zoom and alternative images.
Most effective features across all areas:• Visual filtering & advanced search on product features (size, color, price): 42%• Product tours or multi-media viewing (combinations guided spin, zoom imagery, videos or animations with
copy): 37%• 3-D visualization: 36%• Alternative images: 36%• Zoom: 35%• User comments and reviews: 33%• User-created collections for sharing & purchase (e.g., outfits, furniture): 32%• Search landing pages: 29%• Price check—store to Web: 28%• Lifestyle imagery (in room, on model): 27%
If you have deployed any of these enhancements, how have they impacted conversions?
Personalization features rank the highest in conversion impact at over 50%, whereas mobile features rank the highest in no conversion impact. All categories on average fall into the 11%-20% range of conversion impact, with personalization features having the average highest impact, followed by mobile features, rich media/mer-chandising features, and social media-based features.
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
)ersonali2a3on features Mobile features Rich media/merchandising features Social media‐based features
Conversion Impact (Retail/Manufacturing Only)
1%‐10%
11%‐20%
21%‐30%
31%‐40%
41%‐50%
50% +
No conversion impact
Not applicable
57Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Within what time frame do you plan to deploy additional features to enhance customer experience?
Seventy-six percent of all retailers and manufacturers will deploy features to enhance customer experience in less than 12 months.
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
3 months 6 months 9 months 12 months Other
Deployment Time Frame (Retail/Manufacturing Only)
About Adobe Scene7Adobe Scene7 is the leading on-demand cross-media platform that enables companies to grow revenues, enhance customer experience, and cut production costs. There is no other SaaS platform more comprehensive and powerful for automating the production and delivery of high-impact cross-media. With Scene7, businesses can improve the entire selling and marketing cycle from attracting customers, to guiding them to the right products and services, to successfully converting them into loyal buyers. Scene7 cross-media solutions are built on a robust, integrated technology platform for unrivaled breadth, depth, scalability, and ease of on-going cross-media use. Solutions include Dynamic Imaging, eCatalogs, eVideos, Visual Configurators, Targeted Email & Print, Media Portal and Web-to-Print. Leading companies worldwide have selected Scene7, including QVC, Harrods, Macy’s, Amazon, Office Depot, Polo Ralph Lauren, La-Z-Boy, Lands’ End, Blockbuster, Williams-Sonoma, and Levi Strauss & Co.
About Adobe Systems IncorporatedAdobe revolutionizes how the world engages with ideas and information—anytime, anywhere, and through any medium. For more information, visit www.adobe.com.
© 2010 Adobe Systems Incorporated. All rights reserved. Adobe, the Adobe logo, and Scene7 are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners.
58Adobe Scene7 2010 Survey: Customer Experience in the New Decade