Adobe’s Gary Specter Talks E-commerce and How to Make Shifts to Support New ShoppersMorgan Gertler
The way businesses and consumers shop has dramatically changed since the COVID-19 crisis set in during mid-March. While buying essential items is still possible in-store, many people are shopping online, in an effort to maintain self-isolation and social distancing. This means that people who don’t normally purchase items online are counting on e-commerce businesses to supply them with daily necessities.
Gary Specter is the Vice President of Global Commercial Business at Adobe. His work in digital experience mean’s he’s the perfect person to speak to about how businesses can support the higher demand of shoppers visiting their sites.
E-commerce Advice from Gary
Online business and shopping has had a significant shift over the last few weeks — people shopping for items online that they normally get in stores. Certain generations of consumers are shopping online for the first time and becoming more comfortable and confident in this digital space. There are probably many people who won’t go back to more traditional ways of shopping, now that they’ve found ways to get everything they need online.
Gary suggests that e-commerce businesses work to ensure their website is easy and makes sense for the customer journey. Before our shopping habits changed, driving good experiences and positive feelings was a big priority for online businesses — having people enjoy the journey of shopping and interacting with your brand was important for loyalty. Now, however, making an experience easy has been bumped up to the number one priority.
Since more people are shopping online, that means people who aren’t used to using e-commerce sites are navigating websites, putting in payment information, and tracking orders. These can be stressful steps and become frustrating if not easily accessible.
How Businesses Make the Shift
It might feel natural to use an e-commerce platform that fits your business’s current needs, and then upgrade once you’re ready. But, this could mean making several upgrades in the span of a short time. Gary suggests using software programs that will support your business as it grows and reaches goals you’ve set forth. Gary used this simple example: You have a two year plan for your business, but since you don’t need all the bells and whistles of a larger and more well-rounded platform, you stick with something small and make upgrades as needed. But, these upgrades take time, money, a learning curve, and might not be the right fit. Therefore, starting off with the right platform and support could end up being a good choice when considering your business plans in six months, 12 months, and two years down the road.
How Adobe Can Support You
Adobe offers a suite of services to support business operations from creative needs to customer management. Products like Magento and Marketo have made it possible for Adobe to support their customers in new ways and expand their offerings to businesses they haven’t worked with in the past.
Marketo Engage, part of Adobe Experience Cloud, is a complete solution for lead management and B2B marketers looking to transform customer experiences by engaging across every stage of complex buying journeys. Magento is an e-commerce platform with a user-friendly interface, drag-and-drop capabilities, and in-line editing. Magento Commerce helps create experiences that integrate seamlessly on mobile, social, or in-store, and that don’t require IT support.
Adobe Experience Manager is a powerhouse combo for content and digital asset management needs. Get personalized, content-led experiences into market faster with Adobe Experience Manager, which combines digital asset management with the power of a content management system.
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