The partnership spans Prada Group’s range of brands, including Prada, Miu Miu, Church’s, Car Shoe, Pasticceria Marchesi, and Luna Rossa.
“Today, we announce a new and important step towards our fruitful collaboration with Adobe, with the adoption of their unique customer data platform suite, to further evolve the retail experience across all our brands”, said Lorenzo Bertelli, Prada Group marketing director and head of Corporate Social Responsibility. “This will ensure we are able to engage and connect with each customer in the right place, at the right time, and with the right content,” he added.
“At the heart of Prada Group’s identity is a passion for innovation, and a focus on the customer experience”, said Luc Dammann, president of EMEA at Adobe. “The luxury retail sector is at the forefront of digital innovation, and Adobe’s partnership with Prada Group will enable them to expand their distinctive style and storytelling through real-time personalized customer experiences across in-store and digital worlds.”
Prada Group will leverage Adobe Real-Time Customer Data Platform and Adobe Journey Optimizer, part of Adobe Experience Cloud, to combine vast amounts of existing data, creating unified customer profiles, and delivering personalised experiences across any channel in real time.
These tools will allow the group to offer relevant content to customers at the moments that matter.
Customers who have opted in will enable sales assistants to know when they visit a store and their preferences, with the goal of a richer, personalized experience.
For example, a customer who has researched a bag online may be invited to see the bag’s latest seasonal colors in person, where a sales assistant will be ready to provide a tailor-made experience.
After leaving the store, customers will receive recommendations based on their purchase, in-store experience, and online profile.
Adobe Creative Cloud applications can enable brands to design content for marketing campaigns, brand activations and product portfolios.
Prada Group is exploring Adobe’s latest innovative technologies, including Adobe Substance 3D, part of Adobe Creative Cloud, to design retail simulations and create product prototypes using physically accurate textiles, including leathers, in an increasingly sustainable and hyperrealistic way.