Adobe Summit 2016 has come and gone, and the Zmags’ team has returned to Boston tired, inspired, and a little sunburned. This event is known for their iconic speakers, from George Clooney to Abby Wambach, and the topics ranged from personalization to brand reinvention. Here are the top three sessions that were most impactful for retailers:
- Inspiring Experience Through Creativity
Mattel President and COO Richard Dickson was one of my personal favorites. He discussed the difficulty of relevance, and how integral flexibility and creativity is to remaining ahead of trends. Mattel had lost their esteemed place within an ever-evolving industry. The solution to their problem? Creating rapid relevance by driving content through product innovation, such as Barbie’s diverse transformation. The media and the community had a hugely positive response, resulting in the kind of content that money simply cannot buy.
- The Power of Digital Experiences
Shantanu Narayen, Adobe CEO discussed how digital experiences are completely changing the marketing world. In his words, “Imagine new shopping experiences where there may not be the stacks of clothing, no shelfs no hangers, no stepping in and out of changing rooms. And all you need is a phone and little augmented reality that can turn everything you see into clickable, buyable items in your size at the best price.” Digital experiences have the ability to not only change how we shop and communicate, but make it easier and more enjoyable.
- Becoming an Experience Business
Giles Richardson, Head of Analytics for the Royal bank of Scotland, spoke on how he and his team turned their digital experiences around. The solution came in the form of “Superstar DJ’s,” the moniker given to his team’s new vision. This included bringing digital in-house, giving his team the tools to reinvent and create content themselves, and measuring the success of campaigns quickly to make adjustments. This transformation resulted in an increase from 2 to 400 tests in just one year. Richardson’s story is an incredible testament to the power of digital experiences, and how a team can be given the tools to succeed.
Thank you to the Adobe Summit team for bringing an incredible event together, we’ll see you next year!