Building customer loyalty is a tightrope walk, especially for global enterprises that balance multiple channels, locations, languages, and segments. One inaccessible offer, wrong translation, or confusing redemption process can send fickle customers tumbling into competitors' arms.
However, creating and managing customer loyalty programs at scale is where Adobe Experience Cloud shines. The world’s largest companies use Adobe Experience Cloud to manage workflows, set granular permissions, and control versions across the globe. Adobe lets businesses easily whip up enticing offers, syndicate them to customers in any market worldwide, and personalize customer experience with the one-to-one precision that fosters devotion at scale.
Why Adobe Experience Cloud Works for Global Loyalty
At the heart of Adobe's Experience Cloud lies Adobe Experience Manager (AEM), a powerful content management system that streamlines a loyalty rewards program, especially in creating and syndicating offers worldwide. With AEM, businesses can leverage content fragments (editorial content with definition and structure but without additional visual design and layout) to package offers as modular pieces of content, including headings, images, text, and links.
To illustrate how this modular approach allows for seamless reuse and repurposing of content across multiple geographic regions, channels, and platforms, let’s track the lifecycle of a single “offer” across the Adobe tech stack.
The Journey of an Offer with Adobe Experience Cloud
Creating the offer
First, Adobe Experience Cloud's nuanced permissions and approval workflows help a business ensure that the right teams – and only the right teams – are involved in content creation.
Writers craft compelling offers without worrying about accidentally publishing. Designers upload images to the digital asset management (DAM) repository instead of the site itself, while editors can review and approve copy and visuals before anything goes live. And because of Adobe’s multi-site management (MSM) capabilities, businesses can decide which teams in which regions will have which kinds of access.
Syndicating the offer
Once a team creates an offer, Adobe Experience Cloud empowers the business to syndicate that offer across various channels and locations. A brand can seamlessly integrate content fragments with web and mobile applications so customers on the go have a consistent experience whether they log in on their desktop or mobile app.
AEM's robust MSM capabilities enable the creation of a “base” or “template” site that a business can then replicate and refine into a hierarchy of sites for each client or market. Companies can easily spin up regional variations of a site and quickly set the target language to match the new audience.
For example, in Adobe, a team can easily syndicate an offer drafted in English to a site serving a Brazilian population (by translating it into Brazilian Portuguese with the click of a button). Imagine the impact of this on companies entering India, for example, which boasts over 780 languages!
Still, beyond language, many factors will determine whether an offer feels relevant to a user. What if the offer is location-specific? Or what if the offer refers to a discount for a partner or a product not commonly used in that new region? What can Adobe do for a business in this instance?
Localizing the offer
Localization is where multi-site management (MSM) really becomes crucial. A global company can easily grant local teams of site managers access to the sites that serve their markets. That means that in every market, a small team can have the authority to write, design, and publish offers that are relevant to their users.
Imagine India with its 780 languages: AEM’s MSM capabilities allow site managers in India to further syndicate offers, spinning up subsites for all the internal markets they are trying to reach. With Adobe, every market a business operates in can be served by a copy of the site managed by a local team to ensure that offers are localized and relevant.
Personalizing the offer
However, even if the offer is completely localized for people in a specific geographic region, it still must resonate with the individual. There are a million reasons an offer might fall flat: Maybe the consumer is gluten-free and can’t take advantage of a discount from their local pizza joint. Maybe they live in the countryside and cannot get to the nearest big city for a concert.
Effective personalization across the customer journey is key to ensuring the right offers reach the right customers at the right time. And Adobe's suite of marketing solutions excels at delivering personalized experiences.
Adobe’s extensive analytics capabilities provide valuable insights, enabling continuous measurement and refinement of loyalty solutions.
Adobe's Real-time Customer Data Platform (CDP) centralizes data from multiple sources, enabling identity stitching and providing a comprehensive view of each customer's journey and preferences. For rewards programs that rely on brick-and-mortar customer loyalty engagements, Adobe Customer Journey Analytics (CJA) brings together data from both online and offline sources.
From there, Adobe Journey Optimizer (AJO) enables real-time notifications and engagement, allowing businesses to push tailored offers to customers based on location, behavior, and preferences. For companies using AEM to host their loyalty platform, seamless integration with Adobe's other marketing products streamlines the implementation of sophisticated personalization strategies.
Adobe Experience Cloud also leverages AI and machine learning to continuously optimize and refine the personalization process, ensuring each customer receives a truly tailored experience.
Adobe for B2B2C Customer Loyalty Platforms
For large B2B2C enterprises offering customized loyalty platforms, especially on a global scale, client companies need to easily spin up loyalty program sites for their brands. As mentioned, Adobe Experience Cloud’s multi-site management and analytics capabilities make it easy to create a base "white label" site that can be customized and tailored for each client organization.
MSM also lets the original loyalty program owner share specific permissions and access controls with client teams, allowing them to manage their organization's experience while ensuring brand consistency and regional customization. This flexibility lets client organizations maintain control over their brand while leveraging the power of a seamless, unified customer loyalty program powered by Adobe's Experience Cloud.
The WillowTree Advantage
At WillowTree, we understand the complexities of creating and managing customer loyalty programs at scale. As an Adobe Gold Solutions Partner, we’ve delivered hundreds of successful Adobe deployments over our 15-year partnership with Adobe, and have over 200 Adobe credentials within our cross-disciplinary team, spanning the entire stack.
With Adobe Experience Cloud, businesses can create, syndicate, and personalize loyalty rewards program offers at scale, ensuring a consistent and tailored experience for each individual customer. And with WillowTree's Adobe expertise and partnership, you can trust that your loyalty program will help you scale customer loyalty and fuel your company’s growth.
