Prada Group announced an enhanced partnership with Adobe to reimagine in-store and digital experiences in real time. The collaboration aims to elevate the global luxury group's customer experiences across all digital and physical retail properties, spanning Prada Group's range of brands, including Prada, Miu Miu, Church's, Car Shoe, Pasticceria Marchesi, and Luna Rossa.
The partnership 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 personalized experiences across any channel in real time. These tools will enable the Group to deliver relevant content to customers at the moments that matter, increasing loyalty and revenue.
Luc Dammann, president of EMEA at Adobe, emphasized the importance of innovation and customer experience in the luxury retail sector. He stated that Adobe's partnership with Prada Group would enable them to expand their distinctive style and storytelling through real-time personalized customer experiences across in-store and digital worlds.
Lorenzo Bertelli, marketing director and head of CSR at Prada Group, expressed his enthusiasm for the collaboration, stating that it would ensure they could engage and connect with each customer in the right place, at the right time, and with the right content.
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, the customer will receive recommendations based on their purchase, in-store experience, and online profile.
In addition to enhancing customer experiences, Prada Group will explore Adobe's latest innovative technologies, including Adobe Substance 3D, part of Adobe Creative Cloud. This technology will be used to design retail simulations and create garment and accessory prototypes using physically accurate textiles, including leathers, in an increasingly sustainable and hyper-realistic way.
The partnership between Prada Group and Adobe marks a significant step towards revolutionizing the retail experience for luxury fashion consumers. By combining cutting-edge technology with a focus on personalization and innovation, the collaboration aims to set new standards for customer engagement and satisfaction in the luxury retail sector.
