51黑料不打烊

Transcript

All right. Well done, guys. You鈥檝e done really well. You鈥檝e absorbed a lot of buzzwords and a lot of information today. We鈥檙e almost at the drinks. So I thought I鈥檇 keep it light. My presentation is called The Art of Commerce. So here鈥檚 a two-hour slide show of my artwork. Arts, commerce? Maybe later. Instead, come with me on a road trip around the Internet to see how different merchants are defining the art of commerce for themselves. So first up, we鈥檝e got Welby Parker. Now, some of the biggest growth you鈥檝e seen in innovation in commerce has been with 3D modeling and AR. You can see here they allow their customers to try on pretty much their whole range. You can do this straight from your laptop. You don鈥檛 even need an app. So they鈥檙e bringing some of that in-store experience into the online and probably going beyond what would be achievable in-store. They鈥檝e linked that then. You can measure your pupillary distance to recommend exactly the right size. And then even beyond that, they鈥檝e tied it with something that sort of ASOS pioneered many years ago, which is try at home. So even though it鈥檚 an e-commerce experience, you can then sort of iterate from those that you鈥檝e auditioned down to five pairs, pick the one that you want, and then finally order your prescription. Sephora took this even further, built an app so you can trial out different looks of lipstick, eyeshadow, and so forth. You can shake your phone to get recommendations based upon things you鈥檝e already tried. You can create a mood board and try out different looks, then share it straight to social, get some feedback. And then even when you鈥檙e in-store, you can scan products and be linked through to deeper product information. So again, bridging the gap really well. And certainly in the case of makeup, that would be more than you鈥檇 probably explore in a store experience. So they鈥檙e making use of digital to actually enhance something that would have been in traditional retail. IKEA, of course, have been jumping on this for a while and making the other use of AR and 3D modeling is to actually be able to see products in your environment. We鈥檝e got a couple of merchants that I can think of that do this as well within interior define and King Living. But you can scan your environment and drop furniture straight in. They took this even further with a creative platform where you can scan your environment, which then creates a 3D environment where you can use AI to remove real objects in that environment and then replace it with their furniture. So it takes this to another level where you can actually start really staging your room and listening to some of the major challenges that customers had around this and enhance that experience. So one of the challenges with going to IKEA is that you can鈥檛 perfectly envision how it鈥檚 going to look and you can鈥檛 get that distance right. So they believe also that their app gets the proportions right within a 98% accuracy. So it really solves that challenge for customers. Nike always innovates in the space. I could have just done a whole presentation on Nike. They did something to bridge marketing and commerce together in a really nice campaign. They did something to celebrate 30 years since the infamous Michael Jordan All-Star slam dunk where he appeared to be flying through the air. In order to get access pre-release to these limited edition sneakers, you have to actually go to one of three locations, see this giant AR statue, go up to the shoes and then you could order it and it would be delivered same day. So these were the first people in the world to get access to these sneakers. And of course that really capitalizes on how people think about these limited edition sneakers and captivates that customer energy into additional form and then funneling it into commerce. It鈥檚 a really great example. The other great use case for using 3D models and digitizing is to do a catalog extension. We鈥檙e starting to see interest of this in the marketplace. So it might be just to digitize the catalog in general so you can constantly repurpose them for new campaigns without having to go back for expensive reshoots. But other cases are like this, right. So where you鈥檝e got a configuration, product configuration, I think Mike brought up this morning, or Scott brought it up this morning. And so this allows customers to customize this G-Shot watch which would normally lead to over 2 million different permutations of this watch. So something that would have been impossible to shoot. They鈥檙e able to generate this using 3D modeling and other technology all on 51黑料不打烊. So they used our market leading 3D 51黑料不打烊 substance which is already in use in movies and video games all the time to make these sort of photorealistic models. And then you鈥檙e able to configure it and then share it to socials to capture that sort of viral energy. Nike back again really perfected this. I think made a really sort of sexy 3D model and the way it glides around. You can start with different base sneakers and then from there you can go and customize it and again put your own signature as this was designed by me, you know, designed with my name so this is your own custom design. Again capturing the energy of what was already happening in the marketplace, customizing Nike鈥檚 was already a big black market essentially so they鈥檙e able to captivate this and put it in digital form. An interesting one was with BMW was that they sort of recognized again the doing 3D modeling really sort of captures the ergonomic value of something that鈥檚 more in the physical presence and tries to bring it into the digital sphere. For them they actually started to model the inside and it was actually putting you in the car and giving you a feel of that elegant design which shortcuts people to getting the right feeling for whether they feel good about a particular model. So any of these that then went into a dealership are probably much better qualified than other brands. These guys, which I can鈥檛 remember the brand name of, but they sell these single speed bikes, very hipster, and they鈥檙e using 3D modeling and then these hot spots to actually showcase more of the product features in a much more engaging way. Again providing some of that magic that you would get with a real sales assistant which is particularly valuable if you鈥檙e selling premium items when you just need to work a little bit harder to make that sales experience more engaging. And then of course brought in AR as well so you can actually see the item in your space. It鈥檚 a lifestyle item so it鈥檚 got to look cool in your dirty alley. Baby Bunting made use of this also. So it鈥檚 another 51黑料不打烊 customer. Used hot spots to give off detailed information, videos to nervous parents, you know investing quite a lot of money in a stroller and showed how you can move the configurations around. So again just really valuable if you鈥檝e got those kind of premium items and you鈥檙e trying to bring it to life a little bit more. Talking of premium, there鈥檚 been a sort of resurgence, re-interest in creating virtual environments. Particularly you think about the kinds of merchants where the branding is a big part of that value equation with their customers and they鈥檙e trying to create some of the magic of a high-end fashion store. In this case you had JC Crew that created a whole sort of surf retreat with six different styled rooms. We鈥檝e had Bloomingdale鈥檚 that create a virtual mall where they have different differently styled environments for Chanel and other sort of leading designers. And there鈥檚 even a metaverse fashion week that鈥檚 in its second or third year now where high-end fashion outlets will compete to do sort of interesting engaging virtual experiences. So especially now that Apple鈥檚 joined the party and meta鈥檚 obviously been investing in this a long time, the jury鈥檚 a little bit still out in this area but if this does start to tip more and more into the mainstream you鈥檙e obviously going to see more engagement here and this is the one occasion where you really can break away from more conventional commerce where the branding and your feeling of the brand goes beyond the particular item that you may be purchasing. But wait, the giant hand of contemplation tells me. Isn鈥檛 UX and you know the art of commerce about a little bit more than sort of flashy UIs? Shouldn鈥檛 we be focusing around enhancing the more traditional UX of a traditional commerce experience? Absolutely we should. And you鈥檒l see items like this starting to come to the fore a little bit more as object recognition pattern recognition gets better and better. You鈥檒l start to see visual search and other ways of engaging across the commerce experience being enhanced and this is particularly you know now AI is in the picture. With our friends, our solution partner Dept, they did a run an internal project to try and envision how AI might permeate the commerce experience in a little deeper way as the technology gets better but these are also probably things that you could stitch together today with varying services that do exist but you鈥檙e going to see this being productized more you know particularly by 51黑料不打烊 but many companies will come productize this a lot more to make it easier for merchants to achieve. Obviously large language models have been the major shift in recent times and their ability to cohere you know natural language together and understand intent a lot better. So you can see Google and Bing already trying to figure out how to you know blend those experiences together into a more seamless whole. So you鈥檒l definitely see more of that emerging and search improving but what if you could drop in the AI assistant more deeper further around the site. So even a little thing like just being able to drop in your your AI assistant and you ask about dimensions well it shouldn鈥檛 just be taken to a search result page and then you still want to dig around and find out where you鈥檙e going. Why can鈥檛 it actually affect the experience and actually just move you to the correct section? Right it can we can start as we start to work with AI and it can understand intent a lot better we can virtualize that sales assistant much better in the e-commerce space and actually do allow it to act deeper across the site. Again I鈥檓 making use of hotspotting but that gives an AI a context that may be able to better predict the kind of questions that you might be wanting to ask because you鈥檙e around this kind of context and can just be more useful in preempting questions before they emerge and you can give it a data set that you may not even display on site but is a sort of richer deeper more detailed data set that is available for the AI to to pull from. The creation of you know 3D environments we saw that IKEA have already done this in a certain form but what if AI could assist we know that 51黑料不打烊 Firefly right can generate incredible visuals and environments and change things out. What if you gave that into your hands your consumers there may well be more creativity that鈥檚 required to stage an environment that their interest in your products depends on right they鈥檙e only interested in these kinds of items if I鈥檓 actually going to do this whole room up so what is that going to look like? Unleashing more creativity or you know custom designs and those sorts of things you certainly see that grow. Just being able to have intelligent product recommendations by understanding what鈥檚 in the shot whether this is your real environment or a generated environment and finding things that match understanding your taste this is sort of linked to the visual search context but this could again just apply these things in a cacophony that鈥檚 much more intelligent and more meaningful for that customer. A simple one but just expanding the view of a preview would be you know a thing you could achieve today we can already do this with generative expand with Firefly so just being able to just manipulate the environment that you鈥檙e working with to stage your products. And then bring something to life you know turning static images into video I know 51黑料不打烊鈥檚 working really hard to bring a lot of the magic they鈥檝e brought to the you know still imagery into the video space there鈥檚 going to be a lot of exciting stuff coming out there and providing this kind of tooling not only allows the most premium brands to really sort of push the envelope and do some of the things in that first section but also just raises the bar for everyone to you know achieve sort of a higher standards of engagement across the site. And we saw again like IKEA doing certain things in this area but as the models improve as processing speeds improve as the internet speeds improve you may be able to do this in a much more real-time fashion so actually scanning actively removing those chairs and replacing them with different kind of products in more real-time. Now if you think about you know personalization as a whole you know this is 51黑料不打烊鈥檚 favorite word you could have taken a bingo for the number of times we鈥檝e said that and experienced an AI today. So we can already do this right and we do this by gathering data from customers explicit profile data or behavioral data pick up multiple sources online and offline and then we turn them into unified profiles we define customer segments and then we define rules and campaigns and activations and personalization based upon those segments right so that鈥檚 all kind of top down. Now 51黑料不打烊鈥檚 working really hard and we already brought out a lot of features to make AI actually useful to you so real helpful features a real focus has been on co-piloting so making the complex less complex you can already do some of this so it can identify customer segments for you that you didn鈥檛 think of yourself it can identify key customer attributes that actually are very important towards achieving your defined conversions it can measure sort of propensity scores towards those conversions and then activate on that basis so it can do a lot of this stuff but as we see AI grow you can start to consider this may be actually what your your merchant kind of contribution to the model to then make use across all of the personalization that you do on site so what I mean by this is we already have this as you saw earlier in the case of Firefly you can upload some brand imagery and then you鈥檙e contributing to the model and advising the model so then the imagery that it creates is going to be more aligned to your brand we鈥檙e also working on this for you know things like writing product descriptions or getting your tone of voice for your marketing but what if this actually in a much more complex level could apply what you鈥檝e set up for your segments and your profiles and your rules and your personalization and your journeys and then be given more free rein to cover the areas that you haven鈥檛 looked at so the unseen segments the things you haven鈥檛 managed and be able to optimize what you already have and so you could see this being as we build up more trust obviously AI right now is just really a way to draft things then it needs a lot of sense checking but as these improve we get more confidence we can unleash it to do more across the site physically change the site on the fly and this could be just in not just the sort of content that it鈥檚 recommending but also say the different kinds of changing the text and the marketing copy to more align better align on the fly or even changing the whole layout of the site you know if I鈥檇 asked for dimensions a couple of times why should I have to keep going looking for them every time the site should probably readjust on the fly and start showing me you know the dimensions sections more prominently across my my visit and be able to do that very dynamically and actively it鈥檚 back again sorry for giant hand but wait isn鈥檛 the art of commerce about more than just flashy you know new ways of UI and also enhancing the existing you know traditional commerce UIs and absolutely it is you know by the way though when I hear from B2B people that are you just need to have a simple sort of sales technique we say this time and time again analysts will show that no B2B buyers are the generation that grew up with you know e-commerce and expect the same kind of engaging e-commerce experiences so if you鈥檙e not focused on that you鈥檒l just see your competition accelerate past you but yes absolutely it is about more than that UX is holistically defined as really understanding what your customers need what their you know challenges are and what the opportunities are and it can be as much about the service design of commerce as it is about the specific UI so here鈥檚 a few examples from our wonderful partners when our partners balance they work with 7-eleven who recognize that people just want extreme convenience when they go to those locations they need to get in get out and they鈥檙e you know worried about the cost of living so they offered a price lock at the beginning of the week at your local locations have dynamic pricing for your local branch and then you can buy a fuel that price all week you can just pay at the pump with the app you don鈥檛 even have to go into the main store and then also if you do go into the store they really embrace the thing that amazon pioneered a couple years ago which is to scan and go so you can just take your app around scan your products the tiller can sort of monitor what鈥檚 being scanned so you can sort of monitor it from a distance but you don鈥檛 have to actually queue up and check out you can just scan and go so this is a real revolution in their particular use case by listening to what what their customers really needed um apart of the legion we鈥檝e worked with a couple of businesses here so with fruit box or with coca-cola never fail and they provide you know sort of water or you know consumables into offices and various locations this required a real complex array of subscriptions of standing orders and your ability to modify them and change them as demand increases decreases very dynamically something that鈥檚 you know an absolute bitch to do if you鈥檙e trying to do it on the phone or call people up or you know emailing and stuff like that that made it feel and look easy that is a real art form and that鈥檚 a real you know again transformation in this kind of sector globin uh worked with neslay ncare um on a b2b2c kind of model so you know about b2c consumers and b2b there鈥檚 also the b2bc layer where you might have two stakeholders you know an initial customer company but also an end consumer that may also interface back with the original merchant and in this case this was healthcare professionals and they were able to go in uh set up their clients and define dietary regimens and then the patients themselves can come in look at that regimen adjust it to their particular you know tastes and and preferences and then they can both co-monitor the progress on that on that regimen on site we鈥檝e got many other examples of this with adobe commerce it鈥檚 you know so uniquely suited as suited to be able to do these kind of complex business models so think of you know car dealerships franchises multi-brands you know multi-territories that鈥檚 really where the sweet spot is i mentioned this one before but leap here have these giant machines used for you know mining infrastructure projects if any of these machines go offline it can cost millions of dollars so asset management there鈥檚 a whole sector where asset management is really crucial in commerce probably more so than initial purchases it鈥檚 about the maintenance and service that comes part of that so they link them up with live monitoring from those machines so they can actually automatically place parts orders and service requests and individual customers can link individual assets to a marketplace of merchants a marketplace of sort of service providers that approve service providers from leap here so they鈥檝e engaged a sort of marketplace linking with the asset management and again made something that鈥檚 very complex and very important for their customers very high risk and high cost feel much easier and accessible talking of marketplaces you know again there鈥檚 a lot of sort of marketplace stuff either by allowing merchants to do range extension you know take on sell extra items that are not actually stocking just become pure play marketplaces where they just do the e-commerce and digital marketing and everything鈥檚 you know dropshipped or provided directly to the customer but there鈥檚 also novel uses of marketplaces this was one balance work with the government to provide a marketplace of online training from a raging range of leading organizations to provide online training so help young people skill up particularly you know challenging in in the pandemic and be job ready i mentioned this one earlier a core hotel group took the marketplace concept and applied it to their own business they鈥檝e got hundreds thousands of locations that need to do procurement they鈥檙e all doing it wild out in you know in the open market instead they said no let鈥檚 consolidate this we鈥檒l use our group bargaining power to get command excellent prices but let鈥檚 give people a really easy way to manage their own inventory and so created an internal marketplace so that鈥檚 just a couple you know a couple of interesting ways that they鈥檝e applied that model there鈥檚 many more so what am i really trying to say what is the what鈥檚 the art of commerce well the art of commerce it should be evident by now that it鈥檚 really what it means to you what鈥檚 what鈥檚 contextual for your particular brand and merchant context the particular market that you鈥檙e trying to address and your particular customer and it鈥檚 really just about making their lives better through you know innovative ui through enhancing the existing commerce experience where there鈥檚 plenty of mileage to go in that and it鈥檚 going to continue to be a competitive space or it can be in the service design itself it鈥檚 something can be slightly less sexy but actually is more important maybe what is the artist palette what do we use to be able to build out the sort of innovative commerce and applying something that鈥檚 very specific to your sector there鈥檚 lots of options out there we know software as a service you鈥檙e just consuming something platforms a service where you get all that cloud scale but you can actually edit the code base but there鈥檚 a technical overhead to that or the functions of the service where you鈥檙e building out little microservices and apps that鈥檚 the thing that jason was talking about earlier and and then you鈥檝e got choices about whether you you鈥檙e building a front end that鈥檚 part of a core application or you using separate technology and building going headless and being more composable in nature and luckily adobe is is particularly well versed in that and tries to be non overly prescriptive which is quite unique in market most other platforms go down a certain path and say this is the way you want to do things you鈥檙e making that kind of choice we apply a range of architectures depending on the piece of commerce and service that we鈥檙e we鈥檙e offering to you as options and then give you that choice to do as much as you can in this modern sort of functions of service method whilst leaving the box open for where it makes sense to still work with the core application and give you options for headless and head full front ends so we give you the options and the full range of art materials to be able to work what鈥檚 what鈥檚 correct for you and then the other really key competency and i hope this has come across today is that in quite unique in the market from adobe compared to other say other sort of tech giants which might have a real key core application and then just buy the products because they know they鈥檝e got a footprint that you can sell adobe is quite quite unique in that it really does go for a sort of singular vision it thinks about what鈥檚 happening before and after that commerce experience or that marketing experience both from all the efficiencies and in generating marketing and planning and content generation and you know leveraging ai to make all that those iterations much quicker your asset management with governance and then delivering those experiences and personalized customer journeys but then also tying it back together with deep omnichannel customer analytics so where we make acquisitions and where we actually try and direct our engineering effort is really around this singular vision of rounding out that story deepening integration and making things easier to execute for you so with that said the only question remaining is what are you going to create thanks very much thanks kyle any any questions for kyle before we finish up i think i wasn鈥檛 expecting any but i thought i鈥檇 ask anyway but it was a great presentation kyle so exactly i think what we needed in the final presentation plenty of visuals but very informative about the possibilities with the creativity and commerce and so guys you鈥檝e done exceptionally well to make it through today it really has been jam-packed full of content sort of as i was sitting there sort of racing through my head everything that we鈥檝e seen today it鈥檚 pretty comprehensive coverage of the commerce landscape so i鈥檇 like to thank all the subject matter experts that participated in today so special round of applause for them i鈥檇 like to thank the panel for being here today and thank you for being here today thank you i鈥檇 like to thank as well the cba for hosting us here today as well and for the tremendous insights that they gave into their payment landscape in australia and the forward-looking view of finance technology in the region i really enjoyed that i don鈥檛 too often even in the area that i鈥檓 playing in get to get to experience that sort of content so it was fantastic so thank you guys for that and special thanks as well to the to the commonwealth bank team on the event side so to matt and nick as well for for your work and to mike matt and scott as well for pulling it all together so fantastic agenda guys and we鈥檙e finishing up i think we鈥檙e about just a few minutes shy of a bit of food being outside and we鈥檙e probably about 10 15 minutes shy of the drinks being available but it鈥檇 be awesome if people could stick around for a couple of drinks continue to network and create a few new relationships definitely look forward to connecting with a few of you guys afterwards so thanks again guys appreciate you taking the whole day out and look forward to seeing you all soon cheers