Adobe Scene7 2010 Survey:
        Customer Experience in the New Decade
        February 2010




       s7marketing@adobe...
Contents
Executive Summary                                                 3
Methodology and Participants                 ...
Executive Summary

We are pleased to present the results of the Adobe Scene7 2010 Customer Experience in the New Decade Su...
rising in importance this year, and are now in the top five planned features for 2010. Compared with last year,
   respond...
Methodology and Participants

The Adobe Scene7 2010 Customer Experience in the New Decade Survey was conducted from Novemb...
Annual Sales
Similar to last year’s survey, the annual company sales show more than half of the respondents with less than...
Survey Results—Worldwide

Rich Media/Merchandising Features & Effectiveness

Which rich media/merchandising features do yo...
•	   Videos for merchandising, advertising and demonstration: 20%
•	   Alternative images: 20%
•	   Quick looks & rollover...
Comparing these results with last year’s, visual filtering, search landing pages, and zoom remain in the top five
most eff...
Social Media-Based Features & Effectiveness

Which social media-based features do you currently use or plan to offer over ...
•	    User ratings & rankings: 17%
•	    Live chat/instant messaging: 14%
•	    Syndicating content to social and social s...
Top very effective ratings:
•	 User comments and reviews: 31%
•	 User ratings & rankings: 26%
•	 Live chat/instant messagi...
Mobile Features & Effectiveness

Which mobile features do you currently use or plan to offer over the next year? What is t...
About one-fifth of respondents plan to add key mobile features this year, including mobile advertising, check
delivery sta...
Personalization Features & Effectiveness

Which personalization features do you currently use or plan to offer over the ne...
•	   Personalization by ZIP code/geo-targeted sites: 25%
•	   Personalization engine (behavioral targeting): 24%
•	   Pers...
Combined Features—Deployed, Planned & Effective

The following charts illustrate the top deployed, planned, and very effec...
The list below shows how other deployed features rank.


                                      Combined Features: Deployed...
Deployed
•	 Branded social community pages (e.g., Facebook, MySpace, Twitter): 33%
•	 Blogs or micro-blogs: 32%
•	 Audio: ...
•	   Visual product configurators (custom products): 6%
•	   Mobile—Price check—store to Web: 6%
•	   Mobile commerce—shop...
Combined Features: Planned 
                         Enterac>ve catalogs & brochures 
                                    ...
Planned
•	 Interactive catalogs & brochures: 30%
•	 Blogs or micro-blogs: 26%
•	 Personalization by ZIP code/geo-targeted ...
•	   Mix and match: 15%
•	   Collaborative custom product design (items, sets, outfits, etc.): 14%
•	   User-designed merc...
Other effective features remaining in the top five ranking for two years running include, user rating/rankings/
comments, ...
!"#$%&'()*'+,-.'/0)1'.2)34'567')
          Product tours (combina=ons guided spin, zoom imagery, videos or 
    Visual filt...
•	   Videos for merchandising, advertising and demonstration: 27%
•	   Interactive catalogs & brochures: 27%
•	   Podcasts...
Growth Change of Very Effective (versus 2009)

Compared with last year’s survey, the areas that have seen significant incr...
If you have deployed any of these enhancements, how have they impacted conversions?

Personalization features rank the hig...
APPENDICES

Survey Results—North America

Methodology and Participants


                 What is your company's primary i...
Which rich media/merchandising features do you currently use or plan to offer over the next year? What is the
actual or ex...
!ich &e(ia*&ercha,(i-i,. /0ec12e,e-- (Act6a7 or /9:ecte()< =er> /0ec12e  
                                               (...
Which social media-based features do you currently use or plan to offer over the next year? What is the actual or
expected...
Which mobile features do you currently use or plan to offer over the next year? What is the actual or expected
effectivene...
Which personalization features do you currently use or plan to offer over the next year? What is the actual or
expected ef...
If you have deployed any of these enhancements, how have they impacted conversions?

                                     ...
Survey Results—EMEA

Methodology and Participants


                             What is your company's primary industry? ...
Which rich media/merchandising features do you currently use or plan to offer over the next year? What is the
actual or ex...
!"#$ M'(")*M'+#$),("-",. E0'#12','-- (A#56)7 8+ E9:'#5'()< ='+> '0'#12' 
                                                (...
Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Adobe Scene7 2010 Survey: Customer Experience in the New Decade
Adobe Scene7 2010 Survey: Customer Experience in the New Decade
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Adobe Scene7 2010 Survey: Customer Experience in the New Decade

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This survey reveals how leading global cross-industry businesses plan to enhance online customer experience and drive conversions in 2010. You'll discover the rich media/merchandising, social media-based, mobile, and personalization features these leaders are using or plan to use in the coming year!

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Adobe Scene7 2010 Survey: Customer Experience in the New Decade

  1. 1. Adobe Scene7 2010 Survey: Customer Experience in the New Decade February 2010 s7marketing@adobe.com 1-877-SCENE7-0 www.scene7.com Adobe Scene7 2010 Survey: Customer Experience in the New Decade 1
  2. 2. Contents Executive Summary 3 Methodology and Participants 5 Survey Results—Worldwide 7 Rich Media/Merchandising Features & Effectiveness 7 Social Media-Based Features & Effectiveness 10 Mobile Features & Effectiveness 13 Personalization Features & Effectiveness 15 Combined Features—Deployed, Planned & Effective 17 Conversion Impact 28 Deployment Time Frame 28 APPENDICES 29 Survey Results—North America 29 Survey Results—EMEA 36 Survey Results—Asia-Pacific 43 Survey Results—Retail and Manufacturing Only 49 About Adobe Scene7 57 About Adobe Systems Incorporated 57 Adobe Scene7 2010 Survey: Customer Experience in the New Decade 2
  3. 3. Executive Summary We are pleased to present the results of the Adobe Scene7 2010 Customer Experience in the New Decade Survey. The objectives of this survey were to identify and analyze what businesses plan to do in 2010 to enhance online customer experience and drive conversions. Leading companies from all industries worldwide were asked what rich media/merchandising, social media-based, mobile, and personalization features they use or plan to use, along with their expected or actual effectiveness, and timeframes to deploy these features. The Adobe Scene7 quantitative survey received 546 responses worldwide. The top six industries for respondents represent almost 60% of the total, among these are agencies (advertising/interactive), computer hardware/services/software, media, and retail. Agencies were the highest to respond worldwide, representing about 18% of total respondents. A slightly higher number of respondents from North America were from the retail sector, while EMEA was higher by 2X in retail, and Asia-Pacific had a heavy response in Transportation Services (25%) with retail only representing 2%. A conscious effort was made this year to expand responses into Asia-Pacific. Compared with last year, participation from respondents in the Asia-Pacific region significantly increased from 4% to 31% with Japan representing 96% of these responses. Similar to last year’s survey, the annual company sales show more than half of the respondents with less than $10MM (60%) and nearly a quarter greater than $100MM (23%). Highlights from the survey include the most popular deployed features and their effectiveness, as well as business investments planned to drive conversions and enhance user experience over the next 12 months. Analysis of how much deployed tactics have impacted respondents’ conversions is also covered. Looking across all customer experience tactics and regions surveyed, social media-based features are the top deployed tactics going in to 2010, while both rich media/merchandising and social media-based features are the top planned for 2010. Importantly, the top most effective tactics are also in the rich media/merchandising and social aspects with multi-media viewing or product tours (combinations of videos, zoom imagery, spin or animation) ranking as the number one most effective feature followed by visual search, user ratings, search landing pages, product comparison and zoom. Mobile and personalization continue to be the least deployed tactics (less than 10% by all respondents), yet have the highest planned growth rates. Across the different continents, North America and EMEA both share the same deployment levels of rich media/ merchandising tactics; however, North America clearly leads the pack in deployed social media tactics. Asia-Pacific ranks significantly lower in both deployed and planned rich media/merchandising and social media-based tactics but is only slightly behind other countries in the areas of mobile and personalization. The specifics across category results are as follows: • The top five features deployed across all customer experience tactics are more heavily rooted in the social media-based category compared with last year. These include, branded social community pages, e.g., Facebook, MySpace, Twitter (33%), blogs (32%), audio (26%), RSS (25%), and dynamic displays, e.g., banner, carousel, tabbed, grid views (25%). • The top planned features for 2010 fall into the areas of social media-based and rich media/merchandising; and similar to last year’s findings, blogs and interactive catalogs are among the top five planned features. This year, however, more personalization features top the list of planned tactics, including personalization by ZIP/ Geo and personlization engines. Also, videos for merchandising, advertising, and demonstration are Adobe Scene7 2010 Survey: Customer Experience in the New Decade 3
  4. 4. rising in importance this year, and are now in the top five planned features for 2010. Compared with last year, respondents are planning to invest more in the areas of personalization and mobile over the next 12 months. • More than one-third of all respondents cite the most effective tactic across all features this year to be product tours or multi-media viewing which combines guided spin, zoom imagery, videos or animations with copy (36%). The other leading most effective tactics are visual filtering & advanced search on product features (size, color, price) (33%), user comments and reviews (32%), search landing pages (32%), product comparisons (28%), and zoom (28%). Compared with last year, product tours displaced zoom as the top ranked most effective feature. (Interesting to note: this result reinforces the findings in another study conducted this year entitled, “Adobe Scene7 Viewer Study: What Shoppers Want”—the first Adobe Scene7 survey addressing online shoppers’ interest in visual merchandising. This consumer-facing, quantitative study identified and analyzed eCommerce shopping features on the product page most useful for shoppers making an online purchase. The multi-media enabled viewer that incorporates all visual, rich details of the product with click-driven alternative views, interactive full-screen zoom, color options, video sets, 360-degree spin with zoom on every angle was the preferred experience across all participants.) Other effective features remaining in the top five ranking for two years running include, user rating/rankings/comments, search landing pages, and visual filtering. This year, respondents were asked how much deployed tactics have impacted their conversions; and interestingly, personalization features rank the highest in conversion impact at over 50%, whereas mobile features rank the highest in no conversion impact. All categories on average fall into the 11%-20% range of conversion impact, with rich media/merchandising features having the overall highest impact. The survey results show 75% of all respondents will be conducting customer experience projects within the coming year. Compared with last year, these projects have shifted to the latter half of 2010 and beyond. A detailed summary of these results follows, in addition to a list of the top deployed, planned, and most effective tactics by category, region, as well as specifically by retail and manufacturing industries. Adobe Scene7 2010 Survey: Customer Experience in the New Decade 4
  5. 5. Methodology and Participants The Adobe Scene7 2010 Customer Experience in the New Decade Survey was conducted from November 9, 2009 to January 15, 2010. The key objectives of the survey were to identify and analyze what online businesses plan to do in the next year to enhance their customer experience and drive conversions. The results were compiled based on responses from 546 companies representing a broad cross-section of product categories and selling channels. The following analysis includes data for the combined worldwide response. Separate results for North America, EMEA and Asia-Pacific can be found in the appendix. Primary Industries The top six industries for respondents represent almost 60% of the total, among these are agencies (advertising/interactive), computer hardware/services/software, media, and retail. Agencies were the highest to respond worldwide, representing about 18% of total respondents. A slightly higher number of respondents from North America were from the retail sector, while EMEA was higher by 2X in retail, and Asia-Pacific had a heavy response in transportation services (25%) with retail only representing 2%. What is your company's primary industry?  )gencies 0)dver4sing5 Interac4ve9  Other  Computer AardBare5 Services5 SoDBare  Media  Fransporta4on Services  Retail  Industrial Manufacturing  Business Services  Real Estate  Consumer Products Manufacturers  Photography  Government/Non‐Profit  Aealth Care/Pharmaceu4cals  Educa4on  )utomo4ve  Leisure  Financial Services  Felecommunica4ons EUuipment V Services  0%  2%  4%  6%  8%  10%  12%  14%  16%  18%  20%  Adobe Scene7 2010 Survey: Customer Experience in the New Decade 5
  6. 6. Annual Sales Similar to last year’s survey, the annual company sales show more than half of the respondents with less than $10MM (60%) and greater than $100MM (23%). Of note, Asia-Pacific has more representation from enterprise companies, with more than 20% citing revenues of $100MM or higher. Compared with last year, the small busi- ness responses grew slightly, representing more than three-quarters of the responses (78%), while enterprises with more than $100MM decreased to 17% (versus 22% last year). What are your company's annual sales?  70%  60%  50%  40%  30%  20%  10%  0%  Less than $10  $10 million ‐ $25  $25 million ‐ $50  $50 million ‐  More than $100  million  million  million  $100 million  million  Regions Compared with last year, Asia-Pacific had significantly increased participation from 4% to 31% with Japan representing 96% of these responses. Where is your company headquartered?  45%  40%  35%  30%  25%  20%  15%  10%  5%  0%  North America  Asia‐Pacific  Western  Eastern  Middle East  AaBn America  Europe  Europe  and Africa  Adobe Scene7 2010 Survey: Customer Experience in the New Decade 6
  7. 7. Survey Results—Worldwide Rich Media/Merchandising Features & Effectiveness Which rich media/merchandising features do you currently use or plan to offer over the next year? What is the actual or expected effectiveness? The survey identifies the most popular rich media and merchandising features either deployed or planned for the coming year, along with the effectiveness of each feature. Rich Media/Merchandising Features  Audio  Anima>on  Dynamic displays  (banner, carousel, tabbed, grid  views)  Search landing pages  Mnterac>ve catalogs & brochures  Videos for merchandising, adver>sing and demonstra>on  Alterna>ve images  Zoom  Quick looks & rollover views  Color swatching/colorizing  Microsites/brand bou>Pues  Planned  Lifestyle imagery (in room, on model)  Deployed  Mnterac>ve design tools  Product tours (combina>ons guided spin, zoom imagery, videos or anima>ons with copy)  Podcasts or live video feed  Product comparisons  Visual filtering & advanced search on product features (size, color, price)  Side by side comparisons  3‐D visualiza>on  Mix and match  Shop by ou8it, room or collec>on  360‐degree spin  0%  5%  10%  15%  20%  25%  30%  35%  Top Deployed About one-quarter of all respondents have deployed a variety of top-ranking features, including audio, anima- tion, dynamic displays (banner, carousel, tabbed, grid views), search landing pages, and interactive catalogs & brochures. These are followed closely by videos for merchandising, advertising & demos, alternative images, quick looks, zoom, and color swatching/colorizing. Compared with last year’s survey, audio, animation, and search landing pages remain in the top five deployed features, with dynamic displays (banner, carousel, tabbed, grid views) and interactive catalogs ranking in the top five deployed for the first time. Top deployed ratings: • Audio: 26% • Animation: 25% • Dynamic displays (banner, carousel, tabbed, grid views): 25% • Search landing pages: 22% • Interactive catalogs & brochures: 22% Adobe Scene7 2010 Survey: Customer Experience in the New Decade 7
  8. 8. • Videos for merchandising, advertising and demonstration: 20% • Alternative images: 20% • Quick looks & rollover views: 18% • Zoom: 18% • Color swatching/colorizing: 18% Top Planned Almost one-third of respondents are planning to invest in the following features over the next 12 months: interactive catalogs, videos for merchandising advertising and demonstration, podcasts, product tours or multi-media viewing, 3-D visualization, 360-degree spin, animation, interactive design tools, product comparisons, and alternative imagery. Compared with last year, videos have risen in investment importance to the number two rank from the number five rank. A quarter of respondents plan to deploy videos this year, along with product tours or multi-media viewing, which also has increased in rank to number four versus last year’s ranking at 10. 360-degree spin has fallen in priority, likely due to the more immersive product tour feature. Top planned ratings: • Interactive catalogs & brochures: 30% • Videos for merchandising, advertising and demonstration: 24% • Podcasts or live video feed: 24% • Product tours or multi-media viewing (combinations guided spin, zoom imagery, videos or animations with copy): 23% • 3-D visualization: 23% • 360-degree spin: 22% • Animation: 22% • Interactive design tools: 22% • Product comparisons: 21% • Alternative images: 21% Top Effective Of those respondents having deployed or planned these features, the most effective features from almost one-third of the respondents include product tours or multi-media viewing (combinations guided spin, zoom imagery, videos or animations with copy), visual filtering & advanced search on product features (size, color, price), search landing pages, product comparisons, zoom, videos for merchandising, advertising and demonstration, interactive catalogs & brochures, podcasts or live video feed, animation, and side by side comparisons. Product tours have risen to the number one ranking (36%) from ninth place last year (at 29%). Adobe Scene7 2010 Survey: Customer Experience in the New Decade 8
  9. 9. Comparing these results with last year’s, visual filtering, search landing pages, and zoom remain in the top five most effective features. !"#$%&'(")*&'+#$),("-",.%/0'#12','--%34#56)7%8+%/9:'#5'(;<%='+>%/0'#12'% Product tours (combina9ons guided spin, zoom imagery, videos or anima9ons with copy)  Visual filtering & advanced search on product features (size, color, price)  Search landing pages  Product comparisons  Zoom  Videos for merchandising, adver9sing and demonstra9on  Lnterac9ve catalogs & brochures  Podcasts or live video feed  Anima9on  Side by side comparisons  3‐D visualiza9on  Microsites/brand bou9Rues  Alterna9ve images  Lifestyle imagery (in room, on model)  Quick looks & rollover views  Lnterac9ve design tools  Color swatching/colorizing  Dynamic displays  (banner, carousel, tabbed, grid  views)  Audio  Mix and match  360‐degree spin  Shop by ou0it, room or collec9on  0%  5%  10%  15%  20%  25%  30%  35%  40%  Top very effective ratings: • Product tours or multi-media viewing (combinations guided spin, zoom imagery, videos or animations with copy): 36% • Visual filtering & advanced search on product features (size, color, price): 33% • Search landing pages: 31% • Product comparisons: 28% • Zoom: 28% • Videos for merchandising, advertising and demonstration: 27% • Interactive catalogs & brochures: 27% • Podcasts or live video feed: 27% • Animation: 27% • Side by side comparisons: 26% Adobe Scene7 2010 Survey: Customer Experience in the New Decade 9
  10. 10. Social Media-Based Features & Effectiveness Which social media-based features do you currently use or plan to offer over the next year? What is the actual or expected effectiveness? This year’s survey further expanded on social media-based features to identify the most popular features either deployed or planned for the coming year, along with the effectiveness of each feature. Social Media‐Based Features  Branded social community pages (e.g., Facebook, MySpace, TwiXer)  Blogs or micro‐blogs  RSS  User comments and reviews  User ra=ngs & rankings  Live chat/instant messaging  Syndica=ng content to social and social shopping sites (e.g., Qaboodle, ThisSext,  Facebook, YouTube)  Collabora=ve custom product design (items, sets, ouBits, etc.)  Product sharing on social networks  Planned  URL & Web widget viral sharing (embed on other sites, blogs, etc.)  Deployed  Desktop widgets  User‐generated visual content (images, video, audio)  Wikis  Co‐shopping & browsing online with an expert or friends  Enterac=ve in‐store tools (e.g., kiosks, signage, dressing room mirrors, etc.)  Mashups  User‐created collec=ons for sharing & purchase (e.g., ouBits, furniture)  User‐designed merchandise available for purchase  0%  5%  10%  15%  20%  25%  30%  35%  Top Deployed Almost one-third of all respondents have deployed branded social community pages (e.g., Facebook, MySpace, Twitter) and blogs. This is followed by RSS feeds, user comments and reviews, user ratings & ranking, live chat, and syndicated content. Comparing these results with last year’s, the top six deployed features remain the same, except this year branded social community pages were included for the first time, which is the number one de- ployed social tactic (33%). In North America, branded social community pages are deployed at a significantly higher rate (46%) than other social media tactics; user comments & reviews (30%) and user ratings & rankings (22%) are also more widely de- ployed than in other regions. By contrast in Asia-Pacific, these social features are significantly less deployed, i.e., branded social pages at 12%, RSS at 13%, and blogs at 22%. Top deployed ratings: • Branded social community pages (e.g., Facebook, MySpace, Twitter): 33% • Blogs or micro-blogs: 32% • RSS: 25% • User comments and reviews: 23% Adobe Scene7 2010 Survey: Customer Experience in the New Decade 10
  11. 11. • User ratings & rankings: 17% • Live chat/instant messaging: 14% • Syndicating content to social and social shopping sites (e.g., Kaboodle, ThisNext, Facebook, YouTube): 14% • Collaborative custom product design (items, sets, outfits, etc.): 11% • Product sharing on social networks: 10% • URL & Web widget viral sharing (embed on other sites, blogs, etc.): 10% Top Planned Almost one-quarter of respondents plan to add blogs, branded social pages, user comments, reviews, ratings, and rankings. Compared with last year, RSS has fallen out of the top planned features, most likely due to higher deployment last year. Also, product sharing on social sites and user-generated visual content has risen in impor- tance for this year’s planned investments. Top planned ratings: • Blogs or micro-blogs: 26% • Branded social community pages (e.g., Facebook, MySpace, Twitter): 24% • User comments and reviews: 24% • User ratings & rankings: 23% • Product sharing on social networks: 20% • Desktop widgets: 18% • User-generated visual content (images, video, audio): 17% • Wikis: 17% • Live chat/instant messaging: 17% • RSS: 16% Top Effective Of those respondents having deployed or planned these features, the most effective ratings are user comments & reviews, user ratings & rankings, live chat/instant messaging, collaborative custom design, and user-generated visual content. These results are consistent with the top-ranked features from last year’s survey, with the exception of collaborative custom design which has risen to the fourth-ranked most effective feature. !"#$%&'()*$%+,%-)*'./)#01)2)--'34#56%&'"7'.89)#5)*:;'<)7='./)#01)' User comments and reviews  User ra4ngs & rankings  Live chat/instant messaging  Collabora4ve custom product design (items, sets, ouHits, etc.)  User‐generated visual content (images, video, audio)  RSS  Branded social communitK pages (e.g., Pacebook, MKSpace, MwiWer)  URL & Web widget viral sharing (embed on other sites, blogs, etc.)  Blogs or micro‐blogs  Wikis  Co‐shopping & browsing online with an expert or friends  SKndica4ng content to social and social shopping sites (e.g., Laboodle, MhisNext, Pacebook, QouMube)  Product sharing on social networks  User‐created collec4ons for sharing & purchase (e.g., ouHits, furniture)  User‐designed merchandise available for purchase  Desktop widgets  .nterac4ve in‐store tools (e.g., kiosks, signage, dressing room mirrors, etc.)  Mashups  0%  5%  10%  15%  20%  25%  30%  35%  Adobe Scene7 2010 Survey: Customer Experience in the New Decade 11
  12. 12. Top very effective ratings: • User comments and reviews: 31% • User ratings & rankings: 26% • Live chat/instant messaging: 22% • Collaborative custom product design (items, sets, outfits, etc.): 21% • User-generated visual content (images, video, audio): 20% • RSS: 19% • Branded social community pages (e.g., Facebook, MySpace, Twitter): 19% • URL & Web widget viral sharing (embed on other sites, blogs, etc.): 19% • Blogs or micro-blogs: 18% • Co-shopping & browsing online with an expert or friends: 17% Adobe Scene7 2010 Survey: Customer Experience in the New Decade 12
  13. 13. Mobile Features & Effectiveness Which mobile features do you currently use or plan to offer over the next year? What is the actual or expected effectiveness? This year’s survey also expanded mobile tactics to identify the top features either deployed or planned for the coming year, along with the effectiveness of each feature. Mobile Features  Eddress book integraFon Hor mobile  Check delivery status  EdverFsingG promoFonsG bar‐coded coupons ‐ drive to  store or Web  GPS mapping/store locator  Planned  Deployed  Check in‐store or Web product inventory  Price check ‐ store to Web  Mobile commerce – shop & buy on mobile device  0%  5%  10%  15%  20%  25%  Top Deployed The adoption of top mobile features remains relatively low compared with other tactics surveyed—the most widely deployed feature is deployed by only 10%. Compared with last year, address book integration, check delivery status, and mobile advertising now rank as top deployed features. Mobile commerce penetration continues to be in the single digits (5%). Mobile features are slightly more deployed in EMEA, e.g., check delivery status at 15%, and GPS mapping at 15%. Interestingly, deployment of these features in Asia-Pacific is comparable to worldwide ratings with mobile commerce having a slightly higher deployment than worldwide (8% in Asia-Pacific versus 5% worldwide). Top deployed ratings: • Address book integration for mobile: 10% • Check delivery status: 10% • Advertising, promotions, bar-coded coupons—drive to store or Web: 9% • GPS mapping/store locator: 9% • Check in-store or Web product inventory: 7% • Price check—store to Web: 6% • Mobile commerce—shop & buy on mobile device: 5% Top Planned Adobe Scene7 2010 Survey: Customer Experience in the New Decade 13
  14. 14. About one-fifth of respondents plan to add key mobile features this year, including mobile advertising, check delivery status, mobile commerce, check in-store, and address book integration. Mobile advertising tops the list of investment priorities for 2010. Mobile priorities worldwide are similar to last year, fairly flat as an investment priority, with mobile promotions still the highest priority. Top planned ratings: • Advertising, promotions, bar-coded coupons—drive to store or Web: 23% • Check delivery status: 20% • Mobile commerce—shop & buy on mobile device: 19% • Check in-store or Web product inventory: 19% • Address book integration for mobile: 19% • GPS mapping/store locator: 18% • Price check—store to Web: 16% Top Effective Of those respondents having deployed or planned these features, check delivery status and inventory check were ranked as the most effective features, followed by address book integration, price check, GPS mapping, and then promotions. Interestingly, mobile commerce is rated as least effective among all mobile tactics, although it is the number one planned mobile feature in 2010. !"#$%&'()&*+,&-&..'/0*123%'"4'(56&*1&789':&4;'()&*+,&' Check delivery status  Check in‐store or Web product inventory  ;ddress book integra<on Hor mobile  Price check ‐ store to Web  GPS mapping/store locator  ;dver<sing> promo<ons> bar‐coded coupons ‐ drive to store or Web  Mobile commerce – shop & buy on mobile device  0%  5%  10%  15%  20%  25%  30%  Top very effective ratings: • Check delivery status: 27% • Check in-store or Web product inventory: 23% • Address book integration for mobile: 22% • Price check—store to Web: 22% • GPS mapping/store locator: 21% • Advertising, promotions, bar-coded coupons—drive to store or Web: 19% • Mobile commerce—shop & buy on mobile device: 12% Adobe Scene7 2010 Survey: Customer Experience in the New Decade 14
  15. 15. Personalization Features & Effectiveness Which personalization features do you currently use or plan to offer over the next year? What is the actual or expected effectiveness? The survey identified the top personalization features either deployed or planned for the coming year along with the effectiveness of each feature. !"#$%&'()*'+%&,-"'./#"$, Personaliza.on =y JKP codeLgeoCtargeted sites   Personalized stores (with My Account, profile,  favorites)   Be=CtoCPrint solu.ons for custom print products and  materials  Visual product configurators (custom products)   Planned  Deployed  Personaliza.on engine (=ehavioral targe.ng)  Visual monogramming & engraving tools   Predic.ve modeling  0%  5%  10%  15%  20%  25%  30%  Top Deployed The adoption of personalization features remains low, 10% or less deployed, similar to last year. The top three features used are personalization by ZIP/Geo, personalized stores, and visual product configurators. Top deployed ratings: • Personalization by ZIP code/geo-targeted sites: 10% • Personalized stores (with My Account, profile, favorites): 8% • Web-to-Print solutions for custom print products and materials: 7% • Visual product configurators (custom products): 6% • Personalization engine (behavioral targeting): 5% • Visual monogramming & engraving tools: 4% • Predictive modeling: 3% Top Planned Approximately one-quarter of respondents plan to add personalization by ZIP and personalization engines. This is followed by personalized stores, web-to-print solutions, and visual product configurators. Compared with last year, in Asia-Pacific personalization priorities have risen slightly, but planned investment in personalization is lower overall compared with the rest of the world (e.g., personalization by ZIP is 18%). Top deployed ratings: Adobe Scene7 2010 Survey: Customer Experience in the New Decade 15
  16. 16. • Personalization by ZIP code/geo-targeted sites: 25% • Personalization engine (behavioral targeting): 24% • Personalized stores (with My Account, profile, favorites): 21% • Web-to-Print solutions for custom print products and materials: 19% • Visual product configurators (custom products): 16% • Predictive modeling: 16% • Visual monogramming & engraving tools: 13% Top Effective Of those respondents having deployed or planned these features, Web-to-Print ranks as the most effective feature (23%), followed by personalization by ZIP/Geo, personalization engines, personalized stores, and visual configurators with effective ratings around 20%. !"#$%&'()*'+%&,-."/+0"&"$$,12/34'(,%#,-56"/3"789,:"#;,-."/+0", KeFJtoJPrint solu9ons for custom print products and materials  Personaliza9on Fy GHP codeIgeoJtargeted sites   Personaliza9on engine (Fehavioral targe9ng)  Personalized stores (with My Account, profile, favorites)   Visual product configurators (custom products)   Predic9ve modeling  Visual monogramming & engraving tools   0%  5%  10%  15%  20%  25%  Top very effective ratings: • Web-to-Print solutions for custom print products and materials: 23% • Personalization by ZIP code/geo-targeted sites: 23% • Personalization engine (behavioral targeting): 22% • Personalized stores (with My Account, profile, favorites): 22% • Visual product configurators (custom products): 18% • Predictive modeling: 12% • Visual monogramming & engraving tools: 10% Adobe Scene7 2010 Survey: Customer Experience in the New Decade 16
  17. 17. Combined Features—Deployed, Planned & Effective The following charts illustrate the top deployed, planned, and very effective features across all four areas ana- lyzed: rich media/merchandising, social media-based, mobile, and personalization. Interestingly, social media- based features have moved up significantly across all questions with respect to deployed, planned, and effective- ness. Top Deployed The top five features deployed across all customer experience tactics are rooted heavily in the social media-based category compared with last year. These include: • Branded social community pages (e.g., Facebook, MySpace, Twitter): 33% • Blogs or micro-blogs: 32% • Audio: 26% • RSS: 25% • Dynamic displays (banner, carousel, tabbed, grid views): 25% Compared with last year, the tactics showing the largest change in deployment are: • Address book integration for mobile: +121% • Co-shopping & browsing online with an expert or friends: +88% • Collaborative custom product design (items, sets, outfits, etc.): +55% • Mix and match: +45% • Personalization by ZIP code/geo-targeted sites: +41% • Product tours or multi-media viewing (combinations guided spin, zoom imagery, videos or animations with copy): +14% Adobe Scene7 2010 Survey: Customer Experience in the New Decade 17
  18. 18. The list below shows how other deployed features rank. Combined Features: Deployed  Branded social community pages (e.g., Facebook,  Blogs or micro‐blogs  MySpace, Twiber)  Audio  RSS  Anima.on  Dynamic displays  (banner, carousel, tabbed, grid   User comments and reviews  views)  Search landing pages  Mnterac.ve catalogs & brochures  Videos for merchandising, adver.sing and  Alterna.ve images  demonstra.on  Zoom  Quick looks & rollover views  Color swatching/colorizing  User ra.ngs & rankings  Microsites/brand bou._ues  Lifestyle imagery (in room, on model)  Live chat/instant messaging  Mnterac.ve design tools  Syndica.ng content to social and social shopping  Product tours (combina.ons guided spin, zoom  sites (e.g., Kaboodle, ThisNext, Facebook, YouTube)  Podcasts or live video feed  imagery, videos or anima.ons with copy)  Product comparisons  Visual filtering & advanced search on product  Collabora.ve custom product design (items, sets,  features (size, color, price)  Address book integra.on for mobile  ouDits, etc.)  Product sharing on social networks  Mobile ‐ Check delivery status  URL & Web widget viral sharing (embed on other  Side by side comparisons  sites, blogs, etc.)  Personaliza.on by ZMP code/geo‐targeted sites   Desktop widgets  3‐D visualiza.on  User‐generated visual content (images, video, audio)  Mobile ‐ Adver.sing, promo.ons, bar‐coded coupons  ‐ drive to store or Web Mix and match  Mobile ‐ GPS mapping/store locator  Wikis  Shop by ouDit, room or collec.on  Personalized stores (with My Account, profile,  Mobile ‐ Check in‐store or Web product inventory  favorites)  Co‐shopping & browsing online with an expert or  friends  360‐degree spin  Web‐to‐Print solu.ons for custom print products and  Mnterac.ve in‐store tools (e.g., kiosks, signage,  materials  Visual product configurators (custom products)   dressing room mirrors, etc.)  Mashups  Mobile ‐ Price check ‐ store to Web  Mobile commerce – shop & buy on mobile device  Personaliza.on engine (behavioral targe.ng)  User‐created collec.ons for sharing & purchase (e.g.,  Visual monogramming & engraving tools   ouDits, furniture)  User‐designed merchandise available for purchase  Predic.ve modeling  0%  10%  20%  30%  40%  Adobe Scene7 2010 Survey: Customer Experience in the New Decade 18
  19. 19. Deployed • Branded social community pages (e.g., Facebook, MySpace, Twitter): 33% • Blogs or micro-blogs: 32% • Audio: 26% • RSS: 25% • Dynamic displays (banner, carousel, tabbed, grid views): 25% • Animation: 25% • User comments and reviews: 23% • Search landing pages: 22% • Interactive catalogs & brochures: 22% • Videos for merchandising, advertising and demonstration: 20% • Alternative images: 20% • Quick looks & rollover views: 18% • Zoom: 18% • Color swatching/colorizing: 18% • User ratings & rankings: 17% • Microsites/brand boutiques: 17% • Lifestyle imagery (in room, on model): 15% • Interactive design tools: 14% • Live chat/instant messaging: 14% • Syndicating content to social and social shopping sites (e.g., Kaboodle, ThisNext, Facebook, YouTube): 14% • Product tours or multi-media viewing (combinations guided spin, zoom imagery, videos or animations with copy):13% • Podcasts or live video feed: 12% • Product comparisons: 12% • Collaborative custom product design (items, sets, outfits, etc.): 11% • Visual filtering & advanced search on product features (size, color, price): 11% • Address book integration for mobile: 10% • Product sharing on social networks: 10% • URL & Web widget viral sharing (embed on other sites, blogs, etc.): 10% • Mobile—Check delivery status: 10% • Desktop widgets: 10% • Personalization by ZIP code/geo-targeted sites: 10% • Side by side comparisons: 10% • Mobile—Advertising, promotions, bar-coded coupons—drive to store or Web: 9% • User-generated visual content (images, video, audio): 9% • 3-D visualization: 9% • Mix and match: 9% • Mobile—GPS mapping/store locator: 9% • Wikis: 9% • Shop by outfit, room or collection: 8% • Personalized stores (with My Account, profile, favorites): 8% • 360-degree spin: 7% • Co-shopping & browsing online with an expert or friends: 7% • Mobile—Check in-store or Web product inventory: 7% • Web-to-Print solutions for custom print products and materials: 7% • Interactive in-store tools (e.g., kiosks, signage, dressing room mirrors, etc.): 6% • Mashups: 6% Adobe Scene7 2010 Survey: Customer Experience in the New Decade 19
  20. 20. • Visual product configurators (custom products): 6% • Mobile—Price check—store to Web: 6% • Mobile commerce—shop & buy on mobile device: 5% • Personalization engine (behavioral targeting): 5% • User-created collections for sharing & purchase (e.g., outfits, furniture): 5% • Visual monogramming & engraving tools: 4% • User-designed merchandise available for purchase: 3% • Predictive modeling: 3% Growth Change of Deployed (versus 2009) • Address book integration for mobile: 121% • Co-shopping & browsing online with an expert or friends: 88% • Collaborative custom product design (items, sets, outfits, etc.): 55% • Mix and match: 45% • Personalization by ZIP code/geo-targeted sites: 41% • Product tours or multi-media viewing (combinations guided spin, zoom imagery, videos or animations with copy): 14% • Desktop widgets: 13% • Blogs: 12% • Visual filtering & advanced search on product features (size, color, price): 11% • 3-D visualization: 11% • Wikis: 10% • User ratings & rankings: 9% • RSS: 8% • Mobile—GPS mapping/store locator: 6% • Live chat/Instant Messaging: 6% • User comments and reviews: 5% • Podcasts or live video feed: 2% • Interactive design tools: 1% • Side by side comparisons: 0% Top Planned Overall, the top five features for 2010 fall into the areas of social media-based and rich media/merchandising; and similar to last year’s findings, blogs and interactive catalogs are among the top five planned features. This year, however, more personalization features top the list of planned tactics, including personalization by ZIP/Geo and personlization engines. Also, videos for merchandising, advertising, and demonstration have risen in importance this year, and are now in the top five planned features for 2010. Compared with last year, the tactics with the biggest change in planned features focus on personalization and mobile areas, including: • Personalization by ZIP code/geo-targeted sites: +50% • Address book integration for mobile: +50% • Mobile/Price check/Store to Web: +29% • Mobile/GPS mapping/Store locator: +16% • Personalization engine (behavioral targeting): +14% • Mobile commerce/Shop & buy on mobile device: +14% Adobe Scene7 2010 Survey: Customer Experience in the New Decade 20
  21. 21. Combined Features: Planned  Enterac>ve catalogs & brochures  Blogs or micro‐blogs  Personaliza>on by ZEP code/geo‐targeted sites   Branded social community pages (e.g., Facebook,  Videos for merchandising, adver>sing and  MySpace, Twiber)  Personaliza>on engine (behavioral targe>ng)  demonstra>on  Podcasts or live video feed  User comments and reviews  Product tours (combina>ons guided spin, zoom  3‐D visualiza>on  imagery, videos or anima>ons with copy)  User ra>ngs & rankings  Mobile ‐ Adver>sing, promo>ons, bar‐coded coupons  ‐ drive to store or Web  360‐degree spin  Anima>on  Enterac>ve design tools  Personalized stores (with My Account, profile,  Product comparisons  favorites)  Alterna>ve images  Microsites/brand bou>_ues  Mobile ‐ Check delivery status  Product sharing on social networks  Mobile commerce – shop & buy on mobile device  Audio  Web‐to‐Print solu>ons for custom print products and  Mobile ‐ Check in‐store or Web product inventory  materials  Quick looks & rollover views  Address book integra>on for mobile  Dynamic displays  (banner, carousel, tabbed, grid   Side by side comparisons  views)  Desktop widgets  Zoom  Color swatching/colorizing  Mobile ‐ GPS mapping/store locator  Search landing pages  User‐generated visual content (images, video, audio)  Visual filtering & advanced search on product  features (size, color, price)  Wikis  Live chat/instant messaging  RSS  Mobile ‐ Price check ‐ store to Web  URL & Web widget viral sharing (embed on other  Lifestyle imagery (in room, on model)  sites, blogs, etc.)  Shop by ouCit, room or collec>on  Visual product configurators (custom products)   Predic>ve modeling  Syndica>ng content to social and social shopping  Mix and match  sites (e.g., Kaboodle, ThisNext, Facebook, YouTube)  Collabora>ve custom product design (items, sets,  User‐designed merchandise available for purchase  ouCits, etc.)  Co‐shopping & browsing online with an expert or  Enterac>ve in‐store tools (e.g., kiosks, signage,  friends  User‐created collec>ons for sharing & purchase (e.g.,  dressing room mirrors, etc.)  Visual monogramming & engraving tools   ouCits, furniture)  Mashups  0%  10%  20%  30%  40%  Adobe Scene7 2010 Survey: Customer Experience in the New Decade 21
  22. 22. Planned • Interactive catalogs & brochures: 30% • Blogs or micro-blogs: 26% • Personalization by ZIP code/geo-targeted sites: 25% • Branded social community pages (e.g., Facebook, MySpace, Twitter): 24% • Videos for merchandising, advertising and demonstration: 24% • User comments and reviews: 24% • Podcasts or live video feed: 24% • Personalization engine (behavioral targeting): 24% • Product tours or multi-media viewing (combinations guided spin, zoom imagery, videos or animations with copy): 23% • User ratings & rankings: 23% • 3-D visualization: 23% • Mobile—Advertising, promotions, bar-coded coupons—drive to store or Web: 23% • Animation: 22% • 360-degree spin: 22% • Interactive design tools: 22% • Personalized stores (with My Account, profile, favorites): 21% • Product comparisons: 21% • Alternative images: 21% • Microsites/brand boutiques: 21% • Product sharing on social networks: 20% • Mobile—Check delivery status: 20% • Mobile commerce—shop & buy on mobile device: 19% • Audio: 19% • Web-to-Print solutions for custom print products and materials: 19% • Mobile—Check in-store or Web product inventory: 19% • Quick looks & rollover views: 19% • Dynamic displays (banner, carousel, tabbed, grid views): 19% • Address book integration for mobile: 19% • Side by side comparisons: 19% • Desktop widgets: 18% • Zoom: 18% • Search landing pages: 18% • Color swatching/colorizing: 18% • Mobile—GPS mapping/store locator: 18% • User-generated visual content (images, video, audio): 17% • Visual filtering & advanced search on product features (size, color, price): 17% • Wikis: 17% • Live chat/instant messaging: 17% • RSS: 16% • URL & Web widget viral sharing (embed on other sites, blogs, etc.): 16% • Mobile—Price check—store to Web: 16% • Lifestyle imagery (in room, on model): 16% • Shop by outfit, room or collection: 16% • Visual product configurators (custom products): 16% • Predictive modeling: 16% • Syndicating content to social and social shopping sites (e.g., Kaboodle, ThisNext, Facebook, YouTube): 16% Adobe Scene7 2010 Survey: Customer Experience in the New Decade 22
  23. 23. • Mix and match: 15% • Collaborative custom product design (items, sets, outfits, etc.): 14% • User-designed merchandise available for purchase: 13% • Co-shopping & browsing online with an expert or friends: 13% • Interactive in-store tools (e.g., kiosks, signage, dressing room mirrors, etc.): 13% • User-created collections for sharing & purchase (e.g., outfits, furniture): 13% • Visual monogramming & engraving tools: 13% • Mashups: 12% Growth Change of Planned (versus 2009) • Personalization by ZIP code/geo-targeted sites: 50% • Address book integration for mobile: 50% • Mobile—Price check—store to Web: 29% • Mobile—GPS mapping/store locator: 16% • Personalization engine (behavioral targeting): 14% • Mobile commerce—shop & buy on mobile device: 14% • User ratings & rankings: 12% • Mobile—Advertising, promotions, bar-coded coupons—drive to store or Web: 11% • Web-to-Print solutions for custom print products and materials: 10% • Visual monogramming & engraving tools: 6% • Catalogs & circulars: 6% • Product tours or multi-media viewing (combinations guided spin, zoom imagery, videos or animations with copy): 4% • Personalized stores (with My Account, profile, favorites): 4% • Wikis: 4% • Interactive design tools: 0% Top Very Effective Survey respondents who have either deployed or plan to deploy the following features gave them the highest ratings for “very effective.” The most effective tactics across all features this year—rated very effective by approximately one-third of all respondents—are: • Product tours or multi-media viewing (combinations guided spin, zoom imagery, videos or animations with copy): 36% • Visual filtering & advanced search on product features (size, color, price): 33% • User comments and reviews: 32% • Search landing pages: 32% • Product comparisons: 28% • Zoom: 28% Compared with last year, product tours displaced zoom as the top ranked most effective feature. (Interesting to note: this result reinforces the findings in another study conducted this year entitled, “Adobe Scene7 Viewer Study: What Shoppers Want”—the first Adobe Scene7 survey addressing online shoppers’ interest in visual merchandising. This consumer-facing, quantitative study identified and analyzed eCommerce shopping features on the product page most useful for shoppers making an online purchase. The multi-media enabled viewer that incorporated all visual, rich details of the product with click-driven alternative views, interactive full-screen zoom, color options, video sets, 360-degree spin with zoom on every angle was the preferred experience across all participants.) Adobe Scene7 2010 Survey: Customer Experience in the New Decade 23
  24. 24. Other effective features remaining in the top five ranking for two years running include, user rating/rankings/ comments, search landing pages, and visual filtering. Compared with last year, the tactics with the biggest change in the most effective features, include: • Personalization by ZIP code/geo-targeted sites: +71% • Wikis: +54% • Side by side comparisons:+47% • Address book integration for mobile: +35% • 360-degree spin: +27% • Product tours or multi-media viewing (combinations guided spin, zoom imagery, videos or animations with copy): +25% Adobe Scene7 2010 Survey: Customer Experience in the New Decade 24
  25. 25. !"#$%&'()*'+,-.'/0)1'.2)34'567') Product tours (combina=ons guided spin, zoom imagery, videos or  Visual filtering & advanced search on product features (size, color, price)  anima=ons with copy)  User comments and reviews  Search landing pages  Product comparisons  Zoom  Mobile ‐ Check delivery status  Videos for merchandising, adver=sing and demonstra=on  ;nterac=ve catalogs & brochures  Podcasts or live video feed  Anima=on  Side by side comparisons  User ra=ngs & rankings  3‐D visualiza=on  Microsites/brand bou=cues  Alterna=ve images  Web‐to‐Print solu=ons for custom print products and materials  Personaliza=on by Z;P code/geo‐targeted sites   Mobile ‐ Check in‐store or Web product inventory  Address book integra=on for mobile  Lifestyle imagery (in room, on model)  Quick looks & rollover views  Personaliza=on engine (behavioral targe=ng)  Live chat/instant messaging  Mobile ‐ Price check ‐ store to Web  Personalized stores (with My Account, profile, favorites)  Collabora=ve custom product design (items, sets, ouNits, etc.)  ;nterac=ve design tools  Mobile ‐ GPS mapping/store locator  Color swatching/colorizing  User‐generated visual content (images, video, audio)  Mobile ‐ Adver=sing, promo=ons, bar‐coded coupons ‐ drive to store or  Dynamic displays  (banner, carousel, tabbed, grid  views)  Web  RSS  Branded social community pages (e.g., Facebook, MySpace, Twi]er)  URL & Web widget viral sharing (embed on other sites, blogs, etc.)  Visual product configurators (custom products)   Blogs or micro‐blogs  Audio  Wikis  Co‐shopping & browsing online with an expert or friends  Syndica=ng content to social and social shopping sites (e.g., Qaboodle,  Product sharing on social networks  ThisNext, Facebook, YouTube)  Mix and match  360‐degree spin  User‐created collec=ons for sharing & purchase (e.g., ouNits, furniture)  Shop by ouNit, room or collec=on  User‐designed merchandise available for purchase  Mobile commerce – shop & buy on mobile device  Desktop widgets  Predic=ve modeling  ;nterac=ve in‐store tools (e.g., kiosks, signage, dressing room mirrors, etc.)  Visual monogramming & engraving tools   Mashups  0%  5%  10%  15%  20%  25%  30%  35%  40%  Very Effective • Product tours or multi-media viewing (combinations guided spin, zoom imagery, videos or animations with copy): 36% • Visual filtering & advanced search on product features (size, color, price): 33% • User comments and reviews: 32% • Search landing pages: 32% • Product comparisons: 28% • Zoom: 28% • Mobile—Check delivery status: 28% Adobe Scene7 2010 Survey: Customer Experience in the New Decade 25
  26. 26. • Videos for merchandising, advertising and demonstration: 27% • Interactive catalogs & brochures: 27% • Podcasts or live video feed: 27% • Animation: 27% • Side by side comparisons: 26% • User ratings & rankings: 26% • 3-D visualization: 25% • Microsites/brand boutiques: 25% • Alternative images: 24% • Web-to-Print solutions for custom print products and materials: 23% • Personalization by ZIP code/geo-targeted sites: 23% • Mobile—Check in-store or Web product inventory: 23% • Address book integration for mobile: 22% • Lifestyle imagery (in room, on model): 22% • Quick looks & rollover views: 22% • Personalization engine (behavioral targeting): 22% • Live chat/instant messaging: 22% • Mobile—Price check—store to Web: 22% • Personalized stores (with My Account, profile, favorites): 22% • Collaborative custom product design (items, sets, outfits, etc.): 21% • Interactive design tools: 21% • Mobile—GPS mapping/store locator: 21% • Color swatching/colorizing:20% • User-generated visual content (images, video, audio): 20% • Mobile—Advertising, promotions, bar-coded coupons—drive to store or Web: 20% • Dynamic displays (banner, carousel, tabbed, grid views): 19% • RSS: 19% • Branded social community pages (e.g., Facebook, MySpace, Twitter): 19% • URL & Web widget viral sharing (embed on other sites, blogs, etc.): 19% • Visual product configurators (custom products): 18% • Blogs or micro-blogs: 18% • Audio: 18% • Wikis: 17% • Co-shopping & browsing online with an expert or friends: 17% • Syndicating content to social and social shopping sites (e.g., Kaboodle, ThisNext, Facebook, YouTube): 17% • Product sharing on social networks: 16% • Mix and match: 16% • 360-degree spin: 16% • User-created collections for sharing & purchase (e.g., outfits, furniture): 16% • Shop by outfit, room or collection: 15% • User-designed merchandise available for purchase: 14% • Mobile commerce—shop & buy on mobile device: 12% • Desktop widgets: 12% • Predictive modeling: 12% • Interactive in-store tools (e.g., kiosks, signage, dressing room mirrors, etc.): 11% • Visual monogramming & engraving tools: 10% • Mashups:10% Adobe Scene7 2010 Survey: Customer Experience in the New Decade 26
  27. 27. Growth Change of Very Effective (versus 2009) Compared with last year’s survey, the areas that have seen significant increases in their overall effectiveness to drive conversions/sales include: • Personalization by ZIP code/geo-targeted sites: 71% • Wikis: 54% • Side by side comparisons: 47% • Address book integration for mobile: 35% • 360-degree spin: 27% • Product tours or multi-media viewing (combinations guided spin, zoom imagery, videos or animations with copy): 25% • Animation: 23% • Podcasts or live video feed: 18% • Catalogs & circulars: 9% • Product comparisons: 8% • Collaborative custom product design (items, sets, outfits, etc.): 5% • Web-to-Print solutions for custom print products and materials: 3% Adobe Scene7 2010 Survey: Customer Experience in the New Decade 27
  28. 28. If you have deployed any of these enhancements, how have they impacted conversions? Personalization features rank the highest in conversion impact at over 50%, whereas mobile features rank the highest in no conversion impact. All categories on average fall into the 11%-20% range of conversion impact, with rich media/merchandising features having the overall highest impact. Conversion Impact  40.00%  35.00%  30.00%  25.00%  1%‐10%   11%‐20%  21%‐30%   20.00%  31%‐40%   41%‐50%  50% +   15.00%  No conversion impact  Not applicable  10.00%  5.00%  0.00%  Rich media/merchandising features  Social media‐based features  Mobile features  @ersonaliAaBon features  Within what time frame do you plan to deploy additional features to enhance customer experience? The survey results show 75% of all respondents will be conducting customer experience projects within the coming year. Compared with last year, these projects have shifted to the latter half of 2010 and beyond. Deployment Time Frame  40%  35%  30%  25%  20%  15%  10%  5%  0%  3 months  6 months  9 months  12 months  Other  • 12 months: 36% • Other: 24% • 6 months: 18% • 3 months: 12% • 9 months: 9% Adobe Scene7 2010 Survey: Customer Experience in the New Decade 28
  29. 29. APPENDICES Survey Results—North America Methodology and Participants What is your company's primary industry? (North America)  '(encies .'dver2sin(3 4nterac2ve7  Media  9:;<uter >ard?are3 Services3 S:A?are  Business Services  Educa2:n  Financial Services  >ealtF 9areGHFar;aceu2cals  Real Estate  Jelec:;;unica2:ns EKui<;ent L Services  0%  5%  10%  15%  20%  25%  What are your company's annual sales? (North America)   80%  70%  60%  50%  40%  30%  20%  10%  0%  Less than $10 million  $10 million ‐ $25 million $25 million ‐ $50 million  $50 million ‐ $100  More than $100 million  million  Adobe Scene7 2010 Survey: Customer Experience in the New Decade 29
  30. 30. Which rich media/merchandising features do you currently use or plan to offer over the next year? What is the actual or expected effectiveness? Rich Media/Merchandising Features (North America)   Audio  Dynamic displays  (banner, carousel, tabbed, grid  views)  Search landing pages  Anima9on  Nnterac9ve catalogs & brochures  Videos for merchandising, adver9sing and demonstra9on  Quick looks & rollover views  Color swatching/colorizing  Alterna9ve images  Microsites/brand bou9Rues  Zoom  Planned  Lifestyle imagery (in room, on model)  Deployed  Podcasts or live video feed  Nnterac9ve design tools  Product comparisons  Product tours (combina9ons guided spin, zoom imagery, videos or  anima9ons with copy)  Visual filtering & advanced search on product features (size, color, price)  Side by side comparisons  Shop by ouDit, room or collec9on  Mix and match  3‐D visualiza9on  360‐degree spin  0%  5%  10%  15%  20%  25%  30%  35%  40%  Adobe Scene7 2010 Survey: Customer Experience in the New Decade 30
  31. 31. !ich &e(ia*&ercha,(i-i,. /0ec12e,e-- (Act6a7 or /9:ecte()< =er> /0ec12e   (North America)   Visual filtering & advanced search on product features (size, color, price)  Product tours (combinaBons guided spin, zoom imagery, videos or animaBons with copy)  Quick looks & rollover views  Podcasts or live video feed  Search landing pages  Videos for merchandising, adverBsing and demonstraBon  Zoom  Side by side comparisons  Microsites/brand bouBQues  Product comparisons  AnimaBon  AlternaBve images  Color swatching/colorizing  KnteracBve design tools  Dynamic displays  (banner, carousel, tabbed, grid  views)  KnteracBve catalogs & brochures  Lifestyle imagery (in room, on model)  Audio  3‐D visualizaBon  Shop by ou?it, room or collecBon  Mix and match  360‐degree spin  0%  5%  10%  15%  20%  25%  30%  35%  40%  45%  Adobe Scene7 2010 Survey: Customer Experience in the New Decade 31
  32. 32. Which social media-based features do you currently use or plan to offer over the next year? What is the actual or expected effectiveness? Social Media‐Based Features (North America)   Branded social community pages (e.g., Facebook, MySpace, TwiYer)  Blogs or micro‐blogs  User comments and reviews  RSS  User raBngs & rankings  SyndicaBng content to social and social shopping sites (e.g., Saboodle,  ThisNext, Facebook, YouTube)  Live chat/instant messaging  User‐generated visual content (images, video, audio)  Product sharing on social networks  Planned  URL & Web widget viral sharing (embed on other sites, blogs, etc.)  Deployed  Wikis  CollaboraBve custom product design (items, sets, ouFits, etc.)  Desktop widgets  InteracBve in‐store tools (e.g., kiosks, signage, dressing room mirrors, etc.)  Mashups  User‐created collecBons for sharing & purchase (e.g., ouFits, furniture)  User‐designed merchandise available for purchase  Co‐shopping & browsing online with an expert or friends  0%  5%  10%  15%  20%  25%  30%  35%  40%  45%  50%  !"#$%&'()*$%+,%-)*.'/)01'23)#45)'67"089':;)0$#%<'' User comments and reviews  Live chat/instant messaging  User ra9ngs & rankings  RSS  User‐generated visual content (images, video, audio)  SNndica9ng content to social and social shopping sites (e.g., Vaboodle, ThisWext,  Facebook, YouTube)  URL & Web widget viral sharing (embed on other sites, blogs, etc.)  Blogs or micro‐blogs  Product sharing on social networks  Branded social communitN pages (e.g., Facebook, MNSpace, TwiRer)  User‐created collec9ons for sharing & purchase (e.g., ouLits, furniture)  Collabora9ve custom product design (items, sets, ouLits, etc.)  Mashups  Co‐shopping & browsing online with an expert or friends  User‐designed merchandise available for purchase  Wikis  4nterac9ve in‐store tools (e.g., kiosks, signage, dressing room mirrors, etc.)  Desktop widgets  0%  5%  10%  15%  20%  25%  30%  35%  40%  Adobe Scene7 2010 Survey: Customer Experience in the New Decade 32
  33. 33. Which mobile features do you currently use or plan to offer over the next year? What is the actual or expected effectiveness? Mobile Features (North America)   Address book integraBon Hor mobile  GPS mapping/store locator  AdverBsingD promoBonsD bar‐coded coupons ‐ drive to  store or Web  Check delivery status  Planned  Deployed  Check in‐store or Web product inventory  Price check ‐ store to Web  Mobile commerce – shop & buy on mobile device  0%  5%  10%  15%  20%  25%  !o#i%e ()ec+,e-e.. (Act2a% or (56ecte7)9 :er; ()ec+,e    (North America)   GPS mapping/store locator  Check delivery status  ;ddress book integra<on For mobile  Check in‐store or Web product inventory  Price check ‐ store to Web  ;dver<sing> promo<ons> bar‐coded coupons ‐ drive to store or Web  Mobile commerce – shop & buy on mobile device  0%  5%  10%  15%  20%  25%  30%  35%  Adobe Scene7 2010 Survey: Customer Experience in the New Decade 33
  34. 34. Which personalization features do you currently use or plan to offer over the next year? What is the actual or expected effectiveness? !"#$%&'()*'+%&,-"'./#"$,01%#.2,34"#)5'6,, Le=KtoKPrint solu.ons for custom print products  and materials  Personaliza.on =y HIP codeJgeoKtargeted sites   Visual product configurators (custom products)   Personalized stores (with My Account, profile,  favorites)   Planned  Deployed  Personaliza.on engine (=ehavioral targe.ng)  Visual monogramming & engraving tools   Predic.ve modeling  0%  10%  20%  30%  40%  !er$o&a(i*a+o& -.ec+0e&e$$ (Act4a( or -56ecte7)9 :er; -.ec+0e  (North America)   MeHLtoLPrint solu;ons for custom print products and materials  Personaliza;on Hy IJP codeKgeoLtargeted sites   Personaliza;on engine (Hehavioral targe;ng)  Personalized stores (with My Account, profile, favorites)   Visual product configurators (custom products)   Predic;ve modeling  Visual monogramming & engraving tools   0%  5%  10%  15%  20%  25%  30%  35%  40%  Adobe Scene7 2010 Survey: Customer Experience in the New Decade 34
  35. 35. If you have deployed any of these enhancements, how have they impacted conversions? Conversion Impact (North America)   40.00%  35.00%  30.00%  1%‐10%   25.00%  11%‐20%  21%‐30%   20.00%  31%‐40%   41%‐50%  15.00%  50% +   No conversion impact  10.00%  Not applicable  5.00%  0.00%  Rich media/merchandising features  Social media‐based features  Mobile features  @ersonaliAaBon features  Within what time frame do you plan to deploy additional features to enhance customer experience? Deployment Time Frame (North America)   35%  30%  25%  20%  15%  10%  5%  0%  3 months  6 months  9 months  12 months  Other  Adobe Scene7 2010 Survey: Customer Experience in the New Decade 35
  36. 36. Survey Results—EMEA Methodology and Participants What is your company's primary industry? (EMEA)  Other  ,gencies 2,dver5sing6 Interac5ve9  Retail  Computer AardBare6 Services6 SoDBare  Media  Business Services  Government/Non‐Profit  Industrial Manufacturing  Aealth Care/Pharmaceu5cals  Photography  ,utomo5ve  Consumer Products Manufacturers  Educa5on  Real Estate  Pransporta5on Services  Pelecommunica5ons EQuipment R Services  Financial Services  Leisure  0%  5%  10%  15%  20%  25%  What are your company's annual sales? (EMEA)  70%  60%  50%  40%  30%  20%  10%  0%  Less than $10 million  $10 million ‐ $25 million  $25 million ‐ $50 million  $50 million ‐ $100 million  More than $100 million  Adobe Scene7 2010 Survey: Customer Experience in the New Decade 36
  37. 37. Which rich media/merchandising features do you currently use or plan to offer over the next year? What is the actual or expected effectiveness? Rich Media/Merchandising Features (EMEA)  Dynamic displays  (banner, carousel, tabbed, grid  views)  Anima>on  Audio  Search landing pages  Alterna>ve images  Zoom  Hnterac>ve catalogs & brochures  Quick looks & rollover views  Microsites/brand bou>Rues  Videos for merchandising, adver>sing and demonstra>on  Color swatching/colorizing  Planned  Product tours (combina>ons guided spin, zoom imagery, videos or anima>ons  with copy)  Deployed  Podcasts or live video feed  Visual filtering & advanced search on product features (size, color, price)  3‐D visualiza>on  Hnterac>ve design tools  Lifestyle imagery (in room, on model)  Product comparisons  Side by side comparisons  360‐degree spin  Shop by ou9it, room or collec>on  Mix and match  0%  5%  10%  15%  20%  25%  30%  35%  40%  Adobe Scene7 2010 Survey: Customer Experience in the New Decade 37
  38. 38. !"#$ M'(")*M'+#$),("-",. E0'#12','-- (A#56)7 8+ E9:'#5'()< ='+> '0'#12'  (EMEA)  Visual filtering & advanced search on product features (size, color, price)  Product tours (combinaMons guided spin, zoom imagery, videos or animaMons with  copy)  Product comparisons  Side by side comparisons  Search landing pages  Zoom  3‐D visualizaMon  Podcasts or live video feed  Microsites/brand bouMSues  AlternaMve images  LnteracMve catalogs & brochures  AnimaMon  Shop by ouRit, room or collecMon  Videos for merchandising, adverMsing and demonstraMon  Lifestyle imagery (in room, on model)  LnteracMve design tools  360‐degree spin  Dynamic displays  (banner, carousel, tabbed, grid  views)  Quick looks & rollover views  Color swatching/colorizing  Mix and match  Audio  0%  10%  20%  30%  40%  50%  60%  Adobe Scene7 2010 Survey: Customer Experience in the New Decade 38

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