Technology Record - Issue 23: Winter 21/22

164 www. t e c h n o l o g y r e c o r d . c om F E ATUR E We ask partners how they are using the Microsoft Cloud to help retailers and consumer packaged goods companies gain actionable insights from their data and transform their operations Partner perspectives Michael Klein Head of Industry Strategy for Retail, Travel and Consumer Packaged Goods at Adobe Systems “Finding a way to successfully personalise customer experiences is the holy grail for the modern retail marketer. According to a McKinsey study, 71 per cent of consumers expect personalisation from the brands they choose. Despite this demand, an Incisiv+Adobe 2021 study showed that only 44 per cent of retailers personalise more than half the shopper journey. That’s where the power of the Adobe and Microsoft partnership comes into play – together we can help brands deliver on the promise of personalisation at scale. Leveraging cloud technology, the Adobe and Microsoft partnership gives retail and consumer packaged goods companies the tools needed to understand the customer journey, build a unified customer profile that considers online and offline activity, and deliver content in real-time that recognises the unique traits of that audience. We help brands overcome the challenges of siloed data and limited resources to create worldclass personalisation programmes.” Gijs Geurts CEO of Anywhere365 “Anywhere365 fully leverages the Microsoft 365 ecosystem to help retailers create more efficient communications, drive digital transformations and streamline operations. We believe that managing business communications and supply chains have important similarities. Just as a retailer must take the utmost care to streamline their supply chain and plan logistics to eliminate waste and maximise profit, they must ensure that they make every minute count when managing their business dialogues. To manage their dialogues as a warehouse of time, they must implement technologies that enable employees, AI bots and the internet of things to work together. Data insights are a big part of our approach to help customers reach higher standards of productivity. We use PowerBI and data from Dynamics 365 or other CRM systems to report on insights such as patterns detection, capacity bottlenecks or compliance violations.”