Prada Group and Adobe have announced the next step in their collaboration, with the deployment of customer experience management on a global scale.

The fashion house will adopt new Adobe Experience Cloud solutions to support its marketing and multi-channel communications to help integrate offline and online channels and deliver a more personalised experience.

Understanding customer needs and improving one-to-one relationships are among the strategic objectives underlying the digital transformation process first launched by Prada in 2017.

Prada will analyse the interactions between it and consumers across all of its websites and social networks, alongside its 634 stores worldwide.

A dedicated internal team of data scientists at Prada will use Adobe Sensei, its artificial intelligence and machine learning solution, to gain deeper and richer customer insights and deliver content faster.

Lorenzo Bertelli, head of marketing and communication at Prada Group, commented: “It’s undeniable that the volume of data collected each year is growing exponentially, which generates a very high level of complexity.

“It’s now crucial to dominate Big Data and, thanks to Adobe Sensei, combined with the professionalism of the team dedicated to this activity, we will reach the goal to improve relations with our consumers and offer solutions that are increasingly personalised and in line with their needs.”

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