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At the Adobe Symposium 2019 in Mumbai last week, online beauty store Nykaa. com announced a partnership with Adobe to further its strategic focus on Customer Experience Management (CXM). Nykaa will leverage Adobe Experience Cloud solutions – Adobe Media Optimizer and Adobe Analytics – to power its innovative approach towards customer acquisition and experience management. With Adobe Media Optimiser, the company will prioritise and differentiate communication directed towards diverse customer segments. Talking about the partnership, Falguni Nayar, Founder and CEO, Nykaa said, “As digital continues to rapidly evolve customer expectations, customer experience management is the single biggest differentiator in today’s fiercely competitive landscape. With Adobe’s partnership, we, at Nykaa look forward to adding thrust to our focus on delivering relevant, real time and truly exceptional experiences for our customers.”

Adobe Analytics, on its part, will provide a centralized view of customer data from across channels, helping Nykaa.com with real-time actionable insights to tailor relevant content on the platform. Explaining how Adobe will help Nykaa deliver standout customer experiences, Kulmeet Bawa, Managing Director, South Asia, Adobe, said, “Today, more than ever, businesses are rapidly evolving to become Experience Businesses, and this quest for transformation is pervasive across the C-suite. Customer Experience Management (CXM) unlocks digital transformation and Adobe is leading the way with continuous innovation on its Adobe Experience Platform. We are excited to expand our partnership with Nykaa to unlock their customer experience strategy.”

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