Retail
Who This Track Is For
This customer experience lab track is designed for marketing operations leaders, creative directors, campaign managers, and DAM administrators at retail organizations who need to connect strategic planning directly to content execution while managing growing asset libraries across multiple channels. It is especially valuable for teams looking to establish a metadata foundation that flows from campaign planning through asset delivery, modernize asset management with AI-powered discovery, and gain visibility into work happening across distributed or regional teams.
Organizations managing seasonal campaigns, product launches, or omnichannel retail experiences will gain significant value from this guided workshop. The track uses Luma, an athletic and lifestyle retail demo brand with brick-and-mortar stores and e-commerce presence, as a realistic retail scenario throughout all exercises.
User Journey
Participants will follow a connected content operations journey, beginning with campaign planning and progressing through asset discovery and activation:
- Plan & Structure — Create campaign records with structured metadata that connects strategy to execution, eliminating manual re-entry across systems.
- Monitor & Optimize — Experience AI-powered project health monitoring that surfaces risks before they become blockers.
- Discover & Curate — Use AI-powered search to find campaign assets, observe automated tagging, and build collections for seasonal promotions.
- Share & Activate — Enable distributed teams to access approved content through self-service workflows.
Included Adobe Solutions
Solution | Primary Use |
|---|---|
Workfront Workflow | Project execution, approvals, resource management, dashboards |
Workfront Planning | Campaign records, metadata foundation, strategy-to-execution |
AI Assistant | Natural language queries, proactive health monitoring, resource recommendations |
AEM Assets | Centralized asset storage, AI-powered search, automated tagging |
Content Hub | Self-service asset access for marketing and retail teams |
Persona
Primary Audience: Marketing Operations, Creative Operations, Campaign Management, DAM Administration
Prerequisites
- Google Chrome or Microsoft Edge
- Two monitors recommended
- Familiarity with campaign planning and project management processes
- Understanding of digital asset management workflows and pain points
- Basic knowledge of retail marketing campaign types and seasonal planning
Format
- Up to 15 participants
- One-week engagement (4-5 hours total across sessions)
- Dedicated sandbox environment with Luma demo content
Example Agenda
Day 1 (1 hour): Kickoff & Introductions
Meet the team and get oriented. Review workshop details and objectives, set up application access, and provide an overview of how Adobe's content supply chain ecosystem connects planning to asset delivery. Participants will be introduced to the Luma brand scenario and understand how Workfront Planning and AEM Assets integrate to support end-to-end retail marketing workflows.
Day 2 (2-3 hours): Hands-On Workshop
Exercises covering campaign planning and asset management using the Luma seasonal campaign scenario:
- Campaign record creation and metadata flow from planning to execution
- AI-powered project health monitoring and resource recommendations
- Natural language asset search and automated smart tagging
- Collection creation and sharing for seasonal product launches
- Self-service asset access through Content Hub
Day 3 (1 hour): Optional Office Hours
An open session to discuss specific challenges or dive deeper into planning workflows, asset management, or cross-team visibility topics relevant to your team.
Materials Provided
Adobe will supply curriculum and documentation covering:
Workflow Planning & VisibilityWorkflows, Planning & Metadata
- Workfront Planning workspace configuration
- Campaign record creation and metadata modeling
- Strategy-to-execution workflows and brief-to-project automation
- AI Assistant for planning and project queries
- Project health monitoring, risk alerts, and dashboards
- Resource recommendations and workload balancing
Asset Management & DiscoveryAsset Management & Reuse
- AEM Assets navigation and search capabilities
- AI-powered smart tagging configuration
- Natural language search and visual similarity search
- Content Hub setup and self-service workflows
- Collection management and stakeholder sharing
- AI Discovery and Transformation Agents
Best For Organizations That
- Struggle to connect annual or quarterly planning to day-to-day execution
- Lack visibility into work happening across distributed or siloed teams
- Have growing asset libraries that are difficult to navigate and search
- Lose time to manual search, asset recreation, or use of outdated content
- Need a metadata foundation that connects strategy through delivery
- Want to shift from reactive project management to proactive risk identification
- Have distributed teams (regional, store, franchise) requiring consistent access to approved content
Additional Recommendations
- Familiarity with current planning and project management processes
- Understanding of typical campaign types and approval workflows
- Knowledge of how teams currently search for and access assets
- Clarity on seasonal planning cycles and cross-team collaboration challenges
- (Optional) Sample campaign briefs or planning documents for contextualization
- (Optional) Existing taxonomy, metadata standards, or asset organization documentation