Visit the Luma Website
This section describes a typical user journey in the context of Adobe's real-time customer profile.
The journey from unknown to known is one of the most important topics amongst brands these days, as is the customer journey from acquisition to retention.
Adobe Experience Platform (AEP) plays a huge role in this journey. AEP is the brain for communication, the “experience system of record.”
AEP is an environment in which the word customer is broader than just the known customers. An unknown visitor on the website is also a customer from AEP's perspective and as such, all of the behaviour as an unknown visitor is also sent to AEP. Thanks to that approach, when this visitor eventually becomes (identified as) a known customer, a brand can visualise what happened before that moment as well. This helps from an attribution and experience optimisation perspective.
Customer Journey Flow
Access the Luma Retail website.
If you are prompted to allow cookies, please do so.
To go through the customer journey flow:
- On the Luma homepage, and any other page, you can get access to the Real Time Customer Profile panel.
- Click the Adobe logo icon on the top left corner of your screen to open the Real Time Customer Profile panel.
- Have a look at the panel:
- Notice the EXPERIENCE CLOUD ID within IDENTITIES. This is the so-called Experience Cloud ID (aka ECID).
- Click on ATTRIBUTES to see all details (none, at the moment...) of this currently unknown customer.
- Click on Events to see the experience events that were collected based on the customer’s behaviour. The list is currently empty but that will change soon.
Registration
Let's register for a new account.
- In the homepage click on Register, in the middle of the page;
- fill the form with dummy data (IMPORTANT: put your real email address, otherwise you'll not able to test the journeys later on);
- toggle I want to join loyalty program;
- toggle Email (to set the marketing consent)
Your page should look like this:
- Click on Submit.
Let's have a look on the event stored in AEP:
- Refresh your browser.
- Open the Real Time Customer Profile panel. You will see potential additional identities displayed, like your email address.
- Click on Attributes. You will see additional profile details, like NAME, ADDRESS...
- Click on Events. You’ll see all the pages that you viewed before. All these (initially anonymous) events are now also connected to your new created profile.
Now sign in to the website:
- fill the Email field with the email address used in the registration phase
- fill the Password with a dummy string (or leave it blank).
Now you're logged in!
Purchase
Let's behave as a typical customer now, we will search for the next item of sportswear:
- Go back to the homepage;
- In the top level menu click on Yoga;
- Scroll down and click on Sprite Yoga Companion Kit to see the product details;
You’ll then see the product page. Experience events of type Page View and Product View have been sent to AEP. To inspect this event:
- Open the Real Time Customer Profile panel.
- Take a look at the Events.
You will see the interactions you have had with the Luma web site.
We will now continue with the checkout process:
- from the product page, click on Add to Cart;
- click on the cart icon, on the top right corner, to open the cart;
- on the cart page, click the Checkout button;
- on the Checkout page, fill the form.
Do not input any genuine card details into the Payment Method fields, you can leave these fields empty.
- Click on Continue.
- Review the order and then click Confirm Order.
Now you've purchased your new yoga kit.
Let's have a look on the event stored in AEP:
- Go back to the home page by clicking on the Luma logo.
- Refresh your browser.
- Click on Events. You’ll see all products that you viewed before. All these (initially anonymous) events are now also connected to your new created profile.
You’ve now effectively seen a real-time, customer profile being created and continuously being enriched with experience events.
In the next exercise, you’ll go ahead and visualise your profile in Adobe Experience Platform.
Linking your profile to the mobile app
With AEP you can connect journeys across different devices. This happens thank to a common person identifier used by the customer across different devices. To see test it, you'll have to link your mobile app profile to your web profile. This will stitch the identifiers of both profiles and merge all data into a single profile. To do this you need to log in on the mobile app.
- Click on the Person icon in the top left of your mobile app screen.
- Log in with your email address. You can leave the password blank, it's not used in the demo.
After your login, open the Real-Time Customer Profile and you'll noticed it will have stitched your profiles and a lot more data is now available. If you don't see the data in the panel immediately, refresh the panel by clicking the refresh icon or closing the app completely and restarting.