VENDORiQ: Casio Steps Up Its Marketing Game With Adobe Experience Platform

Why it’s Important

Casio is a multinational electronics manufacturing company headquartered in Tokyo, Japan. It’s widely known for producing a diverse range of products, including watches, digital cameras, and other electronic devices. Casio’s strategic use of the Adobe Experience Platform (AEP) to modernise its marketing efforts offers several insights for businesses aiming to improve their digital strategy:

Global Ecommerce Rollout: Casio’s rollout of its ecommerce website across 30 global sites demonstrates the platform’s scalability and ability to handle complex, multi-regional deployments. This is particularly relevant for businesses with a global presence, as it highlights the importance of a centralised platform that enables localisation and regional variations in content and payment options.    

Data-Driven Personalisation: The use of Adobe Sensei for product recommendations in ecommerce, emails, and other channels underscores the growing importance of data-driven personalisation. Casio has been using AI for nearly ten years for product recommendations. AEP capabilities allow their business to enhance customer engagement, increase conversion rates, and improve overall customer experience.    

Organisational Readiness: Miura also highlights the importance of organisational readiness for adopting new technologies like AI. Casio’s approach is methodical, and it recognises that organisational culture, speed of operation, and regional factors can influence the pace of adoption.    

Focus on Direct Ecommerce: Casio’s aspiration to grow its direct ecommerce business, even though the majority of sales come through retail partners, indicates a strategic focus on diversifying sales channels and enhancing direct customer relationships.    

Who’s Impacted

• Chief marketing officer (CMO): Needs to balance investment in direct ecommerce with support for retail partners, and explore AI’s potential to enhance marketing campaigns and content creation.
• Ecommerce managers: Should focus on leveraging AI for personalisation, optimising the customer journey across multiple channels, and ensuring a seamless localised experience for global customers.
• IT leaders: Must evaluate and implement AI strategies and technologies, ensuring data governance, security, and integration with existing systems.

What’s Next

• Develop a comprehensive AI strategy that identifies specific use cases in marketing and other areas, ensuring alignment with business objectives and governance.    
• Prioritise data governance and security to enable the use of AI in a responsible and compliant manner, especially when dealing with customer data and personalisation efforts.    
• Foster collaboration between marketing and IT teams to streamline content creation, personalisation, and campaign execution, leveraging AI to improve agility and time-to-market.    
• Invest in training and skills development to ensure that marketing teams can effectively leverage AI tools and technologies, enhancing their productivity and creativity.