ABFRL to develop customer experience program


22 July 2022, Mumbai:

One of India’s largest fashion businesses, Aditya Birla Fashion and Retail (ABFRL) plans to develop a customer experience program for offering high-quality digital experiences in partnership with Adobe.

The partnership will enable ABFRL to cater to consumer needs in the fashion apparel and accessories market. The company will reimagine customer experiences through its digital transformation strategy, says Praveen Shrikhande, Chief Digital and Information Officer, ABFRL.

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Using the Adobe Experience Cloud (AEC) ABFRL brands such as Louis Philippe, Van Heusen, Allen Solly, Peter England, and Pantaloons will power their websites and mobile applications as part of ABFRL's digital transformation plan.

The cloud software will enable these businesses to provide personalized content experiences across their many platforms, manage content needs, create and deliver thousands of assets and optimize personalized experiences for millions of their customers.

While, Adobe Analytics, implemented by Adobe Consulting Services, will enable ABFRL to adopt a data-driven approach and derive real-time insights across channels.

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