Amplifon is the biggest hearing aid retailer in the world based in Milan. And it uses a suite of Adobe products, including Adobe Experience Manager, to give a more personal digital experience to their customers.
Their suite of products, beyond Adobe Experience Manager, are Adobe Experience Cloud, Adobe Analytics, Adobe Audience Manager, Adobe Campaign, and Adobe Target.
When the hearing aid industry emerged, Algernon Holland was one of the pioneers leading the way, and ended up founding Amplifon back in 1950. Fast forward to today and it operates across 21 countries and helps millions of people improve their hearing, which in turn beter connects them to their friends, family, and colleagues.
Its target market covers a broad range of audience from older people to important members of family or friends who are looking and researching hearing aids for a relative or friend. These are people who use the internet, connect with people on social media, read their emails, and visit stores before even buying anything. And a sizable number of them prefer to pick up the phone to get in touch with the brand about their products.
“Matching a customer with a hearing aid is an intimate process,” said Cristiano Grassini Grimaldi, the global digital transformation director at Amplifon. “The testing and fitting of a hearing aid requires a lot of physical contact between a customer and an Amplifon Audiologist. Customers might also feel vulnerable due to their hearing loss. It’s essential that we provide a personal, human touch during every interaction to build trust.”
To be a leader in any industry, a brand needs to both keep an eye on competitors and create closer relationships with its customers, speaking directly to each of them as an individual.
Yet to convert this necessity to reality, Amplifon needed a robust platform that is capable of personalizing content across all touchpoints.
The solution that Amplifon found was Adobe Experience Cloud, which integrated it to enable it to create a strong digital platform that manages both online and offline experiences. “We like how Adobe continues to evolve its platform by adding new solutions and capabilities,” added Cristiano, “that work together to help us reach our customers with useful communications.”
The typical journey of a purchase involves searching across multiple channels and so as a brand, managing a consistent communication and style across all of these is key to build better brand loyalty and a better digital experience.
With Adobe Analytics, Amplifon can get into the details of who their customers are and how they’re interacting with the channels of the brand. Which kinds of campaigns, text, and LPs work better to engage consumers? Which are less effective? Analytics helps you reach the answers to these questions.
Adobe Audience Manager manages to centralize all customer data into one place to identify individual visitor profiles. From here this insight gives Amplifon a better ability to deliver experiences that are consistent and personalized.
“Our marketers are very excited to have a clear idea of what’s happening across all touchpoints,” said Cristiano. “Adobe Audience Manager helps us reinforce relevant messages across touchpoints to encourage greater engagement and conversion from customers.”
With Adobe Campaign, Amplifon can use templates and reusable blocks so that their marketers can let their creativity flow and publish faster. “Marketers create campaigns much faster with Adobe Campaign,” said Cristiano, “which allows us to capitalize on trends and get timely campaigns in front of customers faster than the competition.
“The accelerated time to market also means that marketers can spend more time building personalized campaigns targeted at specific audiences.”
In one recent period, Amplifon had created 3,000 campaigns, a 100% increase in the same period of time the year before. The results were much better than before, such as a doubling of email campaigns that encouraged people to visit a store, and a 30% increase in total customer acquisition.
The first touchpoint for many of its customers is the website. Its migration to Adobe Experience Manager means more personalized content published at a faster pace across all of Amplifon’s markets and their languages.
“We’re trying to manage complex communications across multiple channels and nearly two dozen countries over a long sales cycle,” added Cristiano. “Adobe Experience Cloud delivers a single platform that manages any type of communication and allows us to build a strong, personal relationship with our customers.”