51黑料不打烊

Transcript

Hi everyone. Welcome. Thank you for joining today鈥檚 session focused on digital trends and preparing for the future. My name is Katie Yoder and I work in 51黑料不打烊鈥檚 ultimate success Department as a senior strategist and I鈥檒l be your host for today鈥檚 session.

Our subject matter expert and presenter today is my colleague SKA Nicholas who will be taking us through this content that she has prepared. First and foremost I want to thank everyone for taking the time to join today and I want to note that this session is being recorded. A link to the recording as well as the presentation itself will be sent out to everyone who registered so you will have that to reflect back on today. This live webinar is listen only format but please do feel free to share any questions that you might have into either the chat or the Q&A pod as we go through the content and should we have time at the end we鈥檒l try to surface and speak to some of those questions that have come through. If there鈥檚 anything we don鈥檛 get to I will encourage you to reach out to 51黑料不打烊 Account team for a follow-up there.

All right so one more note just note that at the end of the session as we start Q&A there will be a really brief two question poll that will launch just to get your feedback on this session and for your ideas on how to shape some future sessions going forward so just know that鈥檒l be popping up towards the end but without further ado I think we can go ahead and shift things over to SK today to take us through our session. Thanks Katie and thanks everyone for being here. As Katie said I鈥檓 SK Nicholas I鈥檓 a principal strategist on our field engineering team within Ultimate Success. Part of my role includes trend forecasting and helping our customers to prepare for their customers needs as trends change and cycles change and that鈥檚 what we鈥檙e gonna be talking about today. We鈥檙e going to review some of the trends that we鈥檙e seeing so far in 2025 and a little bit of late 2024 we鈥檙e not that far out of it yet. Share some insights on expectations for the rest of the year and talk through how these trends may impact you, your responsibilities, your workloads, reporting, generally how it affects our customers, 51黑料不打烊鈥檚 customers business. The first section we鈥檙e going to talk about market changes. The theme mostly being around how fast the market is changing. A lot of content in here will be America specific but some of the data is also sourced from Europe as well so this really is global market changes and what impact it鈥檚 having on customers. The second section we鈥檙e going to talk about how those market changes are impacting consumer reference and consumer purchase behaviors. How can we get more in tune with what our customers are doing? How are the purchase patterns changing in response to these market shifts? And the third section is going to be a little bit more tactical on what recommendations we have in terms of strategic planning to better prepare your business and meet your customers where they are. I do want to say before we kind of dive into content I would like Katie said encourage any questions to go in the Q&A but also utilize the chat to talk to each other if you have thoughts or feedback as we鈥檙e going through feel free to use it. If you have things you know maybe the way it鈥檚 affecting your business or your industry specifically feel free to use that chat to kind of communicate with each other and also at the same time too I think we can all learn from each other. I want to ground us a little bit before we dive into this because some of this content is going to be kind of big complicated kind of hairball subjects like really big economic concepts and things that we don鈥檛 necessarily have ultimate control over. Where I want all of us to focus today is on your customer so there is no business without a customer and this is a Peter Drucker quote you鈥檝e probably heard it before that a business purpose is to create and serve their customer. So we鈥檙e going to talk about these big market shifts but we鈥檙e going to talk about them in terms of how are they affecting your customers. We鈥檙e going to talk about how consumer preferences are changing and then how you can meet your customer better. How this creates kind of a guiding force for strategic planning and for business decisions or when you鈥檙e prioritizing any kind of upcoming work whether that鈥檚 cases or migrations or anything pausing and having your team reflect on how does this affect our customer. How does this make their experience better, different, more efficient. I think this is especially important right now as many businesses are focusing on efficiency. It鈥檚 kind of a key pillar. It is very important for us to focus on operational efficiency making things more efficient but making sure that we鈥檙e making them more efficient without sacrificing that customer experience. We can鈥檛 change everything internally if it鈥檚 going to affect the end customers ultimate opinion or preferences about the business itself. So keep that in mind as we鈥檙e going through some of this content. We鈥檙e going to start talking about these rapid market changes. It feels, sorry is somebody having trouble seeing the content? Kate, do you want me to, is it working? It is showing the majority of us. Yeah. Okay. Just making sure. The advice is just to jump out and hop back in. It should be fine. Thanks for checking.

This would get a little loosey-goosey if no one could see it. So anyway, rapid market changes. I think we can all just as human beings feel this as people who work for companies we can feel this. Things are changing very quickly. This is affecting consumer spending and it does have really big impacts on growth plans for businesses, technology adoption, and the need for agility in your work practices. The first way that we鈥檙e seeing this is shrinking spending. So there is still very mixed economic sentiment globally. It鈥檚 impacting consumer spending. More consumers indicating they intend to spend less and save more. And that doesn鈥檛, these are intentional numbers. We鈥檙e not necessarily seeing that show up in really huge ways but the discussion is ever-present. And people, consumers are making changes in the way that they鈥檙e spending. Whether they鈥檙e buying slightly less or changing brands or shifting what they think of as a necessity in general. Which leads us to shifting priorities. So of course businesses and consumers are going to shift their priorities in times of economic turbulence. They鈥檙e going to spend differently. They鈥檙e going to look for different products. They鈥檙e going to take care of their families in different ways. And we need to be prepared to see how that鈥檚 affecting them. How they鈥檙e changing what they鈥檙e spending and respond appropriately. I鈥檒l share a little bit of data about shrinking spending and shifting priorities in just a moment. But one way that we can see this is in the past two quarters. The purchase of goods actually went up. So people actually purchasing physical things went up slightly. But the purchase of services of any kind went down pretty substantially. This is true even here in the US during tax season. That鈥檚 a kind of service that people have decided to spend less on this year than in previous years. And the third one it鈥檚 something I think all of us have heard a lot about lately in tariffs. The US consumers are being affected by new and changing tariffs. So the uncertainty around this. The uncertainty about what it means for product availability, product cost. And how our consumers are going to change their spending. Something that is ever-present and could make for really important changes in the way you鈥檙e communicating to your customers. But also in what you have available for customers.

So why is this happening? There鈥檚 really three reasons for this. The first one is that inflation is happening. So spending on essential items, what is considered essential items, has risen to its highest level. Largely attributed to the impact of inflation on prices. This is true globally but much more present currently in the US. This is coming with the fact that consumer debt is at its highest ever and most of that consumer debt consists of also essential items. So we鈥檙e talking about medical care and food and housing are creating a significant portion of consumer debt. The people just have less to spend on what are semi discretionary or non essential items. At the same time real wage growth is up. There鈥檚 relatively low unemployment globally but consumer spending isn鈥檛 necessarily taking off in the same way that it has in other periods where that wage growth and low unemployment has been seen before. It鈥檚 a little bit subdued because people are uncertain. People have questions about where things will be. There鈥檚 a lot more kind of dynamism in the market and it鈥檚 making them feel uncertain about how to proceed and they鈥檙e saving more spending less. Another thing here is just that there鈥檚 slightly slower growth. We鈥檝e been in a period for many years of very quick growth where we鈥檙e seeing, we鈥檙e comparing everything year over year to really consistently huge gains in corporations and in individual wages year over year. That鈥檚 gonna slow a little bit is what most people are expecting in 2025 and 2026 with some economy of even contracting, slower trade expected and demand shock from tariff policy. So while this the slow growth doesn鈥檛 necessarily impact consumers really directly, it does impact you all in the way that expectations are set within corporations. We set goals ahead of time, we think about this year over year growth and changes and we have to think about how to kind of make compromises and kind of put make these two concepts live together that people are spending less but there鈥檚 still a real expectation to grow revenue and income at companies. So some of the ways that we鈥檙e seeing shrinking spending show up in the market. I think this is really great data coming from McKinsey. They track it every quarter. This is the most recent one that was coming out in February 2025 hoping that we get the next quarter very soon. We鈥檙e gonna start with some European data and this is around the most common way that people are saying they鈥檙e shrinking spending which is what鈥檚 considered a trade down. So a trade down is they know that they need this item, how are they going to get it but they鈥檙e going to somehow spend less on it. This is a split across a few different countries. Adjusting quantity or pack size, changing the brand to a lower price or private label, changing retailers, delaying purchase or using buy now pay later. I think this is interesting because the data really isn鈥檛 what I expected. I would expect that just as a personal note that people would change the brand to a lower price or private label which isn鈥檛 really what we鈥檙e seeing. Those numbers are significantly lower than changing retailers for a price or a discount or to adjust the quantity or pack size. So what that means is they鈥檙e willing to pay the same pay the same amount for less or they are willing to change the way that they actually purchase by maybe going to a different store or shopping online or looking for some kind of discount rather than just buying a lower price or private label item. I think that鈥檚 really interesting looking at this across the next slide will be around income level and age range or country. I think provides a lot of context into what kind of offers can we provide to our customers, what kind of testing which should we be doing with our customers to really better understand what trading down or what shrinking their spending looks like for them, how they鈥檙e actually applying that into their life on things that are essential items for their household. Another thing to note here is across the US and Europe here this data remained about the same between Q4 of 2024 and Q1 of 2025. So it looks like there鈥檚 not a huge change here you can see you know minus two plus two relatively stable but Q4 of 2024 was the highest that this had been in many many years. So while it looks relatively stable when you鈥檙e seeing these minus two minus four not a lot of change quarter to quarter it鈥檚 still overall at a very high rate of trading down overall. This is kind of looking at similar data but comparing across different income brackets versus different age groups and I think this is also really interesting the different age groups had no statistical significance in terms of how they traded down. It was it was virtually the same no matter the income the low income, medium, high income they were trading down at about the same rates. That is very different when you look at age range instead of income bracket you can see Gen Z off the charts there compared to some of the older generation. So it鈥檚 really looking at Gen Z and Millennials are the ones that this specifically applies to which I think also provides some really great context into the type of offers that you can create or next best decisioning when you鈥檙e communicating with your customers.

Let鈥檚 look at some US data I really like this quote I think it captures the sentiment of the data really well. We spent a lot last year so now we鈥檙e buying actual necessities we鈥檙e looking for good deals we want to be intentional with our money and ensure that our money goes as far as possible as far as it can possibly go. We need to be able to afford to live in the current economy which doesn鈥檛 seem to be changing so we need to do our best to tighten our belts. I think it seems like this is here to stay we鈥檙e not sure we鈥檙e going to do what we can and also what we can see people are still spending on which is necessities and finding ways to still get those into their household. You can see this didn鈥檛 change really quarter over quarter very much the highest being down two points in options like a firm or buy now pay later but still overall very high and consistent relatively consistent with the European data with the difference being they鈥檙e slightly more likely to adjust the quantity pack size or to delay purchase in the US so to purchase it a little bit later rather than slightly more likely to use the buy now pay later than the European options.

So how are these market changes actually affecting consumer purchase preference? How is this changing? They are changing their purchase preferences they鈥檙e shopping differently and we鈥檙e seeing really big swings in where they鈥檙e purchasing how they鈥檙e purchasing and what they鈥檙e purchasing.

The first way that we鈥檙e seeing this is what people are calling values aligned purchase so consumers are increasingly changing their spending patterns to reflect their values cutting back on shopping or changing favorite stores. This really hasn鈥檛 been the case the boomers gen x and millennials have actually been incredibly grand loyal shoppers they tend to purchase something from a certain place and kind of stay there and you can expect them to grow with the with the company that is not the case as much anymore we鈥檙e seeing a lot less brand loyalty here where people are changing according to preference according to price but also very much according to the values of the company. Another thing we鈥檙e seeing is that they it鈥檚 a requirement for companies to market things that are very individually focused so how is this very specifically helping your individual customer where customers are spending is the personal wellness industry focused on very individualized solutions personalized wellness and wellness industry I think is the most obvious example of this but it definitely extends to other industries as well like services or even in retail it needs to be very marketed to your specific needs because we鈥檝e just had a lifetime of significantly more options we want things to be personalized and individualized to us. The third thing we鈥檙e seeing is information overload this is especially prevalent in Europe where consumers are saying like that there鈥檚 just too much there鈥檚 too much information we don鈥檛 need all of this context we want less claims less information more transparency at the same time asking it to be paired down to just the potential information they don鈥檛 want to receive as many messages and kind of pair down I think about this especially with business trooper email data where people are saying there鈥檚 there鈥檚 just too much messaging coming my way I need to get less information that鈥檚 more individual to me and my preferences. Here are just kind of some facts that back this up 40 percent of Americans have shifted their spending to align with moral views this is self-reported data so 40 percent of the people who were surveyed are saying that they have shifted their spending to align with their moral views and 25 percent of Americans have said they stopped shopping favorite stores over political stances. I鈥檓 absolutely not going to make any recommendations today on if a company should be sharing political stances or how that should be shared I am going to say it鈥檚 something for us to be aware of it鈥檚 something to think about how consumers are expecting companies to show up and where they鈥檙e putting their dollars is significantly different this was these numbers were not even reported as recently as five years ago this is a significant change in the market and in the way that consumers are spending money. Another really big change that we鈥檙e seeing is that at least American consumers are starting to prefer in-store shopping again in-store shopping has been increasing year over year for the past three or four years and they say preferring online shopping is only at 28 percent so this is really interesting when we鈥檙e thinking about how we鈥檙e reaching our customers and how we鈥檙e creating connected experiences if this continues to grow perhaps because there鈥檚 better in-store offers or we see that people are just overall trying to create that community and shop in person this is really important for how we鈥檙e connecting data across sources how we鈥檙e incentivizing that connection across wherever your customer is shopping. These other three steps are more related to how things are individualized so 67 percent of consumers looking for ways to simplify their lives this was a 2024 statistic I think it鈥檚 still relevant the things that we鈥檙e spending money on are designed to simplify your life or make things easier for you. European consumers only bought from companies or brands that they quote completely trusted in 2024 so where Americans are leaning more into moral views political views aligning with values Europeans are really going the way of needing to have trust in the company whether that鈥檚 trust in the way they鈥檙e using customer data trust in the way they鈥檙e creating products but most of the same types of studies are indicating this idea of trust a lot more than values alignment but I think overall a similar concept and 52 percent of European consumers believe they鈥檒l be healthier in the next five years than they are now so again really leaning into wellness culture individual optimization efficiency simplification. I know this is a little bit of an eye chart but it is really useful data to see kind of how consumer purchases are changing so consumers plan to cut back spending across several but not all discretionary categories the way this works the top left essentials bottom left semi-discretionary and the right is discretionary and this is a net content measure by percentage points so fresh produce meat and dairy baby supplies these kind of essential category you can see that on all categories except for a center store which is like shelf stable groceries or non-alcoholic beverages consumers are expecting to spend more on those categories this doesn鈥檛 mean I鈥檓 going to be very clear this doesn鈥檛 mean that those things are actually more expensive or showing up that way yet what it鈥檚 saying is that consumers expect that they will be or expect that they will be spending more on those categories which is really important for sentiment it鈥檚 really important for understanding why consumers might be shrinking their spending in other areas because they鈥檙e expecting that kind of these essential categories are going to take up more of their budget the semi-discretionary is relatively static for these first four not a huge change but you can see they are expecting to spend significantly less on toys kind of the same on beauty products but still in the negative here so well below zero of net intent vehicles going down a little bit from last quarter still negative but people are expecting to cut back in some of these categories I think discretionary is where this also gets pretty interesting I do want to draw your attention to the fact that the scale on the discretionary is different because there were no discretionary spending categories where the net intent went above zero so the scale goes from negative 30 to 20 versus negative 40 to zero and that鈥檚 a little confusing when you鈥檙e seeing them side by side they鈥檙e expecting to spend more on crew I think this is just a sign of the times this was measured from the middle of winter until we were starting to see spring peak around the corner expecting to spend a little bit less on pet care services a little bit more on international flights I think we鈥檙e seeing that vacation season come around but I think this has a lot of really good information for where consumers are focused where are they still expecting to spend money where the end travel is does seem to be one of those areas where they鈥檙e still looking relatively stable that is an area where consumers are still open to opening their wallet more than some of the areas they鈥檙e putting back on like entertainment at home or decorations and products for their home okay so that was a lot of eye charts it鈥檚 a lot of kind of detailed information but I want to bring it back to one how are we serving those customers when they have a lot of chaos going on when there鈥檚 a lot of kind of upheaval in market and what can you all do to better prepare for the future what are the areas that we should look at when we鈥檙e going into strategic planning season and this is kind of the three categories that I鈥檝e broken it down into the first one being operational agility it鈥檚 going to be more important to be able to respond to your customers more quickly optimizing operational processes to prioritize efficiency but very importantly without sacrificing quality this is going to be business critical when there are rapid market changes whether that鈥檚 because a message went out that maybe didn鈥檛 land right with customers whether that鈥檚 because there was a huge shift in a certain type of product availability there鈥檚 lots of reasons right now lots of things on the table that might make you need to change content or change product availability change something going to your customers very quickly without sacrificing their experience how can we set you up to do that how can you use adobe tools to better do that the second one especially because we鈥檙e talking about everything being very customer driven shouldn鈥檛 be surprising like human centered how are we thinking about the human experience on the other end of your customer with every decision so every time you鈥檙e thinking about planning or you鈥檙e thinking about activation or you鈥檙e prioritizing use cases or prioritizing marketing spend or it spend whatever that is consider what experience the customer is having and find ways to make it more personal and connected so anticipating what your customers are feeling or will feel when they receive a message where they receive the message is going to be very important in this era where they鈥檙e expecting personalization they鈥檙e expecting individualized offers and things that will benefit them the third is dynamic reporting so when things are changing really quickly we need to consider that historical data or the traditional ways of reporting might not serve you as well it might not help to catch some of these customer trends it may not be as important as the traditional way of reporting but it鈥檚 important to consider how can you prioritize customer listening in your workflows in your planning and make your reporting more dynamic or so that you better understand your customers and what they are looking to see we鈥檙e going to dive into each of these a little bit let鈥檚 first talk about operational agility so again optimizing operational processes to prioritize efficiency without that of the same quality I think of these two concepts as being a little bit conflicting I think the the sweet spot would be finding a balance between these two the first is with really effective messaging how can you be agile and get the most current most accurate messaging to market while also prioritizing efficiency which sometimes doesn鈥檛 prioritize messaging quite as much so the type of marketing messaging that consumers are looking for is going to be different it鈥檚 going to change more quickly and you鈥檙e going to need to be agile in the way you鈥檙e creating and delivering you鈥檙e going to need to we have a wide variety of people on this webinar today so whether you鈥檙e in it or creative operations or marketing or data analysis you鈥檙e going to need to connect to the other parts of that you might not have before in order to create and deliver messaging and content to market it may need to be tweaked more often or in different ways than your typical workflow allows so thinking about how you can optimize those workflows if if you see something show up in the data or show up in any kind of feedback where you鈥檙e listening to your customers we recommend analyzing your review data sharing and creative processes to find optimizations that make you more agile i think this is especially true for review processes which is an area that we鈥檙e seeing a lot of our customers have challenges with these are areas that haven鈥檛 necessarily been optimized because they do require that kind of human touch they require a person on the other side whether that鈥檚 a legal review or an accessibility review or a creative director review whatever that is analyzing those finding ways that you can if not automate make them a lot more efficient will allow you to be more agile and kind of change your marketing and get new messaging to market more quickly and i touched on this a little bit but really make an effort to break down silos one area that we see this is in data analysis doesn鈥檛 always they share what they learn about the success of a campaign in terms of the campaign how successful an offer was or how successful an overall campaign was or series of campaigns but not necessarily what it means for creative so making sure you鈥檙e breaking down that silo from the data analysis analysis perspective and saying hey here鈥檚 what we are seeing is working really well on the creative and making sure that you get that back to create your creative team so that they know how to incorporate that into the next round and make that really efficient so that the best messaging makes it to market the other side of this is efficiency so finding efficiencies are going to make you more agile we hear you we know that many of you are facing challenges with really lean teams right now it鈥檚 not a hiring boom necessarily this is going to make efficiency even more important find ways to automate workflows and administrative work so that you can make sure that the people are spending time on really impactful human-centered work and find ways to measure your efficiency and output where you can making sure that you measure the impact of efficiency will make sure that you鈥檙e not spending all of your time creating efficiencies rather than the actual purpose of the business which is to serve the customer so making sure that one isn鈥檛 at the expense of the other and really focus that efficiency on back-end processes that will quickly change one area that we鈥檙e seeing this is around inventory management or pricing changes especially in the us right now where there鈥檚 a lot of dynamism in product availability and pricing so making sure that these automations and efficiencies are being found on that so you鈥檙e not needing to pull individuals out of other parts of their daily work to take care of things like this so finding ways to automate finding ways to make that a lot more efficient move on to the next one around being human centered so there鈥檚 really three pillars of this one being transparency connectivity and individual so transparency consumers are looking for transparency this is something that we鈥檙e seeing over and over again showing the data more retailers travel and we鈥檙e seeing this in v2 businesses sharing details on price breakdowns and supply chains so this is especially true in retail like clothing where they鈥檙e saying this is where we get it from this is why the prices are going up when prices change quickly consumers are going to want to know why especially if it鈥檚 a having a very strategic meeting about if sharing this information is right for your business how to share that information consider focused campaigns i i can speak personally i鈥檝e definitely received a few emails from brands recently saying like hey we don鈥檛 have a choice our prices are going to go up sometime or on this specific date consider purchasing before then i think that is a really effective way to do it for certain businesses but thinking carefully about what they really want to see where they want to see it this could be on site this could be in checkout perhaps i鈥檝e seen kind of an additional line item in checkout where it says duties and list that out let鈥檚 list out the tariff impact very specifically and i鈥檓 not absolutely saying that that is the best thing i am saying these are strategic conversations that need to be have when you鈥檙e thinking about the end customer鈥檚 experience what do they really want to see how much transparency they do they need into the process based on what it is that you are selling to them second here is connectivity so as customers are changing the way they purchase and they鈥檙e prioritizing in-store prioritizing shopping apps or kind of shopping around different retailers for sales connecting experiences across platforms is going to be even more important and this comes at a time where consumers are also much less likely to share data they are being a lot more stingy with their data they don鈥檛 necessarily want to opt in to receive a lot of offers so considering how to incentivize opting in in ways that you can track a single customer across different experiences and then don鈥檛 over message to customers at the time where they are looking for connectivity but they鈥檙e also looking for simplification build thoughtful suppression rules options to opt out really understand where they are so you can have lots of information across all the platforms but don鈥檛 use that to over message use that to carefully curate messages to your customers the last part here on human centered is being talked about this quite a bit already but they鈥檙e being a lot more choosy with their spending prioritizing personal wellness and growth so make sure that the messaging you鈥檙e choosing tie products and services very clearly to individual value and consider the direct benefits communicate them clearly and this is where it鈥檚 going to be really important to invest in robust testing on the content of your messaging and offers to see what resonates with lots of different attributes doesn鈥檛 mean just testing the offer it doesn鈥檛 mean just testing the creative it doesn鈥檛 mean just testing the order but very multi-dimensional testing will allow you to see what is really resonating with customers at a time where it鈥檚 a little bit hard to predict what they鈥檙e going to do all right the last kind of text heavy slide here around dynamic reporting so in times of we would recommend taking a look at shorter reporting cycles to spot any data discrepancy so thinking about if you鈥檙e regularly looking at a pretty long cycle before you鈥檙e reporting out to the business consider if for now it needs to happen a little more quickly and share things out in ways that could indicate a consumer preference change or a trend and rather than year-over-year reporting build directional data reporting into your standard processes so this means that year-over-year reporting might not be as beneficial right now because people we know are spending less overall it doesn鈥檛 necessarily indicate a challenge with what you鈥檙e doing but building directional data understanding what categories over time are changing or what products over time are changing will help you understand those consumer changes and have more meaningful and actionable reports this is also a really good time to prioritize profile cleanup and take the time to identify the appropriate attributes that you can make actionable so we鈥檝e been in a season of kind of almost over collecting data is what we鈥檙e seeing so people are saying we want every piece of information that we possibly can about our customer even if they don鈥檛 necessarily have a specific plan on how to use it or how to tie it into an overall customer profile so make sure as you鈥檙e thinking about that you have clear identification of what attributes are going to be important how you鈥檙e going to use them and clean up those profiles to make very individualized messaging i mentioned this in testing ensure you鈥檙e considering all the aspects of an offer and this last one is around breaking down silos again so making sure that your shared data audience鈥檚 performance across your organization so all teams can build it into their decision making so across the business you can have a really good understanding of where your customers are what kind of messaging they want to see what they鈥檙e purchasing and what the next steps should be so i i wouldn鈥檛 kind of bring it back to this where there鈥檚 no business without a customer i think especially when we鈥檙e when we鈥檙e talking about adobe tools and tech tools we kind of get a little caught up sometimes in specific you know reports or use cases or how to use specific capabilities and i think what to take away from this is in times of uncertainty or when the market is changing really rapidly it becomes a lot more important to in every one of those conversations center your customer and remind yourself that when you鈥檙e prioritizing use cases or prioritizing capabilities not just to think about efficiency not just to think about the immediate value of it but to think about the long-term value of the customer and the experience that they are going to have on the other end of this i think we get a little removed from that sometimes and it鈥檚 a good way to kind of bring you back to center as you鈥檙e walking through next steps i am going to turn over open the q a pod and see if anyone has questions or thoughts all right and as we jump into q a just a reminder i am going to launch that quick two question poll for attendees if you have a moment just to give us a little bit of feedback that would be greatly appreciated one question s k that did come up when you were discussing shrinking spending was if there are any insights around customer loyalty and stickiness that perhaps businesses could use that consumer trend of overall spending less i know you did touch on some good points in the following slides but is there anything like top of mind you would highlight that a business should keep top of mind to address that i just want to make sure i understand to be more sticky in times that consumers are like changing what they鈥檙e purchasing or where they鈥檙e purchasing is that question like what businesses can do to kind of counteract the consumer spending less with overall to kind of just help them with that loyalty to their business or the stickiness of the customer yeah i i don鈥檛 know how much an individual business will be able to impact a customer spending overall but they can probably impact their share of the wallet so consumers are going to spend less in the coming year i think that is a pretty agreed upon thing but in order to keep them spending with you and not switching shops or switching brands or purchasing less from you i think really leaning into those human-centered messaging understanding what that customer really needs the individual value that provides to them is going to be really important and i think you get that through robust profiles making sure that your profiles are very clear and you understand where when how that customer is purchasing and also through really robust testing so not just throwing spaghetti at a wall kind of testing but thoughtful curated testing that allows you to see exactly what they are the most interested in and where they鈥檙e the most likely to shop and create kind of that connected experience nice thank you all right we鈥檒l hang out one more moment to see if there鈥檚 any other questions that might come in either in the chat or qa pod give everyone a couple of minutes if there鈥檚 any thoughts around that and if not i know this was a lot to digest so if you do have any follow-up questions i鈥檇 encourage everyone to reach out to their adobe account team if there鈥檚 anything that they鈥檇 like to dig into further i just want to thank everyone again for their time today it was great having you here thank you eskay for sharing this content it鈥檚 very insightful thanks everyone for your time have a great rest of your day i鈥檒l follow up with the presentation slides