Prada Expands Relationship with Adobe to Deepen Omnichannel Personalization Capabilities

Prada Group and Adobe have entered an enhanced partnership designed to enable real-time personalization and increase revenue by enhancing the luxury retail group’s customer experiences across all digital and physical channels. The partnership spans Prada Group’s brands, including Prada, Miu Miu, Church’s, Car Shoe, Pasticceria Marchesi and Luna Rossa.

Prada Group will leverage the Adobe Real-Time Customer Data Platform and Adobe Journey Optimizer to create unified customer profiles and deliver personalized experiences across every channel in real time. The retailer will tap into vast amounts of data in order to deliver relevant content to its customers at the right moments.

Additionally, shoppers will have the opportunity to opt in for an enhanced omnichannel experience that will enable associates to know when they visit a store and plan accordingly. For example, the retailer may now invite someone who researched a bag online to a tailor-made in-store experience that will provide additional recommendations based on their choices.

“Today we are happy to announce a new and important step toward our fruitful collaboration with Adobe, with the adoption of their unique customer data platform, to further evolve the retail experience across all our brands,” said Lorenzo Bertelli, Marketing Director and head of CSR at Prada Group in a statement. “This will ensure we are able to engage and connect with each customer in the right place, at the right time and with the right content.”


Prada will continue exploring Adobe’s solutions in the future, including using Adobe Substance 3D to design retail simulations. This could enable the retailer to create hyper-realistic garment and accessory prototypes using physically accurate textiles, including leathers, in a virtual environment in order to boost sustainability.

“At the heart of Prada Group’s identity is a passion for innovation, and a focus on the customer experience,” said Luc Dammann, president of EMEA at Adobe in a statement. “The luxury retail sector is at the forefront of digital innovation, and Adobe’s partnership with Prada Group will enable them to expand their distinctive style and storytelling through real-time personalized customer experiences across in-store and digital worlds.”

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