PWAs, the company says, represent a ‘seismic advancement’ that can move online stores beyond mobile websites and mobile apps. so that Adobe adds Progressive Web Apps builder to Magento
Adobe announced new marketing capabilities at the National Retail Federation conference on Tuesday, most notably its first Progressive Web Application (PWA) Studio.
“A seismic advancement.” PWAs are browser-based, fast interactive experiences that resemble mobile apps, but no need to downloads. While the new PWA Studio in Adobe’s e-commerce platform Magento is designed for use by a developer, it represents Adobe’s first major effort to move online stores into becoming web-based apps.
Peter Sheldon said, PWAs “a seismic advancement in the evolution of the mobile web, similar in magnitude to the transition that happened five years ago from conventional desktop sites to responsive web design.” Adobe says this is the first e-commerce platform to offer PWA building.
This is where PWAs shine: they deliver fast and slick “app-like” experiences in the mobile web browser, allowing retailers to tackle multiple challenges at once:
- Faster Browsing
- Instant “App” Gratification
- Push Notifications
- Rapid Re-Engagement
On another side, Adobe is focusing on building native integration between Advertising Cloud and Creative Cloud, with the aim of helping retailers to run campaigns without depending on an agency or any other resources. With a new integration between these clouds, retailers can embed personalized product lists into promotional emails without the need for coding.
Additionally, new Sensei-powered capabilities will let retailers search and report on ad campaigns specifically for retail promotions and events.