Henkel and Adobe have entered a strategic partnership to jointly accelerate digital innovations, develop a data-driven platform for digital business and e-commerce, and create new digital business opportunities for Henkel. This partnership is part of Henkel’s focus on strengthening its competitive edge through digitalization across all business activities.
“Our digital transformation is one of the key levers to deliver on our agenda for purposeful growth,” said Carsten Knobel, CEO of Henkel. “After creating Henkel dx, our new integrated unit driving our digital business transformation together with our business units and functions, we are now taking the next step by entering into this strategic partnership. Adobe is globally recognized for its leading expertise in enabling partners to make a step change in their digital marketing, consumer and customer insights and e-commerce capabilities. With the development of our data-driven digital business and e-commerce platform, our businesses will be able to launch products and services faster, in a more targeted, personalized and efficient manner to our consumers and customers.”
“The digital economy runs on customer connections and delivering compelling digital experiences across every channel is now a business imperative,” said Shantanu Narayen, Adobe’s president and CEO. “We are proud to partner with Henkel on their mission to become a digital business. Adobe Experience Cloud will power a comprehensive digital platform for Henkel, providing a unified customer profile and delivering real-time, personalized engagements that result in customer loyalty and business growth.”
To further expand and enhance its digital growth capabilities, Henkel has developed RAQN, a new digital business platform for consumer and customer intelligence and experiences. With this new mega-platform approach, Henkel aims to generate more sales through digital channels and further accelerate digital conversions and growth.
According to Henkel, RAQN is the core to expand the company’s e-commerce activities while addressing individual consumer and customer preferences, accelerating time to market, and improving performance marketing based on data analytics and insights. The platform is built on Henkel’s business domain knowledge, as well as software and artificial intelligence capabilities paired with Adobe’s technology expertise, tailored to meet the specific demands of Henkel’s different business units across consumer and industrial products. RAQN integrates multiple digital touch-points onto one single business platform to create a unique user experience.
“We observe a fundamental consumer and customer gravitation shift towards on-demand and hyper-personalized digital commerce,” said Michael Nilles, chief digital and information officer at Henkel. “Through the partnership with Adobe, we gain leading-edge digital experience capabilities, access to Adobe’s innovation power and ecosystem to boost our digital business. Henkel will leverage Adobe’s Experience Platform for a wide range of D2C, B2C and B2B business models to provide a superior and personalized experience across all online and offline channels for our consumers and customers.”