Ceat drives in Adobe services for its new omni-channel tyre model

Ceat drives in Adobe services for its new omni-channel tyre model
Photo Credit: Pixabay
21 Jul, 2021

Mumbai-based tyre manufacturer Ceat has partnered with American multinational technology firm Adobe to help with the tyre manufacturer’s omni-channel customer experiences.

As part of the deal, Ceat will utilise the San Jose, California-based company’s Adobe Experience Cloud suite of applications that is expected to help Ceat provide a personalised digital experience to its customers and dealer partners.

“Customers can now buy online and do a pick-up and fitment at nearest Ceat Shoppe or avail doorstep fitment services. This also includes servicing and sanitisation of their vehicles,” Arnab Banerjee, Chief Operating Officer, Ceat, said on one of the deliverables of the partnership.  

Ceat will implement Adobe’s solutions through Mumbai-based Adobe partner Tekno Point.

As part of the Adobe Experience cloud suite, Ceat will utilise Adobe experience manager, which is a tool for generating and publishing pages to the website at real-time, along with Adobe analytics.

Additionally, rule-based testing and targeting tool, Adobe Target and the Adobe commerce cloud solutions to launch new business models.

The newly launched business models include the likes of home delivery of goods, fitment at store and home fitment of tires.

The Adobe experience manager solution is also expected to handle the content management capabilities for Ceat’s website, while Adobe Analytics and Target will help with agile working methodologies and data insights for better optimisation of orders and resources.

“We are excited to work with Ceat to create a single platform for content, commerce and data for their foray into B2C business,” Nitin Singhal, managing director, Digital Experience, Adobe India, said. 

Ceat currently produces over 35 million tyres a year and is the flagship company of Indian conglomerate RPG enterprises.

For the quarter ended June 4th, Adobe touched revenues of $3.84 billion, clocking growth of 23% year on year.  Its digital media segment revenue stood at $2.79 billion, representing growth of 25% year over year, while document cloud revenue was $469 million, accounting for a 30% year over year growth.

The company is currently riding on its cloud solutions, mainly the Creative Cloud, Document Cloud and Experience Cloud solutions.

“The large market opportunity and momentum we are seeing across our creative, document and customer experience management businesses position us well to deliver another record year,” 

John Murphy, executive vice president and CFO, Adobe, said during the second quarter results.

The company’s Q3 2021 results are expected to be announced around the fourth week of September this year.  

Brokerage firm Motilal Oswal Institutional Equities recently speculated in a report that top tyre manufactures in India, which includes the likes of Ceat, MRF, Apollo Tyres, TVS and others, are expected to report double digit growth driven by increased automobile sales and aftermarket purchases.

The Indian tyre industry contributes close to 3% of the Manufacturing GDP of India, and 0.5% of the total GDP in the country.