Adobe Target Implementation with AEP Tracking on ABFRL's Mobile App
How Chitrakaar Designs partnered with Team OptiPhoenix to bring real-time personalisation and unified event tracking to ABFRL's mobile shopping experience — without slowing down the app's release cycle.
14
Adobe Target activities configured for launch
40+
AEP tracking events mapped to a unified XDM schema
0
App store resubmissions needed to launch a new campaign
Personalisation on a native app moves at a different speed than the web
ABFRL's mobile app was driving a growing share of shopping sessions, but every personalised experience — a homepage banner, a size-and-fit nudge, a checkout offer — still had to be hardcoded and shipped through an app store release. Team OptiPhoenix, ABFRL's in-house mobile engineering team, needed a way to test and personalise experiences on their own timeline, without waiting on the next build.
01. No server-side personalisation layer
Every experiment or offer variant lived in app code, so even small UI tests required a full engineering and QA cycle.
02. Fragmented tracking across app and web
Mobile app events weren't flowing into the same schema as web analytics, making it hard to build a single customer view.
03. Release-cycle bottleneck
Marketing campaigns needed to go live on fixed dates that rarely lined up with the app's release calendar.
Our Approach
Four workstreams, delivered alongside Team OptiPhoenix. Chitrakaar Designs worked embedded with OptiPhoenix's mobile engineering team to implement Adobe Target and Adobe Experience Platform (AEP) natively inside the ABFRL app, then handed over a framework the team could run independently.
Use Cases
USE CASE 1 – Adobe Target Mobile SDK Integration
Integrated the Adobe Target Mobile SDK into both the iOS and Android codebases in partnership with OptiPhoenix engineers, wiring up mbox calls at key screens — home, category, product detail, and cart — so new experiences could be delivered without a code release.
- SDK setup and configuration across both platforms
- Mbox placement strategy mapped to key screens in the shopping journey
- Release-once, personalise-anytime architecture agreed with the mobile team
USE CASE 2 – Adobe Experience Platform (AEP) Tracking & XDM Schema
Stood up the AEP Mobile SDK on the Edge Network and defined a unified XDM schema so app behaviour — browsing, wishlisting, add-to-cart, checkout — could be tracked consistently and joined with existing web data.
- XDM schema design covering commerce and engagement events
- Edge Network configuration for real-time event collection
- Validation against ABFRL's existing web tracking to keep definitions consistent
USE CASE 3 – Audience Building & Segmentation
Used the newly-flowing AEP data to build first-party audiences directly usable in Adobe Target — first-time app users, cart abandoners, and repeat high-value shoppers — so OptiPhoenix's marketing team could target campaigns without engineering support.
- Core audience segments defined and published from AEP to Target
- Naming and governance conventions set up for future segment growth
- Handover playbook for building new audiences in-house
USE CASE 4 – QA, Assurance Validation & Team Enablement
Validated every event and activity using Adobe Experience Platform Assurance before launch, then ran hands-on enablement sessions so Team OptiPhoenix could configure, launch, and monitor future Target activities independently.
- End-to-end QA of tracking events and Target activities via Assurance
- Documented setup, naming conventions, and troubleshooting guardrails
- Working sessions to train OptiPhoenix on ongoing activity management
Impact
A personalisation and tracking foundation OptiPhoenix now owns.
- Adobe Target live across the app's core shopping screens, ready for campaigns without a release cycle.
- App and web behavioural data unified under one AEP schema for the first time.
- Reusable audience segments available to marketing without engineering involvement.
- A validated QA process for every future activity, using Assurance before go-live.
"Partnering with Chitrakaar Designs has been a game-changer for our work with ABFRL. Their expertise and commitment to quality are unmatched — we look forward to continuing this partnership on future initiatives."
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