SAP has introduced new capabilities, such as facial recognition, machine learning and support for the Internet of Things (IoT), to enable targeted marketing campaigns and help consumers optimise their shopping experience.
Nine out of 10 customers (89%) expect an answer to their query within 24 hours, according to the 2017 SAP Hybris* Consumer Insights Report. The survey of 20,000 shoppers worldwide found that the easiest way to keep customers happy is to be responsive, and the fastest way to lose them is to share their data without their knowledge.
Four out of five shoppers (80%) are willing to share some of their customer data with brands, the study found, with Japan being the least inclined (52%) compared with Colombia and India (both at 92%). Respondents from all countries, except Russia, are willing to share their e-mail addresses, but only half of Middle East–based consumers want to share their mobile phone numbers.
The SAP Hybris Marketing Cloud solution now encompasses an array of solutions to help companies ensure they use the right messages to target customers who matter the most and ensure customers’ data and privacy are protected. Paired with the tools listed below, companies can create more transparency into their own marketing performance and spend.
In addition, a new marketing executive dashboard based on SAP Digital Boardroom presents to chief marketing officers a view that includes reports gauging the success of campaigns and transparency to detect impending problems. It also shows and identifies new marketing opportunities.
Facial recognition capabilities have been added to SAP Hybris Marketing Cloud, powered by the SAP Leonardo digital innovation system. Using facial analysis, the software connects shoppers’ genders and ages to a company or store’s available inventory and stock, enabling personalised product recommendations to be presented on large displays.
Marketers can tap IoT devices to further personalise offers. For example, brands can send a relevant marketing message when a consumer hits a new milestone on a fitness tracker.
Nine out of 10 customers (89%) expect an answer to their query within 24 hours, according to the 2017 SAP Hybris* Consumer Insights Report. The survey of 20,000 shoppers worldwide found that the easiest way to keep customers happy is to be responsive, and the fastest way to lose them is to share their data without their knowledge.
Four out of five shoppers (80%) are willing to share some of their customer data with brands, the study found, with Japan being the least inclined (52%) compared with Colombia and India (both at 92%). Respondents from all countries, except Russia, are willing to share their e-mail addresses, but only half of Middle East–based consumers want to share their mobile phone numbers.
The SAP Hybris Marketing Cloud solution now encompasses an array of solutions to help companies ensure they use the right messages to target customers who matter the most and ensure customers’ data and privacy are protected. Paired with the tools listed below, companies can create more transparency into their own marketing performance and spend.
In addition, a new marketing executive dashboard based on SAP Digital Boardroom presents to chief marketing officers a view that includes reports gauging the success of campaigns and transparency to detect impending problems. It also shows and identifies new marketing opportunities.
Facial recognition capabilities have been added to SAP Hybris Marketing Cloud, powered by the SAP Leonardo digital innovation system. Using facial analysis, the software connects shoppers’ genders and ages to a company or store’s available inventory and stock, enabling personalised product recommendations to be presented on large displays.
Marketers can tap IoT devices to further personalise offers. For example, brands can send a relevant marketing message when a consumer hits a new milestone on a fitness tracker.
SAP Hybris Customer Attribution (formerly Abakus) provides marketers with accurate measurements of marketing campaigns and activities that lead to a customer purchase. Data is collected across all touch points of the customer journey, giving insight into what is driving customer conversions and where to reallocate activities and budget in real time.
Further, SAP Hybris solutions are integrated with WeChat, enabling marketers to expand their global footprint to more than 889 million users across China.
General Data Protection Regulation (GDPR) support is now available, allowing sophisticated targeting with consumer data protection as a top priority.
A co-innovation programme brings more versatility to the Hybris platform. Ten customers are joining SAP Hybris to embed machine learning capabilities into the SAP Hybris Sales Cloud and SAP Hybris Service Cloud portfolios. SAP Hybris solutions have access to customer and product data across the front office. With SAP software touching more than 76% of the world’s business transactions, SAP is uniquely positioned to access data at this level.
Several use cases are available covering marketing, sales, service and commerce. They include advanced personalisation, contextual merchandising, a shopping assistant bot, affinity scoring, sentiment analysis, service ticket text analysis and a customer service bot.
SAP invests in the future of customer engagement and commerce with SAP Hybris solutions.
Explore:
Download the 2017 SAP Hybris Consumer Insights Report.
*SAP Hybris is a brand name launched in January 2016 to represent the SAP solutions for customer engagement and commerce as well as the offerings, employees, and business of acquired company hybris AG, which continues to be a SAP legal entity until integration with SAP is complete.
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