Marketing magic with SAP Hybris

3 March 2017

Anouska Partner

Anouska Partner

Consultant

Have you ever had one of those standard emails from a company which included information about you that you didn’t expect to see? For example, your name and a product that you had recently been viewing, or even went as far as putting it into your online shopping cart? Seems like magic, doesn’t it? Well, it’s not. It is in fact SAP Hybris Marketing.

This has happened to me a few times; but only recently did I take note. As a consumer I just accepted what I was receiving but hadn’t really thought about how or why. If you’re anything like me, the new year brings with it multiple and lengthy sales. This is a time to be rejoiced (as long as it’s online shopping - long queues and seas of people always ruins the fun!) So many websites, so many products and so many shopping carts, I can barely keep up with myself. But it was amidst my chaotic shopping, whilst trying to nab the best deals possible, I opened an email which got me thinking.

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What caught my attention?

It read a little something like this “Don’t miss out, Anouska! Your basket expires soon!” With that I remembered, the item I just ‘had’ to have but had abandoned in my shopping cart. With my attention flitting between this deal and that discount, it was no wonder something got left behind. All it took was a personalised, timely reminder to bring me back to the website to purchase it.

Marketing challenges

“Marketing is broken” - a phrase many of you will be familiar with. The challenges in marketing have arisen from an inability to be personal, relevant, and contextual. While it may have once been satisfactory to bombard customers with broad and irrelevant offers using generic email campaigns this is no longer the case: times have changed. As consumers we expect (and demand) a personal touch. We expect excellent service. We expect to be appreciated and treated as an individual.

Businesses can fail to meet these requirements for a number of reasons, including; slices of data in siloed systems and difficulties in gathering and capturing data effectively to engage customers. As a result of the increasing number of consumer interaction points with a company, legacy systems have built up over the years, each holding small quantities of information about customers. These systems rarely ‘talk’ to one another, making it almost impossible to combine the data.

Without a 360-degree view of the customer, it is incredibly difficult to understand their needs and therefore almost impossible to offer excellent service. What customers have done, what they’re doing, and what they will do are all extremely important in order to deliver successful targeted marketing.

To understand what customers are currently doing, real-time data is needed. Understanding a customer’s current sentiment is important to know before engaging with them. One example of how this can be achieved is by monitoring reviews on social media. Different styles of sales and marketing can then be used, depending on how the customer feels about the company. Ultimately, this will allow companies to maximise the opportunity, leave a positive image and ideally close a sale.

SAP Hybris Marketing

Hybris Marketing gives control back to companies: understanding historical and real-time data with the ability to predict is one of its strengths. By pulling together all the information of a customer’s touchpoints in to a single place allows for personal, relevant and contextual engagements.

In addition to pooling pertinent data, powerful segmentation and targeting abilities are part of the core capabilities of Hybris Marketing. It can immediately target for current interests, shopping cart abandonment, and segments based on demographics with further micro segmentation available. All of this is accessible through a simple and intuitive user interface.

I won’t be the first to have been reminded to complete my purchase and I certainly won’t be the last. Hybris Marketing provides companies with the ability to create these opportunities to increase sales, and ultimately drive higher profits.

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