SAP SE (NYSE: SAP) today introduced new technologies, such as
facial recognition, machine learning and Internet of Things (IoT),
to enable targeted marketing campaigns and help consumers optimize
their shopping experience. With its SAP® Hybris® solutions, SAP
continues to innovate and invest to drive the future of customer
engagement and commerce. This announcement was made at the SAP
Hybris Live summit being held October 17–19 in Barcelona,
Spain.
Sharing Is Caring: SAP Survey Reveals What Makes Customers
Happy (and Angry)Nine out of 10 customers (89 percent) 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 percent) are willing to share some
of their customer data with brands, the study found, with Japan
being the least inclined (52 percent) compared with Colombia and
India (both at 92 percent). 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.
Download the 2017 SAP Hybris Consumer Insights Report here.
For more information, read “The customer dating game: Know the
tell-tale signs to avoid a brand break-up.”
SAP Powers Marketers with Tools to Touch CustomersThe 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.
- Digital boardroom for the CMO:
Based on SAP Digital Boardroom, the new marketing executive
dashboard 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.
- Machine learning facial
recognition: The SAP Leonardo digital innovation system now
powers facial recognition technology within SAP Hybris Marketing
Cloud, introducing a new way to engage in-store shoppers. Using
facial analysis, the software connects shoppers’ genders and ages
to a company or store’s available inventory and stock, enabling
personalized product recommendations presented on large
displays.
- Embedded customer attribution:
The SAP Hybris Customer Attribution solution (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’s driving customer conversions and where to
reallocate activities and budget in real time.
- Internet of Things (IoT) to trigger
campaigns: Marketers can tap IoT devices to personalize offers.
For example, brands can send a relevant marketing message when a
consumer hits a new milestone on their fitness tracker.
- Support for the General Data
Protection Regulation (GDPR): Full support for the May
2018 global privacy regulation enables marketers to execute
sophisticated targeting with consumer data protection as top
priority.
- WeChat integration: By
supporting the Chinese social media application, SAP Hybris
solutions are helping marketers expand their global footprint to
more than 889 million users across China.
Read more on the Future of Customer Engagement & Commerce
blog: “Marketing: Data is their biggest asset and challenge.”
SAP Introduces Machine Learning Co-Innovation ProgramTen
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 percent 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 personalization,
contextual merchandizing, a shopping assistant bot, affinity
scoring, sentiment analysis, service ticket text analysis and a
customer service bot.
Additionally, labs run by SAP rely on machine learning for
several of their prototypes, including Galaxy, Charly the Chatbot
and Pepper Instore Assistance. Hear more about SAP’s perspective on
the impact of machine learning on customer engagement in the blog:
“Machine learning: Putting it into practice with customers.”
Breaking Barriers to Digital Business with Agile
MicroservicesCustomer engagement expectations are rising to new
heights in the digital era, and organizations understand the need
to transform. This can only be done by introducing agility into the
infrastructure. Of 285 marketing, line-of-business, and IT leaders
surveyed, more than half said that by introducing a
microservices-based software architecture, they could increase
scalability, improve discovery and resolution, and reduce
dependency on a single technology stack. The problem is that while
nine out of 10 digital strategy decision-makers would like to see
their organizations accelerate digital business, only one third of
organizations have a clearly defined digital strategy. More
information can be found in the September 2017 SAP-commissioned
thought leadership paper sponsored by Forrester Consulting titled
“Leverage Agile Software Development to Deliver Business
Flexibility.”
The study’s findings will be discussed during a dedicated panel
at SAP Hybris LIVE: Global Summit. For further information, read
“Agile microservices: The key to breaking barriers to digital
business.”
For more information on SAP Hybris (SAP)*, visit the SAP Hybris
News Center or follow SAP Hybris at @saphybris. For more
information on SAP, visit SAP News Center or follow SAP on Twitter
at @sapnews.
About SAP Hybris SolutionsSAP Hybris solutions provide
omnichannel customer engagement and commerce software that allows
organizations to build up a contextual understanding of their
customers in real time, deliver a more impactful, relevant customer
experience, and sell more goods, services and digital content
across every touch point, channel and device. Through customer data
management, context driven marketing tools and unified commerce
processes, SAP Hybris solutions have helped some of the world’s
leading organizations to attract, retain and grow a profitable
customer base. SAP Hybris software for customer engagement and
commerce provides organizations with the foundation, framework and
business tools to create a holistic customer view across channels,
simplify customer engagement and solve complex business problems.
For more information, visit www.hybris.com.
*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 our legal entity until integration
with SAP is complete.
About SAPAs market leader in enterprise application
software, SAP (NYSE: SAP) helps companies of all sizes and
industries run better. From back office to boardroom, warehouse to
storefront, desktop to mobile device – SAP empowers people and
organizations to work together more efficiently and use business
insight more effectively to stay ahead of the competition. SAP
applications and services enable more than 355,000 business and
public sector customers to operate profitably, adapt continuously,
and grow sustainably. For more information, visit www.sap.com.
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For more information, press only:PAN CommunicationsJenny
Radloff or Nikki Festa, +1 617-502-4300SAPHybris@pancomm.com,
ETorSAP HybrisMichael Baxter, +49 151 1719 6185m.baxter@sap.com,
CETSAP News Center press roompress@sap.com
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