Contact Center Solutions Featured Article

First Contextual Marketing Platform is Launched by hybris

February 13, 2015

hybris is a software company with its headquarters in Zug, Switzerland. The company sells enterprise multichannel ecommerce and product content management (PCM) software. hybris was founded in 1997 and is subsidiary of SAP. A few days ago, hybris launched a new marketing solution designed to unify customer data into a single centralized hub.


The advantage that this approach has is that it can supply real-time context-based data about individual customers and anonymous visitors. In turn, this enables brands to deliver contextual, consistent and relevant experiences throughout a customer journey, regardless of the marketing channel or device. Providing a solution such as this goes a long way toward improving the customer experience.

The integration of the SAP hybris Marketing solution and SAP hybris Commerce Suite gives hybris the ability to offer singularly powerful capabilities. It allows various businesses and organizations to provide a relevant, consistent and personalized customer experience which can be directly relevant to customers. This can be accomplished because hybris offers a uniquely powerful capability which is designed to enable marketing, customer experience and omni-channel commerce.

Brian Walker, Chief Strategy Officer at hybris and SAP CEC, commented:

 “Marketing today has some fundamental challenges to get to real personalized marketing. Without the right context and a real-time understanding of each customer, this is impossible. The fact that in so many organizations customer data is scattered across disparate systems means that marketers end up bombarding people with messages that are not always relevant. With every search, browse, email open, or site visit, individual customers are telling us about what they want or need, their desires and intents in that very moment. Until now these signals of intent have been near impossible for marketers to leverage.

That’s why we believe that the SAP hybris Marketing solution has the power to transform mass communications into real one-to-one messages that connect directly with customers’ needs with not just the right message, but also at the right time through the right marketing channel. True contextual marketing leverages the real-time signals of a customer’s intention. Today companies are looking for sustainable growth, and that is delivered through retaining and maximizing returns on your customers. Delivering an amazing and seamless customer journey, where all steps – from billing to customer service, to buying and then collecting – work flawlessly together is nothing short of what the consumer expects. The SAP hybris Marketing solution will play a vital role in supporting this broader SAP company vision.”

The following seven components comprise the marketing platform’s core elements;

  • Dynamic customer profile engine
  • Segmentation, predictive analytics, and contextual analysis engines
  • Marketing planning, budgeting, and orchestration
  • Recommendations and on-site targeting
  • Real-time, behavior-based remarketing
  • Marketing performance management
  • The ability to work with an open ecosystem of marketing solution providers via open APIs

Convenience is simply something that corporations have to be able to offer to their customers. It is also something that their customers have come to expect. The customer experience is now playing a major role in how the customers see how the companies respond to them.

It is with this in mind that Maggie Chan Jones, the Chief Marketing Officer of SAP stated:  “You have to remember customers don't think or care about the complexity of 'channels'. They are simply trying to make informed buying decisions in a digital environment where a consistent, convenient and simple experience fosters engagement. With the SAP hybris Marketing solution, running on SAP HANA and part of our historic SAP Business Suite 4 SAP HANA, marketers can gain insights about their customers in real-time to drive contextual, personal marketing solutions. We offer marketers an integrated experience, which connects to how and where a customer engages, from websites, to apps, to contact center to sales person.”

It does appear that SAP with its hybris software solution takes a look at both ends of the equation. The platform has the ability to offer corporations and organizations the ability to offer a powerful, contextual marketing option, while at the same time being able to use this platform to offer their customers a pleasant customer experience.

A successful customer experience means that you will keep your existing customers and have their permission to upsell. It also means that you have the ability to increase your customer base.  In this regard It seems that what SAP has to offer through its hybris software platform is a win/win situation.




Edited by Peter Bernstein



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