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SAP Hybris to focus on contextual shopping experience


German multinational software corporation, SAP has introduced a new version of its commerce solution, SAP Hybris, which claims to be specifically designed to deliver an omni-channel solution to both business-to-business (B2B) and business-to-consumer (B2C) companies. According to the company, it will not only engage customers but also simplify their technology space at the same time and will help the enterprises to provide a personalized shopping experiences to customers.

Brian Walker, Chief Strategy Officer, SAP Hybris, said:

Omnichannel commerce and the ability to deliver exceptional digital experiences are more important than ever. With this latest release of SAP Hybris Commerce, we have continued to drive the industry-leading commerce platform forward with integrated enterprise customer experience management tools, improved customer service solutions, and a new, robust omnichannel promotions capability.

“Our commerce platform has tremendous breadth of capability across both B2B and B2C, which extends beyond commerce to encompass the full front office through the SAP Hybris suite of customer engagement and commerce solutions,” Walker added.

According to SAP, this solution emphasizes on the need for brands to unify customer data and processes with an aim to bring commerce together with other front office applications which includes customer service, sales, marketing, and billing. The solution delivers the ability to individualize commerce interactions.

SAP Hybris has opened up a single commerce platform that combines digital and physical customer interactions over mobile, online, POS (Point of Sale), call center, social media and print, aiming to make the customer experience simpler regardless of channel. The company claims that the solution is easy to deploy on premise or private cloud or via SaaS (Software as a Service). It has single-stack architecture, which means it is designed for enterprise-scale performance, extension and flexibility along with low cost of ownership. The commerce solution has a wider approach as it shortens innovation cycles and keeps pace with the changing customer demands.

SAP Hybris new release includes:

  • SAP Hybris Customer Experience solution — A redesigned content management system with a new user interface (UI) allows marketers to easily manage content across all channels in a single business tool. As a result, they can create personalized sites and experiences in the context of the customer more intuitively than ever before.
  • New promotions engine — Flexible and easy to extend, this new feature allows business users to create and deploy dynamic promotions on the fly without IT involvement, putting full control over promotions directly in their hands.
  • Customer support — A new back-office UI includes all the capabilities customer service and sales agents need to provide exceptional service and sales support across all touch points.
    Enhanced back-office — The back-office framework has been enhanced with new validation capabilities and widgets to make it easier and quicker to build customized applications and business tools.

SAP Hybris’ B2B and B2C commerce applications include an Omni-Channel Offering, Product Content Management (also known as Master Data Management or Product Information Management), Order Management, hybris Marketing Conversion, and search and merchandising. According to SAP, Hybris Marketing enables real-time contextual marketing, it engages customers and cultivates brand relationships by marketing to an audience of one.

Mrunmayi Sapatnekar
A journalist who always tries to get a hang of emerging enterprise tech world. A journalist who always tries to get a hang of emerging enterprise tech world. She has an enormous interest in global and Indian economics. She is a sports enthusiast always talking about cricket and badminton with a twist. Also likes to write articles related to enterprise technology.