brad's omnichannel shopping experience - sap hybris commerce & marketing

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© 2016 Persistent Systems Ltd

SAP Hybris Commerce & Hybris Marketing Use Case

CEC - Customer Engagement & Commerce

Vivek Sawant & Gopal Sagalani

2© 2016 Persistent Systems Ltd

The New Mantra - Customer Engagement Customers are in control – Attract, Retain & Grow profitable customers


Omni-Channel Customer Engagement Platform


Hybris Commerce SuiteModern, Agile & Comprehensive Commerce Platform


Hybris Provides

OMNI-CHANNEL ORDER MANAGEMENT

PRINT INTEGRATION POWERFUL MASTER DATA MANAGEMENT07 08 09

EXCEPTIONAL CUSTOMER SERVICE

FULLY INTEGRATED MOBILE SOLUTION

CONNECT THE STORE04 05 06

OMNI-CHANNEL TOUCH POINT INTEGRATION

FLEXIBLE, LIGHT-WEIGHT, SCALABLE PLATFORM

FULLY INTEGRATED, FUNCTIONAL COMMERCE B2C & B2B FRONTEND

01 02 03

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Hybris Commerce Suite


Customer Story

Consider a scenario:

Brad’s father will be celebrating his 50th Birthday on 28th April

Since it is his 50th Birthday, Brad wants to gift something special.

But he is short of gifting ideas.


Customer Story

Brad has his father as one of his Facebook contacts.

So after reaching home, he decides to see all his previous posts to get an idea on the gift.

His father is fond of photography. But he already has camera.

Next Day on his way to office he logs on to Facebook.


Customer Story

Just when he is going through the various posts...

He sees a post from his Fatherabout a camera body.

He suddenly recalls that his father wanted to change the body of his Canon EOS 500D which he had gifted him on his previous birthday.

He clicks on the link and he is redirected to the Electronic Store where he can see all the details about that product.


Customer Story

He decides to buy this camera body but he could not proceed with adding the product tohis cart as he has arrived at work.

He postpones to buy it later.

….Same day, on his way back home, on the station he sees an advertisement of this same camera body from the same store with a QR code having an offer of 10% discount on products bought using QR code.

He scans it and he is automatically redirected to the site where the product is displayed….this time with a 10% discount.

He adds the product to his cart and boards the train…


Customer Story

He could not complete his order placement as the train was too crowded.

So he decides to buy it once he reaches home.

His battery is about to die,so he decides to send the link of that page to his mail using the share email feature.


Customer Story

….Same day, back home he takes his laptop and returns to the electronic store site using the mail link which he sent to his personal mail id to continue shopping, this time however he is using his laptop to do so. He is a frequent buyer so he is already signed in and the camera is still in his cart.

He notices that regardless of the device, he experiences the same user experience on laptop as it was on his mobile.


Customer StoryAs he is reviewing his order, he is pointed to the accessories that people buy along with this camera

….But he not sure about the size..if it is enough for this camera.

So he decides to call a customer agent using the number on the website


Customer StoryThe agent uses the Customer Service Cockpit to manage customer requirements

….Brad explains that he wants to buy a memory card from the electronic web shop, so the agent chooses the electronic site from the multiple sites that she is working on


Customer StoryShe find the customer by his name and confirms his identity using his address


Customer StoryShe can view all the details of his past orders. She can also view the products in his cart


Customer StoryShe can also see the products he has recently viewed and finds that Brad has recently looked at 3 different flash cards

So she provides Brad the details of each of the flash card and he decides to buy the one with 4 GB card memory


Customer StoryShe informs Brad about a promotional offer on this product

So he decides to buy 2 flash cards and asks the executive to add the product to his cart. The executive updates the cart.


Customer StoryHe is happy with the assistance that was provided and ends the call. Brad checks the cart to place the order and proceeds to checkout

As he is checking out, he finds one more promotional offer and decides to update his cart

The cart is updated and it shows the amount that Brad saved


Customer StoryHe wants to pick this item from the store, so he searches for the nearest store

He proceeds with order placement with one item to be delivered at his house and one to be collected from the store


Customer StoryHe proceeds with check out with requires authentication. Since he is frequent buyer, his address and payment details are auto populated. Since he is picking up the camera himself…he clicks to see when the store is open

In the next step he uses his existing payment details…agrees to the terms and conditions and places the order


Customer StoryHe gets a confirmation message with order number and status of his order.

Next morning, Brad on his way to work stops at the store to pickup the camera


Customer StoryThere he meets a sales guy who is using the Hybris In-store app on his tablet

The Stores person searches for Brad’s order in the order history


Customer StoryHe gets the order details Now Brad can collect his item and the stores person will

update his order by pressing the collect item button


Customer StoryThe stores person can also offer additional products to Brad such as tripods and see which tripods are available online and check if they are available in his store

Just like service executive, the stores executive also has a unified view of products, customers and orders by using the In-store application


Customer Story

Brad gifts the camera body to his father.

His father is delighted to receive the gift


Customer Story

To Summarize:• The Father used the social media sharing feature of the Hybris accelerator for sharing the content on

Facebook • Brad used his mobile to view the product, scan the QR code, send the page link to his mail and add it to his

cart by visiting the mobile version of the Electronic Store• The Service Executive used the Customer Service Cockpit to assist the customer in his shopping journey• The Stores Executive used the In-Store application on his tablet and helped Brad to finalize his purchase

These were the different touch points of Hybris Commerce Suite that were demoed in this deck, all using a unified view of data and offering a streamlined unique customer journey.

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Story doesn’t END here ……..

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Hybris Marketing


Customer Story

Customers past and current data(ERP, CRM, Social, etc.) is fed into Hybris CEI(Customer Engagement Intelligence) to predict his/her future trends and provide contextual results.

The Electronics Store Company has recently implemented the SAP Hybris Marketing Product.Past data of all the customers was uploaded on the Hybris Marketing Platform. This historical data along with the current data is used by the company to create contextual campaigns which are targeted to the individual customer and to predict what the customer is expected to buy in the future.

This CEI in combination with SeeWhy (provides real-time remarketing for shopping cart) and context engine combined form the basis of SAP hybris Marketing

Real-Time Individualization


Customer Story

In continuous integration process, Brad is still receiving latest promotions, offers and product updates from Electronic store. The Product Recommendation Intelligence allows to create recommendation models as per Brad’s sentiments, his browsing behavior and his likes in real-time along with his past purchase and interaction history.

All these engines combined, predict that Brad will be interested in buying camera lenses or other such products related to camera.

The engine in this case, recognizes the buying pattern of Brad. It finds that Brad has bought a product related to Camera Category around the month of March. So around the same month next year, it sends a mail to Brad which has offers related camera upgrade wherein he can exchange his camera to get a new one after paying and upgrade fee.

Brad is not receiving any unwanted mails from electronic stores, thanks to Contextual Marketing Campaign.

Isn't that cool? Brad is happy and he is one of the loyal customer of Electronic store. On other side, Electronic store is providing unified customer experience to their customers and gauging their buying sentiments and predicting their future buy.

32© 2016 Persistent Systems Ltd 32

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