SAP SE (NYSE: SAP) concluded its annual SAP Hybris Americas
Summit at the Marriott Harbor Beach Resort & Spa in Fort
Lauderdale, Florida. The event was held from October 12-14 with
close to 1,200 customers, partners, and industry experts from 28
nations across North and South America in attendance. At the event,
SAP Hybris discussed best practices in digital transformation for
overcoming the challenges of engaging the connected consumer.
Attendees were able to join keynote presentations, participate
in industry roundtables, and discover breakout sessions that
explored ways to enable sales, commerce, marketing, billing, and
customer service to go beyond traditional business. New York Times
best-selling author Adam Alter kicked off the event with a keynote
that explored how “going beyond the conscious” and engaging the
customer mind enables companies to more effectively and
compellingly communicate. According to Alter, businesses today
should consider the five key factors of customer engagement, which
include: the self, fluency, time, pain of paying, and
simplicity.
SAP Hybris customers including Sealed Air, Bentley Systems,
Under Armor, Lids, and Total Wine & More presented sessions
that detailed how embracing digital transformation has allowed
their businesses to better understand and predict customer
behavior. Additional stories of customer success with SAP Hybris
technology were shared and celebrated during an awards reception on
the opening night of the event.
Winners were recognized across seven categories for driving
digital transformation within their organizations:
- SAP Hybris Commerce, Customer of the
Year – GE Oil & Gas
- SAP Hybris Cloud for Customer, Customer
of the Year – Sealed Air
- SAP Hybris Billing, Customer of the
Year – TELUS
- SAP Hybris Marketing, Customer of the
Year – Carrefour Commercio
- Innovator of the Year – Microsoft
Corporation
- North America Success Story of the Year
– Purchasing Power
- Latin America Customer Success Story of
the Year – Corona
During his keynote, SAP Hybris Chief Strategy Officer Brian
Walker took attendees under the hood of the business’ innovation.
He discussed solutions such as SAP Hybris Profile, which enables a
deeper understanding of customers’ motivation and intent, using
predictive algorithms and artificial intelligence to enrich
customer engagement, and SAP Hybris as a Service on SAP HANA Cloud
Platform (known informally as “YaaS”), SAP’s cloud-based
microservices ecosystem that allows customers and partners to
publish, discover, and consume business applications.
SAP Hybris Chief Marketing Officer Jamie Anderson led a panel
discussion alongside customers Sealed Air and Total Wine & More
on the theme of “Going Beyond Customer Relationship Management
(CRM),” which is “about breaking down organizational silos,
providing one single view to the customer, and using ‘live
intelligence’ to deliver great, contextual customer experiences,”
according to Anderson.
“It’s much more than just deploying a CRM solution,” said Naveen
Kandasami, global IS, director, business partnerships for Sealed
Air, during the panel. “You have to refine the process throughout
all the functions. If we can get to the point where we are driving
a seamless internal experience with right-time data, we’ll be in
great shape.”
Tim Seevers, senior director of e-commerce for Total Wine &
More, revealed that when the company embarked on its digital
omnichannel transformation project, the primary goal was to bridge
the gap between in-store and online experiences. In response, Total
Wine & More rolled out a loyalty program, powered by SAP
Hybris, where customers earn points and gain status. Now Total Wine
& More customers can access their account and see their online
and offline purchase history; this is invaluable if they need to be
reminded of a favorite item they purchased in the past. According
to Seevers, “that’s a huge value to us.”
Onsite, SAP Hybris launched the SAP Hybris Commerce, travel
accelerator solution, which aims to meet the demands of the
digitally connected traveler. Understanding that the booking
journey is no longer linear, the travel accelerator for SAP Hybris
Commerce helps customers to drive omnichannel strategies and
provide market-leading retail capabilities to meet modern business
demands. Also during the event, SAP Hybris shared that its partner
network implementing SAP Hybris Cloud for Customer has grown by
more than 50 percent in just one year.
And Hybris Labs showed off its latest prototype, which lets
users test out a smart beer shelf for a new way of ordering their
favorite tipple.
To catch up on the activity at SAP Hybris Americas Summit,
follow the continuing conversation on Twitter via
#HybrisSummit.
For more information, visit the SAP News Center. Follow SAP on
Twitter at @sapnews and SAP Hybris at @saphybris.
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 new 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 approximately 310,000 business and
public sector customers to operate profitably, adapt continuously,
and grow sustainably. For more information, visit www.sap.com.
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PAN CommunicationsJenny Radloff or Nikki Festa, +1
617-502-4300SAPHybris@pancomm.com, ETorSAP HybrisMichael Baxter,
+49 151 1719 6185m.baxter@sap.com, CET
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