Brad's Omni-channel Shopping Experience - SAP Hybris Commerce & Marketing

www.persistent.com
© 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 Suite
Modern, 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 STORE
04 05 06
OMNI-CHANNEL
TOUCH POINT
INTEGRATION
FLEXIBLE, LIGHT-
WEIGHT, SCALABLE
PLATFORM
FULLY INTEGRATED,
FUNCTIONAL
COMMERCE
B2C & B2B FRONTEND
01 02 03

www.persistent.com
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 Father
about 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 to
his 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 Story
As 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 Story
The 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 Story
She find the customer by his name and confirms his identity using his address

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

Customer Story
She 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 Story
She 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 Story
He 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 Story
He 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 Story
He 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 Story
He 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 Story
There 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 Story
He 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 Story
The 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 ……..

www.persistent.com
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 Ltd32
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www.persistent.com
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Brad's Omni-channel Shopping Experience - SAP Hybris Commerce & Marketing

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