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SAP Hybris Americas Summit Takes Attendees Beyond Traditional Customer Engagement


SAP Hybris Americas Summit at the Marriott Harbor Beach Resort & Spa in Fort Lauderdale, Florida

Munich – October 21, 2016: 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:

 

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.