The age of digital transformation has enhanced the eCommerce businesses to deliver the best possible customer experience. The new and improved SAP Hybris Cloud focuses more on customer engagement and provides users with digital commerce solutions.
One of the key capabilities of SAP Hybris Cloud is real-time personalization. It not only observes the customer behavior but also empowers businesses to offer solutions that are even more digital, targeted, precise, and personalized It effectively responds to changing consumer perceptions across hyper-personalization and customer engagement platforms.
What are the goals for personalization?
Streamlined Customer Engagement
Augmented product discovery and increased customer engagement with the brand aided by personalized search, content, and product recommendations.
Increased Revenue
Improve the conversion rates and the order value through recommendations and personalized promotions.
Optimized for ROI
Reduced TCO and increased ROI through a powerful native personalization integration.
Deep personalization capabilities for known and unknown visitors
- Personalized search
- Personalized categories
- Personalized merchandising & recommendations carousels
- Personalized promotions
- Personalized banners
These capabilities come with SAP Hybris cloud to improve the site traffic and product reach that is calculated according to the customer’s purchase history and navigation.
Context-Driven Services Portfolio
- Foundation – Customer behavior tracking, Reporting, Testing & Optimization
- Personalization – Personalized search, content, promotions, and segmentation
- Recommendation – product recommendations and merchandising
1) Recommendations
What is it?
Recommendations are customer behavior-driven product order predictions to determine their next click and surface the corresponding products in a carousel.
Why do we need it?
- To lure customers to buy a product.
- To find the right product to convert.
- To avoid bounce & browse abandon.
How does it work?
It determines the most likely transitions through deep machine learning analysis of the user click paths.
2) Merchandizing
What is it?
Merchandizing means traction of behaviorally driven products using real-time shopping behavior to surface trending products.
Why do we need it?
Reduce browse abandonment due to irrelevant products, categories, and landing pages.
How does it work?
Based on the real-time business KPI scores such as conversion rate and product views, the relevant products enter and exit carousels.
Manual curation of product list and shelf space.
Personalized carousals to target individuals based on their behavioral traits via segmentation and smart edit.
3) A/B Testing
What is it?
Comparison of two versions of the company webpage to determine the performance of each to select the most productive and driving version.
SAP Hybris allocates rapid A/B testing of the click-through rate for personalized product recommendations carousals.
Why does it matter?
The rapid iterations of recommendations carousals improve the intervals to calculate the best probability.
How does it work?
The Bayesian algorithm aids the SAP Hybris A/B test results to approach faster than many other competitors.
4) Merchandizing Reporting
What is it?
Merchandizing reporting aids with the exposure and performance of the merchandising product.
Why do we need it?
To understand the exposure of the merchandizing carousel and ensure sufficient traffic is drawn to it.
How does it work?
Reports against the coverage, impressions, and click-through rates to enable the users to drill down to understand the carousal performance
5) Segmentation
What is it?
Addition or removal of customers to segments in real-time based on their relevant behavior to deliver the most personalized 1:1 individual experience.
Why does it matter?
Segmentation in SAP Hybris Cloud helps to surface the most relevant products, content, and offers for individual drives to elevate customer engagement and conversion.
How does it work?
User behavior and inaction trigger real-time updates to the customer’s profile including affinities such as categories, brands, products, and locations.
6) Personalized Content
What is it?
SAP Hybris Cloud enables real-time content personalization for known and unknown customers.
Why do we need it?
- Customers get to have access to more relevant content that they seek for which will reduce browse abandon.
- Merchandizers can dive the site traffic to certain areas by targeting potential customers.
How does it work?
- Determine the real-time calculated segments to which a particular customer belongs.
- Use offline data from third parties to add further context and context to the customer profile.
7) Personalized Promotions
What is it?
These are real-time promotions on the SAP Hybris cloud that are behavior-driven to target known and unknown customers.
Why do we need it?
- Customers are incentivized to explore and converted by relevant promotions and thereby driving engagement and conversion.
- Merchandisers can move stock by targeting the potential customers who are likely to be influenced by promotion.
How does it work?
Real-time calculation of segments to which a customer belongs and changing availability of the promotions to make it more useful to the user.
Roadmap to SAP Hybris personalization
Recent Innovations
- Segmentation and foundation
- Product Recommendations
- Dynamic Affinities
- Marketing Integrations Improvements
Planned Innovations
- Boost the merchandising capabilities and bury for product recommendations.
- A/B/n testing for merchandising.
Future Outlook
- Hyper-personalized product recommendations
- Conversion Reporting
- Multi-catalog and multi-site support
- SAP CDP/CDC Integration
SAP Hybris Cloud’s recent and future advancements for personalization direct businesses and consumers to an intriguing approach towards the eCommerce platform. Commerce businesses could benefit from these engagements and can build a steady pathway in their upcoming strategies. In the end, eCommerce industry can deliver more authentic interactions with customers—all in a personalized way.