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SAP Hybris Americas Summit 2016: Top Takeaways from the #HybrisSummit

SAP Hybris Americas Summit



We attended the SAP Hybris Americas Summit in Ft. Lauderdale this week, and heard from some of the most innovative minds in eCommerce.

Check out our summary below of the top takeaways from the summit.


Contextual Marketing

A big push toward contextual marketing – getting the right content in front of the right customers in a timely manner.  

Updates to the Promotions & Rules Engine include:

  • The new rule driven promotion engine will allow business users to create and manage complex promotions using dynamic, flexible rules, without the need for IT expertise.

  • Generic rule engine to simplify complex decision making logic into user-defined rules with ready to use commerce business objects like product, cart, customer, etc.

  • Create auto-generated or manual coupon codes in the friendly UI, distribute and manage them for customers to redeem during checkout. Combine coupons with promotions with easy to use templates.


Improvements to Customer Experience include:

  • CMS SmartEdit is an intuitive, responsive and visually driven tool to make CMS work both efficient and straightforward. With SmartEdit, business users can preview and edit website content at various inflection points and drag & drop to add new or move components.

  • Deliver experiences tailored for the customer and their context to drive engagement and conversion. Tooling within SmartEdit to create customizations and define target groups for different outcomes.

  • Optimize the merchandising mix through real-time consumer information and context. A highly visual and easy to use drag and drop UI makes it easy to create and adjust the merchandising mix based on conversion attributes.


SAP Ad Exchange

Originally announced in May, 2016, SAP Exchange Media (SAP XM) is an integrated digital advertising platform. SAP XM will now become widely available.


Travel Accelerator for the connected traveler

SAP Hybris officially announced the general availability of the new SAP Hybris Commerce Travel Accelerator, designed to meet the demands of the digitally connected traveler.  Key features include the ability to:

  • Integrate external content from partners like hotels, car rentals, insurances, ground transportation, events and activities with a single view of customer bookings.

  • Create packaged offers and bundled products, managing price and availability by customer segment and through channels like mobile apps, kiosks, airport sales desks and contact centers

  • Integrate existing back-office and revenue accounting, along with customer relationship management, business intelligence and loyalty systems.

Learn more about the Travel Accelerator


Brian Walker, Chief Strategy Officer at SAP Hybris


One view of the customer with data at the core

It's all about breaking down silos to provide a single view of the customer. We look at how SAP Hybris Profile, part of the simplified Front Office, allows you to aggregate customer data and more in order to identify trends and act on them in real time. Manage commerce, marketing, service and sales in one place so that everyone in your organization has the same view of the customer.


Speed is critical

SAP Hybris recognizes the urgency for B2B companies to adapt in a fast moving market.

Microservices through YaaS, paired with CPQ software make it easier than ever for companies to provide a personalized experience.


Open is the new black

There's been lots of discussion around Hybris as a Service (Yaas). An open and transparent technology platform is key to fostering innovation and YaaS platform lets you develop microservices in whatever language you prefer. 


Many retailers also shared their SAP Hybris success stories.


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By Alyssa Hanson

Alyssa is part of Thinkwrap's Digital Marketing team and has more than 10 years' experience developing integrated campaigns for leading brands. She's passionate about eCommerce, tech, design, and video games.

Tags: eCommerce, SAP Hybris