3/11/2015

Insights on the Hybris partner summit 2015

Hybris Software, leader in Gartner’s Magic Quadrant for Digital Commerce, enlightened the future of its eCommerce and marketing platform. The annual summit in Munich promised to be exciting again, and exceeded our expectations!

Here are the highlights of the Hybris partner summit 2015:


Focus on Commerce Personalization

Did you know personalized content can make your average order size go up with 20%? And yet, few companies actually implement or invest in personalization. Surveys show that 59% of consumers indicate that they receive poor product recommendations when shopping online. That means that personalization can dramatically impact the effectiveness of eCommerce business. Besides that, it must be done in the right way. The shopping experience should be improved. Customers want to receive the best offer at any time.

This allows companies to significantly increase conversion rates and order sizes, create customer loyalty and most importantly, gain a better insight into the customers’ online behavior.

By tracing customers’ click behavior on the site, this knowledge can be used to present more valuable content to other customers following a similar navigation path on the site. Hybris offers different modules to accomplish just that, and the integration with SeeWhy (a company SAP acquired mid 2014) looks very promising. SeeWhy’s behavioral solutions allow real-time 1-to-1 marketing campaigns using email, advertising across desktop, mobile and social channels. All this is based on individual customer behaviors. It elevates marketing from irrelevant noise to a personal service.

“SeeWhy’s solutions for automating personalized campaigns in real time are a natural fit with Hybris and SAP. They promise even higher returns for our customers’ investments in the Hybris omni-commerce platform,” said Carsten Thoma, president and co-founder of Hybris.

Responsive Storefront

The B2C accelerator is now completely responsive, meaning, the storefront is accessible in the most optimal way on any device.

For years, web developers have designed products and and information for the desktop/laptop. Mobile (if even thought about) was a barebones part of the desktop version and totally neglected. Over the past years, things have dramatically changed. Designing for mobile first prepares you to be ready. You might think this is the nearby future but the moment to act is now! Mobile first also forces you to innovate. It makes you able to respond in the most optimal way to every customer on the storefront.

Strong SAP solution integration

There are many possible scenarios of integration, but especially the integration with SAP’s new pricing API and the tight shopping cart integration are eye-catching.

The new SAP pricing API integration enables you to prepare pricing strategy in SAP and to use it directly on your storefront. Integration is still necessary, but the framework is already present and can be used directly.

The shopping cart is no longer an independent Hybris experience, where at the end the order is exported to SAP. Typically, data (such as availability, stock information) was synchronized and replicated into the Hybris environment. The information would only be available in the store from that moment on. In the new hybrid approach, the Hybris cart can be synced with the SAP cart asynchronously and events like order canceled and the reason for cancelation can be communicated directly. In this way certain asynchronous functions can be replaced with direct synchronous SAP calls where required.

YaaS, Hybris as a platform

Hybris presents YaaS as a cloud platform that allows everyone to easily develop, extend and sell applications based upon Hybris. They call it “microservices”, REST services meant to do really specific things and create scalable, resilient, and performant services to build applications. Templates are used to build the next generation of responsive applications. Back-office modules can be built in any kind of front-end technology and still be integrated into a central view.

Some of YaaS’s features are:

  • PaaS offering supporting a full lifecycle development environment
  • Bring the application live in less time
  • Concentrate on solving specific requirements. It’s an App model (you can compare it to the model of Office 365 apps)
  • Low learning curve
  • All kinds of programming languages ruby, node.js,,… can be used, no limitation to Java only.

Worth mentioning here is the fact that SAP catches the opportunity in trying to steal market momentum from Salesforce.com.

Check it out for yourself at devportal.YAAS.io

SAP – Hybris Marketing

Last but certainly not least, is the new SAP – Hybris Marketing solution based on the acquired SeeWhy product.

The marketing landscape has significantly changed, marketers need to be disruptive and even reinvent themselves. Customers are tired to be bombarded with irrelevant messages and non-engaging emails. All these weapons of mass distraction are actually driving customers away!

Marketing now needs to be “contextual”, it needs to relate to the customer in a direct sense. The context makes the big difference. But how can we determine context when a customer is visiting the storefront, or in the case he is subscribed to a newsletter? The answer is data. Although we have all the technology available to store the needed information, often required data is missing. That doesn’t necessarily mean it’s not there, it’s somewhere, in some system, in some kind of form, but nobody knows how to penetrate those “data silos”. Data is often in way too much systems and there’s often no coordination between the different channels.

In order to solve this we need to attack the core of the issue and leverage data to really drive the Omnichannel engagement. There is a real need for a single view of the truth. This view has to exist all over orders, customers, stock information, digital assets, etc.

Besides the business and product information we are still missing the most important aspect, namely the 360° customer profile view. In order to provide real time individualization we need live product data but we also need all the information of the customer that is available. It’s all about customer intimacy.

The conference days were exciting. While some modules are still in beta, it will be interesting to see how the new products will find their use in new projects and state of the art store fronts.