Successful in Omni Channel Retailing with SAP User Experience (C/4HANA)
The technical innovations of recent years have had a fundamental influence on the retail trade and will continue to place high demands on the market in the future.
Your customers expect a uniform shopping experience across all channels - whether it’s stationary retail, at home on TV or on your mobile phone. Shopping advice on the "smart glass" in the store, payment with the Apple Watch - all this is already part of our everyday lives ...
Knowing what really matters to your customers
You get to know your customers better and better through the customer life cycle and are able to offer them authentic and confidence-building customer experiences.
All necessary solutions for marketing, commerce and sales are combined in C/4HANA. They are complemented by Experience Management (Qualtrics) and Customer Data Management (Gigya).
These solutions are based on the SAP CAR platform as the Omni Channel backend. This enables you to network all online and offline sales channels from the customer's perspective and create a cross-channel shopping experience.
As a retailer, you benefit enormously from the possibility to assess your customers in a 360° view and to optimally advertise across all channels.
User experience through context-related customer approach in real time
With customer data, personalisation and marketing automation to sales success
Offers are, with the help of the latest software, better and better tailored to customer needs. However, the prerequisite for this is the proper integration of high-quality data from a wide variety of sources. In the omni-channel age, customers expect a sales experience across all touch points.
What is the secret to generating relevant offers for the customer?
It lies in the answers to questions like:
- Which transactions have your customers initiated in the past and what are their interests?
- What are customers doing in the online shop at this moment?
- What is their browser behaviour or what is their buying behaviour in the shop?
- What could they do next? Can you create a prediction model based on history and current behavior?
The key to generating relevant offers consists of the integration of many different data into the marketing platform. Segmentation models, and the target groups created from them, form the basis for personalised campaigns. These personalised campaigns are further intensified through automation.