Az ügyfélkapcsolat kezelés új korszaka
SAP Hybris
Budapest, 2017. március.

A VILÁG MEGVÁLTOZOTT

A VILÁG MEGVÁLTOZOTT
- MULTICHANNEL ÜGYFELEK
- OMNICHANNEL ELVÁRÁSOK
- SOK SZEREPLŐS PIAC
- ADAT ALAPÚ MARKETING
- KOMPLEX VÁSÁRLÓI UTAK

AZ FMCG ÚJ KORA

MEGOLDÁS:
TELJES ÜGYFÉLKÉP - VALÓBAN

Source 1: “The Contextual Marketing Imperative”, Forrester Oct 2015
Átlagosan 11 siló alkalmazás…
…és 15 különböző ügyfél
adatbázis
ÜGYFÉL ÉLMÉNY KIHÍVÁSOK

MEGOLDÁS:
TELJES ÜGYFÉLKÉP - VALÓBAN

8
FÉRFI
KOR: 60+
NŐS, 2 GYEREK
GEO: London
Milliomos (A+)
FÉRFI
KOR: 60+
NŐS, 2 GYEREK
GEO: London
Milliomos (A+)
Customer A
Customer B
Similar
Customer
Similar
Offers ??
Customer Charateristics
8
KIHÍVÁSOK:
NEM TELJES ÜGYFÉLKÉP

9
Customer A
Customer B
Customer
Customer A
Customer B
Buying Behavior ImplicationsSegmentation
Segment 1
Segment 2
@
@
KIHÍVÁSOK:
NEM TELJES ÜGYFÉLKÉP

MEGOLDÁS:
TELJES ÜGYFÉLKÉP - VALÓBAN

CÉL:
INTEGRÁLT ÜGYFÉLKÉP ÉS KISZOLGÁLÁS

MEGOLDÁS:
TELJES ÜGYFÉLKÉP - VALÓBAN

MEGOLDÁS:
TELJES ÜGYFÉLKÉP - VALÓBAN

Akik már lépnek

Akik már lépnek

© 2015 SAP SE or an SAP affiliate company. All rights reserved. 16For internal SAP and partner use only
SAP CUSTOMER ENGAGEMENT & COMMERCE (CEC)
OMNI-CHANNEL CUSTOMER ENGAGEMENT PLATFORM
PRIVATE CLOUD PUBLIC CLOUD ON-PREMISE
SALESSERVICEMARKETINGCOMMERCE
INDUSTRIES
EXPERIENCE MANAGEMENT
REAL-TIME ANALYTIC & PREDICTIVE
MDM FOR CUSTOMER ENGAGEMENT & COMMERCE, BILLING
INFRASTRUCTURE, PLATFORM, INTEGRATION
WEB PRINTSMS/
NOTIFICATION
DIGITAL
ADS
SEARCH
KW/ADS
EMAILMOBILE MARKET-
PLACE
CONTACT
CENTER
IN STORE/
BRANCH
SOCIALDIGITAL
GOODS
AGENT
TOOLS
IOT

© 2015 SAP SE or an SAP affiliate company. All rights reserved. 17For internal SAP and partner use only
SAP HYBRIS SALES & SERVICE
Account Management & Intelligence
Opportunity Management & Insight
Collaboration & Social
Productivity & Personalization
Real-Time Analytics
Mobility
Integration

SAP HYBRIS SALES – DEMO

© 2011 SAP AG. All rights reserved. 19

© 2011 SAP AG. All rights reserved. 20

© 2015 SAP SE or an SAP affiliate company. All rights reserved. 21For internal SAP and partner use only
SAP hybris COMMERCE SUITE
Product Content Management
Web Content Management
Responsive Storefront Pages
Advanced Personalization
Merchandising
Reviews and Comments
Cross- and Up-selling
Faceted Search
Guided Selling

Heineken, the leading brewing
company with revenues exceeding
EUR 20 billion, decided to launch a
strategic initiative to make easier for
“grab and go” shoppers to find their
preferred Heineken products and
support the overall beer shopping
experience.
 SAP Hybris is supporting Heineken
with its programme that aims to help
convenience stores boost beer sales
 Implementing SAP Hybris B2B
Commerce as master data
management and order
orchestration, Heineken can serve
convenience stores and off trade
partners through a self service order
management system integrated with
ERP and its DSD solution.
Heineken
NEVER OUT OF
STOCK

COMMERCE AND
BEYOND
Asics
Leading athletic equipment company
which produces footwear and sports
equipment designed for a wide range
of sports, estimated revenues of EUR
2,6 billion.
 Asics is fast emerging as fierce
competition, due in no small part to
an effective communications
strategy. The brand has become a
leading name in running apparel in a
way that spans both amateur and
professional levels. Its latest creative
and messaging encourages runners
to get out there, explore, experience
and most importantly, to run. In 2015
they have launched their “Better your
Best” campaign where is all about
helping people to run their own race
and the only thing that matters is
themselves.

Hybris Marketing
Marketing of One

3rd Party Applications
(for data & execution)
SAP HYBRIS MARKETING
1st Party Applications
Acquisition Convert Loyalty*
Insights
Segmentation
Planning
Recommendation
Batch & Events
Social providers
Mobile providers
Email Engines
Ad Providers
Commerce
ERP
Sales
Service
Marketing Data Management
Batch & Events
HYBRIS MARKETING -TELJES ÜGYFÉLKÉP

MEGOLDÁS:
TELJES ÜGYFÉLKÉP - VALÓBAN

Teljes customer journey

Közösségi média is a kép része

MARKETING AUTOMATIZÁCIÓ

PREDIKTÍV MODELLEZÉS

© 2011 SAP AG. All rights reserved. 31
NÉHÁNY REFERENCIA

NEW KIND OF CRM
Leading beverage company with the
highest-selling energy drink in the
world, estimated revenues of EUR 5
billion with more than 5 billion cans
sold each year.
 Red Bull expanded its product range
adding zero calories, cola, special
editions cans and also water to its
portfolio.
 More recently Red Bull launched its
Red Bull Media House, a multi-
platform media company with a focus
on sports, culture, and lifestyle. As an
umbrella brand, it offers a wide range
of premium media products and
compelling content across media
channels as diverse as TV, mobile,
digital, audio, and print, with core
media offerings that appeal to a
global audience.
Red Bull

BEYOND CUSTOMER
EXPERIENCE
Nespresso
Nespresso is a leading company and
brand that manufactures both machines
and coffee capsules they use.
 Nespresso redefined the way coffee
lovers around the world enjoy their
Espresso coffee through a unique
combination of premium quality Grand
Cru coffees, smart coffee machines
and exceptional customer services
 Nespresso products are available for
both home and business consumers
 Nespresso is also well know for its
“Le Club” community that helped
Nespresso to position its brand as
premium

The largest independent Coca-Cola
bottling group in the world operating in
Latin America and Philippines report
revenues exceeding USD 19B is
serving its long tail customers
leveraging SAP Hybris B2B Commerce
integrated with B2B Marketing and
Cloud for Sales.
 Coca Cola FEMSA has created a
360 view of its long tail customers
and can now market to 1.5 million
B2B partners leveraging an
integrated B2B front office on SAP
Hybris;
 Coca Cola FEMSA also decided to
leverage cloud for all its technology
stack to minimize capital
expenditures and accelerate its time
to market;
Coca Cola FEMSA
“Our need was to create one central place to store our consumer data: with a co-
innovation project we went from 0 to 100 into 5 months with technical go-live of
hybris Marketing.”
Christian Stoxreiter, Head of Businss Application Team, Red Bull
LINKING
MARKETING AND
SALES

Ferrero, the leading Italian
Manufacturer of branded chocolate and
confectionery products, with revenues
exceeding EUR 10 billion, decided to
adopt the SAP Hybris marketing and
commerce solutions to create insights
on its current and future consumer
base.
 The SAP Hybris Marketing solution is
used to collect consumers’
information across different Ferrero
brands to support current and future
initiatives in an industry
(confectionery products) that can be
potentially highly regulated, in term of
marketing activities, in the future;
 SAP Hybris Commerce B2C has
been also implemented to simplify
registration processes across all its
digital properties and create
commerce-ready web sites
Ferrero
FUTURE BUSINESS
MODELS

ALTERNATÍV UTAK A FOGYASZTÓHOZ

Source 1: “The Contextual Marketing Imperative”, Forrester Oct 2015
DIGITÁLIS OFFLINE - HIJACK

Source 1: “The Contextual Marketing Imperative”, Forrester Oct 2015
DIGITÁLIS OFFLINE - HIJACK

LEGYÜNK GYŐZTESEK!

© 2015 SAP SE or an SAP affiliate company. All rights reserved. For internal SAP and partner use only
Arany János
Hybris Sales manager
Hungary
+36-70-400-6609
Janos.arany@sap.com