1SAP Hybris Customer Engagement and Commerce Solution Brief for Wholesale Distribution
SAP Hybris Customer Engagement
and Commerce Solution Brief for
Today’s competitive markets demand that Wholesale Distributors evolve faster, become more
efficient, and provide memorable customer experiences. For decades, distributors have thrived
primarily on great, existing customer relationships. In the new millennium, simply breaking bulk
and having great relationships are not enough.
Furthermore, distributors continue to face margin pressu-
re, an empowered customer and industry consolidation. The
hyper-connected customer has more options to buy than ever
before and expects a more seamless, integrated and holistic
experience. Managing the customer experience requires tools
that let you build dynamic, content-rich engagement.
The most significant imperative is contextual engagement – a
direct and personal interaction with each customer, delivering
relevant content and personalized offers, using data and tech-
nology to win and retain business. Today, leading distributors
are using digital technology to create, deliver, and sustain new
and meaningful customer experiences – and in the process are
digitally transforming themselves.
To survive, distributors must re-think business processes and
models and use of their vast wealth of data to remain relevant
and leapfrog their competitors. Disruptors are making headway
in markets traditionally served by distributors, and customer
and employee expectations are changing fast.
Agility, the reduction of complexity, and new revenue streams
will be key to the future of successful, profitable wholesale
2SAP Hybris Customer Engagement and Commerce Solution Brief for Wholesale Distribution
Digital Trends Shaping the Buying Experience
Digital and Mobility
By 2017, 92% of distributors will be selling products online –
e-commerce is not optional, it is an expectation that needs to
be met. It is needed to enhance the customer relationship and
increase customer retention. In addition, it allows expansion
to new markets, segments and customers. The e-commerce
channel allows to convert high-cost customers into low-cost
Rising B2B Customer Expectations
Today, B2B Buyers expect the same information and the same
service if they buy online, in the branch or via phone. The
number of contact points a customer has with a distributor has
multiplied. Therefore companies must adopt an omni-channel
model to deliver a seamless and consistent customer expe-
rience - across all channels and touchpoints to customers,
whether it is an in-person interaction, a mobile device, a phone
call, or an email.
Enabling the Field
The sales force plays an important role in the sales process
– but their role is changing. Once sellers were seen as the
unparalleled source of information. But the digital revolution
has shifted the balance of power and equipping buyers with the
information they need to make purchase decisions. A new set
of tools is required to support the sales force with collaborative
selling capabilities, real-time customer information and the
ability to service customers anytime and anywhere.
Insight driven marketing
Companies must capitalize on data-driven insights and make
intelligent business decisions to maximize marketing ROI. By
leveraging big data to create a customer golden record and by
analyzing both transactional and behavior data in real time,
companies are able to gain insights across all touch points and
across entire customer journey.
Mega-Trends Shaping Wholesale
→ Technology is changing rapidly, especially on
the consumer side, which sets the bar higher
for distributors selling not only to their current
customers, but also to the new generation of digital
natives – to stay current, distributors must adapt and
to their needs.
→ Increased competition from non-traditional sources
such as Amazon Business Marketplace and
manufacturers selling direct – this trend will force
distributors to rethink their business model and how
to fend off new entrants.
→ Mobility is becoming a game-changer. Mobile devices
have changed how salespeople do their jobs and how
customers interact with distributors.
→ Customer expectations have increase – on self
service capabilities, on customer service, on
research tools, product information and search/
merchandising on websites.
→ Importance of sales channels is expected to change,
especially the role of the sales force – no longer is
order-taking part of their service; their role must be
more value added and they must have the tools to
access all customer interactions.
“Technology is transforming every industry. Winners are building
strategies and capabilities to match.”
3SAP Hybris Customer Engagement and Commerce Solution Brief for Wholesale Distribution
SAP Hybris Customer Engagement and Commerce Solutions
for the Wholesale Distribution Industry
SAP Hybris offers a single platform that combines Sales,
Services, Commerce and Marketing to ensure a seamless digital
experience across the entire wholesale customer journey.
It offers seamless support of B2B/B2C/B2B2C, marketplaces
and complex services scenarios. And by enabling a 360-degree
view of your customers and real-time predictive analytics, it
helps to further grow your business and compete in the new
→ Orchestrate business processes across marketing,
commerce, sales and service.
→ Enables business model innovation and expansion for
→ Deliver personalized experiences in context with each
→ Create a single, harmonized experience for your customer,
while reducing the burden on employees.
→ Be prepared to engage your customers on the channels they
choose at any moment in their journey.
→ Full integration with your Core Business Processes
BY THE NUMBERS:
89% of business leaders believe that customer experience
will be their primary basis for competition by 2016.
Commerce is not optional, it is an expectation and must
not be viewed as a discrete channel. Customers expect a
consistent, integrated omni-channel experience. By 2017,
56% of B2B buyers will complete at least half of their
purchases online (2015 Forrester)
B2B buyers prefer 3:1 to self-educate rather than speak to
a sales representative. (Forrester)
B2B customers are using their mobile devices to research
and buy online: 68% of contractors use smartphones. 37%
of contractors use tablets. (EMA Contractors)
QUOTE TO CASH
4SAP Hybris Customer Engagement and Commerce Solution Brief for Wholesale Distribution
SAP Cloud for Customer
SAP Cloud for Customer – is the next generation “Lead-to-Quote”
sales solution for Wholesale Distribution companies to engage
with their customers to build better relationships though both
sales and service:
built on a robust and flexible cloud platform that can adapt from
simple to the most complex sales processes, Cloud for Customer
captures insight from all touchpoints and helps the sales force
interact on a more knowledgeable basis and close deals
The omni-channel contact center has come to be the standard
for customer service, presenting a choice of options in a single,
flexible, and adaptable platform. Customers expect service staff to
understand who they are and to have access to all prior interac-
tions from all channels and touchpoints at the time they interact.
Cloud for Customer offers full data visibility and transparency,
where everything is available and usable.
The solution provides
→ Account & Contact Management
→ Lead, Opportunity and Activity Management
→ Visit Planning & Execution
→ Quote Templates & Creation of Orders
→ Collaborative Selling
→ Customer Specific Pricing & Discounts
→ Email & Calendar Integration
→ Real-time Analytics, Collaboration Features
→ Integrated with SAP Business Suite, SAP Hybris
Commerce and Marketing
→ Multiple languages for global deployment
→ Supporting device agnostic mobile approach incl.
offline for most commonly used operating systems
(Android, iOS and Windows)
5SAP Hybris Customer Engagement and Commerce Solution Brief for Wholesale Distribution
SAP Hybris Commerce
Hybris Commerce provides best-in-class omni-channel com-
merce capabilities, including natively integrated Product Content
Management, Web Content Management, mobile, search and
WORLD CLASS CUSTOMER
EXPERIENCE ACROSS ALL CHANNELS
→ Provide real-time insights into customer behavior
→ Reduce cost to serve with self-services
→ Assisted selling capabilities to support your sales force
→ Target with personalized Product & Service Bundles
→ Real Time Recommendations / Up-Sells
→ Integrated search capabilities
→ Manage Campaigns and Promotions
→ Mobile and responsive b2b portals to support faster
„SAP hybris Commerce Suite allows us to be more responsive to customer demands while providing the scale and
flexibility needed to support our unique business requirements. We have seen accelerated, double-digit return on
- Jeremy Rogers, Director of E-Business / Ingram Micro Mobility
of customers know what
they want before they even
contact the vendor
of distributors will be
selling products online
B2B Customers requesting
Rich and Accurate Product Content as a
Prerequisite for Creating Exceptional
Product content is a key to driving omni-channel commerce
success. Collaborate to create, manage and publish high-quality
content across all touchpoints to ensure sales and service chan-
nels have accurate, valuable and rich information.
Create and Manage Personalized
Customer Experiences on All Touchpoints
Managing the customer experience requires tools that let you
build a dynamic, content-rich engagement. Hybris Commerce
enables businesses to do just that. From mobile to desktop,
these experiences can be developed and maintained with intu-
itive business tools, making it easier to build a personal, highly
targeted customer journey.
Hybris Commerce enables organizations to engage customers
with dynamic content, search results, product catalogs, and pric-
es. Information from Hybris Marketing helps enrich the data with
additional customer insights to create personalized experiences
tailored to the individual buyers.
Increase in average
Greater utilization of
product returns and
6SAP Hybris Customer Engagement and Commerce Solution Brief for Wholesale Distribution
SAP Hybris Marketing
Clear market and customer intelligence is crucial for contextual
marketing. The marketer needs to know the customers as indi-
vidual entities - from internal and external data sources - to gain
a true picture of the customer. Order histories and financials can
be leveraged, as well as ‘unstructured’ data sources such as sales
representative interactions, email and web chat.
This can be combined with external sources of insight such as
social media ratings and conversations. It allows to market in a
way that is uniquely relevant to each individual customer and gain
better insights in how to invest, grow and retain your customer
Marketers need the ability to orchestrate the customer engage-
ments across channels.
SAP Hybris Marketing helps the marketer
→ Boost customer contact and response rates through
accurate targeting and segmentation
→ Empower marketers to perform their own
segmentation and targeting
→ Predict customer behaviors: leverage advanced
analytics to anticipate customer behaviors and
discover hidden trends
→ Forecast the effect of all marketing tactics to know
ahead of time how successful they will be.
→ Gain insight and unify the customer view by
consolidating customer information, - with data
from across the organization and external data
SAP Hybris Marketing comes tightly integrated with SAP Hybris Commerce and SAP Hybris Cloud for Customer. SAP Hybris
Marketing enables organizations to gain real-time insight into customer intent, deliver contextually engaging experiences, and to
market with speed and agility.
The out-of-the box integration allows organizations to leverage key capabilities in these areas:
→ Enrich the customer profile with visitor data from Hybris Commerce
→ Product recommendations on your sales channel based on historical patterns, preferences, and future propensities
→ Personalization in Hybris Commerce based on active campaigns targeted to the customer
→ Trigger remarketing campaigns for abandoned shopping carts
→ Marketing campaigns result in Leads, to be followed up by the sales representative
7SAP Hybris Customer Engagement and Commerce Solution Brief for Wholesale Distribution
The Path to Transformation
As the wholesale distribution business continues its transition into
a world where the buyer is hyper-connected, businesses will need
to find ways to remain constantly engaged with buyers. Customers
will conduct extensive research and compare products and prices
as well as sharing experiences through a variety of digital touch-
To get there you must be sure to both digitize and transform. It is
no longer enough to implement point solutions – those that fill one
need of the organization – e-commerce, for example, is just one
view of the customer’s digital interaction and experience with your
firm. In order to fully realize the potential of the new connected
customer, you must transform your entire business model across
all touch points: sales, service, commerce and marketing.
Further, the customer should be able to dictate the service level –
from self-service to full service. No matter the level of service or
channel they choose – phone, desktop, smartphone or app – the
firm that wins the heart of the customer has transformed itself to
support the choices of the individual.
About SAP Hybris
SAP Hybris enables businesses to transform how they engage with customers, innovate how they do business, and simplify their technology landscape. With a
comprehensive approach to customer engagement and commerce, our solutions unlock opportunities to optimize your customers’ experience and transform your
business. We help you drive relevant, contextual experiences across all of your customer touch-points in real-time, so that you can create strong differentiation
and build competitive advantage in the Digital Economy.
SAP Hybris has helped some of the world’s leading organizations transform themselves in response to changing market conditions and customer expectations –
delivering exceptional experiences, adding new channels, evolving their business models, and entering new markets. How can we help you?
Explore SAP Hybris solutions today. For more information, visit www.hybris.com.
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We understand the complexity of distribution operations – Customer engagement and commerce solutions from SAP Hybris help
Distributors transform for the new digital economy. We simplify and unify your business across sales, service, commerce and