SAP Hybris Day: Marketing Trends of the Future Presented

SAP, at today’s event SAP Hybris Day under the slogan “Technology – the Foundation of Digital Marketing” together with business partner mStart, users, and experts in sales and marketing, presented a range of topics related to the marketing trends of the future. Business digitalization, consumer expectations, and how the customer experience will look in 2020 were key themes of the event, during which advanced technological solutions and practical examples from SAP were presented.

The event was opened by the director of SAP, Sonja Popović, and the sales director of mStart, Hrvoje Veselko, with an introductory presentation on digital transformation. While Hrvoje Veselko spoke about his company’s experience in implementing Hybris solutions, Sonja Popović emphasized the importance of technology and its impact on today’s world, where changes occur extremely rapidly, stating: “Companies that want to be successful in the future must embrace these changes and integrate them into their business, where adapting to the individual customer is certainly key. SAP Hybris technologies enable access to key customer information, allowing for analysis and shaping, as well as personalized adaptation. They also form the basis for realizing more effective sales and digital campaigns. Technology can certainly help with this – an important foundation of digital marketing, which provides an opportunity to attract customers.”

Cosmin Costea, the director of digital strategies at Deloitte for Central Europe, opened a series of lectures with a presentation titled “Business Digitalization and Consumer Expectations – Challenges and Guidelines,” during which attendees had the opportunity to learn more about the digital activities necessary for improving business.

Hrvoje Kujundžić, Director of Development, and Hrvoje Ljubičić, Director of E-commerce at Agrokor, presented the Abrakadabra project to the gathered participants, emphasizing that by applying SAP Hybris solutions, they created a platform that sets a new standard in the shopping experience and thus focused on customer satisfaction.

The panelists of the round table “Marketing 2020” discussed the role of consumers or users in the product lifecycle and how that role will look in the future, explaining how customers will be able to actively participate in the design of new products, defining their capabilities, or at least in choosing their variants.

As part of the presentations at the event, SAP introduced a demo titled “One Customer – Many Journeys – Infinite Possibilities” which provided attendees with insight into what digital customer experience looks like from four perspectives – discovery (marketing), acquisition (commerce), sales (sales), and service (service). This also serves as an overview of the four main blocks that represent the Hybris architecture. Indeed, connecting with the customer is critical, as it can be the main differentiator compared to the competition. Additionally, connecting means providing information through the customer’s preferred channel, answering their questions before they even ask them, early communication of their offers and options, often aligned with recognized customer expectations.