Comparing SAP eCommerce Solutions for Retail

Since the pandemic, more traditional brick-and-mortar retailers have adopted an eCommerce business model, while still managing in-store performance, to ensure they can satisfy modern consumers’ needs at every touchpoint. Making the initial switch to the omnichannel wasn’t easy, and retailers were under a lot of pressure to not only survive but to also respond to demand for convenient, speedy, and reliable shopping.

That brings us to today, where we continue to see the rapid adoption of the omnichannel business model among small- to mid-sized retailers, as well as online operational bottlenecks for many big-box retailers . At the same time, digitally born retailers are investing more in opening brick-and-mortar storefronts to leverage unique, in-store capabilities.

Investing in an eCommerce retail solution can help retailers of any size or scope to cut back on operational costs and deliver a more consistent consumer experience regardless of the channel used. Where SAP’s portfolio of solutions stands out is they are designed to meet the retailer wherever they are in their omnichannel journey, seamlessly integrating with existing processes, and will continue to scale with the retailer as they strengthen their digital presence.

We’ll explore four different SAP solutions retailers can implement to drive omnichannel growth, as well as the specific benefits each would provide your retail organization, below:

SAP ECOMMERCE SOLUTIONS FOR RETAIL

SAP Customer Experience (CX) for Retail

The importance of using an advanced customer relationship management (CRM) system has greatly increased as personalized customer experiences become a key differentiator in the omnichannel retail space. SAP offers retailers an integrated suite of solutions that are designed to help them better understand, anticipate, and manage shopper demands wherever they are in their purchase journey. As your business grows, each component within the SAP Customer Experience (CX) suite works together to create a unified, channel-less customer journey.

For instance:

• SAP Customer Data Cloud safely collects and manages all customer sales data to inform decision making.

• SAP Sales Cloud streamlines sales processing, tracking, and forecasting.

• SAP Service Cloud ensures consistency in service processes and quality.

• SAP Marketing Cloud enables personalized marketing at scale with automated, real-time insights.

These tools work in tandem to integrate data from various sources in real time, breaking down departmental data silos and establishing a centralized, cross-functional CRM platform. Implementing any SAP CX solution would help retailers optimize key processes related to CRM, but those focused primarily on building or scaling their eCommerce presence should look first to SAP Commerce Cloud, which we will explore in the section below.

SAP Commerce Cloud

Among the industry-specific solutions integrated within SAP CX, SAP Commerce Cloud is a comprehensive platform designed to provide retailers with a more unified view of both front-end interactions and back-end processes across all customer-facing touchpoints. Leveraging this cloud-based system, backed by AI technology, retailers can greatly simplify operational complexities and ensure they are equipped to satisfy expectations for smooth, channel-less experiences.

Specifically, SAP Commerce Cloud can help retailers:

• Simplify order and product management by centralizing product data across all sales channels, in turn improving process efficiency and consistency of delivery through intelligent sourcing and inventory planning.

• Seamlessly integrate with other SAP solutions or existing 3rd party systems, reducing the risk of inefficiencies or errors.

• Utilize AI-powered tools to hyper-personalize the user experience, whether in-store or online, providing recommendations based on real-time customer behaviors and preferences.

SAP Customer Activity Repository (CAR)

Many omnichannel retailers still rely on disorganized, incompatible data management systems to inform decision making, making it challenging to properly align product offerings and marketing tactics with consumer preferences. An advanced, data-driven solution like SAP Customer Activity Repository (CAR) can help retailers maximize the value of large-scale datasets, ensuring digital initiatives are consistent with each other and in line with shifting customer behaviors.

SAP CAR streamlines data collection and analysis across siloed systems, generating actionable insights on consumer purchasing behavior, market demand, trend patterns, and more. Paired with automated allocation management and demand forecasting features, retailers can respond with more agility and better identify gaps and opportunities to refine their strategies. With a more centralized view over sales and customer activity in the omnichannel, retailers can realize the strategic competitive advantage hidden within their data and exceed expectations across every channel.

SAP Promotion Management for Retail (PMR)

An integral function of the broader SAP CAR suite of applications is SAP Promotion Management for Retail (PMR). For omnichannel retailers, where customer touchpoints span both digital and physical spaces, the ability to develop and execute a well-aligned promotional campaign and pricing strategy can greatly impact long-term competitive success.

SAP PMR offers a cross-functional platform to manage all promotional-related activities in one central location, allowing retailers to design multi-channel offers that boost short-term sales while driving long-term customer loyalty. Leveraging the data-driven core of SAP CAR with the robust PMR platform, retailers can effectively adjust promotions and pricing in real-time based on consumer demand and performance targets. SAP PMR can help retailers effectively boost the reach and effectiveness of omnichannel campaigns while also providing flexibility to pivot and respond quickly as market demands change.

GETTING STARTED WITH SAP FOR YOUR ECOMMERCE NEEDS

Whether your business is just starting out on its eCommerce journey or now considering a realignment of existing digital operations, SAP offers a cohesive, integrated ecosystem of solutions to help retailers build and optimize their omnichannel presence. To maximize the value of SAP investments, retailers should audit their internal and external performance to determine which platform will not only maximize resources and short-term gains but will also align with and drive your long-term strategic goals.

Our experts at Crescense can help your company identify growth opportunities within your eCommerce strategy and select the best fit solution for your unique needs. Precisely aligning key solution features with target performance metrics, we can guide your team to make more informed decisions to optimize your multi-channel retail strategy with SAP.