SAP Hybris

What Is SAP Hybris?

Hybris was a German company founded in 1997 that focused on omnichannel e-commerce solutions. In 2013, SAP acquired Hybris and replaced the name with SAP Hybris (also referred to as SAP Commerce Cloud). The SAP Hybris portfolio included several offerings: commerce, marketing, sales, service, and billing. In 2018, SAP Hybris and its portfolio were changed to SAP Customer Experience (CX) to better reflect the move toward business/brand CX.

What Is SAP Hybris?

Hybris was a German company founded in 1997 that focused on omnichannel e-commerce solutions. In 2013, SAP acquired Hybris and replaced the name with SAP Hybris (also referred to as SAP Commerce Cloud). The SAP Hybris portfolio included several offerings: commerce, marketing, sales, service, and billing. In 2018, SAP Hybris and its portfolio were changed to SAP Customer Experience (CX) to better reflect the move toward business/brand CX.

How Companies Utilized SAP Hybris

A majority of companies using SAP Hybris were retailers that wanted access to both business-to-business and business-to-consumer commerce reach. What made SAP Hybris an attractive solution was its customization and scalability capabilities. Companies could customize the solution to best suit their business models. Regardless of size, companies could scale the solution and expand their omnichannel offerings as their business grew. Because SAP Hybris was part of the SAP family of solutions, it integrated seamlessly with other SAP applications that could support a company’s operational needs.

Key Considerations for SAPinsiders

• The Disruptive Dynamics of Customer Engagement. In this article, learn how companies created individualized customer experiences with SAP Hybris. In today’s marketplace, it’s customer experience that differentiates a company from its competitors. According to the article, “Above all, SAP Hybris lets you run an agile, consumer-centric business. In this case, agility is not some fancy business metaphor: It’s real. The digital economy is driven as much by changing customer expectations and demands as it is by products or services. You cannot just get something right once and then sit back. You need a business model that evolves and keeps customers’ attention by continually getting things right in new ways.”
• Case Study Update: Real-World Lessons from National Vision’s SAP Commerce and Marketing Implementation. In this case study, National Vision shares the outcome of its holistic implementation of SAP Hybris commerce and SAP Hybris marketing modules. According to Hillary Bliss, Director of CRM & Marketing Analytics, data is critical to the success of every organization, and National Vision is no different. On the marketing side, accuracy is key to ensuring that campaigns are deliverable and accurately personalized. “A huge portion of our effort was dedicated to ensuring the data loaded into the cloud platforms was accurate; further work was done to define and establish data transfer protocols to ensure that data in the cloud and source systems was kept clean, which application should overwrite the other when there is a disagreement, etc.,” she said.