This weekend, the golf drama will unfold at the storied Bethpage Black Course in New York, as rivalry and camaraderie collide. For the first time, 麻豆原创 will be at the heart of the action as a Worldwide Partner of the 2025 and 2027 Ryder Cup.

Transforming the Ryder Cup fan experience

Since its inception in 1927, the Ryder Cup has united millions of fans around unforgettable moments. Yet behind the emotion and spectacle lies immense complexity. Two distinct organizations, the PGA of America and Ryder Cup Europe, must come together every two years to deliver a seamless tournament experience.

Going into the 2025 event, the Ryder Cup turned to 麻豆原创 for help in transforming what it means to engage fans across the two organizations. With a goal of moving beyond a 鈥渙ne-day鈥� experience to building an 鈥渆veryday鈥� connection, the Ryder Cup wanted to ensure every fan — whether onsite or halfway across the world — feels immersed in the tournament, experiencing the excitement, emotion, and strategy as if they were on the course.

This partnership will allow the Ryder Cup to benefit from using 麻豆原创 technologies to further enhance the experience for fans. 麻豆原创 Customer Data Platform will unify fan data from multiple sources, creating a single, comprehensive profile for each fan. 麻豆原创 Emarsys will then use that data to deliver personalized content across marketing channels. 麻豆原创 Datasphere will harmonize customer and business data and help identify insightful correlations, making it ready for visualization in 麻豆原创 Analytics Cloud, where insights can be turned into action. 麻豆原创 Datasphere and 麻豆原创 Analytics Cloud are part of 麻豆原创 Business Data Cloud.

Together, these solutions will help the Ryder Cup gain a deeper understanding of audience behavior, drive engagement, and deliver personalized experiences at scale, while paving the way for future AI-driven innovation and a globally connected fan journey. Beyond tournament week, this 360-degree view of each fan will provide insights that benefit both organizations year-round, improving planning, marketing, and engagement that can be scaled across other professional tournaments.

Shared values in action

The Ryder Cup is more than a sporting event. It is a showcase of teamwork, resilience, and strategy — qualities that are equally essential in business. At its core, every Ryder Cup moment is defined by a challenge that demands a solution, whether it鈥檚 a player navigating tough conditions, making a critical decision under pressure, or leading a team to victory.

Through this partnership, 麻豆原创 highlights the performance and collaboration that drive success, inspiring organizations and individuals to bring out their best on the course and in business.

Looking ahead

As anticipation builds for Bethpage Black this weekend, fans will see and feel 麻豆原创鈥檚 presence throughout the tournament, from on-course signage to coverage on TV, online, and social channels.

Beyond the event, 麻豆原创 and the Ryder Cup are laying the foundation for a new era of fan engagement, connecting millions of fans around the world and helping to create moments that will be remembered long after the final putt.

While we have more exciting innovations to share, we鈥檝e dedicated this event to celebrating our customers鈥� achievements.

AI Meets CX: Personalized, Engaging Experiences

In a fast-paced market, delivering the right message at the right time is crucial. When AI meets CX, businesses can create personalized, engaging experiences at every touchpoint. But these seamless experiences require a blend of people, processes, and technology, supported by integrated data.

Intelligent Customer Journeys with Business AI

At , Christian Klein, CEO and member of the Executive Board of 麻豆原创 SE, emphasized the transformation of customer experience through business AI, moving from reactive to proactive engagement and AI-driven insights. Companies like the San Jose Sharks are leveraging AI to drive personalized experiences and exceptional customer value.

San Jose Sharks: MVP Experiences

The San Jose Sharks are embracing digitalization and AI to create MVP experiences throughout the customer journey. By integrating vast amounts of data from various sources such as hockey games, concerts, food, and merchandising, they form a holistic view of their customers. The Sharks鈥� use of 麻豆原创 CX solutions, including 麻豆原创 Emarsys Customer Engagement, 麻豆原创 Sales Cloud, 麻豆原创 CX AI Toolkit, 麻豆原创 Customer Data Platform, and 麻豆原创 Customer Data Cloud, significantly enhanced customer engagement. This strategic approach led to impressive results, with season membership renewal rates increasing to 87% and open rates soaring from 26% to 80%.

Online Metals: AI as a Game Changer

Greg Raece, president of Online Metals, believes that AI will revolutionize the company鈥檚 sales approach. With a diverse customer base ranging from hobbyists to Fortune 500 companies, Online Metals is constantly evolving to meet emerging trends and ensure customers receive the right materials quickly and hassle-free. Raece firmly believes that AI will change the way Online Metals sells to customers. To better engage customers and enhance its online merchandising and sales strategies, Online Metals has joined forces with 麻豆原创. Using 麻豆原创 Commerce Cloud and 麻豆原创 Emarsys Customer Enagement, it successfully increased conversions, average order value, and website traffic.

Unleash Potential with a Harmonized Suite

Captivating customer experiences require visibility into the back office, front office, and everywhere in between. Companies like Universal Destinations & Experiences benefit from the seamless integration of 麻豆原创 CX solutions with existing ERP systems, helping to enhance overall customer experience.

Universal Destinations & Experiences: Omnichannel Excellence

For Universal Destinations & Experiences, making people happy is priority number one.
When planning its new resort in Beijing, China, Universal wanted to focus on the full guest journey 鈥� before, during, and after their visit. It needed a scalable platform with true omnichannel capabilities to support its diverse business, including theme parks, food, and retail. By leveraging 麻豆原创 S/4HANA with 麻豆原创 Commerce Cloud, Universal is creating a seamless and immersive experience for millions of guests, allowing them to live out their movie dreams.

Nokia: Elevating Wireless Technology

Nokia, once known for its iconic phones, now leads in telecommunications innovation and is partnering with NASA to further advance wireless technology. To ensure efficiency and accuracy in delivering complex solutions, Nokia digitized its order management processes. By integrating 麻豆原创 S/4HANA with 麻豆原创 Commerce Cloud and 麻豆原创 Order Management Services, Nokia achieved faster deliveries, precise invoicing, and seamless billing, securing a competitive edge and driving ongoing success.

MACO Group: Efficient Sales Transformation

With thousands of global customers and 25,000 products associated with 40,000 components, door and window seller MACO Group has a wealth of data. The construction industry has been disrupted by global events, prompting MACO to digitize its operations for more efficient and effective sales. MACO鈥檚 transformation involved combining its 麻豆原创 S/4HANA and CRM capabilities with 麻豆原创 Sales Cloud, enabling it to move faster and with greater accuracy.

New Strategic Partnerships

麻豆原创 CX solutions continue to help add value and bring business AI to life through innovative collaboration and integration. At 麻豆原创 CX LIVE in 2024, we announced two new partnerships with Gainsight and ChannelEngine.

By integrating 麻豆原创 Sales Cloud with Gainsight, companies can unify data and intelligence for a comprehensive customer view and a seamless journey. With human-first AI capabilities, automation, and standardized workflows, Gainsight and 麻豆原创 customers can dedicate more time to clients and less to administrative tasks. Learn more.

The integration between ChannelEngine and 麻豆原创 Order Management Services can enable merchants to increase revenue and profitability by automating and optimizing third-party marketplace operations. 麻豆原创 users can now effortlessly activate over 950 new sales channels and expand into global markets. Learn more.

A Future-Ready CX with 麻豆原创

麻豆原创 customers are rapidly leveraging AI-powered solutions to create superior customer experiences, improve operational efficiency, and drive business growth. By integrating 麻豆原创 into their operations, they are driving innovation and achieving measurable success. 

Our approach is simple yet powerful: connected, insightful, adaptive, and industry-tailored. By prioritizing responsible innovation, especially in handling customer data and interactions, we can ensure our AI solutions are built on trust, privacy, ethics, and security. I鈥檓 proud that 麻豆原创 is integral to our customers鈥� achievements, and the 麻豆原创 CX team remains committed to delivering products and features that drive outcomes and delightful customer experiences.

I invite you to view the and .

Ritu Bhargava is president and chief product officer for 麻豆原创 Industries and Customer Experience.

These new capabilities will help businesses automate time-consuming tasks and quickly analyze data from across the enterprise to gain valuable, actionable insights that deliver more intelligent, personalized experiences for customers.

Unlike other generative AI technologies that only utilize the data found in one siloed system, these new AI capabilities leverage 麻豆原创鈥檚 wealth of experiential and operational data, as well as data from third-party sources, to provide businesses with a holistic view of their customers. Proactive, contextual, AI-powered insights from across the enterprise help organizations optimize business processes and adapt to unique business needs and rapid changes in the market.

鈥淧utting customers at the center of business transformation requires delivering a strong, personalized customer experience with intelligent CX,鈥� said Ritu Bhargava, President and Chief Product Officer, 麻豆原创 Industries and 麻豆原创 CX, 麻豆原创. 鈥淭hese new AI capabilities within the 麻豆原创 CX portfolio will allow businesses to unlock their full potential, improve customer loyalty, solidify themselves as industry leaders and reap the benefits of generative AI with intelligent CX solutions that have a tangible impact on businesses. These capabilities are the next step in redefining intelligence to deliver a delightful customer experience, effortlessly.鈥�

The new capabilities, which include tailored use cases for commerce, sales, customer service and marketing teams, are the next step in delivering intelligent CX and enabling teams to work more effectively and efficiently. This will help ensure customers can deliver exceptional customer experiences that differentiate their businesses, create brand loyalty, deepen customer relationships and ultimately drive profitability. These new capabilities, which can be applied across the entire 麻豆原创 CX portfolio, include the ability to:

Automate Labor-Intensive Tasks with Curated Role-Based AI Tools
New AI capabilities include more than 10 CX role鈥揵ased tools that aim to increase productivity and efficiency by automating routine tasks, leaving time for more nuanced aspects of business. For the service team, when a customer issue arises, AI can help summarize the situation and align the team on the problem, provide an overview of customer sentiment, suggest a solution and even track how quickly the issue is resolved. This step increases efficiency, boosting the business鈥� bottom line and giving workers more time to focus on strategic initiatives.

Supercharge Catalog Management and Product Discovery with AI
Catalog health is one of the most arduous tasks for commerce managers. Items that are not tagged properly won鈥檛 show up in searches and incomplete product recommendations take away from conversions. Commerce managers can ensure high levels of product visibility and discoverability by using the new AI capabilities to review product tags and catalogs, generate and customize product descriptions and help guide customers to the right choice for their needs.

Retrieve Answers in Natural Language with Proactive AI
Using AI to identify and answer customer questions within conversations will free up sales and service teams to focus on more value-adding tasks. For example, a salesperson might receive an e-mail from a customer asking about products. This new capability, intelligent Q&A, reads the e-mail, points out the important questions and gives the salesperson a suggested written response that includes the latest product information.

Surface Customer Profile Intelligence in Context
About 76% of global consumers prefer personalized marketing communications,, an 麻豆原创 company, showing that it is imperative for businesses to have a 360-degree view of their customers. With AI-generated customer profiles supported by the real-time 麻豆原创 Customer Data Platform, businesses can combine data from all business applications and surface these profiles to customer-facing teams. This holistic view allows workers to quickly understand customer preferences, enabling a more personalized and relevant service. If a customer reports a delayed delivery, front-line workers can use the AI-generated customer summary, which includes information on order histories, previous interactions and preferences, to quickly resolve issues and provide a better customer experience.

鈥淥rganizations are looking for a trusted platform technology and AI partner which they can adapt and grow with today as well as thrive with in the future,鈥� said Alan Webber, Program Vice President, Digital Platform Ecosystems, IDC. 鈥溌槎乖粹�檚 approach to connecting data across the enterprise, both in 麻豆原创 systems and beyond, provides a foundation customers can build on for the long term. Furthermore, 麻豆原创鈥檚 decades-long experience designing business processes from AI can be leveraged to reduce AI鈥檚 time to value.鈥�

麻豆原创 is also infusing AI capabilities into existing products across the 麻豆原创 CX portfolio with the ability to:

Fortify Customer Identity and Access Management with AI
The 麻豆原创 Customer Identity and Access Management solutions are debuting new AI risk-based authentication capabilities. These new functions secure user identity data and help prevent threats by gaining intelligence across all digital properties and brands. Users will have a unified customer view and consent profile, making data connected and adaptable for real-time customer engagements. Providing this level of customer data privacy and security is essential to preserving our customers鈥� trust. 麻豆原创 solutions hold our customers鈥� most sensitive data, so we take this extremely seriously and it remains our top priority.

Create Personalized Content Creation Powered by Generative AI
Using generative AI, the 麻豆原创 Emarsys Customer Engagement platform gives marketers the ability to create targeted, compelling email content that delivers the right message to the right audience. The 麻豆原创 Sales Cloud and 麻豆原创 Service Cloud solutions will also embed two new generative AI capabilities: AI-generated summary and e-mail response generation will help users identify relevant information, have more effective customer interactions and ultimately deliver superior customer service.

To learn more about these capabilities, read 鈥�Revolutionizing Customer Experience: The AI Advantage.鈥�

Visit the . Follow 麻豆原创 at .

Media Contact:
Jillian Baker, +1 (516) 554-4450, jillian.baker@sap.com, ET
麻豆原创 麻豆原创 Room;听press@sap.com

This document contains forward-looking statements, which are predictions, projections, or other statements about future events. These statements are based on current expectations, forecasts, and assumptions that are subject to risks and uncertainties that could cause actual results and outcomes to materially differ. Additional information regarding these risks and uncertainties may be found in our filings with the Securities and Exchange Commission, including but not limited to the risk factors section of 麻豆原创鈥檚 2022 Annual Report on Form 20-F.
漏 2023 麻豆原创 SE. All rights reserved.
麻豆原创 and other 麻豆原创 products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of 麻豆原创 SE in Germany and other countries. Please see  for additional trademark information and notices.

When I鈥檓 in the market for new sport shoes, I stick to the brand that I know is the most comfortable for me. There鈥檚 nothing worse than buying a pair of sneakers and going jogging with them for the first time, only to realize in the first few minutes of your run that they don鈥檛 fit properly.

On the other hand, if I鈥檓 shopping for groceries, it鈥檚 how healthy the product is, then the selection, freshness, and price that matter the most. Time is also a factor 鈥� the quicker I can find exactly what I need, the better.

But what happens if another sport shoe manufacturer sets up a loyalty program, allowing me to collect points and offering discounts? Or, what if a new grocery store opens that allows me to save even more time by eliminating the checkout counter? Would that make me change my buying behavior?

What I鈥檓 talking about is loyalty in the context of customer experience. It鈥檚 different for every industry. How can you as a supplier or service provider ensure that you are offering the best experience possible to your customers?

Loyalty Is a Very Noisy Space

Recently, I spoke to Riad Hijal, head of Commerce Solution Management at 麻豆原创 Customer Experience. 鈥淟oyalty is a very noisy space. I think for retailers, for example, to be successful and ultimately drive customer lifetime value through loyalty, they need to cut through that noise,鈥� he said. 鈥淲e as consumers are faced with dozens of rewards or loyalty accounts 鈥� most of them aren鈥檛 really driving any kind of real modification in behavior. We don鈥檛 buy more just because we have a loyalty account with someone and are collecting points; we are merely using it as a discount mechanism. That鈥檚 how to do loyalty wrong.鈥�

Loyalty requires a reimagination of the loyalty experience and underlying process. To stand out from the crowd, companies need to be leveraging measurement. In addition, what are the themes that we need to focus on to rethink loyalty to truly drive long-term customer value? What does the measurement look like? According to Hijal, historically, efficient and tangible measurement has been lacking in loyalty programs due to the complexity of the topic.

What Should Loyalty Solutions Really Be Offering?

By leveraging data and analytics, a loyalty platform helps businesses understand why customers regard certain experiences as more memorable and important than others. This allows businesses to dig deeper into the different elements of behavior-driven customer loyalty.

And, the truth is, data is siloed within a multitude of systems within your organization. As a company, you need to be able to reconcile all of it, across both transactional and behavioral dimensions so that you can understand which customers are truly profitable and worth your focus. With 麻豆原创 Customer Data Platform, for example, which is part of RISE with 麻豆原创, you can prioritize your customers with intelligent insights delivered by the platform. See more about 麻豆原创 Customer Data Platform in .

As such, there are key capabilities necessary for modern experiential loyalty platforms. These are rewards and incentive management, personalization, gamification, communication and engagement, feedback and surveys, data-driven insights, and integration and convenience.

PUMA and Mention Me: An Industry Cloud Solution

As a leading sports brand, PUMA wanted to transform its fan base to a key growth-driver by not only attracting new customers, but also improving brand awareness and loyalty.听Mention Me, an industry cloud partner solution, in combination with 麻豆原创 Emarsys Customer Engagement, helped PUMA launch referral programs in six European countries.

PUMA has integrated Mention Me with 麻豆原创 Emarsys Customer Engagement, its customer relationship management (CRM) platform. This helps equip PUMA to serve seamless customer journeys that drive more referrals, such as sending reward reminders and encouraging referrers to introduce more friends. PUMA is also able to feed first-party referral data into the CRM platform in real time 鈥� growing its database and giving a whole new level of insight. The combination of these solutions is giving the company remarkable growth, increasing its ROI through referral to six times its investment just nine months after launching the campaigns. .

Valora: Revolutionizing Convenience Store Shopping

Valora wanted to better meet customer needs by combining the convenience of a physical store with the simplicity of a digital business model. This was the beginning of its newest brand of cashier-free convenience store 鈥� avec box. To help realize the project, Valora chose 麻豆原创 Customer Experience solutions, used the rich knowledge available with 麻豆原创 Services and Support, and worked with Webtiser AG and Pagnos GmbH on a proof of concept. The goal was to start with a single store, using a minimal viable product collaboration approach, then scale the solution further.

Now, Valora is winning new customers by offering them an even more convenient and flexible shopping experience 鈥� without the hassle of waiting in line at the cash register. Plus, with customers registering with the avec app, Valora is able to get new insight into what customers want. Not only does make it possible to give personalized recommendations, but it is also now easier than ever for Valora to reward customer loyalty and keep people coming back for more. .

Measurement Is Key

Effectively measuring and then learning from customer behavior with loyalty solutions to improve reward experiences is the key to taking customer loyalty to the next level. 鈥淪ince loyalty is such a mature space, measurement is key,鈥� said Hijal. 鈥淢ost loyalty programs are abundant and don’t achieve much, but focusing on measurement is what the next generation of loyalty programs is all about.鈥�

Speaking of next generation, 麻豆原创 Customer Experience solutions are also artificial intelligence (AI)- and machine learning-fueled. These types of insights can help you make each customer feel like they are your only customer. They can help you engage and understand consumers on their terms while respecting their privacy preferences during the customer journey, to retain and upsell using machine learning and smart automation.

So, the next time I鈥檓 in the market for sports shoes, maybe the AI-fueled loyalty program will be able to convince me to try something new鈥nd stick with it.

Sven Denecken is senior vice president and chief marketing and solutions officer for 麻豆原创 Industries and CX.

Over the past decades, the fashion industry underwent a technological revolution, reshaping the way retailers and brands engage with their customers. Personalization lies at the center of this transformation. By customizing the shopping experience for consumers, retailers stand out from their competition and foster greater customer loyalty. of consumers say personalization directly influences their decision to purchase from a brand, and 78% say it impacts their likelihood of making repeat purchases and referring the brand to friends and family.

Historically, fashion retailers relied primarily on traditional marketing techniques, such as print advertisements and in-store displays, to attract customers. However, with the rise of e-commerce and the Internet, customers now want and expect a personalized shopping experience that meets their individual needs and preferences. Customers are looking for seamless integration across multiple channels, including brick-and-mortar stores, online Web sites, mobile apps, and social media.

Omnichannel retail provides customers with the flexibility to shop whenever and wherever they want, and it provides businesses with in-depth data on customers’ shopping habits and preferences. With this information, fashion retailers can build a comprehensive profile of each customer, which can then be used to create targeted marketing campaigns, product recommendations, and personalized shopping experiences. Artificial intelligence (AI) and machine learning also enhance the customer experience. By analyzing customer data, AI can predict the likelihood of a customer making a purchase, offer real-time suggestions, check in post-purchase, and follow up for customer feedback. Enhanced customer understanding leads to better marketing decisions and better business outcomes.

麻豆原创 solutions play a prominent role in the execution of timely and impactful personalization, connecting customer data from demand to delivery and bringing sustainable, intelligent enterprises to life 鈥� from the back office to the front office.

Dive deeper into five solutions shaping the future of customer experience 鈥� in fashion retail and beyond.

• 麻豆原创 S/4HANA Retail can store all the data needed to deliver exceptional customer experiences, providing the foundation for the rest of the solutions and bringing the overall experience to life. With real-time customer and sales information, businesses can connect and transform retail processes across the entire value chain.
• : This omnichannel customer engagement platform can empower marketers to build, launch, and scale personalized cross-channel campaigns that scale business outcomes. The platform helped scale its marketing and customer relationship management (CRM) operations to identify and target high-value segments and grow the CRM database. It also matches in-store and online data to enhance its customer identification capabilities.
• : This solution can provide businesses with a trusted e-commerce platform that unlocks innovation at scale. With access to enterprise-wide data, retailers can boost profits and customer satisfaction. With 麻豆原创 Commerce Cloud, created a unified e-commerce platform that connects customers to the right products faster than ever 鈥� reducing the loading time of pages from seconds to milliseconds, which results in fewer customers abandoning items in their shopping carts. It also provides data insights that help Carhartt鈥檚 merchandising team optimize its product placement strategy.
• : With enterprise-wide customer insights from 麻豆原创 Customer Data Platform, businesses can meet customer expectations by delivering personalized engagements while also increasing conversion and improving customer retention. Take millennials and Gen Z shoppers for example, which represent in purchasing power. These groups show growing interest in sustainable products. With the right technology, retailers can capture more detail around their sustainability preferences and shopping habits and then use the data to make sustainability transparent across their value chains and improve the customer experience in the process. Candy Company uses 麻豆原创 Customer Data Platform to dig deeper into its consumer base. With greater insights into consumer behavior, Ferrara discovered a strong link between its Trolli brand and gamers. Ferrara used this information to shape future promotions and sweepstakes. With deeper knowledge of its customers, Ferrara created a brand fan program and significantly increased earned media value.
• : Turn the challenge of returns into an opportunity with 麻豆原创 Intelligent Returns Management, an industry cloud solution from 麻豆原创. It can not only make the returns experience easy, flexible, and free for customers, it can also protect your business鈥� bottom line and improve customer retention. Gain insights around the kind of products that are selling and those that are not. With a more granular look into the colors, styles, and sizes of items that customers return, the business can make more sustainable decisions about design and production.

Curious how your business can leverage the full potential of these five solutions, and others, to improve your customers鈥� experiences and drive long-term business success?

On February 15th, during New York City鈥檚 Fashion Week, 麻豆原创 opened the doors of the redesigned 麻豆原创 Experience Center, home to the S.Fashion Experience Lab. During the opening event, Andre Bechtold, senior vice president and head of Solution and Innovation Experience at 麻豆原创, shared that, 鈥溌槎乖� Experience Centers offer visitors a visual and immersive experience that makes innovation tangible.鈥� From a personalized perfume machine and augmented reality (AR) 听displays to virtual fitting rooms and AI-powered personal shopping assistants and robotics, the retail store of tomorrow reimagines the future of fashion.

this permanent location year-round, physically or virtually, to discover how 麻豆原创 helps retailers optimize their businesses and connect with their customers in a digital-first world. into the solutions above, along with many others, to learn how you can offer unique and personalized customer experiences that reinforce long-lasting customer relationships and grow lifetime value for your business.

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Kelly Cannon is part of Content Creation and Strategy at 麻豆原创.

Images via Andreas de Groot, Purple

The fashion industry contributes significantly to greenhouse gas emissions and creates massive amounts of waste. One study found that the footwear industry alone is responsible for 1.4% of , and despite efforts to recycle , 90% of them end up in a landfill at the end of their life.

The Fashion Industry Faces a Global Reckoning

Consumers, investors, and governments are finally recognizing the link between fashion and the detrimental impacts of climate change, sparking a growing market for sustainable shoes and apparel.

At 麻豆原创, we believe the future of fashion will be sustainable, responsible, and conscious.

Who Is the Sustainable, Modern Retailer?

Sustainable retailers seek ways to identify and appeal to customers who are searching for eco-friendly products. Sustainable business practices help retailers differentiate and gain customer loyalty by offering greater transparency on individual product life cycles.

As more retailers put sustainability at the center of their processes, they also need to go a step further and deliver high-quality experiences to their eco-conscious consumers. Through hyper personalization, seamless omnichannel shopping, and unique in-person experiences, sustainable fashion companies can build enduring, long-term customer relationships by offering their customers what they want 鈥� maybe even before they know it 鈥� in unique and innovative ways.

So鈥�,鈥� how can fashion retailers leverage data-driven insights and predictive systems to鈥� differentiate themselves from their 鈥媍ompetition? It starts with hyper personalization.

Taking Marketing Personalization to the Next Level to Generate Interest

Seventy-one percent of consumers expect companies to deliver 鈥�,鈥� and a similar portion say it is frustrating when this does not happen. 鈥嬧赌婤asic segmentation鈥嬧赌� targeting to create value for customers will no longer suffice. Shoppers desire and expect proactive and personalized engagements across every touchpoint. And now, with technology solutions like , retailers can deliver personalized, real-time engagements at scale to grow customer lifetime value and turn shoppers into loyal customers for life.

Let鈥檚 take Brianna, a 32-year-old, eco-conscious sneaker enthusiast. She receives a targeted advertisement from one of her favorite brands, S.Fashion. She clicks on the ad and explores the Web site. The personalized Web experience serves relevant content, including a small infographic describing the environmental and social impact of each item. Content dynamically rearranges based on her behavior. She adds a pair of shoes, with the option to customize, to her shopping cart. Her phone rings, and she abandons the checkout 鈥嬧赌媝rocess.

What鈥檚 next?

Creating Seamless Omnichannel Experiences to Keep the Buyer Engaged

The COVID-19 pandemic accelerated fashion brands鈥� transition from offline to online shopping channels. And now, these same brands are finding innovative ways to bring these journeys together. With , businesses can engage customers on any device, unlocking business agility and innovation at scale.

Seamless omnichannel shopping helps retailers reduce costs, improve agility, and increase consumer satisfaction by optimizing, streamlining, and integrating online and offline experiences. While bringing customers a dynamic and innovative buying journey, an omnichannel approach gives retailers a centralized view of inventory, improves fulfillment and delivery times, and simultaneously lowers the amount of carbon emitted during the delivery process.鈥疻ith solutions like , retailers can elevate customer engagement through unified customer data from all online and offline sources.

In Brianna鈥檚 case, a few days after the targeted advertisement she receives an e-mail from S.Fashion, sharing details about a shoe customization event happening at the store in her city with live music and a sustainable fashion show. Brianna registers, suddenly remembering her abandoned shopping cart. She buys the sneakers and chooses to 鈥渃lick and collect鈥� in store, so she can customize them onsite with different colors, fabrics, and patterns. The online and offline integration guarantees the correct sneakers are at the store, which serves as a micro-fulfillment center, maintaining appropriate stock levels for in-store and online purchases.

Reimagining the In-Store Retail Experience through Experiential Marketing

Today, online shopping offers convenience, while in-store shopping adds value with a memorable customer experience. Both serve as critical customer engagement channels. To compete, physical stores are reimagining the in-store experience and the role it plays in cementing lifelong customer relationships and driving increased consumer spending. Through experiential marketing, brick-and-mortar stores can add value to their customers in unique ways while increasing sales 鈥� customers spend 31% more than those purchasing online 鈥� and building brand equity.

Brianna arrives at the S.Fashion event, instantly engrossed in the music coming from the DJ located next to a long catwalk with models wearing the latest sustainable sneaker designs. Brianna checks in using a QR code that provides Maria, a friendly staff member, with Brianna鈥檚 customer profile and alerts her about Brianna鈥檚 purchase. Maria greets Brianna and shows her some of S.Fashion鈥檚 latest product offerings and takes her on a digital journey through the sneaker production process. Brianna is excited to learn how S.Fashion鈥檚 technology solutions provide sustainability insights at every step of the product life cycle, making it easier for her, as a customer, to make climate-friendly purchasing decisions鈥嬧赌�. Maria brings Brianna the shoes she bought online and takes her to the shoe customization table where she watches her one-of-a-kind shoes come to life right before the fashion show begins.

The Foundation of a Loyal Customer Base

Insight-driven personalization, seamless omnichannel shopping, and engaging in-store experiences lay the foundation for a loyal customer base and deliver growth and profitability. In the example of S.Fashion, this sustainable sneaker company personalizes its engagements, bridges its online and offline interactions, and hosts sustainable fashion shows and sneaker customization events that drive sales, loyalty, and brand evangelism.

In case you missed NRF and want to learn more about 麻豆原创鈥檚 retail technology ecosystem in an immersive fashion experience, follow 麻豆原创 Experience Center on for exciting news about the opening of 麻豆原创 Experience Center NYC on February 15.

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Kelly Cannon is head of Industry Thought Leadership at 麻豆原创.

According to researchers, 65 percent of organizations will move to digital first through automated operations and contact-less experiences as physical interactions become an amenity of the past. Translated to the retail industry, timed product discount windows will not be enough to secure customer loyalty that turns into sufficient profits this season or after. Customer loyalty now comes down to understanding and managing the entire shopping experience, from the moment someone hears about a product, researches their choices, navigates the company鈥檚 website, and makes a purchase decision.

Connected Data Changes Customer Experience

While IDC surveys found that people are increasingly using self-service technology, what鈥檚 happening behind the scenes 鈥� from retail product sourcing through sales 鈥� is also driving shopping experience transformation. When a consumer purchases a product online, and other feedback loops at any time can capture their experience, including satisfaction levels with the buying process, shipping and delivery, the product itself, and follow-up services. Bringing this data into the rest of the company, such as product development, supply chain, and marketing, transforms the relationship between customer and retailer in ways that last long after the crush of any Black Friday sale.

鈥淐ompanies are becoming that are able to listen, understand, and act on what customers are experiencing,鈥� said Francesco Rovico, senior business enterprise consultant at 麻豆原创. 鈥淏y connecting customer experience X-data with operational O-data, retailers can differentiate by delivering more personalized shopping experiences to consumers for brand loyalty and revenue growth.鈥�

Turning Data Into Targeted Offers

This transformed shopping experience upends a slew of Black Friday traditions, such as rushing into stores at midnight only to find the shelves devoid of the specially priced product we coveted. In fact, the point of understanding the customer experience and connecting data company-wide is to prevent supply chain shortages.

For example, retailers could collect and analyze consumer sentiment about purchasing an advertised product by incentivizing them with discounts to take a survey. When the consumer responds to the survey by scanning a QR code, retailers can securely capture their personal data from social media or sign-up information on the company website. Getting the answers to questions like whether or not someone was interested in a product 鈥� or if a discount would be valuable 鈥� and combining that data with inventory and supply chain data in could allow retailers to better stock products aligned with projected customer demands. It can also help retailers personalize offers.

鈥� allows retailers to analyze information from anywhere the consumer interaction takes place, including social media, the company website, texts, email, or even a support center phone call,鈥� Rovico said. 鈥淭aken together, this data provides a demographic profile of the consumer that the retailer can use to dynamically create targeted promotions, down to the 鈥榮egment of one.鈥欌��

From Social Influencers to Sales

Of course, the end of Black Friday also means customers can shop on their laptops, track their product shipments on their mobile devices, and return items by dialing into a call center. Retailers need to connect data from all these different places in order to deliver a satisfying shopping experience.

Consider social influencers, who share videos of products and explain how they are used. Viewer comments are a gold mine of information if retailers apply artificial intelligence (AI) to analyze consumer sentiment data and combine it with go-to-market strategies such as pricing and promotions.

鈥淎fter watching a social influencer video, someone might post a comment that they like a product, but it鈥檚 too expensive,鈥� Rovico said. 鈥淯sing 麻豆原创 Marketing Cloud and , retailers can connect customer sentiment analysis from different social channels with data stored in , combine them with the experience data from previous interactions and create personalized campaigns with 麻豆原创 Marketing Cloud to help increase sales 鈥� maybe offering that consumer lower-priced, but comparable products.鈥�

Experience Management is Here to Stay

There is no reason why retailers could not incorporate customer experience management strategies into everyday shopping. Suppose a customer leaves without emptying their virtual shopping cart but they have previously purchased a certain number of products. Retailers could automatically text or email a discount coupon with the most appropriate offer based on that consumer鈥檚 continuously updated profile to bring them back and even refer a friend.

Retailers can also collect feedback about the consumer鈥檚 experience at any point of the return process 鈥� whether by phone, text, chat, or online survey 鈥� triggering personalized discounts on related items. Using this information, retailers can better understand a customer鈥檚 likelihood to purchase a product and act on that feedback in near real time. And when in-person shopping returns, retailers will also need to bring that data into everything else they understand about their customer.

As for Black Friday鈥檚 demise this year, I have never viewed waiting in cold parking lots in the middle of the night or struggling to get through unruly crowds as shopping amenities. My holiday wish is that experience management moves from seasonal trend to shopping mainstay.

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The new platform will enable organizations to create individual but anonymized within and outside of a company, including online sources and social channels.

碍濒别颈苍鈥檚 announcement, made on the first day of the online event, underscores 麻豆原创鈥檚 commitment to the growing market for customer experience (CX) software and its role in building the Intelligent Enterprise.

鈥淵ou cannot think about CX separately; it needs to be considered as an integral part of an intelligent enterprise,鈥� Klein said. 鈥淭hat鈥檚 why CX is one key element of 麻豆原创鈥檚 holistic strategy.

鈥淲e are continuously evolving our CX portfolio while keeping our focus areas at heart 鈥� 麻豆原创 Commerce Cloud, 麻豆原创 Marketing Cloud, 麻豆原创 Sales Cloud, , and our brand-new 麻豆原创 Customer Data Platform,鈥� he added. 鈥淥ur investments in those areas 鈥� most recently the planned acquisition of Emarsys 鈥� demonstrate our commitment to the CX market.鈥�

Addressing his virtual audience, the 麻豆原创 CEO noted that meaningful customer experiences have three key characteristics: 鈥淭hey are hyper personalized, they are seamless, and they are delivered across all channels your customers opt for.鈥�

鈥淗ow can brands stand out, how can you build customer relationships for life?鈥� Klein asked. 鈥淏y delivering the right information at the right time. And that is only possible with highly personalized experiences. At the center of those experiences is one key ingredient: data. That is why I am so excited to launch our new 麻豆原创 Customer Data Platform.鈥�

Customer experience has become an increasingly important differentiator for brands, especially during the current coronavirus pandemic. As Klein said the keynote, 鈥淐OVID-19 has challenged all companies to accelerate their business transformation and forced them to reinvent听the experience for their customers.鈥�

As a result many companies are turning to customer data platforms to help deliver personalized experiences for a variety of marketing uses and to help improve customer loyalty. However, a unified customer experience is impossible without unified customer data and most data originates in separate systems that were not designed to share with anything else.

In addition, while a customer data platform may unify customer data, a narrow marketing focus has often limited their true potential. 麻豆原创鈥檚 new customer data platform aims to tap the full power of the platforms by adding context to commerce, sales, and service experiences, as well as providing a more effective tool for marketing.

麻豆原创 Customer Data Platform is designed to tackle four key opportunities to increase brand reach and effectiveness while respecting data-privacy:

• Connecting every data source in an organization together with external data to create unified customer profiles
• Enabling a transparent, trustworthy data-privacy strategy
• Providing organizations with a complete understanding of customer preferences and behavior
• Combining back-office and front-office data to build highly personalized profiles of customers

麻豆原创 Customer Data Platform is built on the foundation of 麻豆原创 Customer Data Cloud, which in turn is based on Gigya (acquired by 麻豆原创 in 2017) technology. 麻豆原创 Customer Identity and Access Management and 麻豆原创 Enterprise Consent and Preference Management are then woven in for a secure and compliant digital profile.

The announcement was made at , held online October 14鈥�15.

As customer experience becomes an increasingly important differentiator of brands around the globe, many are turning to CDPs to help power unique, personalized experiences for a variety of marketing uses. But too often, this narrow marketing focus has impeded the true potential of an effective CDP. 麻豆原创 Customer Data Platform is planned to go beyond marketing by adding rich context to commerce, sales and service experiences, with relevant timely marketing. In so doing, 麻豆原创 Customer Data Platform aims to deliver personalization, based on its ability to collect and manage customer data. This will enable organizations to know the customer at every touch point and to effectively drive relevant conversations and create lasting customer loyalty.

Connecting, Respecting, Understanding and Personalizing Data for Success

麻豆原创 Customer Data Platform is specifically engineered to tackle four key opportunities to increase brand reach and effectiveness:

• Connecting every data source in the organization. When several data sources individually store customer data, the result is data silo proliferation and customer view fragmentation. With 麻豆原创 Customer Data Platform, customer data can be ingested and resolved from every source within the organization, including first-party CRM data; second-party, third-party and offline data; and event and activity streams, along with transactional, behavioral, experience and back-office data. No matter what the source, the data is maintained, with context, on top of the operational data to connect systems that require a high confidence of data quality. This results in living, breathing, unified customer profiles updated in real time and in the moment.
• Respecting customer data with a holistic data privacy strategy. In today鈥檚 data privacy landscape, brands need to understand how, when and where customer data can be used. By understanding the core purpose of why the data is collected, 麻豆原创 Customer Data Platform can help enable a more holistic privacy strategy, merging inbound data to a profile only if required consents have been obtained. This enhances transparency into data collection practices and the reasons for which data is processed, helping to underscore a brand鈥檚 commitment to the data privacy of its customers.
• Understanding large volumes of data. 麻豆原创 Customer Data Platform offers powerful segmentation and activity indicators calculated in real time to help obtain a true understanding of customer preferences and behavior. This provides a data foundation for audience-building and activation necessary to deliver relevant, personalized and omnichannel engagements. Centralizing this audience management helps brands to deliver consistent experiences across their marketing, personalization, commerce, service and sales solutions, which is essential to a customer-first strategy.
• Hyperpersonalizing engagements based on a comprehensive view of the customer. 麻豆原创 Customer Data Platform helps to unify vast amounts of back-office operational data with front-office and experience data. This fuels engagement solutions across the organization with actionable, permission-based, customer insights in real time, leading to relevant, engagements at the right time and place in the preferred channel and on the customer鈥檚 terms.

鈥淣o two customers are the same, and no single customer is perfectly predictable,鈥� said Trond Andersen, head of IT strategy and architecture, Elkj酶p Nordic AS, one of the largest consumer electronics retailers in the Nordic countries. 鈥淲ith 麻豆原创 Customer Data Platform, it is possible to create a contextual view of the customer and couple it with a unified profile, to better anticipate their wants and needs as they express them. This will increase the effectiveness of our engagement through real-time data management, while ensuring we are handling the data in a compliant and respectful way.鈥�

Building on a Strong Foundation

麻豆原创 Customer Data Platform is built on the foundation of 麻豆原创 Customer Data Cloud solutions, which are based on Gigya technology. 麻豆原创 Customer Identity and Access Management and 麻豆原创 Enterprise Consent and Preference Management solutions are woven in to help ensure a secure and compliant digital profile. 麻豆原创 Customer Data Platform serves as the connective tissue of the real-time profile, powering a customer insight foundation to deliver relevant conversation whenever the customer wants to engage with the brand.

鈥淲e did not invent CDP, but 麻豆原创 Customer Data Platform opens the concept to a new world of opportunities,鈥� 麻豆原创 Customer Experience President Bob Stutz said. 鈥溌槎乖� Customer Data Platform is one of the most advanced enterprise-grade CDPs. It can truly deliver personalized experiences that nurture anonymous users into known, loyal customers using the customer鈥檚 preferred channels, unifying vast amounts of front-office, back-office and experience data as only 麻豆原创 can.鈥�

Visit the 麻豆原创 News Center. Follow 麻豆原创 on Twitter at .

About 麻豆原创

麻豆原创鈥檚 strategy is to help every business run as an intelligent enterprise. As a market leader in enterprise application software, we help companies of all sizes and in all industries run at their best: 77% of the world鈥檚 transaction revenue touches an 麻豆原创 system. Our machine learning, Internet of Things (IoT) and advanced analytics technologies help turn customers鈥� businesses into intelligent enterprises. 麻豆原创 helps give people and organizations deep business insight and fosters collaboration that helps them stay ahead of their competition. We simplify technology for companies so they can consume our software the way they want 鈥� without disruption. Our end-to-end suite of applications and services enables business and public customers across 25 industries globally to operate profitably, adapt continuously and make a difference. With a global network of customers, partners, employees, and thought leaders, 麻豆原创 helps the world run better and improve people鈥檚 lives. For more information, visit .

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