SAP uses machine learning to optimize shop experience

SAP this week introduced new technologies ranging from facial recognition, machine learning and IoT to enable targeted marketing campaigns and help consumers optimize their shopping experience.

Offered through SAP Hybris Marketing Cloud, the new capabilities encompass an array of solutions to help companies ensure they use the right messages to target key customers, while ensuring that customers’ data and privacy are protected.

One notable component would be the SAP Leonardo digital innovation system which offers facial recognition technology to help retailers engage in-store shoppers. Using facial analysis, the software connects shoppers’ genders and ages to a company or store’s available inventory and stock, enabling personalized product recommendations presented on large displays.

The SAP Hybris Customer Attribution meanwhile provides marketers with accurate measurements of marketing campaigns and activities that lead to a customer purchase. Data is collected across all touch points of the customer journey, giving insight into what’s driving customer conversions and where to reallocate activities and budget in real time.

With a nod towards the growing influence of the Chinese social media application WeChat, SAP also announced WeChat integration for SAP Hybris to help marketers expand their global footprint to more than 889 million users across China.

The need for ensuring customers’ data and privacy is not an unimportant capability too. According to the 2017 SAP Hybris Consumer Insights Report, SAP found that the fastest way to lose customers is to share their data without their knowledge.

On the other hand, the survey of 20,000 shoppers worldwide found that the easiest way to keep customers happy is to be responsive; nine out of 10 customers (89%) expect an answer to their query within 24 hours.

On the most part, brands should not shy away from seeking more information about their customers: Four out of five shoppers (80%) are willing to share some of their customer data with brands, with Colombia and India being the most inclined (92%) and with Japan being the least inclined (52%).

Respondents from all countries, except Russia, are willing to share their e-mail addresses, but only half of Middle East-based consumers want to share their mobile phone numbers.