Illustrating Value Creation with SAP Commerce Cloud through Customer Examples

Smart Europe GmbH is a subsidiary of Mercedes-Benz and the parent company, Daimler. It first arrived in the U.S. in 2008 and sold nearly 25,000 units of the Fortwo in its first year. It is now established as a wholly owned subsidiary to supply, sell, and service smart vehicles in the European market. The company has challenges around building up a new I.T. infrastructure and setting up new processes to revolutionize how to sell cars. They also needed a tool to manage the customer data, customer profiles, and product master data. Additionally, they had to build a new e-commerce offering to enhance the customer experience throughout the journey. However, they lacked the ability to capture consent data inside the car to offer advanced services.

• Building up a new I.T. infrastructure and setting up new processes to revolutionize how to sell cars.
• Needed a tool to manage the customer data, customer profiles, and product master data, and build a new e-commerce offering to enhance the customer experience along the entire journey.
• Ability to capture consent data inside the car to offer advanced services.

By adopting SAP Commerce Cloud and SAP Customer Data Solutions, Smart Europe could track the data they have permission to use, thus providing customers with a service that matches their expectations. They also adopted hyper-personalization to optimize the journey. This includes the experience inside the car by selecting how much data is shared to gain an advanced service. They could also use data internally to optimize the structure, the company, and the way employees work. Also, they adopted disruptive approaches for a successful D2C market to stay competitive in the automotive industry.

• Ability to track the data that they have permission to use to offer customers a service that matches their expectations.
• Hyper personalization optimizes the journey, including the experience inside the car, by selecting how much data is shared to gain an advanced service.
• Data is also used internally to optimize the structure, the company, and the way employees work.
• To stay competitive in the Automotive industry, they need to use disruptive approaches for a successful D2C market.

Watch the following video to understand how Smart Europe revolutionized car sales with SAP solutions.

The Aldo Group is a Canadian multinational corporation retailer that owns and operates a worldwide chain of shoe and accessories stores. The company has three retail banners: Aldo, Call It Spring/Spring, and GLOBO. In additional to managing international franchises, the company operates stores in Canada, the U.S., and the U.K.

With its signature brands - ALDO, Call It Spring, and GLOBO, the company lets consumers express their true selves through quality footwear, handbags, and accessories. Over 1,500 stores in over 100 countries offer shoppers style, variety, and comfort at the right price. ALDO Group’s founding vision was to create a different kind of fashion company built around respect, integrity, and a deep understanding of the customer. A connected e-commerce ecosystem underpinned by SAP solutions enables insights and experiences that are helping bring this vision to life.

• Offer shoppers the right products based on availability, location, segmentation, and preferences in a fast-changing retail industry and a challenging economic environment.
• Link e-commerce, point-of-sale, and ordering solutions to support a better customer experience.
• Support sustainability initiatives to help achieve net-zero emissions by 2050.

ALDO integrated and deployed the SAP Commerce Cloud and SAP Emarsys solutions and the SAP Customer Activity Repository application as the foundation of its new core customer experience solution. SAP Customer Activity Repository would enable real-time inventory visibility based on a 360-degree view of customer purchase history and demand across channels, demand forecasting to help optimize shopper experiences, and customer insights to personalize marketing.

Collectively these offerings help the ALDO Group smoothly connect digital transactions, inventory management, and customer engagement. In addition, as Baret explains, a cloud-based approach offers "more scalability, more security, and more horsepower when we need to boost our system performance."

Another advantage of implementing SAP solutions is their composable approach, which enables flexibility and smooth integration with the company’s broader technology landscape to support current and future growth. The ALDO Group would be able to combine the feature-rich core capabilities of SAP solutions with the ability to customize at its own pace and rapidly deploy vetted, certified, and integrated solutions from SAP’s partner ecosystem.

• Better management of sales at peak periods and a better online consumer experience with improved product discovery, personalized offerings, and smoother checkout.
• Increased responsiveness to changing consumer expectations thanks to composable solutions offering the flexibility to target specific components within one unified system.
• Plans to use AI to provide tailored recommendations to customers and improve demand forecasting, inventory management, and resource allocation thanks to high-quality, accessible data that combines product, inventory, CRM, and transactional information.

To learn how ALDO integrated SAP technology to seamlessly connect shoppers with the right products based on availability, location, segmentation, and preferences, watch the following video.

When leading Mexican sports store chain Innovasport S.A. de C.V. looked to recenter its operations around the customer, it chose to invest in the SAP Customer Experience portfolio. With a game plan focused on delivering an omnichannel experience, the company is using solutions from SAP to capture customer data and use it to develop long-term customer loyalty.

Innovasport is a fast-growing sporting goods and clothing store chain in Mexico that promotes a healthy active lifestyle through its products and brands. With ambitions to be a leader in its field, the company’s goal is to build strong long-term relationships with customers. Beyond delivering exceptional purchasing experiences online and in store, Innovasport intends to motivate people to change their lives through fitness and sports.

To get there, the company developed a unified commerce strategy centered around sharing insights and expert information that will help customers make better decisions on which sporting apparel or shoes they need to perform better. Part of this strategy also involves sharing information on relevant sporting events that customers can participate in to help them achieve their personal health, fitness, and athletic goals.

However, Innovasport was a product-centric company running its brick-and-mortar operations in isolation from its online channels. As such, it didn’t capture customer details or know its customers. To build business capability for a culture change around the customer experience, Innovasport partnered with SAP to identify the right technology framework to help it achieve its vision.

• Time-consuming maintenance and management of existing software environment, taking away focus from creating value for customers and shifting away from just-in-time management.
• Existing solutions that limit its ability to access modern tools and technology, impacting organic growth and development.
• Limited engagement and suboptimal customer experience offered through its MyBallance platform, which was created four years ago.
• Integrations to third-party software and external systems becoming increasingly complex and risky.

• Existing investment in SAP solutions
• Comprehensive functionality offered by the SAP® Customer Experience (SAP CX) portfolio, including the SAP Commerce Cloud solution, meeting the requirements of omni-commerce operations.
• Automation of personalized omnichannel customer experiences using the SAP Emarsys® Customer Engagement platform with SAP Commerce Cloud.
• Smooth omnichannel customer experiences using the SAP Omnichannel Promotion Pricing solution.

• Enabled employees to be more focused on driving value for the organization and for customers, rather than keeping the system running.
• Improved system performance and reliability, even during peak times.
• Enhanced monitoring services and maintenance of the SAP software environment, enabling future strategy.

Watch this video to learn how Innvoasport is using solutions from SAP to capture customer data and use it to develop long-term customer loyalty.

• SAP Commerce Cloud and SAP Customer Data Solutions enabled Smart Europe to improve the in-car customer journey, competitively offer Direct to Consumer (D2C) approaches, and utilize customer data for company and work optimization.
• Using SAP solutions, including SAP Commerce Cloud, ALDO achieved many benefits, including better management of sales at peak periods, tailored recommendations to customers, and improved demand forecasting provided by AI.
• Innvoasport, a leading Mexican sports store chain, chose the SAP Customer Experience portfolio to refocus operations around customers. The company aims to deliver an omnichannel experience by utilizing SAP solutions to capture customer data and build long-term loyalty.