Next Generation of SAP® Hybris® Commerce Arms Organizations to Drive Contextual Shopping Experiences

New Release Provides Businesses with the Tools and Agility Needed to Advance Their Omnichannel Commerce Strategy

MUNICH--()--SAP SE (NYSE: SAP) today announced a new release of its SAP® Hybris® Commerce solution, making it even simpler for businesses to deliver compelling shopping experiences, personalized for each customer. This comprehensive, omnichannel solution advances the way both business-to-business (B2B) and business-to-consumer (B2C) companies engage their customers, while at the same time simplifying their technology landscape.

“With SAP Hybris Commerce, we’re providing a rich shopping experience across multiple platforms, including mobile, that caters to customers around the world and helps us drive sales and increase brand awareness,” said Jim Ferolo, vice president of digital and marketing technologies for Maui Jim, a U.S.-based manufacturer of sunglasses. “We connected SAP Hybris Commerce on the front end with SAP ERP on the back end so that when customers place orders online, the software updates and stores customer records, inventory and other information in the ERP system and our on-premise CRM solution.”

The new release of SAP Hybris Commerce contains several enhancements, including:

  • SAP Hybris Customer Experience solution — A redesigned content management system with a new user interface (UI) allows marketers to easily manage content across all channels in a single business tool. As a result, they can create personalized sites and experiences in the context of the customer more intuitively than ever before.
  • New promotions engine — Flexible and easy to extend, this new feature allows business users to create and deploy dynamic promotions on the fly without IT involvement, putting full control over promotions directly in their hands.
  • Customer support — A new back-office UI includes all the capabilities customer service and sales agents need to provide exceptional service and sales support across all touch points.
  • Enhanced back-office — The back-office framework has been enhanced with new validation capabilities and widgets to make it easier and quicker to build customized applications and business tools.

“Omnichannel commerce and the ability to deliver exceptional digital experiences are more important than ever,” said Brian Walker, chief strategy officer, SAP Hybris.* “With this latest release of SAP Hybris Commerce, we have continued to drive the industry-leading commerce platform forward with integrated enterprise customer experience management tools, improved customer service solutions, and a new, robust omnichannel promotions capability. Our commerce platform has tremendous breadth of capability across both B2B and B2C, which extends beyond commerce to encompass the full front office through the SAP Hybris suite of customer engagement and commerce solutions.”

SAP has placed a strategic focus on needed integration between commerce and other key pillars of customer engagement, including sales, service, and marketing. SAP believes that recent analyst reports have validated this strategy, with SAP Hybris recognized as a leader in both Gartner’s 2016 Magic Quadrant Report for Digital Commerce and The Forrester Wave™: B2B Order Management, Q4 2015.

The new release of SAP Hybris Commerce focuses on the need for brands to unify customer data and processes, bringing commerce together with other front office applications like customer service, sales, marketing, and billing. According to recent research,1 91 percent of marketers are prioritizing improving customer experience through personalization over the next year. However, they are using an average of 11 siloed channels, resulting in inconsistent experiences. The functionality contained in this new release addresses the underlying challenges revealed in this research and delivers greater ability to individualize commerce interactions.

SAP Hybris Commerce provides a single commerce platform that brings together digital and physical customer interactions across online, mobile, point-of-sale, call center, social media, and print. This integrated approach makes it simple to deliver exceptional customer experiences regardless of channel. The solution is also quick to deploy, whether on premise, in a private cloud, or through software-as-a-service, thanks to its single-stack architecture — an architecture that is designed for enterprise-scale performance, extension and maximum flexibility, while also delivering a low total cost of ownership. This comprehensive approach to commerce shortens innovation cycles and easily keeps pace with the changing demands of today’s empowered customers.

To learn more about SAP Hybris Commerce, please visit our website and watch this video.

For more information, visit the SAP News Center. Follow SAP on Twitter at @sapnews and SAP Hybris at @saphybris.

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About SAP Hybris Solutions

SAP Hybris solutions provide omnichannel customer engagement and commerce software that allows organizations to build up a contextual understanding of their customers in real time, deliver a more impactful, relevant customer experience, and sell more goods, services and digital content across every touch point, channel and device. Through customer data management, context driven marketing tools and unified commerce processes, SAP Hybris solutions have helped some of the world’s leading organizations to attract, retain, and grow a profitable customer base. SAP Hybris software for customer engagement and commerce provide organizations with the foundation, framework and business tools to create a holistic customer view across channels, simplify customer engagement and solve complex business problems. For more information, visit

*SAP Hybris is a new brand name launched in January 2016 to represent the SAP solutions for customer engagement and commerce as well as the offerings, employees, and business of acquired company hybris AG, which continues to be our legal entity until integration with SAP is complete.

About SAP

As market leader in enterprise application software, SAP (NYSE: SAP) helps companies of all sizes and industries run better. From back office to boardroom, warehouse to storefront, desktop to mobile device – SAP empowers people and organizations to work together more efficiently and use business insight more effectively to stay ahead of the competition. SAP applications and services enable approximately 310,000 business and public sector customers to operate profitably, adapt continuously, and grow sustainably. For more information, visit

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1 “The Contextual Marketing Imperative,” an October 2015 commissioned study conducted by Forrester Consulting on behalf of SAP Hybris


PAN Communications
Jenny Gardynski or Nikki Festa, +1 617-502-4300


PAN Communications
Jenny Gardynski or Nikki Festa, +1 617-502-4300