Benefits of personalization

Benefits for Companies

• Increase conversion rates and order sizes
• Lower operating expenses
• Increased customer loyalty
• Greater insight about online customer behavior
• Address customers individually with special assortments, conditions and prizes

Benefits for Customers

• Receiving individual product offers
• Unique shopping experience
• Finding the right products quickly
• Customer specifi c product catalogs
• Appealing product presentation

Comprehensive personalization capabilities with hybris Commerce

hybris delivers the personalization technology and expertise to enable double-digit increases in conversion rates. hybris B2C Commerce supports all major types of personalization, giving customers the freedom to strategically implement different personalization tactics to optimize the customer experience.

Advantages of hybris

• Compare preferences with those of other customers
• No maintenance effort involved in creating recommendations
• Condense huge quantities of profi le data into a compact model
• Suitable for systems with large numbers of products and customers

Personalization Done Right

hybris Commerce automatically segments customers so it can offer the most relevant personalized content possible. Based on the context and profi le of the customer, hybris Commerce will offer one of four types of personalized offers:

If nothing is known about the customer, hybris Commerce will usually offer the products with the highest margin, the most viewed products or the best-selling products. If the customer has a profi le, hybris Commerce will provide personalized recommendations. If only a customer’s context is known, the customer’s context is established through mechanisms such as Google referrals, search trail or engagement patterns. hybris Commerce will offer these customers context-based recommendations. If both profi le and context are known, hybris Commerce will provide context-based recommendations with profi le information to give the customer the ultimate shopping experience.

This dynamic segmentation enables hybris Commerce to optimize every customer interaction by making the best possible recommendations through a combination of automated algorithmic personalization and rules-based behavioral targeting.

hybris Commerce supports all key personalization categories, including product recommendations, rules-based behavioral targeting, landing page recommendations, targeted promotions, mobile commerce and B2B personalization.

On-Target Product Recommendations

Amazon.com pioneered the “wisdom of the masses” form of product recommendations. (The “customers who bought this book also bought these books” recommendation concept.) hybris Commerce takes product recommendations to a new level, rendering personalized recommendations by automatically detecting and comparing customer behavior patterns.

hybris Commerce makes this personalization possible by saving user profi les of all website visitors, including their purchasing and browsing behavior. It then compares the interaction profi le of the current user with similar customer profi les, and uses the results to create recommendations for other products. The algorithm is self-learning and uses every dimension that is important to the buying process (user, content, price, channel, time).

Every dimension can then be given special attributes. For example, a user can be characterized by age, gender, shopping history, entry and exit trails, time spent on certain sites, etc. A certain product can be characterized by the attribute type, price, taxonomy, etc. These dimensions and attributes constitute a Cartesian system that makes it possible to calculate how to maximize sales per customer. Furthermore, users can add boundary rules so only certain products are shown (for example, products with a high margin).

Rule-Based Behavioral Targeting

One of the disadvantages of relying only on algorithmic personalization is that it needs time to collect the necessary data. Also, full-spectrum personalization needs to be able to perform a detailed segmentation, and enable granular access of profi les. hybris Commerce supports the use of behavioral and profi le targeting to supplement the algorithmically generated results. This enables merchants with fast-changing inventory to benefi t from personalization.

Merchants using behavioral targeting can defi ne certain targeting rules that decide which products, content or promotions are shown to the relevant customer. When determining which products are actually shown, hybris Commerce uses data from the customer profi le (i.e. age, country, number of performed orders, etc.) as well as from the session profi le (i.e. search terms, products/content viewed, shopping cart, written product reviews, etc.) and compares it to the targeting rules. The mechanism can easily be upgraded with new targeting parameters.

Increasing Sales with Landing Page recommendations, Targeted Promotions and Mobile Commerce

hybris Commerce uses the context with which a user visits the online store and automatically shows individual product recommendations on the landing page. Website visitors often use long search terms when looking for a certain product (i.e. “sunglasses Gucci polarized black metal”). Since it would be too complex to create that many landing pages and too expensive to add the keywords to a Google pay-per-click advertisement, hybris Commerce dynamically adds the right content to the landing page by determining which search terms matched well in the past, and which products were actually bought most by users who searched for a certain term.

Also, merchants can easily send out newsletters, including integrated personalized offers, and use targeted promotions, such as free gifts, which are triggered when the customer clicks on a personalized link in the newsletter.

In addition, for mobile commerce it is even more important to show the customer only the relevant products, since screen size is so small. And, if there is one specifi c product that can be recommended to a customer, it is best to display that product in full size on a mobile screen, rather than displaying many small product icons. Therefore, personalization becomes a critical tool for any merchant seeking to take advantage of the mobile channel.

Personalization for B2B Commerce

In addition to B2C personalization, hybris Commerce provides specific functionality for the unique requirements of B2B personalization. This functionality enables B2B enterprises to display personalized product and service assortments with customer- specific terms, prices, discounts and rebates. It also provides the option to add a customer-specific view for the product catalog. Additionally, it is even possible to display personalized item numbers or customerspecific products.

Personalization for Any Environment

hybris leads the industry in platform support. hybris Commerce is compatible with the most popular software environments, including those offered by leading vendors as well as open source solutions.

Always the right fit.

hybris sets standards in terms of platform support. Our solutions offer maximum compatibility with various software environments. In addition to the current environments offered by leading software manufacturers, we also support lower-cost, open source alternatives.