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Background and Overview

It is not a new thing that companies are willing to spend millions on market research just so that the businesses can better understand what consumers are after. Meanwhile, businesses focusing on customer experience enjoy an 80% revenue spike.

Do you see the connection?

Collecting customer data in Commerce allows a company to enhance a customer’s shopping experience, making the customer more satisfied and increasing the company’s revenue eventually through increased conversion rate and average order value. In short, it benefits both the business and the consumer.


Customer Data: SAP Customer Data Cloud

It isn’t always easy to collect customer data, which is all the information of customers, collected and stored by businesses (Personal, behavioural, and demographic data). In general, we can categorise customer and/or consumer data into but not limited to three types:

  • Personal data:Customer’s name, contact details (email address, phone number), age, job title, and demographic data, such as gender, and income, which are a few examples of basic customer data.

  • Interaction data:Interaction data are the details of the customer touch-points like the buyer journey including page views, downloads, subscriptions, social shares, demo requests, email inquiries, and more.

  • Behavioural data:Behavioural data is the customer’s experience with the product or service. For example, free trial sign-ups, logins, deactivations, feature utilisation, downgrades, and user license additions.

Find out more if you want to learn more about what customer data to capture for supporting business objectives. Read my previous blog: Integrate consumer journeys to gather additional customer data for progressive profiling or retargeting.


Deliver unique customer experience through SAP Customer Data and Commerce Cloud

Customer data opens new opportunities for Commerce businesses. It is used by eCommerce stores to make better decisions in increasing revenue, offer more efficient customer support responses, and conduct targeted promotions and marketing campaigns.

There are many businesses use cases that can be achieved and supported through the integration between Customer Data Cloud and Commerce. Here are some examples and business objectives to be focused:

  • Next best experience: Marketers can listen to customers, understand their needs and desires, decide on the next best engagement, and act in real time

  • 360-degree view of the customer: Marketers have the most accurate data on the customer so they can better address the customer's needs

  • Orders, complementary offering: Ingest Orders from SAP Commerce Cloud into Customer Data Platform and offer customers complementary products based on their purchases.

The integration between customer data and commerce can be specifically applied to:

  • Analysing customer data helps in predicting trends or the next best-selling product.

  • Customer Data in eCommerce helps businesses come up with innovative pricing strategies for every product rather than simply relying on competitors’ prices.

  • For some businesses, analysing customer data helps in forecasting product demands. With historical data one can make accurate demand forecasts, eliminating the risk of overstocking or under stocking.

  • More importantly, eCommerce brands can accelerate conversions by offering better personalisation experiences based on customer data collected.

  • Analysing customer data or big data allows eCommerce businesses to optimise their customer service and offer enhanced shopping experiences leading to better customer satisfaction and retention.

  • Ultimately, eCommerce businesses collect customer data and use them to generate more sales.


How is SAP Customer Data Cloud supporting Commerce and business objectives?

Customer identity/personal/PII and preference data can be directly collected through SAP Customer Data Cloud, and other types of data progressively captured by businesses across all various sites and channels can be consolidated and stored under ONE single user/customer identity.

Those data are secured for use in both Marketing and Commerce, with a consent record tied within Customer Data Cloud.

  • Use Customer Data Cloud platform to store and consolidate all the personal identity data (PII) and user’s preference data.

  • Use Customer Data Cloud as the layer to communicate customer data between systems including CRM and/or Commerce platforms.


Customer Data Cloud Integration Feature Highlight: Dataflows (IdentitySync)

Dataflows are the SAP Customer Data Cloud robust ETL solution (Extract, Transform, Load) that offers an easy way to transfer data in bulk between platforms. It is the engine that runs SAP Customer Data Cloud integrations with:


Some powerful use cases that Dataflows support the integration between Customer Data and Commerce/Marketing and/or social platforms are to:

  • Set up data fields for segmenting users according to certain types of behaviour in the site, then use a Dataflow job to send only users that match these criteria to a marketing system for a targeted campaign.

  • Use an SAP Customer Data Cloud (CDC) to SAP CDC Dataflow job to query users by Facebook likes stored in their profiles - for example, people who like vampire and zombie-related content - and to plant a value (e.g. "horrorFic") in a SAP Customer Data Cloud data field. Then launch a gruesome Halloween marketing campaign targeting these users.

More about SAP Customer Data Cloud’s IdentitySync. Find instructional video as:


Create an immersive shopping experience with Gigya’s extension for SAP Commerce Cloud.

Gigya’s social technology combines the core elements that power e-commerce - product awareness and discovery coupled with customer acquisition and loyalty - into a comprehensive set of features and services that are designed to keep customers engaged as well as increase shopping cart conversions while on SAP Commerce Cloud websites.

The Gigya extension provides two main Customer Identity Management packages:

  • Registration-as-a-Service (RaaS):An end-to-end user management system package. This platform offers a comprehensive cloud-based user registration service that supports login by social networks while allowing sites to maintain a single user database that combines social and traditional site authentication. For additional information and advanced implementation options see Customer Identity.

  • Social Login:The Gigya extension can be used as an external authentication system, allowing users to sign up to your site using their social networks. Users can register and login to your site with their social network identities, which the site will manage as conventional Hybris user accounts.

The extension supports SAP Commerce Cloud multi-site configurations. In addition, the Gigya extension provides a generic Gigya plugin that can be used to embed any of Gigya's social plugins within your Commerce Cloud websites, and a purchase synchronization feature that enables you to track user purchase activity using Gigya's Customer Insights analytics tool.

For support of Commerce Cloud, find additional information as:

Last but not the least, customer data in Commerce matters: customer data can be used to not only increase a business’s sales revenue but to also create a better experience for the customer.

Hope you find this sharing insightful and enjoy the reading.

CX Intelligent Adoption & Consumption Team (IA&C CX)