The New Stuff


New SAP Tool Aims To Fuse Content and Community With eCommerce

It’s often said that content is king, but in a typical marketing department you have a hodgepodge of content. That could include carefully-crafted web copy, blog entries and FAQs along with user-generated ratings and reviews. For many companies, at least some of this content is spread out across the site without any real connection between the product pages and the content that supports it.

SAP has a theory that spreading all of this content asunder makes it rather difficult for consumers to make informed decisions about their purchases — and this goes for any type of sale, whether a consumer device like a camera or something more complex like an enterprise technology purchase.

That’s why the company came out with a new product today at the Hyybris customer conference, called SAP Jam Communities, Edition for SAP Hybris Commerce. The lack of poetry in the name notwithstanding, this product is designed to help companies create a more coherent link between all of the content related to the product and the product itself.

Just to parse that title for you for those who aren’t familiar with SAP, Jam is the company’s community product, created several years ago to facilitate employee communication. Hybris is an ecommerce product SAP bought in 2013. Bringing the two technologies together, SAP is hoping to create sites and apps that help consumers when they need it most with an appropriate level of content, whether from the company or community.

To achieve that, the company says the tool was built with what it called “an API-first” approach. In practice this means, that every component of the service is containerized, delivered as a micro-service and pluggable into any web page or app. This should allow customers to build a customized ecommerce experience that can adjust the appropriate amount of content, depending on the product’s complexity.

For example, if the product involves a fairly easy buying decision like a $10 external battery for your cell phone, then simple ratings and reviews will probably suffice, but as the buying decision gets more complex, it requires a more detailed content from various sources to walk the buyer through the purchase process — like say a car or a wind turbine

The eventual goal of any ecommerce tool is to get the visitor to buy something without leaving, and to that end, each page includes whatever content the system designers might deem necessary for a particular product, and a Buy button. In the case of a more complex product, buyers might see a button for contacting a sales person, distributor or dealer, who can provide more information and begin to push the sale further along.

SAP is hoping that this approach has advantages over traditional content marketing and ecommerce strategies where it has been difficult to measure the ROI of the content part of the process. That’s because the content has sometimes lacked a coherent connection to the buying experience itself, often left on a disconnected landing page.

By including more of the content within the sales process instead of in a separate place, the company believes it should make it easier to measure the effectiveness of your content against actual sales, giving companies easier access to data that had previously been much more difficult to tease out.

SAP officials hinted that this could be the first of a series of enterprise-community products. eCommerce was a natural fit, especially since the company owns Hybris, but building the product using micro services was an intentional strategy to make the product transfer more easily to other scenarios in the future.

Search recipes for this entry:

  • glo andriod supscription sap easily
The following two tabs change content below.

Ebenezer Obasi

Senior executive editor at EwtNet
A web developer, IT undergrad, terrible entrepreneur, internet freak and a man of a few other incongruous talents, Ebenezer has been writing on technology since 2012, and plans to do so until a few days before his ultimate fate: cryogenic preservation. If resurrected, he is likely to go back to writing on technology.

Recieve Free Email Updates!

Subscribe to get new updates instantly delivered to your inbox. Select the specific category you want to recieve updates on and enter your email address below.

*A confirmation message will be sent to you, login to your e-mail account and click on the confirmation link to start enjoying this service.

Get the latest news on your Android mobile, Download our Android App

Recently Published


Awale, Backgammon and 1 other Game Technology has transformed

From time memorial, man has indulged himself into seeking ...

YouTube's demonetization aftermath

YouTube’s demonetization finally recognized; popular creators mad

YouTube (the behemoth video website and subsidiary of Google [GOOG]) ...


Why Pokemon GO Falls Short

Pokemon GO is a augmented reality mobile game that released (without ...

Playstation Plus

SONY announces increase in PS+ Pricing. How will this affect the service?

credit: Just when many PS+ members already felt let ...


Plan your Week Ahead: 7 Must Have Android Applications for the Week

Happy Sunday to all EWT readers! This is the 7th month of the ...

MTN Tariff Plans

MTN Tariff Plans – Latest Compilation of MTN Tariff Plans and Activation Code

Life with MTN can be a bit tricky. One day you get a notification to ...


Airtel Data Plans and Subscription Codes – Android, BlackBerry and Mega Data Bundle with SmartSPEEDOO

Compilation of the latest Airtel data plans for PC, Android, iOS, ...

MTN Tariff Plans

MTN Data Plans and Subscription Codes – Complete List with Text and USSD

Compilation of the latest MTN data plans for PC, Android, iOS, iPhone ...


Glo Data Plans and Subscription Codes – Full List for Monthly, Weekly, Daily & Campus Data Plans

Compilation of the latest Glo data plans for PC, Android, iOS, ...


Leave a Reply