The integration of SAP Emarsys and SAP Commerce provides businesses with the tools to deliver personalized, seamless, and efficient customer experiences across multiple channels. This combination unifies data, enhances engagement, and facilitates growth by bridging marketing, commerce, and customer data within a connected ecosystem.
Both B2C and B2B customers demand relevant, real-time experiences across diverse touchpoints. The challenge lies in fragmented marketing tools and siloed data, which complicate efforts to meet these expectations. The integration of SAP Emarsys and SAP Commerce addresses these challenges through a framework that aligns marketing strategies with commerce functionality.
Key Benefits and Results
Gartner estimates that marketers only utilize 42% of the MarTech capabilities available to them. Tight integration between commerce and marketing automation platforms, supplemented by a unified customer data platform, however, can enable better use of the technology marketers have at their disposal and lead to tangible business results.
Stronger personalization and segmentation can drive increases in conversion and subsequent cross-channel sales growth. Targeted messaging, access to complete product data and content, and order lifecycle transparency can lower overhead costs by reducing product returns and contact center interactions. This increases net margins and profitability. These topline and bottom-line benefits contribute to increased marketer adoption, which SAP Emarsys estimates results in the delivery of over 25 billion personalized messages per month.
Core Technical Features
The integration delivers robust technical solutions designed to streamline operations and enhance customer engagement at scale:
- Real-Time Personalization: SAP Emarsys leverages AI-driven tools to tailor customer experiences across channels such as email, web, and mobile. With over 100 pre-built marketing automations (e.g., browse abandonment at the category and product levels, post-purchase sequences, new in stock notifications, etc.) marketers can implement campaigns efficiently.
- Unified Commerce Functionality: SAP Commerce Cloud supports various business models (B2C, B2B, hybrid) and includes intelligent order management, consistent product content, and AI-powered merchandising.
- Comprehensive Data Insights: SAP’s Customer Data Platform enables businesses to consolidate customer information into a 360-degree view, facilitating smarter segmentation and predictive analytics.
- Omnichannel Engagement: SAP Emarsys provides tools for consistent messaging across SMS, email, digital ads, and direct mail, using commerce data in real-time.
Key Tools for Marketers
SAP’s open architecture accommodates scalability, from basic email automation to advanced AI-powered personalization. Marketers benefit from streamlined workflows, reducing campaign development time by up to three hours per campaign. Additionally, reusable personalization tokens simplify recurring tasks.
The integration of SAP Emarsys and SAP Commerce offers a comprehensive toolkit for businesses seeking to unify customer data, optimize operations, and enhance customer engagement. By focusing on the technical aspects of personalization, data-driven insights, and omnichannel communication, this solution provides a foundation for sustained growth and improved customer experiences.