Hallo aus der Hybris Partner Summit
I was thrilled to attend the Hybris Partner Summit earlier this month in Germany – and not just because the food and drinks were so good. It was an honor and a pleasure to attend, learn about the growing platform and network with Hybris’ best in class partners.
Congrats to all of the nominees and winners at the Hybris Global Partner Awards!
Beyond the awards, there has been plenty of press about the product and strategy announcements made during the event, so I wanted to share a couple of industry insights that I found interesting. Although the general topics aren’t new, I think Hybris had some concise observations.
Marketing is broken. According to Hybris marketing is fundamentally broken – performance rates for ads, emails and other channels are too low. Although search marketing might be the best channel, it’s still not good enough. Without talking about the specific solution, the idea is that big data can fix marketing. The illusive single view of the customer can be built, but only with a platform that integrates well. Joining information across channels is the key to fixing marketing, and that cannot be done in one platform, an open system that joins fragmented data from different places is the only way to build a single view of the customer. I think the admission that no one platform could accomplish this view on its own was an important point, and is crucial for merchants to consider when shopping for a CRM solution.
Omnichannel goes beyond multi device. While many try to define Omni-channel by listing all of the devices or customer interaction points, a more complete definition is to consider Omni-channel as every way a customer wants to interact. This would obviously include devices and interaction points that a retailer creates, but also considers interaction points that a customer creates. It forces merchants to let the customer define the relationships and channels, and adapt accordingly. In essence, as was succinctly outlined in one of the presentations – Omni-channel = business.
While I must confess that the highlight of the event was probably the Hybris executive teams AC/DC performance, it was overall a fantastic experience. In 2014, our team added managed services for Hybris to our service portfolio and it has been a wonderful partnership so far. I was impressed with what I learned at the summit and look forward to what 2015 will hold!