SAP Digital Consumer Insight: SAP’s Data-as-a-Service Tool Helps Business Owners Know Their Customers

SAP’s Data-as-a-Service Tool

There was a point not too long ago when futurologists believed that all retail would be going online, with anonymous transactions and drone deliveries meaning you would never have to leave your couch to satisfy all your shopping needs. In fact, the opposite has happened. Brick and mortar retail stores have embraced and incorporated big data, cloud computing and the internet to deliver a much-improved retail experience for business owners and consumers alike.

When Jud and Julie Soderborg opened the fashion boutique Koan in New York’s East Village, they wanted to really understand the identity and the behaviors of the people who were walking by their store, and could be potential customers. So the husband and wife team initiated a three-day data gathering project using SAP’s Digital Consumer Insight tool. They began by focusing on when foot traffic peaked and when it was at its lowest, then dug deeper to find out where people were coming from, who they were in terms of age & gender and even what sort of devices these people were using.

Peak Traffic

When they collated all the data, they discovered that the foot traffic past their location was primarily millennials from the Williamsburg / East Village area who were using Apple devices. As a result Koan was able to shape their offerings accordingly and target their marketing tone to suit the foot traffic, confident that they were appealing to the correct demographic.

You can read more of their story, as well as many more use cases here: http://digital.sap.com/sap-digital-consumer-insight-case-studies-and-use-cases

E-commerce retailers have known for a long time who their customers are, due to their ability to track their clicks and their online behavior. SAP’s Chief Digital Officer Jonathan Becher explains, “This offering does to retail stores what Web marketing has done for websites.” For example, an online retailer can track the path to purchase, the time to taken to get there and the demographics of a consumer. “What we’ve done for the first time is to take all this information that people have figured out in the digital world, and make it available to the physical world.

Where are they coming from?

blankThe benefit of these insights can be applied in a number of ways for retailers. Everything from proximity marketing to location planning, sales strategies and campaigns will benefit from the snapshots provided by SAP Digital Consumer Insight. Through the data, retailers are striving to achieve a way of delivering a consistent, personalized product mix to customers across multiple channels that local consumers will relate to. It stands to reason that the deeper the understanding of customer behavior that there is, the easier it becomes to attract loyalty and increase the conversion rate and average basket value of purchases.

Consumers need not fear that their privacy is being violated in any way. The data which is collected and presented via Digital Insights is anonymized and aggregated, thus giving the business owner a snapshot of the traffic in the area while maintaining the privacy of the individuals.

blank

SAP built its formidable reputation working with big businesses, but 80% of their customers are small and mid-sized so the company learned how to take what works at enterprise-level and adapt it for smaller businesses that realize how much they can benefit from actionable information.

Small business owners don’t have the time, skills or resources to build complicated data analysis systems. SAP Digital Consumer Insight is the perfect vehicle to address those concerns. Consumers can simply purchase a single data ‘Insight’ for $439.00, or they can select a bundle of five data ‘Insights’ for $1,429.00 – and begin to see their Insights instantly.

Sponsored spotlight series by SAP

By Jeremy Daniel

Episode 2: Coronavirus Phishing Emails and Work-from-Home Meetings

Coronavirus Phishing Emails What to watch out for as scammers exploit pandemic panic, and tips ...

Episode 1: Why Small and Medium Sized Businesses Need an MSP

Small and Medium Sized Businesses Need an MSP Small and medium-sized businesses don’t enjoy the ...

Episode 5: How the Pandemic is Changing Business and the Cloud

An Interview with Ed Dryer of Steadfast With the global pandemic wreaking havoc on business ...
Kayla Matthews

6 Reasons More Organizations Are Adopting Zero Trust

Organizations Adopting Zero Trust The zero trust model is becoming more commonplace in security. It's based on the realization that threats exist inside and outside ...
Kayla Matthews

Here’s How AI Startups Are Doing in 2019

AI Startup Growth Now that artificial intelligence (AI) is part of the mainstream, companies are rapidly investigating what they can do to develop new AI ...
Mark Barrenechea

So are Bad and Stranger Things—the Negative Impact of Technology

Negative Impact of Technology Cyberattacks and information breaches are happening every day, from influencing the outcomes of elections to bringing down businesses to massive data ...
Or Lenchner

Seeing what consumers see: opening the internet with IPPN

Opening the internet with IPPN To remain competitive and profitable, all brands must be data-gatherers. This is part of any brand’s daily routine, but a ...
Martin Mendelsohn

Supporting CISOS, CIOS and CTOS That Are Overwhelmed During the COVID Battle

The Covid Era and CISO Stress Even before COVID-19, senior technology executives, including CISOs, CIOs and CTOs were overwhelmed, and felt an increasing lack of ...
Mark Kirstein

2020 Market Predictions: Cloud-Services Growth Will Continue

2020 Tech Market Predictions The beginning of every new year is a healthy time for businesses to survey the cloud landscape, reflect on the market ...
Customers Will Recover From Downtime. But Will Your Business?

Customers Will Recover From Downtime. But Will Your Business?

Downtime Recovery Today’s society relies heavily on being connected to service providers. The ability of a business to transact or provide services online is now ...
Ajay

Explainable Intelligence Part 2 – Illusion of the Free Will

Illusion of the Free Will Explainable Artificial Intelligence (XAI) is getting a lot of attention these days, and like most people, you're drawn to it because ...
Mark Kirstein

Episode 6: Cloud Migration: Why It’s More Important Than Ever

The Importance of Cloud Migration Moving fully to the cloud is still a concern for many companies, but with millions of employees working from home, ...
Marty

How cloud technologies improve innovation in the healthcare industry?

How cloud technologies improve innovation in the healthcare industry? The uptake of VPS hosting in the cloud within the heavily regulated healthcare industry has until ...