SAP Hybris Review

SAP Hybris
Munich, Germany
Deployment Model:
Free Trial:
Cloud, On-Premise
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SAP Hybris At A Glance

Good: Ability to pull and analyze large customer data from various sources, ease of creating campaigns without IT involvement, loyalty module that provides and tracks rewards to customers.
Bad: Too complex for a small business.
Bottom Line: End-to-end marketing platform that helps marketers in e-commerce businesses track customer journey from first interaction to purchase.

Product Overview

SAP Hybris provides multi-channel e-commerce solutions in both the business-to-business (B2B) and business-to-consumer (B2C) space. Those solutions include sales, customer service, marketing and revenue. We’ll focus this review on the SAP Hybris Marketing Cloud.

The SAP Hybris Marketing Cloud platform is an e-commerce platform designed to help marketers better understand customer behavior. It’s powered by the SAP HANA in-memory computing, which allows for accommodating big data, so marketers can analyze large amounts of customer data sets from different sources.

SAP Hybris Marketing Cloud has a modular design, meaning companies can add additional modules to get a unified marketing platform. The modules are:

  • Dynamic customer profiling
  • Segmentation and campaign management
  • Commerce marketing
  • Loyalty management
  • Marketing resource management
  • Marketing analytics
  • Marketing lead management
  • Customer attribution

We’ll briefly detail each module in our Features section below.

SAP Hybris Marketing Cloud integrates with the other Hybris platforms (such as SAP Hybris Commerce) as well as other SAP solutions (such as SAP Business Objects). In addition to public cloud, it can be deployed on-premise or in a private cloud environment.


Here are the key features of each SAP Hybris for Marketing Cloud module:

With the dynamic customer profiling module, marketers can analyze large sets of customer and prospect data within a single view. Those large data sets are typically pulled from multiple data sources, such as email, social networks or customer purchasing history. Other features include:

  • Profile dashboard for analyzing customer interests and activity while interacting with a particular brand
  • A customer journey map for viewing the stages from first contact to purchase
  • Predictive analytic tools for analyzing customer trends

The segmentation and campaign management module allows marketers to provide personalized campaigns to customers in their preferred channel (email, web, mobile or social). The customer profiles help marketers send targeted messages to customers in real time. Marketers can also easily create campaigns within the module without having to involve IT.

The commerce marketing module provides tools to get customers to purchase a company’s products. This module pulls customer demographic data from different sources, such as transaction or interaction history, to provide personalized recommendations of a particular product. Marketers can also create targeted campaigns aimed at shopping-cart abandonment (customers who left the site prior to checkout). The module also integrates with the SAP Hybris Commerce platform or a client’s existing e-commerce system.

The loyalty management module helps marketers encourage brand loyalty with their customers. One main feature is providing a program that targets customer rewards and loyalty points, for example, gift cards.

The marketing resource management module tracks the budget, campaigns and other activities of all marketing efforts. The marketing calendar feature lets marketers track all campaigns within a single place. Marketers can also share information on each campaign, track campaign results and expenses, and create campaigns and other content with automated tools.

The marketing analytics module tracks the data of all marketing performance. Marketers can create analytics and reports on various efforts, such as leads, customer interactions and campaigns. There is also a specialized dashboard targeted for Chief Marketing Officers (CMO) and other executives for a top-level insight into the marketing performance of the company.

The marketing lead management module helps marketers and their sales teams work together by providing sales qualified leads. Marketers can use the lead dashboard to track the number of leads either by campaign or by a specific time frame. This module also integrates with the SAP Hybris Cloud for Customer CRM platform so marketers can easily find pertinent information on each lead.

Customer attribution is a newly-added module that resulted from SAP’s acquisition of Abakus, a game-theory technology platform that measures marketing attribution. This module measures insights of what influences a customer’s decision regarding a brand or product. Marketers then use this information to determine what efforts are working and what changes are needed. This module also features a predictive dashboard so that marketers can see the impact of the changes before they make them.

Target Market

SAP Hybris is intended for all business sizes in a variety of industries, such as retail, tech, manufacturing, media/publishing and finance. We’ve listed 10 of its clients below:

  • Bridgestone
  • The Chamberlain Group Inc.
  • Gulfstream
  • Krones
  • Levi Strauss
  • Nestlé
  • Papa Murphy's
  • Samsung
  • Ted Baker
  • Volkswagen

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New clients can participate in the 30-day free trial of the SAP Hybris Marketing Cloud. The length and scope of the implementation depends on several factors, such as client requirements and integration with other SAP or other vendor systems. However, its typical implementation process contains these phases:

  • Solution Definition and Strategic Approach
  • Inbound Data Integration
  • Hybris Marketing Cloud Configuration
  • Outbound Integration
  • Platform Enablement
  • Program Checkpoints

Training is available via the SAP Hybris Education, which offers a range of options from online training to on-site training. Training can be modeled to specific roles, such as IT developers, project managers or business users. SAP Hybris Education also offers certification programs.

Customer Service & Support

Users can access the SAP Hybris wiki, where they can find information specifically for the Hybris Marketing Cloud, such as the community forum, a help portal and videos.


SAP Hybris doesn’t publicly release its pricing information. Please contact the company directly for a quote.

For more details on costs, check out our 2019 Marketing Automation Pricing Guide.


Although SAP Hybrid is intended for all company sizes, it may be too complex for a small business. Small businesses looking for a cloud-based marketing automation software that doesn’t require too many components can check out our other reviews.


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SAP Hybris was developed in 1997 originally as an e-commerce solution for small-to-medium-sized businesses. It took a different approach in the mid-2000s as a multi-channel commerce solution. In 2013, it was acquired by SAP and now runs SAP’s engagement and commerce division.

SAP Hybris has received some notable accolades in the last few years, most notably a Leader in Forrester’s two 2017 reports, “B2C Commerce Suites” and “B2B Commerce Suites,” and the 2016 eCommerce Enterprise Software Company of the Year by Frost & Sullivan.


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