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 Hybris 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 e-commerce 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 e-commerce experience that can adjust the appropriate amount of content, depending on the product’s complexity.
This article has been extracted from http://techcrunch.com, please click on this link to read the article in full http://techcrunch.com/2015/10/20/new-sap-product-aims-to-fuse-content-and-commerce/
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