SAP RETAIL
Dr
. Christoph Schroeder from SAP Retail talks about marketing strategy in retail
“ Part of my role at SAP is to create a roadmap for retailers with our integrated platform to help them overcome challenges and to avoid pitfalls and prepare for the unknown ,” said Schroeder , whose clients also include PVH , Luxottica , and adidas - creating the popular customer experience .
“ We work with retailers on the one hand getting the short-term things fixed and then help them create an experience , as it ’ s no longer enough to just have a good product . It ’ s important you spend time with your consumer ; if they spend time with you , they don ' t spend time with your competitor ,” said Schroeder .
Digital soul creates customer centricity Reflecting on how retail has changed during the past five years , Schroeder points out there has been a move from being productcentric to customer-centric .
“ When we look back at retail a couple of years ago , it was all physical . When you look at stores , for example , they are still managed like in the pre-internet world - not much has happened since . But with the help of digitalisation , they are able to bring together data to understand the customer and really bring this kind of customer-centric philosophy to life .
“ Everyone wants to become an ‘ Intelligent Enterprise ’ and the idea is to not only to provide the technology and the tools but also the solutions to help our customers ”
DR CHRISTOPH SCHROEDER GLOBAL VICE PRESIDENT OF RETAIL INDUSTRY BUSINESS UNIT , SAP
170 April 2021