The partnership between Sinch, a leading provider of cloud communication services, and SAP Emarsys, an omnichannel customer engagement platform, aims to address the evolving needs of digital-era marketing. Businesses now have access to tools that bridge the gap between diverse customer preferences and technical limitations, particularly in regions like South Africa, where access to data and devices varies significantly.

The integration of Sinch’s communication infrastructure within the SAP Emarsys platform provides businesses with the flexibility to tailor interactions across SMS, MMS, WhatsApp, and other messaging channels. This allows marketers to design campaigns that resonate with customers on their preferred platforms while ensuring compliance with privacy standards and easy opt-out options.

Andre Odendaal, Senior Sales Engineering (EMEA) at Sinch, highlighted that markets like South Africa face unique challenges due to digital inequities. He pointed out that while many customers have limited access to advanced devices or high-speed data, text messaging remains a reliable and accessible communication method. The integration with SAP Emarsys helps businesses address these disparities by enabling tailored communication strategies that align with customers’ specific needs and technological capabilities.

Sinch’s global network of direct connections with telecom providers ensures swift and reliable message delivery, enhancing the efficiency of SMS campaigns. On platforms like WhatsApp and Instagram, the integration enables businesses to connect with users where they are most active, fostering stronger engagement. By incorporating these communication channels into SAP Emarsys’ data-driven platform, businesses can execute marketing strategies that are both personalized and far-reaching.

This collaboration also addresses the challenge of digital inequity by offering alternatives for customers with limited access to data. Text messaging, for instance, becomes a valuable tool for brands to ensure that no audience is left out of their outreach efforts.

Streamlined Marketing Operations with the SAP Emarsys Platform

Marketers benefit from the native integration of Sinch’s messaging services within the SAP Emarsys platform, which simplifies the creation of SMS campaigns and marketing automation flows. Using drag-and-drop personalization tools, they can craft dynamic messages that respond to real-time customer triggers. Additionally, SAP Emarsys’ analytics capabilities allow businesses to assess the impact of their SMS campaigns by tracking return on investment and revenue contribution.

This streamlined approach extends to omnichannel communication. Sinch’s Conversation API supports a unified messaging experience, enabling marketers to manage multiple channels through a single integration. This efficiency not only enhances operational workflows but also ensures consistent and effective customer interactions.

Lucas Bergström, VP, ISV Partnerships at SAP Emarsys, emphasized the growing dominance of mobile devices in consumer behavior. He noted that mobile platforms have transformed how people shop, interact with brands, and consume content. Bergström added that the integration between Sinch and SAP Emarsys allows businesses to engage customers through personalized messaging across SMS, MMS, and popular apps like WhatsApp. This capability ensures that brands can meet consumers where they are most active, fostering deeper connections and loyalty.

Meeting Modern Consumer Expectations with Sinch and SAP Emarsys

With mobile devices becoming central to consumer behavior, the partnership aims to help brands keep pace with shifting preferences. Recent studies highlight that over half of global consumers consider SMS and MMS among the most valuable communication channels. By leveraging Sinch’s robust infrastructure and SAP Emarsys’ strategic tools, brands can meet these expectations with personalized, conversational messaging.

This approach goes beyond standard marketing efforts by enabling interactive campaigns that incorporate text, images, and video. The integration equips marketers to deliver engaging experiences while reaching global audiences. Businesses can also access Sinch’s professional services to enhance their mobile marketing strategies, ensuring their campaigns remain impactful and relevant.

AI-Driven Customer Support

The addition of Sinch’s AI-powered chatbots within SAP Emarsys enhances customer support capabilities. Businesses can offer round-the-clock assistance, automating responses to common queries while ensuring a seamless transition to human agents for more complex issues. This balance between automation and personal interaction fosters customer satisfaction and trust.

The collaboration addresses concerns around security and fraud in digital communication. Sinch’s AIT (Artificially Inflated Traffic) protection and fraud detection features safeguard campaigns from spam and unauthorized traffic. By incorporating these protections, businesses can execute campaigns with greater confidence, ensuring that customer communications remain secure and effective.

As Sinch and SAP Emarsys deepen their integration, they provide businesses with innovative tools to enhance customer engagement across multiple channels. This partnership not only simplifies marketing operations but also equips brands to thrive in an increasingly digital-first world.

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According to recent research by Forrester, 91 per cent of marketers are prioritising improving customer experience through personalisation over the coming year. However, they are using an average of 11 siloed channels, resulting in inconsistent experiences.

The new release of SAP Hybris Commerce aims to address these challenges by unifying customer data and processes, and delivering a greater ability to individualise commerce interactions. It incorporates the SAP Hybris Customer Experience solution, which offers a redesigned content management system with a new user interface. This allows marketers to manage content across all channels through one tool, and create personalised sites and experiences for the customer.

The solution also has a new promotions engine for creating and deploying dynamic promotions without IT involvement, a new back office UI for customer service and sales support, and an enhanced back office framework to build customised applications and business tools.

“Omnichannel commerce and the ability to deliver exceptional digital experiences are more important than ever,” said Brian Walker, chief strategy officer, SAP Hybris. “With this latest release of SAP Hybris Commerce, we have continued to drive the industry-leading commerce platform forward with integrated enterprise customer experience management tools, improved customer service solutions, and a new, robust omnichannel promotions capability.”

SAP Hybris Commerce can be deployed on premise, in a private cloud, or as software-as-a-service.

US-based sunglasses manufacturer Maui Jim is one customer who has used SAP Hybris Commerce integrated with SAP ERP.

“With SAP Hybris Commerce, we’re providing a rich shopping experience across multiple platforms, including mobile, that caters to customers around the world and helps us drive sales and increase brand awareness,” said Jim Ferolo, vice president of digital and marketing technologies, Maui Jim. “We connected SAP Hybris Commerce on the front end with SAP ERP on the back end so that when customers place orders online, the software updates and stores customer records, inventory and other information in the ERP system and our on-premise CRM solution.”

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