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SAP announces new customer-centric solution to help retailers improve operations

BY Staff Writer

Dallas — To help retailers better understand and act on consumer behavior in the fast changing retail market place, SAP AG announced the SAP Customer Activity Repository application, a new retail data repository powered by the SAP HANA platform.

The new application is intended to support retailers in becoming more customer-centric by bringing together customer, sales and inventory information from siloed applications. A unified view of the customer shall help retailers drive consistent experiences across all channels and improve business efficiencies, profitability and brand perception. The announcement was made at the SAP Retail Forum North America, being held on Oct. 7 to Oct. 9 in Dallas.

“To present our brand to a growing base of digital natives and active sports enthusiasts, providing information right now is a key differentiator,” said Stephen McDonnold, CIO, PGA Tour Superstore. “Utilizing SAP Customer Activity Repository and SAP HANA will allow us to provide instantaneous inventory availability, targeted promotions and cross-channel fulfillment to our on-the-go consumers.”

Shoppers are demanding more choice and richer content at all times, on any device. To meet demand, retailers must deliver more personalized content, faster and across all channels. SAP Customer Activity Repository aims to empower retailers with consumer insights by consolidating customer interactions from stores, online and mobile channels with insight from social media feedback such as Twitter or Facebook posts. The information shall act as the basis for a “single source of truth” to help retailers optimize branding, marketing, promotions, pricing, merchandising, inventory management processes and more.

“As consumers expand their shopping experiences across multiple purchase channels, retailers have an opportunity to engage more fully and provide more personal interactions,” said Lori Mitchell-Keller, global head, industry business unit retail, SAP. “This is a daunting task, requiring access to multiple databases and tools. With SAP Customer Activity Repository, retailers will have access to powerful consumer insights, be able to centralize critical business data and run reports instantly, and make better business decisions that support both sales and the customer experience.”

SAP HANA is designed to help businesses make smarter, faster decisions through real-time analysis and reporting combined with dramatically accelerated business processes. As the backbone of the new SAP Customer Activity Repository app, it is intended to deliver lightning-fast insight at a user-determined level of detail, helping eliminate the time needed to handle multiple data transactions in the point-of-sale transaction log, other sales channels and reporting systems.

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Sport Chalet sets sights on yogis

BY CSA STAFF

Specialty retailer Sport Chalet is promoting its yoga apparel and gear to experienced yogis and first-timers alike.

Now that temperatures are getting cooler, some people may be taking their workouts indoors, but yoga is hot and continues experiencing growth. Taking this specific marketing approach positions Sport Chalet to compete with specialty retailers like Athleta and Lululemon — much like Target has done with its recent unveiling of an exclusive collection of fashion-forward lifestyle apparel for men, women and children called C9 by Champion.

"Pairing yourself with the correct gear is important, particularly when the sport requires the use of your body as the weight," said Hallie Moyer, buyer at Sport Chalet. "Yoga relies heavily on balance, so what is under your hands and feet to help support your alignment is critical. At Sport Chalet, we educate our customers on how to select the right equipment to augment their workout of choice, helping yogis hit the mat with confidence."

Founded in 1959 by Norbert Olberz, Sport Chalet has 52 stores in Arizona, California, Nevada and Utah; an online store at www.sportchalet.com; a team sales division; and offers more than 50 specialty services for the sports enthusiast, including online same-day delivery, climbing, backcountry skiing, ski mountaineering, avalanche education, and mountain trekking instruction, car rack installation, snowboard and ski rental and repair, Scuba training and certification, Scuba boat charters, team sales, gait analysis, baseball/softball glove steaming and lacing, racquet stringing, and bicycle tune-up and repair at its store locations.

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Hot Pockets ad campaign enlists Kate Upton and Snoop Dogg

BY CSA STAFF

Hot Pockets is promoting its revamped sandwich line with the help of supermodel Kate Upton and rapper Snoop Dogg. The pair has teamed up in a parody music video called “You Got What I Eat” — a remix of Biz Markie’s 1989 hit single “Just a Friend (You Got What I Need).”

The music video highlights the brand’s re-launch of its Hot Pockets sandwiches which feature 100% Angus Beef and Hickory Ham, real cheese and buttery seasoned crusts.

“I love working with the Hot Pockets sandwiches team. They let me do what I do and bring the funk out with their message you know?” said Snoop. “We needed to top ‘Pocket Like It’s Hot,’ and this video is so dope. It’s funnier and we got the flyest girl in it with me.”

“You Got What I Eat” showcases a battle between #TeamMeat led by “the Butcher” (played by actor Oliver Cooper) and #TeamCrust led by “the Baker” (played by Snoop). The rap battle plays out in Kate’s dreams, which also feature YouTube star Kevin “KevJumba” Wu, the brand mascot Herbie Hot Pockets, as well as a guest cameo by Larry King. The music video follows up last year’s viral hit, “Pocket Like It’s Hot,” which remixed Snoop’s top single “Drop It Like It’s Hot” and climbed to #4 on the AdAge viral video chart.

“I had so much fun making this video with Snoop, Oliver and the Hot Pockets sandwiches team,” said Upton. “I love the premium meats and the buttery seasoned crusts of the new Hot Pockets sandwiches. I’m excited to hear which side the fans pick in this ‘Irresistibly Hot’ battle!”

Click here to watch Kate and Snoop in the “You Got What I Eat” music video.

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