HSE24: Cutting Lead Time for Campaigns from Weeks to Hours with SAP® Hybris® Marketing and SAP HANA® Company Home Shopping Europe GmbH (HSE24) Headquarters Munich Industry Retail – omnichannel home shopping Products and Services Fashion, beauty, wellness, jewelry, home and living, household, and do-it-yourself Employees 810, supported by 2,500 external staff Revenue €626 million Web Site www.hse24.de Business challenges Increase sales by running more highly focused marketing campaigns aimed at specific customer segments Equip marketers to plan and run campaigns without dependence on business intelligence experts Technical implementation Implemented the SAP® Hybris® Marketing solution, which is powered by the SAP HANA® platform, for self- service target group selections Integrated with the existing SAP Customer Relationship Management application and a third-party data warehouse Received honorable mention for the SAP HANA Innovation Award Key benefits Ramped up sales through more frequent and focused campaigns Empowered marketers to design and run their own campaigns Learned behavior patterns that can help improve target group selections 20x Faster campaign execution 4% Increase in repeat purchasers 30% More net sales to these customers “Our marketing staff can now drill down into millions of customer records in seconds, using current data from a variety of sources. There is no need for the business intelligence department to get involved.” Christian Schnetzer, CRM Team Lead, HSE24 43938 (16/07) This content is approved by the customer and may not be altered under any circumstances.

Technical Implementation of SAP HANA® for HSE24 Key features deployed Rollout of SAP Hybris Marketing solution, powered by SAP HANA Business partner and transaction data in the SAP Customer Relationship Management (SAP CRM) application fed into the SAP HANA database through SAP Landscape Transformation Replication Server Palladio, a third-party ETL (extract, transform, load) data warehouse used for reporting, connected to SAP HANA through bidirectional data communication Technical key performance indicators Deployment of an integrated, nondisruptive, evolutionary solution that fits seamlessly in the existing SAP and third-party environment Near real-time data querying of 1.5 million active customers Support for selection and preview of scenarios involving 3 main tables with up to 72 million records A purpose-built graphical user interface based on HTML5 that provides all key information for campaigns in a clearly structured and concise format, complete with statistical graphics Creation of target groups and export for outbound campaign execution Future plans Migrate SAP CRM to SAP HANA Consider using SAP HANA to run SAP Predictive Analytics software SAP HANA® platform architecture for Home Shopping Europe SAP® Hybris® Marketing Solution