Evolve 2014 integrating complex systems for experience driven commerce

Integrating Complex Systems for Experience-Driven
Commerce
Nov 2014

Elastic Path is the leading independent enterprise
experience-driven commerce platform
2000
founded in Vancouver, Canada
over $6.5 billion
customer revenue created annually
150+
customers
100%
MRR growth
#1
commerce blog
150+
professionals
Recognized as a “major player”

Digital Transformation Through Experience-Driven Commerce

§ Cortex API integration
and Live Authoring
components for Adobe
Marketing Cloud
§ Proven Core Commerce
designed for
experience-driven
selling
§ Ready to grow with
Extended Commerce
solutions from trusted
partners
§ Enterprise Integration
Framework for
connections to other
business platforms

Topics
Content + Commerce
Complexity Trends
The API World
Distributed Data
Personalized @ Scale
Onward

Content + Commerce
Trends and Insights

Because people don’t buy things,
they buy experiences.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

What is Starbucks
doing right?

ü Creating an experience !
ü Converging digital and
physical "
ü Focus on the power of
mobile
ü Leveraging data for
personalization!

Modern consumers have
high expectations

Unfortunately the majority of today’s brand
experiences leave much to be desired…

Digital customer experiences are disjointed

Commerce And Content: The Perfect Couple Or A Tumultuous Affair?
by Peter Sheldon and Stephen Powers, November 19, 2013
37 v

38 v

What is the cost of
this approach?

§ 89% have switched business to
a competitor due to poor
customer experience!
§ Accenture estimates there is
$5.9 trillion "put at play" from
switching brands !

By 2025, millennials will make up
75% of the global workforce
So what?!

• Nearly 85% of millennials say they
research purchases online before
buying"
• 73% of millennials are willing to use
mobile devices to interact with
brands’ loyalty programs"
• 75% would switch brand if offered
mobile discounts while shopping

Most companies
aren’t keeping up

§ 89% of retailers don’t offer mobile payment options !
§ 73% of retailers don’t offer mobile coupons !
§ 92% of retailers don’t have integrated loyalty programs
across channels!

We are in the age of
contextual commerce

Right content &!
experience!
Right format!
Right device!
Deliver the most relevant
content based on:
Location!
Device!
Environment!
Visitor Profile!

We are in the age of
in-store mobile use

While Most Transactions Still Take Place in a Physical Store…
Digital Influences
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
55%
50%
2014 2015
60%
2016 2017 2018
~60%
All retail transactions
52%
54%
56%
58%
59%

What does it take to create a
great brand experience?

53 v

GO GO GADGETS!
Binoculars
Brella
Coat
Copter
Cuffs
Hands
Legs
Arms
Neck
Skates
Springs
Flower
Ears
Lanyard
Flaps
Hat Doff
Periscope
Tie
Magnets
Mallet
Parachute
Respirator
Siren
Skis
Teeth
Wind Sail
Radar
Pulley
Flashlight
Laser
Pen
Screwdriver
Drill bit
Snow gun
Corkscrew
Water Pistol
Whistle

COMMERCE&LUMAscape & & & &"
Daily Deal Sites
Publisher Deals Realtime
White Label Solutions Daily Deal Aggregators Secondary Market
Coupon Aggregators
Analytics E-mail Commerce
Community
©"LUMA"Partners"LLC"2014"
Flash Sale Sites
Platform
Social
Enablers
Daily Deal Data / Analytics
Fulfillment /
Distribution
SaaS
Social Commerce
Subscription/Push
Affiliate Mktg
Exchanges
Marketplaces / Auctions
Price
Storefront / Comparison
Cart
Order Mgmt Payment-Specific
Home Beauty Travel
CRM
E-Commerce Implementation
Mobile Commerce
Performance
MARKETE
R
CONSUME
R
Denotes acquired company Denotes shuttered company

THE FULL-STACK DEVELOPER IS
http://techcrunch.com/2014/11/08/the-rise-and-fall-of-the-full-stack-developer/

Monolithic Web App
Web Apps
App
Server
Backend
Services
Sites
CQ5
Backend
Services
CC-‐BY-‐SA
-‐
h*p://www.slideshare.net/apigee/why-‐apis-‐are-‐not-‐soa
Storefront
EP
Backend
Services

API-adapted Web Apps
Consumption focused
Web Apps
App
Server
Backend
Services
Other
Apps
API
Sites
AEM
Backend
Services
CC-‐BY-‐SA
-‐
Mobile
Apps
Sling
API
Storefront
EP
Backend
Services
Mobile
Apps
SOAP
API

API-adapted SOA
Other
Apps
API
ESB
Exposure focused
Web Apps
App
Server
ESBAPI
Internal
Services
Other
Apps
Sites
AEM
Internal
Services
CC-‐BY-‐SA
-‐
Other
Apps
ESBAPI
Storefront
EP
Internal Services

API First
Web Apps
App
Server
Security
Orchestration
App
Servers
Mobile
Apps
API
In-Store
Apps
ESB
Backend
Services
CC-‐BY-‐SA
-‐
Sites
AEM
EP
Mobile
Apps
API Platform
In-Store
Apps
ESB
Backend
Services
Security
Orchestration

Customer Portal
Social Community
Store Locator
Systems Cross/Up-of Sell Innovation
Analytics
Systems of Differentiation
Systems of Record
Mobile eCommerce Applications
(m-commerce)
Websites / Mobile Versions
of Full Retail Site
Mobile SMS
Kiosks
Websites / Mobile versions
of Full Retail Site
Product Reviews
Shopping Cart
Catalogue Management
Site Analytics
Image Management
Customer Account Management
ERP Systems
Fraud Management
Distributed Order Management
Payment Processing
Warehouse Management
Master Data Management
The Pace Layering Model

Trends that are making this simpler
REST – Representational State Transfer
Hypermedia
SDKs
API Orchestration

LEVEL 3 REST
LEVEL 2 REST
LEVEL 1 REST
NO STANDARDS
NO EXAMPLES
NO FRAMEWORKS
SOAP / RPC
obscure, proprietary
PROVIDES:
Resources, Verbs, Endpoint Links
NEED TO KNOW: Nothing
PROVIDES:
Resources, Verbs
NEED TO KNOW: Data Shapes, Endpoints
PROVIDES:
Resources
NEED TO KNOW: Actions, Data Shapes, Endpoints
REST & Hypermedia

HATEOAS
Hypermedia As The Engine Of Application State
…or, links and types
Developers know three things:
1. Root URL
2. Content-types of the resources
3. Relationships between resources
Developers do not know the URLs

UXP
Client libraries
Static API
SKU
Product
Cart
Shipping
Payment
Order
Customer
Browse
Search
Add to cart
Checkout
Calculate cost
Process order
Look up fulfillment
Check authentication
Log history
Platform Object Model and Schema
UXP
Client libraries
CMS / CEM
Client libraries
commerce.catalog
commerce.order
commerce.fulfillment
commerce.history

Dynamic API
UXP
UXP
CMS / CEM
Dynamic response
Item
Product
Price
Media
Cart
Order
Purchase
Response Authorizer
Commerce Resource Library
Dynamic response
Dynamic response
Resource Resolver
Resource Linker
GET
POST
GET
POST
GET
POST

SDKs
50% of time spent on commerce integrations went towards rebuilding
SDK features
Java IO + For Loops
JAX-RS
Spring Rest Templates

API Orchestration
Experience APIs vs One-size fits all APIs

Death to Data Sync
Systems of Record
Catalogs
Prices
Shoppers/Users
Profile
Addresses
Payments
Transactions
User Interactions

Systems of Record
Assets
Catalogs
Prices
Shoppers/Users
Profile
Addresses
Payments
Transactions
Orders
User Interactions

Don’t be a Data Hoard(er)
APIs Expose Data: Embrace distributed data
Open your data
Identity Management shouldn’t be your competency

What’s Next – Challenges for 2015
Unified Administrations – Admin APIs via the Touch UI
Identity Management
Mobile Commerce Gadgets

Evolve 2014 integrating complex systems for experience driven commerce

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