PetSmart’s eCommerce Modernization: Using APIs To Drive Agility & Omnichannel Consumer Experience
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Learn about PetSmart's digital journey experience and development of an API driven landscape. The session will focus on how to reuse enterprise assets to drive business and deliver an engaging omnichannel customer experience.
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PetSmart’s eCommerce Modernization: Using APIs To Drive Agility & Omnichannel Consumer Experience
- 1. © 2016 Cognizant © 2016 Cognizant April 20, 2017 PetSmart’s eCommerce Modernization: Using APIs To Drive Agility & An Omnichannel Consumer Experience Cognizant PetSmart Partnership
- 2. © 2016 Cognizant2 Agenda • About PetSmart • Business Objectives • About Cognizant • Solution • Lessons Learned • Technical and Business Outcomes
- 3. © 2016 Cognizant3 We are glad to be here! Max Rodriguez Sr. Development Manager, PetSmart Nikunj Solanki Architect IPM, Cognizant
- 4. © 2016 Cognizant4 PetSmart- Background
- 5. © 2016 Cognizant5 A True Connection “I consider my pet to be a member of my family” 71% pet sleeps in the bed 64% bought pet a holiday present 45% bought pet a birthday present 22% dressed pet in clothing $64 Billion Industry 88% 95%
- 6. © 2016 Cognizant6 PetSmart Today 55,000 Total Associates ~275 IT Associates 11,000 In-Store Products 30,000+ Online Products More than 1,525 (+100/yr.) Stores (US, Can., PR) 9 Distribution Centers Pet Services Leader 7,300,000 Pet Adoptions 1 Every 30 Seconds
- 7. © 2016 Cognizant7 Objectives Secure Data Processing Processing the data across different heterogeneous systems. Refined Product Landscape Technological upgradation of products & business processes. Omnichannel Experience Optimize consumer experience based on individual’s channel preference. Speed to market Maintain competitive advantage of products & services to increase efficiency & ROI. Understanding Customer Discover customer behavior across channels using data analytics. Build a new web store as part of Digital Platform, consisting of a cloud based web front, an on premise Order Management System and a third party fulfillment center. Business Objectives
- 8. © 2016 Cognizant8 IT Partners - Cognizant
- 9. © 2016 Cognizant9 Ranked 9th among the Forbes Fast Tech 25 ‘Leader’ in ‘The Forrester Wave™: North American Applications Outsourcing Services, Q1 2014’ ‘Global Leader and Star Performer’ in Healthcare Payer IT Outsourcing Ranked at #230 on Fortune 500 list in 2016 20,000+ Projects in 40 countries Founded in 1994 (CTSH, Nasdaq) Headquarters: Teaneck, NJ 1,500+ active customers 100+ Global Delivery Centers 35+ Regional Sales Offices Revenue $13.49 Bn in 2016 (up 8.6% YOY) ̴ 260,200 employees (Dec 2016) Revenue Mix NA: 78.4%, UK: 9.5%, Europe: 6.7%, RoW: 5.5% Ranked at #281 in FT Global 500 in 2015 Cognizant: A Remarkable Success Story…
- 10. © 2016 Cognizant10 Cognizant’s Integration & Process Management Practice 250+ Active Clients with presence across North America, UK, Europe & APAC & 1500+ Inflight projects in 2015 with several Awards 200+ Business Consultants with Industry Certifications and rich experience in leading Business Transformation 6500+ Integration Middleware & Process Management specialists with 70% Certified resources Partnerships with & Recognitions by the Top Market Leaders in Gartner Magic Quadrant for On-Premise & Cloud Application Integration and Intelligent Business Process Management Suites in 2015 Vision To be the preferred partner in Transforming Clients into Digital Enterprises through Integrated Business Process Solutions Key Industries 40+ HealthCare Customers 55+ Retail & CG Customers 30+ Life Sciences Customers 45+ Insurance Customers 80+ Banking Customers 50+ Communication & Technology Customers 20+ Information, Media & Entertainment Customers 20+ Travel & Hospitality Customers 30+ Manufacturing & Logistics Customers 6 of the Top 10 US Banks and 8 of the Top 10 EU Banks 7 of Top 10 Global Insurers 9 of Top 10 HealthCare Payers in US 6 of the Top 10 Retail & CG Companies in US & in UK 15 of the Top 20 Global Pharma Companies 5 of the Top 10 Biotech Companies Top 2 Global Internet Retailers World’s Top 3 Automobile Companies World's Largest Hotel Group and World's Largest Airlines Largest Global Computer & Hardware Manufacturer 70% of the Top Blues Organizations in the US Top 4 PBMs in the US SMAC Integration | API Management | IoT Integration ESB | EAI (Standard Messaging & Application to Application) | SOA Business Process Mgmt. (BPMS) | Business Process Analysis (BPA) BAM | Complex Event Processing | BRMS | Real-Time Analytics B2B (Electronic Data Interchange & Managed File Transfer) World’s Largest Integration & Process Management Practice
- 11. © 2016 Cognizant Alliance COE & Investments Team ProfileAccelerators Service Offerings Strategic partner • Solutions • POC & Benchmarking • Reusable Assets, Templates, Frameworks • Thought Leadership • Best practices • Open Source Community Contributors Implementation & Rollout • Architecture • Design & Install • Development • Optimization & ESB Testing • Training • Change Management • Rollout Upgrade & Migration • Platform Upgrade • Consolidation • Migration Assessment • Legacy Modernization • 1000+ MuleSoft Specialists • 995+ MuleSoft Trained • 210+ MuleSoft Certified • Boot camps & Trainings • Certifications • Beta Evaluations • R&D and Establish Trends Application Value Management • Maintenance • Enhancement • 24*7 Support Solution Advisory & Consulting • Assessment • Product Evaluation • Roadmap Definition • Transformation • Business & Technology Consulting • Competency Center Setup Hosting Services • Cloud Hosting • Private Hosting • On-Premise Hosting • 2 industry solutions • 4 migration solutions • 2 Salesforce solutions • 25+ accelerators • 14+ frameworks 11 Cognizant MuleSoft Practice
- 13. © 2016 Cognizant & Integration Services PetSmart Blueprint 13 Platform
- 14. © 2016 Cognizant14 Product InventoryCustomer Cloud/SAAS On Premises & Legacy Apps Order Payment Experience APIs Devices Mediation Routing Protocol conversion Transformation Connectors System APIs Process APIs Transformation AnyPoint Runtime Manager API Analytics API Manager Runtime on CloudHub ConnectorsOrchestration Routing Transformation Business Apps
- 15. © 2016 Cognizant15 Lessons Learned Self- explanatory API Documentation Private exchange for Collaboration Treat API as product Invest in automation & Rapid Deployment Phased Releases
- 16. © 2016 Cognizant16 Summary • Eliminated Point to Point Integration. • Micro-services led API Ecosystem • Performance • Message reliability • Reusable APIs to cater different business units Technical Outcomes • Enable new channels to the consumers by maintaining unified experience • Scalability & flexibility to accommodate future needs. • Foundation for channel-agnostic payment gateway, Order management & fulfillment. • Cost savings in development of system integration Business Values
- 17. © 2016 Cognizant Thank You! 17
Editor's Notes
- Speaker-MuleSoft
- Speaker- Max In order to save time, Park it for now. In the next 15 minutes, we are going to walk you through PetSmart recent journey and how it achieved some of its business objective. Consumed=1 minutes by now.
- Speaker- MuleSoft MuleSoft will introduce Max and Nikunj
- Speaker- Nikunj
- Speaker- Max Increasing importance of pets in the life. And that’s why PetSmart.
- Speaker- Max Here are some numbers to give hint about PetSmart market presence and the size. Pet360--web-store to shop for pet supply, acquired 1 year back. All paws- adoption of pets Banfield is pet hospital & related service PetMD- is Pet Health and Pet Nutrition Information. Consumed 3 minutes by now.
- Speaker- Max PetSmart wanted to increase growth rate in addition to maintain leading position in its space. To achieve that goal, a vision was put together and core objectives were defined-- We have to widen our reach to customers, in other words identify & utilize newer channels. Going beyond in-store shopping or even web by providing omni-channel experience. Also we realized a need to upgrade our overall technology base to attain higher performance and reliability and at the same time reduce TCO. We wanted to move towards a more agile technology which can implement business needs faster and make them available to the end users ASAP. This in turn will result in to increased efficiency and higher ROI. Wanted to discover customer behavior across channels using data analytics. This is going to further improve ourselves and increase customer satisfaction. We process data across heterogeneous systems in secure way as it involves processing of sensitive information. To meet our business objective, we partnered with Cognizant for consulting & IT services. With that I would hand it over to Nikunj to delve into the solution. Consumed=4 minutes by now.
- Speaker- Nikunj A quick introduction of Cognizant. We are fortune 500 company, have global presence. Forbes, Fortune, Forrester have ranked us very high year over year.
- Speaker- Nikunj IPM is worlds largest integration & process management practice with 6500+ specialist and helping clients in digital transformation.
- Speaker- Nikunj MuleSoft COE is a specialized group under IPM which delivers consulting, implementation, upgrade and migration in this area. We are strategic partner with MuleSoft and received 2016 service partner of the year award which tells about our expertise, performance and market presence. We have several solutions, accelerators and framework to speed up implementation and support. Consumed= 5 minutes by now.
- Speaker- Nikunj Going back to PetSmart, lets try to understand overall system. PetSmart wants to enable various channels to attract its customers. There are thousand of physical stores (Brick & Mortar). Then there are websites such as Petsmart.com as Web Store and petperks.com for Loyalty and rewards {PetHotel (hotels.petsmart.com), Grooming (appointments.petsmart.com)}. There is Petsmart mobile app. And there is of course a Customer Care number which is handled by Call Centers. There are 6 main capabilities built for end users or the business. These are shopping (stores and web store), Profile Management (My Account), Grooming Appointments, Hotel Appointments, Case Management & Order Management. There are business applications hosted in house and few third party saas solutions handling specific needs. We need to bind these core business apps to expose these capabilities through these channels. All these channels should not work in silos. They should provide similar experience and yet the solution should be manageable and future proof. So an API lead architecture was laid out using MuleSoft AnyPoint Platform. Consumed= 7 minutes by now.
- Speaker- Nikunj Lets dig into the solution and how MuleSoft is empowering it. We have various channels, business apps and MuleSoft Anypoint Platform. I will take few real examples to go through the solution and each layer. System API- Manhattan which is an order management system exposes web-services to provide order history and order detail. These are managed on API manager and are used by process apis as well as in other end to end flows. Another example is where a database is connected through MuleSoft App which does protocol conversion and Data transformation. Process API- Consider a customer places an order and he pays some amount using a gift card and remaining amount thorough his credit card. There are different back ends to handle these payment methods. But there is a Process API sitting in between which coordinates among SVS system api for Gift cards, paypal system api (paypal account) ,Payeezy system api (for credit card). It is a MuleSoft application orchestrating & implementing the logic, and rolling back entire transaction if it fails at one system. Hence customer gets a unified & smooth experience. Experience API- If a customer log in to PetSmart.com, he sees full profile whereas if a customer uses mobile app, it has limited space hence only important stuff is shown on one screen. There is a single back-end system ie Janrain maintaining customer profile. So we have experience layer API which provides one kind of data to the website and another kind of data to Mobile. These APIs are actually MuleSoft applications deployed on CloudHub Runtime. They are managed over API manager and security policies (Basic auth & token based authorization) are enforced there. ARM provides a view of Health of the CPU and memory, access management (Avalara is a provider for tax calculation, provides APIs for that. Payezee is payment process vendor) Consumed=11 minutes by now.
- Speaker- Nikunj Learnt during implantation. And corrected our course of action or working on improvements API has a lifecycle. So value it and manage it like a product Documentation of our APIs helps in long run. We are using confluence pages to maintain the functional definition. It helps consumers and reuse. Realize importance of collaboration. So we are working on to develop private exchange and publish the content there so that developers can discover them. Realize importance of CI, CD. Using (shell) scripts which is saving us time. Take a baby steps instead of big bang. It gives a chance to absorb the change, revert easily in case of problems. If some consumer wants to continue with older version, he can do so. Consumed=13 minutes by now.
- Speaker- Nikunj & Max Technical points- Eliminated point to point integration and replaced with a SOA based integration solution. It avoids redundancy and chaos. We get benefits of micro services like fault isolation and one unit for one functionality. The light weight platform gives higher performance and message reliability. The APIs created are reusable which reduces efforts. Business values- the solution enables new channels to the consumers & maintain unified experience. It is scalable and flexible so it can easily accommodate future needs. My channels don’t have to worry about different formats & protocols for payment system & order management system. The solution is saving us dollars in development efforts as well as support & maintenance. Consumed= 15 minutes