Using APIs to Create an Omni-Channel Retail Experience


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Today, tech-savvy consumers are always connected, using their mobile devices to compare prices, read user-generated reviews and pay for products - and many leading e-tailers already connect their customers to this information. The any time, any place connectivity enabled by mobile devices empowers all retailers to offer the kinds of enhanced shopping experiences modern consumers are becoming accustomed to.

To truly satisfy the needs of these well-informed, mobile consumers, retail organizations will need ways to create unified shopping experiences across all channels – from brick-and-mortar stores to the Web to mobile. Increasingly, offering a compelling mobile experience will become the cornerstone upon which these omni-channel shopping experiences are built.

In this webinar, you will learn how APIs can:

• Help deliver a consistent retail experience across multiple channels
• Connect retailers with social data
• Extend legacy systems to mobile apps
• Enable organizations to make real-time use of contextual data and buying patterns

Published in: Technology, Business

Using APIs to Create an Omni-Channel Retail Experience

  1. 1. © 2014 CA. All rights reserved. Using APIs to Create an Omni-Channel Retail Experience © 2014 CA. All rights reserved. June 24, 2014 Matt McLarty, VP API Academy Richard Pulliam, VP Global Partnerships
  2. 2. 2 © 2014 CA. ALL RIGHTS RESERVED. And Now in Omni Channel News… * Forbes
  3. 3. 3 © 2014 CA. ALL RIGHTS RESERVED. Google’s Turn
  4. 4. 4 © 2014 CA. ALL RIGHTS RESERVED. A Brief Step Back in Time Pre-Web
  5. 5. 5 © 2014 CA. ALL RIGHTS RESERVED. Heard of T-commerce? the 90’s? Wow – I love that tie! [CLICK to buy]
  6. 6. 6 © 2014 CA. ALL RIGHTS RESERVED. Memories…light the corners of my mind
  7. 7. 7 © 2014 CA. ALL RIGHTS RESERVED. Ecommerce in Context  1.0: – Personalization  Clickstream (moment to moment) targeting  Profile-based (history/loyalty) targeting – ZERO-time transactions  2.0: – APIs  Niche web and mobile apps  Programmatic affiliate mgmt – Social – Mobile / LBS
  8. 8. 8 © 2014 CA. ALL RIGHTS RESERVED. Bezos Platform Mandate 1. All teams will expose their data… 2. Teams must communicate through interfaces. 3. … no other form of interprocess communication allowed. 4. Interfaces, without exception, must be externalizable. 5. Anyone who doesn’t do this will be fired.
  9. 9. 9 © 2014 CA. ALL RIGHTS RESERVED. Amazon Marketplace Let Amazon Handle Your Omni-Channel and Secure Payment Needs
  10. 10. 10 © 2014 CA. ALL RIGHTS RESERVED. The Omni-Channel Approach  Contextual Retail  Right product to the right person at the right time – with the right payment method  Data is your currency, APIs become the exchange  This model is mandatory for the Web retailer
  11. 11. 11 © 2014 CA. ALL RIGHTS RESERVED. API-driven Context: Who, When, Where, How and Why? • Anytime Anywhere • Intimate and PersonalMobile • Latitude / Longitude • Proximity / Beacons / NFC / Wifi / Velocity / GeofencingLocation • How does social graph influence brand and behavior? • Social data on mobile critical to contextSocial • Wallets • POSPayment • Identity across any device • Seamless, secure and privateIdentity • Virtual currencies to influence behavior real-time • Value of consumer lifecycleLoyalty
  12. 12. 12 © 2014 CA. ALL RIGHTS RESERVED. Retail Ecosystem Apps Consumers Retailers / Brands Merchant and Consumer Data Wallet / POS Retail Content
  13. 13. 13 © 2014 CA. ALL RIGHTS RESERVED. Rich Content Delivered Over Multiple Access Channels Compound, multi-media content delivered everywhere on Mobile devices, Set top Boxes, via NFC and 3D Barcodes
  14. 14. 14 © 2014 CA. ALL RIGHTS RESERVED. Real time, Location Aware, Augmented Reality Provides rich user experience through location based services and Augmented Reality
  15. 15. 15 © 2014 CA. ALL RIGHTS RESERVED. Location – More Than a Point on a Map
  16. 16. 16 © 2014 CA. ALL RIGHTS RESERVED. Natural Language and Visual Search One key concept is Natural Language Search. Users can ask questions like “Which US President was a lifelong bachelor?” Visual Search deliver visually rich map of content results instead of traditional long list of website URLs
  17. 17. 17 © 2014 CA. ALL RIGHTS RESERVED. The Internet of Things Finally, Internet of Things (IoT) makes everything interconnected, inter-related , convergent and controlled
  18. 18. How do you survive the Omnichannel world as a retailer?
  19. 19. 19 © 2014 CA. ALL RIGHTS RESERVED. What: An Omni-Channel Retail Platform How: Accessible, API-Enabled Retail Services CA Layer 7 API Management Suite
  20. 20. 20 © 2014 CA. ALL RIGHTS RESERVED. What: End-to-end Identity and Security • Device • Geolocation • Velocity • User history • Fraud patterns Strongly authenticate users Protect mobile app Secure privileged identities Control access to APIs Threat Protection 1 Control access to Omni- channel apps 43 2 How: An Identity-aware API Management solution CA Layer 7 API Management, including the OAuth Toolkit Consumer Retail Services
  21. 21. 21 © 2014 CA. ALL RIGHTS RESERVED. What: Extensibility to meet the needs of M-Commerce How: Context-aware Mobile Access Control CA Layer 7 Mobile Access Gateway
  22. 22. 22 © 2014 CA. ALL RIGHTS RESERVED. What: “Always Open” Quality-of-Service How: Highest echelon availability and scalability CA Layer 7 API Gateway
  23. 23. 23 © 2014 CA. ALL RIGHTS RESERVED. What: A Developer Ecosystem – Internal, Partners, Entrepreneurs How: A Developer Portal for App Lifecycle Engagement CA Layer 7 API Portal
  24. 24. 24 © 2014 CA. ALL RIGHTS RESERVED. Best Buy Improved Customer Experience by Minimizing eCommerce Latency Challenges  Wanted more personalized shopping experience for customers  The need for social networking integration  The need to pull information from multiple information grids  A solution that handles back-end latency/load balancing, including Black Friday Improved customer experience Improved customer retention Improved revenues with social networking Removed Black Friday latency/outages Results Cloud-based Data Services Datacenter Customer Enterprise Data Services
  25. 25. © 2014 CA. All rights reserved. "We innovate by starting with the customer and working backwards. That becomes the touchstone for how we invent."-Jeff Bezos
  26. 26. © 2014 CA. All rights reserved. © 2014 CA. All rights reserved. Thank you
  27. 27. 27 © 2014 CA. ALL RIGHTS RESERVED. Legal Notice Copyright © 2014 CA. All rights reserved. Office 365 is either a registered trademark or trademark of Microsoft Corporation in the United States and/or other countries. All trademarks, trade names, service marks and logos referenced herein belong to their respective companies. No unauthorized use, copying or distribution permitted. THIS PRESENTATION IS FOR YOUR INFORMATIONAL PURPOSES ONLY. CA assumes no responsibility for the accuracy or completeness of the information. TO THE EXTENT PERMITTED BY APPLICABLE LAW, CA PROVIDES THIS DOCUMENT “AS IS” WITHOUT WARRANTY OF ANY KIND, INCLUDING, WITHOUT LIMITATION, ANY IMPLIED WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE, OR NONINFRINGEMENT. In no event will CA be liable for any loss or damage, direct or indirect, in connection with this presentation, including, without limitation, lost profits, lost investment, business interruption, goodwill, or lost data, even if CA is expressly advised of the possibility of such damages. Certain information in this presentation may outline CA’s general product direction. This presentation shall not serve to (i) affect the rights and/or obligations of CA or its licensees under any existing or future written license agreement or services agreement relating to any CA software product; or (ii) amend any product documentation or specifications for any CA software product. The development, release and timing of any features or functionality described in this presentation remain at CA’s sole discretion. Notwithstanding anything in this presentation to the contrary, upon the general availability of any future CA product release referenced in this presentation, CA may make such release available (i) for sale to new licensees of such product; and (ii) in the form of a regularly scheduled major product release. Such releases may be made available to current licensees of such product who are current subscribers to CA maintenance and support on a when and if-available basis. The information and results illustrated here are based upon each identified customer’s unique experiences with the referenced software product in a variety of environments, which may include production and non-production environments. Past performance of the software products in such environments is not necessarily indicative of the future performance of such software products in identical, similar or different environments.