redefine omni-channel retailing - harness the power of apis
TRANSCRIPT
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Saggezza @saggezza
Apigee
@apigee
Balaji TT @ttb Ed Anuff @edanuff
Redefine Omni-‐Channel Retailing Harness the Power of APIs
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@edanuff
@saggezza @apigee
@7b
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groups.google.com/group/api-craft
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slideshare.net/apigee
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youtube.com/apigee
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• Apps New mobile & social commerce paradigm – what it means for retailers and customers in 2013?
• APIs
Leveraging APIs to make retailers’ omni-‐channel vision reality
• Data AnalyHcs and data as currency
• Live DemonstraHon
Agenda
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The Omni-‐Channel Retailer
Omni-Channel Retailer Cross-Channel Retailer Multi-Channel Retailer Single Channel Retailer
Bulk of revenue from one channel… • Traditional brick and
mortar retailer • Pure play online
retailer
Different channels in silos… • Silo business units • Stock availability • High level customer
service • Product variety • Differentiated services
Some cross channel capabilities… • Single brand access
across all channels • Separate supply
chains and systems
Unified experience… • Flexibility and
seamless shopping • Full product offering
across all channels • Single view for the
customer across all channels
• Single organization
servicing all channels
The Omni-‐Channel Retailer improves the experience & buying process for customers.
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Architecture = Experience + APIs + Data
Apps & Widgets
Mobile Social
Data Open API
Omni-‐data layer Analy/cs
• Analysis • 360 customer • 360 product • POI analyPcs
Experience layer mul/ple apps, touch points
• Engaging • EmoPonal • Entertaining • ExciPng
Abstrac/on layer Innova/on & leverage • Access (API) • App Services • Mediate/Virtualize • Specialize
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Experience apps are channels
Apps & Widgets
Mobile Social
Data Open API
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New Mobile & Social Commerce
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APIs apps are built from services
Apps & Widgets
Mobile Social
Data Open API
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Powering Flexibility Need to power different types of apps (websites, mobile, widgets . . .)
Extending Data Need to move interacHon data (customers, carts, content) out of legacy systems of record and to the edge to power applicaHons at scale
Embracing The Cloud Need to deploy across data centers, in public & private cloud
Why APIs?
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Complete Retail 2.0 Suite Omni-‐channel -‐ Powered by APIs
Look Envision Match Give
Description Visualization of product allowing a customer to see a product in action in their specific environment (clothing, home goods, accessories).
Goal
Allows a consumer to ‘test-drive’ a product without physically having to interact with it.
Description Browse and share a 'look’ comprised of multiple retailer products, represented as collection. Collections can be user or retailer defined. Goal
Target key customer demographics, sell multiple products as a solution, brand awareness through user networks and social channels.
Description Find and share an alternative to a brand-name product based on a specific item’s brand or style via barcode, description, location, retailer and/or cost.
Goal
Educate customer of retailer alternatives to competitor’s products. Drive customer awareness of retailer’s additional product offerings.
Description Guided inventory filtering based on a giver’s needs, a recipients wants and/or an event type. Goal
Expedite customer’s product selection process and increase the desired dollar amount spent on a gift.
Retailer
Open API
Social Networking Demographic Targeting
Barcode Scanning Location Services
Social Networking Inventory Filtering
Social Networking Augmented Reality
Consumer accesses apps >> Apps use technology services inside of Open API >> Open API accesses retail store products >> Consumer buys products from retailer
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Data & AnalyPcs
Apps & Widgets
Mobile Social
Data Open API
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Integrate – Touch Point AnalyPcs
Time Preference
Purchases
Brands
Price Preference
Needs
Payment
Channel
Location
Likes JCP 9 Friends who like
JCP Likes Fitness Centers
Lives In
Has 873 Friends
4 JCP Checkins
Shops at
Customer
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DemonstraPon Live Demo – Look ApplicaHon
Create Collections Themed assortments of products organized by
categories.
Customize Collections
Personalize with a cover picture, a name, and add any combination of Kohl’s products.
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DemonstraPon Live Demo – Envision ApplicaHon
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QuesPons?
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