More Related Content Similar to Using APIs to Create an Omni-Channel Retail Experience (20) More from CA API Management (20) Using APIs to Create an Omni-Channel Retail Experience1. © 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 © 2014 CA. ALL RIGHTS RESERVED.
And Now in Omni Channel News…
* Forbes
3. 3 © 2014 CA. ALL RIGHTS RESERVED.
Google’s Turn
4. 4 © 2014 CA. ALL RIGHTS RESERVED.
A Brief Step Back in Time
Pre-Web
5. 5 © 2014 CA. ALL RIGHTS RESERVED.
Heard of T-commerce?...in the 90’s?
Wow – I love that tie!
[CLICK to buy]
6. 6 © 2014 CA. ALL RIGHTS RESERVED.
Memories…light the corners of my mind
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 © 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 © 2014 CA. ALL RIGHTS RESERVED.
Amazon Marketplace
Let Amazon Handle Your Omni-Channel and Secure Payment Needs
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 © 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 © 2014 CA. ALL RIGHTS RESERVED.
Retail Ecosystem
Apps Consumers
Retailers /
Brands
Merchant and
Consumer Data
Wallet /
POS
Retail
Content
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 © 2014 CA. ALL RIGHTS RESERVED.
Real time, Location Aware, Augmented Reality
Provides rich user
experience through
location based
services and
Augmented Reality
15. 15 © 2014 CA. ALL RIGHTS RESERVED.
Location – More Than a Point on a Map
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 © 2014 CA. ALL RIGHTS RESERVED.
The Internet of Things
Finally, Internet of Things (IoT)
makes everything
interconnected, inter-related ,
convergent and controlled
18. How do you survive the
Omnichannel world as a retailer?
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 © 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 © 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 © 2014 CA. ALL RIGHTS RESERVED.
What: “Always Open” Quality-of-Service
How: Highest echelon availability and scalability
CA Layer 7 API Gateway
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 © 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. © 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. © 2014 CA. All rights reserved.
© 2014 CA. All rights reserved.
Thank you
27. 27 © 2014 CA. ALL RIGHTS RESERVED.
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