Saggezza @saggezza

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Balaji TT @ttb Ed Anuff @edanuff

Redefine  Omni-­‐Channel  Retailing    Harness  the  Power  of  APIs  

@edanuff  

@saggezza  @apigee  

@7b  

groups.google.com/group/api-craft

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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  

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.  

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  

Experience  apps  are  channels  

Apps  &  Widgets  

Mobile  Social  

Data   Open  API  

New  Mobile  &  Social  Commerce  

APIs  apps  are  built  from  services  

Apps  &  Widgets  

Mobile  Social  

Data   Open  API  

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?  

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

Data  &  AnalyPcs  

Apps  &  Widgets  

Mobile  Social  

Data   Open  API  

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

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.

DemonstraPon  Live  Demo  –  Envision  ApplicaHon  

   

QuesPons?  

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Apigee @apigee