Sears Holdings Corp. is a leading integrated retailer with almost 2,500 full-line and specialty retail stores in the United States and Canada. Kandarp Bhatt, director of ecommerce product management at Sears, details how digital success for the retail giant requires the alignment digital and corporate strategies. He also discusses the importance of standing out above the ever-growing population of APIs in the market to create and communicate value and attract members of the developer community.
Customers are using mobile devices more often for an ever-growing list of tasks, be it searching for information, looking up directions, or buying products. In the digital economy, it’s getting much harder to understand customer behavior, know what they want, and delight them at the right time and on the right device. The solution to tracking and understanding customers across channels lies in APIs.
“Think like the customer” is good advice to any retailer. I was struck by the ways this guidance from Accenture on adapting to a multichannel world played out in what U.K. supermarket chain Morrisons has to say about what they call their “fit for the future” strategy.
The first thing that most people think when they hear “multichannel” or “omnichannel” retailing is brick-and-mortar retailers adding ecommerce capabilities. And for good reason: empirically it has become clear that consumers who interact with a brand in more than one way become better customers. But as the Morrisons story illustrates, “thinking like the customer” in order to build a strategy for digital transformation that strengthens a company’s overall competitive position is richer and more interesting than simply imitating what others have done.
Here are the video and slides for our recent webcast - Redefine Omni-Channel Retailing - Harness the Power of APIs.
Ed Anuff of Apigee and Balaji TT of Saggezza discussed the power shift in retail towards the connected customer, omni-channel trends, the associated business imperatives, and the requirements for API-enabled retail.