The new technologies employed by e-tailers are starting to have very real impact on anyone who buys anything at all. It’s worth understanding in some detail, and it’s particularly important to have a sense of the scope of and the important role that a variety of data plays in creating the kinds of experiences that retail customers have grown to expect.
Thanksgiving 2013 is a week away and leading retailers are working overtime and preparing for battle on Black Friday and Cyber Monday (the biggest shopping days of the year in the USA). Today’s savvy shoppers are carrying their favorite retail stores in their pockets, doing more and more business on mobile devices, are making buying decisions that are increasingly informed through social networks.
If you own a digital transformation or mobility program for retail, this ebook will give you the ammunition you need to meet the challenge of the digital world head-on, answer questions about apps, data, and APIs, and create your own roadmap.
API programs have become commonplace at nearly all big retailers who offer multi-channel experiences to their customers through mobile apps, in-store kiosks, the Web, and personalized in-store services, among other things. Analyzing the anatomy of a typical retail API program uncovers some interesting patterns.
“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.
Walgreens made headlines in 2012 by releasing APIs for mobile developers to enable photo printing from smartphones and then quickly followed up with an API for prescription drugs. But what's a traditional business like Walgreens doing with an API? Far beyond increased relevance in an Instagram age, the Walgreens story is one of transformation of an entire business model. In this recent webcast, Joe Rago and Nicholas Eby of Walgreens along with Brian Mulloy of Apigee discussed Walgreens' journey through the digital transformation of a century old brick-and-mortar enterprise.
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.
A couple weeks ago Eventbrite launched an iPad payment card reader for event merchants to sell tickets and merchandise on-site. However, as Austin Carr from FastCompany reported in this excellent article, Eventbrite built the system in-house instead of partnering with the obvious choice, Square. Why? "Square does not have an open API," Mendelsohn says.