EVOLVE'14 | Enhance | Andrew Lau | Integrating Complex Systems for Experience Driven Commerce

Integrating Complex Systems for Experience-Driven Commerce

Nov 2014

@drewzie

Elastic Path is the leading independent enterprise experience-driven commerce platform

over $6.5 billion customer revenue created annually

2000 founded in Vancouver, Canada

150+ customers

100% MRR growth

#1 commerce blog

Recognized as a “major player”

150+ professionals

Digital Transformation Through Experience-Driven Commerce

§  Proven Core Commerce designed for experience-driven selling

§  Cortex API integration and Live Authoring components for Adobe Marketing Cloud

§  Ready to grow with Extended Commerce solutions from trusted partners

§  Enterprise Integration Framework for connections to other business platforms

GO GO GADGET COMMERCE

Topics Content + Commerce

Complexity Trends The API World

Distributed Data Personalized @ Scale

Onward

Content + Commerce Trends and Insights

Marketing

Why is brand! so important?!

This text is a solid grey

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Because people don’t buy things, they buy experiences.

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit #Elasticpath


What is Starbucks doing right?


ü  Creating an experience !

ü  Converging digital and physical "

ü  Focus on the power of mobile

ü  Leveraging data for personalization!

Modern consumers have high expectations

Unfortunately the majority of today’s brand experiences leave much to be desired…

2004!

2014!

THE STOREFRONT IS

Digital customer experiences are disjointed

Digital customer experiences are disjointed

37 v Commerce And Content: The Perfect Couple Or A Tumultuous Affair? by Peter Sheldon and Stephen Powers, November 19, 2013



What is the cost of this approach?


§  89% have switched business to a competitor due to poor customer experience!

§  Accenture estimates there is $5.9 trillion "put at play" from switching brands !

By 2025, millennials will make up 75% of the global workforce

So what?!

•  Nearly 85% of millennials say they research purchases online before buying"

•  73% of millennials are willing to use mobile devices to interact with brands’ loyalty programs"

•  75% would switch brand if offered mobile discounts while shopping

Most companies aren’t keeping up

§  89% of retailers don’t offer mobile payment options !

§  73% of retailers don’t offer mobile coupons !

§  92% of retailers don’t have integrated loyalty programs across channels!

We are in the age of contextual commerce

Right content &!experience!

Right format!

Right device!

Deliver the most relevant content based on:

Location!

Device!

Environment!

Visitor Profile!

We are in the age of in-store mobile use


55%

50%

2014 2015

60%

2017 2018 2016


While Most Transactions Still Take Place in a Physical Store…

~60%

Digital Influences

All retail transactions

52%

54%

56%

58% 59%

Retail Store of the Future


What does it take to create a great brand experience?

IT


GO GO GADGETS!

Binoculars Brella Coat Copter Cuffs Hands Legs Arms Neck Skates Springs Flower Ears

Lanyard Flaps Hat Doff Periscope Tie Magnets Mallet Parachute Respirator Siren Skis Teeth Wind Sail

Radar Pulley Flashlight Laser Pen Screwdriver Drill bit Snow gun Corkscrew Water Pistol Whistle

©"LUMA"Partners"LLC"2014"

Coupon Aggregators

Community

Platform

Social Enablers

Fulfillment / Distribution

SaaS

COMMERCE&LUMAscape & & & &"

Social Commerce

Affiliate Mktg

Secondary Market Daily Deal Aggregators White Label Solutions

Daily Deal Data / Analytics

Exchanges

Marketplaces / Auctions

Price Comparison Storefront /

Cart

Payment-Specific Order Mgmt

Flash Sale Sites

Daily Deal Sites Publisher Deals Realtime

Travel Beauty Home

CRM

Subscription/Push

E-Commerce Implementation

Mobile Commerce

E-mail Commerce Analytics

Performance

MARKETER

CONSUMER

Denotes acquired company Denotes shuttered company

THE FULL-STACK DEVELOPER IS http://techcrunch.com/2014/11/08/the-rise-and-fall-of-the-full-stack-developer/

Monolithic Web App

CC-‐BY-‐SA -‐ h*p://www.slideshare.net/apigee/why-‐apis-‐are-‐not-‐soa

Web Apps

App Server

Backend Services

Sites

CQ5

Backend Services

Storefront

EP

Backend Services

API-adapted Web Apps

Consumption focused CC-‐BY-‐SA -‐ h*p://www.slideshare.net/apigee/why-‐apis-‐are-‐not-‐soa

Web Apps

App Server

Backend Services

Other Apps

API

Sites

AEM

Backend Services

Mobile Apps

Sling API

Storefront

EP

Backend Services

Mobile Apps

SOAP API

API-adapted SOA

Exposure focused CC-‐BY-‐SA -‐ h*p://www.slideshare.net/apigee/why-‐apis-‐are-‐not-‐soa

Web Apps

App Server

Internal Services

Other Apps

API ESB

Sites

AEM

Internal Services

Other Apps

API ESB

Storefront

EP

Internal Services

Other Apps

API

ESB

API First

CC-‐BY-‐SA -‐ h*p://www.slideshare.net/apigee/why-‐apis-‐are-‐not-‐soa

Web Apps

App Server

App Servers

Mobile Apps

API

In-Store Apps

ESB Backend Services

Security Orchestration

Sites

AEM

EP

Mobile Apps

API Platform

In-Store Apps

ESB Backend Services

Security Orchestration

Systems of Record

Systems of Differentiation

Systems of Innovation

Mobile eCommerce Applications (m-commerce)

Websites / Mobile Versions of Full Retail Site Mobile SMS

Social Community

Customer Portal

Websites / Mobile versions of Full Retail Site

Kiosks

Product Reviews

Cross/Up-Sell Analytics

Store Locator

Site Analytics

Catalogue Management

Shopping Cart

Customer Account Management

Image Management

Fraud Management

ERP Systems

Payment Processing

Distributed Order Management

Master Data Management

Warehouse Management

The Pace Layering Model

Trends that are making this simpler

REST – Representational State Transfer Hypermedia SDKs API Orchestration

LEVEL 2 REST

LEVEL 1 REST

LEVEL 3 REST

NO STANDARDS NO EXAMPLES NO FRAMEWORKS

SOAP / RPC obscure, proprietary

PROVIDES: Resources, Verbs, Endpoint Links NEED TO KNOW: Nothing

PROVIDES: Resources, Verbs NEED TO KNOW: Data Shapes, Endpoints

PROVIDES: Resources NEED TO KNOW: Actions, Data Shapes, Endpoints

REST & Hypermedia

HATEOAS Hypermedia As The Engine Of Application State …or, links and types Developers know three things: 1.  Root URL 2.  Content-types of the resources 3.  Relationships between resources Developers do not know the URLs

SKU Product Cart Shipping Payment Order Customer

Browse Search

Add to cart

Checkout Calculate cost

Process order

Look up fulfillment Check authentication

Log history

Platform Object Model and Schema

Static API

UXP Client libraries

UXP Client libraries

CMS / CEM Client libraries

commerce.catalog commerce.order commerce.fulfillment commerce.history

Item Product Price Media Cart Order Purchase

Response Authorizer

Commerce Resource Library

Dynamic response Dynamic API

Dynamic response Dynamic response

Resource Resolver Resource Linker

UXP UXP CMS / CEM

GET POST

GET POST

GET POST

SDKs

SDKs

50% of time spent on commerce integrations went towards rebuilding SDK features Java IO + For Loops JAX-RS Spring Rest Templates

API Orchestration

Experience APIs vs One-size fits all APIs

API Orchestration

Distributed Data

Death to Data Sync

Systems of Record Catalogs Prices Shoppers/Users Profile Addresses Payments Transactions User Interactions

Systems of Record Assets Catalogs Prices Shoppers/Users Profile Addresses Payments Transactions Orders User Interactions

Don’t be a Data Hoard(er)

APIs Expose Data: Embrace distributed data Open your data Identity Management shouldn’t be your competency

Personalization @ Scale

Personalization @ Scale

What’s Next – Challenges for 2015

Unified Administrations – Admin APIs via the Touch UI Identity Management Mobile Commerce Gadgets

developers.elasticpath.com

Technology

EVOLVE'14 | Enhance | Andrew Lau | Integrating Complex Systems for Experience Driven Commerce