Today, tech-savvy consumers are always connected, using their mobile devices to compare prices, read user-generated reviews and pay for products - and many leading e-tailers already connect their customers to this information. The any time, any place connectivity enabled by mobile devices empowers all retailers to offer the kinds of enhanced shopping experiences modern consumers are becoming accustomed to. To truly satisfy the needs of these well-informed, mobile consumers, retail organizations will need ways to create unified shopping experiences across all channels – from brick-and-mortar stores to the Web to mobile. Increasingly, offering a compelling mobile experience will become the cornerstone upon which these omni-channel shopping experiences are built. In this webinar, you will learn how APIs can: • Help deliver a consistent retail experience across multiple channels • Connect retailers with social data • Extend legacy systems to mobile apps • Enable organizations to make real-time use of contextual data and buying patterns

1. © 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

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And Now in Omni Channel News…
* Forbes

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Google’s Turn

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A Brief Step Back in Time
Pre-Web

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Heard of T-commerce?...in the 90’s?
Wow – I love that tie!
[CLICK to buy]

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Memories…light the corners of my mind

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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.

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Amazon Marketplace
Let Amazon Handle Your Omni-Channel and Secure Payment Needs

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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

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Retail Ecosystem
Apps Consumers
Retailers /
Brands
Merchant and
Consumer Data
Wallet /
POS
Retail
Content

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Rich Content Delivered Over Multiple Access Channels
Compound, multi-media
content delivered
everywhere on Mobile
devices, Set top Boxes, via
NFC and 3D Barcodes

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Real time, Location Aware, Augmented Reality
Provides rich user
experience through
location based
services and
Augmented Reality

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Location – More Than a Point on a Map

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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?

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What: An Omni-Channel Retail Platform
How: Accessible, API-Enabled Retail Services
CA Layer 7 API Management Suite

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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

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What: “Always Open” Quality-of-Service
How: Highest echelon availability and scalability
CA Layer 7 API Gateway

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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

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© 2014 CA. All rights reserved.
Thank you

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