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It's the Experience, Stupid!

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How APIs Enable the Seamless Integration of Content and Commerce

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It's the Experience, Stupid!

  1. 1. It’s The Experience, Stupid! How APIs Enable the Seamless Integration of Content and Commerce Wednesday, 06. December 2017 All Rights Reserved @2017 1 Dr. Roman Zenner
  2. 2. All Rights Reserved @2017 2
  3. 3. Why Is Getting the Things We Love So Boring? All Rights Reserved @2017 3
  4. 4. Why Does Everybody Look the Same? All Rights Reserved @2017 4
  5. 5. All Rights Reserved @2017 5 Life Is About Great Experiences and Special Moments
  6. 6. All Rights Reserved @2017 6 Introduction: Dr. Roman Zenner • 15+ years e-commerce experience: as author, lecturer, consultant, journalist & project lead • Since autumn 2015 at commercetools as Industry Analyst & Content Writer
  7. 7. Cloud-Hosted Hundreds of Releases/Year 140+ Commerce Professionals Making all Touchpoints Shopable Leading Platform for APIs and Microservices Munich, Berlin, Durham, Amsterdam 80+ Enterprise customers worldwide Built for SPEED
  8. 8. All Rights Reserved @2017 8 commercetools a Contender in Forrester’s B2C Commerce Wave Recognized as 1 of 12 globally relevant platforms with a strong fit for modern Commerce Key Takeaways: • commercetools scored highest in: • Emerging mobile touchpoints • Microservices and service oriented architecture • Total cost of ownership • Customers like its ability to deliver commerce “à la carte“ • commercetools is a good fit for firms looking to innovate on commerce
  9. 9. Our Clients
  10. 10. „Age of the Consumer“ • Customers are sophisticated, well- connected and perfectly informed • Frictionless experiences All Rights Reserved @2017 10
  11. 11. “I see new touchpoints everywhere!” All Rights Reserved @2017 11
  12. 12. "Voice" as the New Human-To-Machine Interface All Rights Reserved @2017 12 > 22 Millionen devices sold in 2017 https://www.forbes.com/sites/gilpress/2017/10/29/22-million-amazon-echo-smart-speakers-to-be-sold-in-2017-driving-us-smart-home-adoption/#1c51d65481a2
  13. 13. All Rights Reserved @2017 13 Vorwerk: IoT in the Kitchen
  14. 14. Welcome to the Post-Webshop Era All Rights Reserved @2017 14
  15. 15. “Don‘t bother me!“ All Rights Reserved @2017 15
  16. 16. All Rights Reserved @2017 16 LEGO: Information Siloes
  17. 17. All Rights Reserved @2016 17 LUSH: Experience Drives Conversion and Sales Abandoned carts: -16% Digital orders: +64% Website sessions: +75%
  18. 18. Beneath the Surface All Rights Reserved @2017 18
  19. 19. All Rights Reserved @2017 19 Broken User Experience & Information Silos Marketers only control content, have no access to the commerce experience (campaigns, products, etc.) IT controls infrastructure, product related information and checkout processes. Commerce platform Information barrier Brand page Webstore CMS
  20. 20. “We only need the right piece of software ...“ All Rights Reserved @2017 20
  21. 21. Enter: Best-of-Breed All Rights Reserved @2017 21
  22. 22. Marketers own the Experience All Rights Reserved @2016 22
  23. 23. What is an API? • Functionality • Data • SLAs
  24. 24. API-based Best-of-Breed in Full Swing 24
  25. 25. PIM Product information Pricing Discounts Inventory Search Categories Reviews Services Along the Customer Journey All Rights Reserved @2016 25 Customers Authorization Customers Customer Groups Cart & Checkout Shopping cart Discounts codes Taxation Shipping methods Payment status Order management Orders Channels Stores Store finder Technical Custom objects Import/Export Technical services
  26. 26. In Summary 1. Brands and retailers build experiences to “stick out” 2. Attract new and keep old customers 3. Build for new touchpoints 4. Rely on flexible APIs and Cloud software delivery 5. Best-of-breed instead of suite
  27. 27. Fresh off the press All Rights Reserved @2017 27 http://go.bloomreach.com/api-led- commerce-drives-next-gen-digital- experiences.html http://go.commercetools.com/API-Booklet
  28. 28. Day, DD. Month 2017 All Rights Reserved @2017 28
  29. 29. www.commercetools.com Office Munich Adams-Lehmann-Str. 44 80797 Munich +49 89 99 82 996-0 Office Berlin Sonnenallee 223 12057 Berlin +49 30 67 24 21-20 Durham, NC American Underground | Crowe Building 406 Blackwell Street, Suite B034 Durham, NC 27701 +1 212 220 3809 Day, DD. Month 2017 All Rights Reserved @2017 29 Thank you!
  30. 30. This document is created and owned by commercetools. The contents of this document are confidential and intended solely for the addressee(s). If you are not an intended addressee, you must not disclose, copy, distribute or take any action in reliance upon this document. If you have received this document in error, please notify commercetools, http://www.commercetools.com. Disclaimer Day, DD. Month 2017 All Rights Reserved @2017 30
  31. 31. We help our customers to be prepared Commerce Platform for all Devices / Touchpoints Never Upgrade – new Features weekly Built for fast Scale and modern Business Models B2C / B2B / M2C ready Global Cloud Coverage and highest SLA in the Industry Supporting Digital Transformation by enabling any Developer

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