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
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit #Elasticpath
What is Starbucks doing right?
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit #Elasticpath
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
38 v Commerce And Content: The Perfect Couple Or A Tumultuous Affair? by Peter Sheldon and Stephen Powers, November 19, 2013
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit #Elasticpath
What is the cost of this approach?
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit #Elasticpath
§ 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
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
55%
50%
2014 2015
60%
2017 2018 2016
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit #Elasticpath
What does it take to create a great brand experience?
IT
53 v Commerce And Content: The Perfect Couple Or A Tumultuous Affair? by Peter Sheldon and Stephen Powers, November 19, 2013
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