Evolve 2014 integrating complex systems for experience driven commerce
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Completing complex integrations to build experience driven commerce, presented in the technical breakout session at the recent Adobe developer conference Evolve 14 by Andrew Lau, Product Manager at Elastic Path Software
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Evolve 2014 integrating complex systems for experience driven commerce
- 1. Integrating Complex Systems for Experience-Driven Commerce Nov 2014
- 2. @drewzie
- 3. Elastic Path is the leading independent enterprise experience-driven commerce platform 2000 founded in Vancouver, Canada over $6.5 billion customer revenue created annually 150+ customers 100% MRR growth #1 commerce blog 150+ professionals Recognized as a “major player”
- 4. Digital Transformation Through Experience-Driven Commerce
- 5. § Cortex API integration and Live Authoring components for Adobe Marketing Cloud § Proven Core Commerce designed for experience-driven selling § Ready to grow with Extended Commerce solutions from trusted partners § Enterprise Integration Framework for connections to other business platforms
- 6. GO GO GADGET COMMERCE
- 7. Topics Content + Commerce Complexity Trends The API World Distributed Data Personalized @ Scale Onward
- 8. Content + Commerce Trends and Insights
- 9. Marketing
- 10. Why is brand! so important?!
- 12. This text is a solid grey
- 15. Because people don’t buy things, they buy experiences. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 16. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit #Elasticpath
- 18. What is Starbucks doing right? © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit #Elasticpath
- 19. ü Creating an experience ! ü Converging digital and physical " ü Focus on the power of mobile ü Leveraging data for personalization! © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit #Elasticpath
- 20. Modern consumers have high expectations
- 21. Unfortunately the majority of today’s brand experiences leave much to be desired…
- 22. 2004!
- 23. 2014!
- 32. Digital customer experiences are disjointed
- 36. Digital customer experiences are disjointed
- 37. Commerce And Content: The Perfect Couple Or A Tumultuous Affair? by Peter Sheldon and Stephen Powers, November 19, 2013 37 v
- 38. Commerce And Content: The Perfect Couple Or A Tumultuous Affair? by Peter Sheldon and Stephen Powers, November 19, 2013 38 v
- 39. What is the cost of this approach? © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit #Elasticpath
- 40. § 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 ! © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit #Elasticpath
- 42. By 2025, millennials will make up 75% of the global workforce So what?!
- 43. • 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
- 44. Most companies aren’t keeping up
- 45. § 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!
- 46. We are in the age of contextual commerce
- 47. Right content &! experience! Right format! Right device! Deliver the most relevant content based on: Location! Device! Environment! Visitor Profile!
- 48. We are in the age of in-store mobile use
- 49. While Most Transactions Still Take Place in a Physical Store… Digital Influences © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 55% 50% 2014 2015 60% 2016 2017 2018 ~60% All retail transactions 52% 54% 56% 58% 59%
- 50. Retail Store of the Future
- 51. What does it take to create a great brand experience? © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit #Elasticpath
- 52. IT
- 53. Commerce And Content: The Perfect Couple Or A Tumultuous Affair? by Peter Sheldon and Stephen Powers, November 19, 2013 53 v
- 54. 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
- 56. COMMERCE&LUMAscape & & & &" Daily Deal Sites Publisher Deals Realtime White Label Solutions Daily Deal Aggregators Secondary Market Coupon Aggregators Analytics E-mail Commerce Community ©"LUMA"Partners"LLC"2014" Flash Sale Sites Platform Social Enablers Daily Deal Data / Analytics Fulfillment / Distribution SaaS Social Commerce Subscription/Push Affiliate Mktg Exchanges Marketplaces / Auctions Price Storefront / Comparison Cart Order Mgmt Payment-Specific Home Beauty Travel CRM E-Commerce Implementation Mobile Commerce Performance MARKETE R CONSUME R Denotes acquired company Denotes shuttered company
- 58. THE FULL-STACK DEVELOPER IS http://techcrunch.com/2014/11/08/the-rise-and-fall-of-the-full-stack-developer/
- 59. Monolithic Web App Web Apps App Server Backend Services Sites CQ5 Backend Services CC-‐BY-‐SA -‐ h*p://www.slideshare.net/apigee/why-‐apis-‐are-‐not-‐soa Storefront EP Backend Services
- 60. API-adapted Web Apps Consumption focused Web Apps App Server Backend Services Other Apps API Sites AEM Backend Services CC-‐BY-‐SA -‐ h*p://www.slideshare.net/apigee/why-‐apis-‐are-‐not-‐soa Mobile Apps Sling API Storefront EP Backend Services Mobile Apps SOAP API
- 61. API-adapted SOA Other Apps API ESB Exposure focused Web Apps App Server ESBAPI Internal Services Other Apps Sites AEM Internal Services CC-‐BY-‐SA -‐ h*p://www.slideshare.net/apigee/why-‐apis-‐are-‐not-‐soa Other Apps ESBAPI Storefront EP Internal Services
- 62. API First Web Apps App Server Security Orchestration App Servers Mobile Apps API In-Store Apps ESB Backend Services CC-‐BY-‐SA -‐ h*p://www.slideshare.net/apigee/why-‐apis-‐are-‐not-‐soa Sites AEM EP Mobile Apps API Platform In-Store Apps ESB Backend Services Security Orchestration
- 63. Customer Portal Social Community Store Locator Systems Cross/Up-of Sell Innovation Analytics Systems of Differentiation Systems of Record Mobile eCommerce Applications (m-commerce) Websites / Mobile Versions of Full Retail Site Mobile SMS Kiosks Websites / Mobile versions of Full Retail Site Product Reviews Shopping Cart Catalogue Management Site Analytics Image Management Customer Account Management ERP Systems Fraud Management Distributed Order Management Payment Processing Warehouse Management Master Data Management The Pace Layering Model
- 64. Trends that are making this simpler REST – Representational State Transfer Hypermedia SDKs API Orchestration
- 65. LEVEL 3 REST LEVEL 2 REST LEVEL 1 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
- 66. 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
- 67. UXP Client libraries Static API 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 UXP Client libraries CMS / CEM Client libraries commerce.catalog commerce.order commerce.fulfillment commerce.history
- 68. Dynamic API UXP UXP CMS / CEM Dynamic response Item Product Price Media Cart Order Purchase Response Authorizer Commerce Resource Library Dynamic response Dynamic response Resource Resolver Resource Linker GET POST GET POST GET POST
- 69. SDKs
- 70. SDKs 50% of time spent on commerce integrations went towards rebuilding SDK features Java IO + For Loops JAX-RS Spring Rest Templates
- 71. API Orchestration Experience APIs vs One-size fits all APIs
- 73. Distributed Data
- 74. Death to Data Sync Systems of Record Catalogs Prices Shoppers/Users Profile Addresses Payments Transactions User Interactions
- 75. Systems of Record Assets Catalogs Prices Shoppers/Users Profile Addresses Payments Transactions Orders User Interactions
- 76. Don’t be a Data Hoard(er) APIs Expose Data: Embrace distributed data Open your data Identity Management shouldn’t be your competency
- 79. What’s Next – Challenges for 2015 Unified Administrations – Admin APIs via the Touch UI Identity Management Mobile Commerce Gadgets