Omnichannel API abstracts the complexities of underlying systems using Microservice Architecture and helps in building truly seamless and scalable front-end experiences by developing each element of functionality as a separate service and then reconnecting fragmented systems to deliver customer value. In the retail context, Product Catalog, Rich Content, and Commerce Platform can be three separate systems that can be integrated via API to provide a complete shopping experience. In the banking domain, it can be functionalities like My Account Management, Bill Pay Services, and marketing content like Offers and Up-sell Service Promotions that can be combined together for a personalized banking experience. In the consumer goods context, it can be Product Information and Education, Brand Utility Experiences, and Where to Buy functionalities that can be integrated to drive brand satisfaction or loyalty.
Top 5 Reasons How APIs Fit Into Omnichannel Strategy
o Reach Your Customers, Anywhere, On Any device
By securely exposing an amazing wealth of company assets, APIs unlock the business capabilities to multiple channels and partners, allowing capitalization of those new channels for higher conversion. These services can be consumed and integrated by a wide variety of developers and partners who embed them in various digital channels, allowing your consumers to connect with you on any device.
o Build Brand Love With Personalized Customer Experience
o Wow and Engage Your Users With Customer Innovation
APIs power rapid and fancy front-end innovations, giving you the ability to speed up the launch of new apps, microservices, web features and functionality, design, native mobile apps, mobile web and more. “Opening up internal systems to the third-party developers by well-defined APIs enables product innovation via mash-ups, plug-ins, and integration to keep your brand relevant and customers happy,” advises Mukund Balasubramanian, CTO of Photon.
o Win Customers Through Friction-free Experiences
APIs are the difference between winning customers through friction-free experiences and losing opportunities to competition that out-innovates you. An API-centric model allows multiple software systems—CRM, ERP, OMS, and CMS—to integrate and interact seamlessly, enabling seamless eCommerce transactions for retailers, loyalty programs for consumer brands, and mobile payments for financial services companies.
o Drive Faster, Cheaper, and Easier Software Development
The loosely coupled structure of microservices approach allows greater agility in development and deployment of new functionality, lowers app development costs, increases efficiency, and improves time-to-market. Leveraging reusable APIs lowers the cost of expansion for new channels and partners while allowing faster expansion and distribution to new channels and partners.