A simple online shopping task or purchase used to be extraordinary. That was yesterday’s news. Today companies such as Rogers Communications put live NHL game content in the hands of a mobile user; General Motors gives drivers the ability to start, stop and understand diagnostic information even when remote from the vehicle; and L’Oréal keeps retail partner and shopper loyalty high with fully-integrated product stock and pricing information.
These user engagement experiences have lasting effects. They impact the way we live, work and compete. Companies are no longer being compared to the competitors within their own traditional boundaries, but to all organizations that are delivering a great customer experience.
Continuous Innovation Through APIs
What we have learned through industry disruption is that those who compete and are digital disruptors in existing or new industries find new ways to continually innovate. The newly released API research report, “APIs and the Digital Enterprise: From Operational Efficiency to Digital Disruption” uncovered key areas digital disruptors are investing in to adapt and thrive in the new application economy.
1. Release engaging apps faster: To deliver optimal digital experiences businesses need to get apps out faster, understand usage sooner and iterate more often. It is not about delivering the most features but the right features in today’s experience driven world. 84 percent of organizations are using or planning to use APIs to speed delivery of revenue enhancing apps.
2. Unlock data silos to improve customer experience: Businesses need to tap in to useful data that is often hidden away in silos, accessed very little or never at all. The ability to use information to deliver a more engaging experience across channels based on consumer insights provides a much more convenient and personalized experience that keeps customers coming back. 85 percent of organizations are using or planning to use APIs to deliver new and better customer experiences.
3. Expand reach through digital ecosystems: Successful digital organizations must find a way to open up information and expand digital ecosystems. The ability to effectively share information will allow digital disruptors to extend reach and access entirely to new markets. Understanding how to connect and share data will enable companies to capitalize on the network effect ecosystems offer. 84 percent of organizations are using or planning to use APIs to extend their digital reach.
L’Oréal: How APIs Drove Consumer Goods Innovation
As the world’s largest cosmetics company, L’Oréal is dedicated to beauty. L’Oréal sought to modernize on a single ecommerce platform in the Americas, with the ability to support any combination of digital, retail and partner channels through a consistent set of APIs. L’Oréal witnessed a 5X increase in the number of application connections without having to expand development teams. In addition, L’Oréal was also able to tap in to the value of customer data, combining it with merchandise to deliver a better customer experience. This took shape with the L’Oréal Makeup Genius app, which delivered an innovative omni-channel virtual experience of trying on makeup. Finally, L’Oréal was able to open and share product data with partners such as Target. This helped reduce operational costs, cutting down inventory overage, while ensuring shelves were filled with accurate pricing. This all was possible through APIs.
Why API Management
Successful organizations such as L’Oreal have found API Management necessary for their API projects. The right API Management solution should effectively allow organizations to create APIs and integrate with data, secure and mitigate the risk of APIs, accelerate the development of mobile and IoT apps connecting to APIs and unlock the value of data by engaging in new digital ecosystems. See www.ca.com/api to learn more how CA API Management can help.