How Service-Oriented Architecture Enables a Seamless Consumer Experience: An NCR White Paper

 

More than ever before, consumers expect businesses to interact with them at both a personal and digital level. As a result, consumer-to-business, or C2B, has become the new retail business model. Faced with this reality, retailers are challenged to define and implement strategies that best embrace and enable today’s consumer-driven marketplace.

Converged retailing goes beyond conventional implementations of multichannel retailing by delivering a consistent, unified and personalised experience anywhere the consumer touches the retailer. This convergence of applications and channels brings its own technology challenges. However, the adoption of an IT framework known as service-oriented architecture (SOA) is an essential foundation for efficiently and effectively enabling converged retailing, to provide a seamless consumer experience today and for the future.