Forrester Research

Friday we reflected on multichannel expansion as a key business driver for retailers at eTail Boston this month, by comparing it to the technology recommendations of the analyst community. One fantastic point that Brian Walker touches on in his talk is that businesses in general cannot keep up with all of the emerging digital touch points in today’s market. Retailers are looking for strategies to reach customers across the rapidly growing array of channels most consumers touch daily: mobile, social, word of mouth, as well as traditional Web and traditional channels.

Less than a decade ago, we were limited to accessing the Internet via a monitor, keyboard and speakers overtaking our desks. Today, we view and engage with connected content by virtually every kind of device in our lives: our smartphones, tablets, television sets, even alarm clocks. At the heart of this ‘magic’ are the same engines that power our apps and websites of today: APIs.