Digital experiences entail a vast number of interaction points designed and curated to increase engagement that positively impacts outcomes. When applied to digital commerce, retailers attain value by creating experiences that align their brand strategy with customer preferences. A headless transaction engine empowers these teams with the control and agility to execute fast.
The reality is that underlying commerce functions — building the basket, calculations, adjustments — while critical is not where the value lies in retail experiences. Like how the same underlying chip might power a laptop from Apple or Microsoft, the delivered product provides profound and fundamental user experience and engagement differences. These technology powerhouses don't focus on the chip or "engine" as their differentiator. Instead, they leverage that engine to enable functions and experiences that answer their customer's specific needs and priorities. Retail today is no different.
Breaking Out of the Legacy Black Box
For retailers today, the value is structuring engagement that delights customers and inspires loyalty. But with the complexity of the store landscape that demands specific capabilities such as cash management and associate optimization, many retailers remain trapped by the constraints of the legacy black box. These challenges inspired OneView to empower retailers with control, power, and agility by bringing headless commerce to the store landscape.
In legacy store systems, functions are tightly coupled and cannot be accessed and shared across touchpoints. When building digital experiences, no access to these discrete elements in legacy systems forces redundant development (search, add to cart, discount, void, etc.) of transactional processes that don't add direct value to the experience or engagement. One-off builds of these functions create silos and lead retailers to longer timelines for delivery, a lack of agility, and less personalized experiences.
Modern Architecture for 'Commerce Anywhere'
To overcome this challenge, OneView takes ownership of the critical but commoditized store commerce functions with our headless transaction engine. Building on the platform, digital and experience teams have access to hundreds of function-as-a-service elements, including those specific to powering physical stores like cash management and associate workflows, to build digital experiences. For instance, retailers creating unique digital experiences for pickups and line busting use OneView platform functions to manage quantities, discounts, coupons, substitutions, voids, basket calculations, and more from our engine without the need to write a single line of code. Ready access to those functions means retailers can focus their development on their experience's richness and depth while delivering it faster, with more precision and a higher degree of relevance.
Learn more about how, unlike traditional legacy store applications, OneView's headless architecture empowers retailers by giving them back control of the tech landscape. See how, with our agile SaaS infrastructure, innovators like Kroger make test-and-learn a reality to inform and empower their next-gen commerce strategies.