If you had been at the National Retail Federation conference (this week in NYC), you would have seen a a really neat demo of the IBM Retail Integration Framework, featuring the Nortel Agile Communication Environment and the Extenda Retail application.
The demo showed what could be done across this SOA based environment leveraging a communications enabled retail application, recognizing that many sales are lost because of a time-wasting sales process.
In the demo, a customer uses her cell phone and clicks on an item (i.e. clothing) on a website, and gets information of the nearest store location via the Nortel Agile Communication Environment Location service capability. When the customer walks into the store, the Nortel Agile Communication Environment downloads the mobile version of the Extenda retail application to the customer’s phone. At the same time, it enables an IM “Click to Call” function to get the requested information to a sales associate, who has a PDA and is handling the pick ups in the appropriate department.
This agile and open SOA-enabled environment brings the shopper and what they want to buy more quickly together in a more effective, friendly manner.
How have retailers successful drawn you back for more business?
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