Payment Blade e-commerce API for omnichannel

The thumzup Payment Blade ercommerce API:
fits right into your omnichannel stratetgy

As part of its strategy to make the Payment Blade an excellent tool for use in providing an omnichannel experience, thumbzup has developed the Payment Blade e-commerce API. Before delving into the e-commerce API, we will briefly describe the omnichannel concept so we know we are referring to the same thing.

Omnichannel refers to an approach to retail in which there is a seamless customer experience across all channels and touch points with a retail organisation. The customer may be shopping online from a desktop or mobile device, by telephone, in a physical store and the experience would be seamless. The same seamless experience would exist across departments and affiliates within a physical store as well. It is an evolution of retail strategy that is a result of the connected consumer.

Connected consumer
Connected consumer drives the omnichannel strategy of many businesses.

Evolution to omnichannel in a retail organisations typically passes through a multi-channel phase in which physical stores, e-commerce and other channels exist in isolation from one another. In this disconnected, multichannel phase, the behaviour of the customer connects the channels, so the customer does the work of connecting the pieces of their experience, not the business (see image below, middle component). In omnichannel, the seamless integration means that data is the connector, and technology does the work of connecting the channels (see image below, righ component). To the customer, it is one business irrespective of the channel shopped.

Evolution of omnichannel
Evolution of omnichannel in retail

There are two ways that a retail business can integrate an omnichannel approach:

  • a deep integration via its back office systems and point of sale devices
  • a simple integration that takes advantage of its existing investment in its e-commerce website

The thumbzup Payment Blade can work in both scenarios. However, the ease with which the Payment Blade can integrate with and add on-site card acceptance via a secure payment device to any e-commerce website makes this a simple and low cost choice for omnichannel payments. This is possible because of the e-commerce API provided for the Payment Blade.

The e-commerce API provides a container that allows an e-commerce site to run as-is on the Payment Blade and provides direct access to both the hardware and payment APIs of the blade. In effect, this is a speciallised web browser that exists for the sole purpose of integrating card-present transactions with the e-commerce capability of the website.

Payment Blade e-commerce API
Payment Blade e-commerce API

This means that by including a relatively simple Javascript API in their e-commerce site, any merchant with an e-commerce site is able to use their existing e-commerce capability, but instead of an online payment (where the card is not present in a store), they are able to accept the customer’s payment with the card in the store.

This provides just about the simplest approach to building omnichannel capability that is available today. Aside from saving money on the point-of-sale software and back-end integration, the Payment Blade fits into their stragegy for a seamless customer experience.

Please get in touch if you are interested in learning more about the omnichannel potential of the Payment Blade.