Retail companies are looking to deliver more relevant and personalized services to their customers. See how: http://ibm.com/apieconomy
To do this, companies must connect their back-end business operations and data with mobile app interfaces through integration capabilities. This video follows Kate and her family get a customized experience while undergoing some retail transactions.
It provides a good example of how retailers can participate in the API economy to delight the customer.
You can watch this video also at the source.