• Like
  • Save

Catch and Keep Digital Shoppers

  • 4,551 views
Uploaded on

How to deliver retail to catch and keep the digital shoppers. For more information: http://cs.co/ibsg-nrf

How to deliver retail to catch and keep the digital shoppers. For more information: http://cs.co/ibsg-nrf

More in: Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
4,551
On Slideshare
0
From Embeds
0
Number of Embeds
4

Actions

Shares
Downloads
0
Comments
0
Likes
11

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. “Catch and Keep” Digital Shoppers How To Deliver Retail Their Way Internet Business Solutions Group – Retail and Consumer Products Cisco Consulting Services January 13, 2013 For more information: http://cs.co/ibsg-nrfCisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 1
  • 2. Today’s Strategic Issue: How Do You Catch and Keep? The Shopping Aware Research—Decide Transact Service–Support Journey Call Center Online Store CATCH AND KEEP (all screens) Channel The Dangerous Transition OnlinePreference (all screens) 65% TODAY’S STRATEGIC ISSUE 90%  65% of US shoppers research online, purchase in store  up from 57% last year  40% research in the store, purchase online  90% of all non-grocery US retail transactions occur in the store Source: Cisco IBSG primary research, 2012; Forrester, 2012; National Retail Federation, 2012Cisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 2
  • 3. From a Trickle to Tidal Wave: The US Now Shops Through Bits and Bytes Digital Mass X-Channel Meet the Shops Grows (Again) Digital Mass Mobile, too Market ≈ 50% 65% shops or wants to with All US research online smartphones, tablets, i then buy in store. 57% n-store touchscreens 8 in 10 Americans LY. • Access the net daily • Own mobile phone or tablet More Digital = • Shop via the internet Make It Personal Higher . . . and Opt-In 1 in 10 Americans Expectations • The Uber-Digitals 60% Three-Fourths Now expect more Of Digital Mass Market Digital Commerce = value, visibility to price- interested . . . with Research + Transaction SKU data. limits. 12.22.12Cisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 3
  • 4. The US Now Shops Through Bits and Bytes; Which Brands Will Lead? Give Me Digital Top Decision One Content in the Source: Web Strategy Store Reviews Doesn’t Fit All 71% 52% Want access to Most important for digital content in the buying decisions. store. 12% selected Different segments store employees: demand different content and devices at different They Prefer Your Screen points in the decision Self-Access or Mine. journey. 85% 22% of US shoppers want Wanted their own Detailed, careful planning = self-serve digital device in store. “Mashop” success access in the store. Store device: 21% Don’t care: 28%. 12.22.12Cisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 4
  • 5. Digital Shopping Now the Norm: Mobile and Touchscreen Are Key Influencers Percentage of respondents doing now or interested in doing Eight in Ten Digital Mass PC at Touch- Phone on Tablet at TV screen Phone at Phone screen in Market home store the go home in store home in store 97% 54% 48% 47% 47% 46% 46% Über Digital Phone PC at Tablet at Phone on Phone at Touch- TV screen in store home home the go home screen in in store store 98% 96% 95% 93% 90% 79% 64% One in Ten 12.22.12Source: Cisco IBSG, 2012Cisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 5
  • 6. Key Buying Influencers Now Firmly Digital (2010–2012) What are the three most important sources of information you use to help make buying decisions? Online reviews retailer website Friends and family Online reviews expert sources Manufacturers Web sites In-store product packaging and displays Print publications Store employees Social networks Television programs 70% 60% 60% 52% 49% 50% 44% 42% 40% 29% 27% 29% 30% 24% 23% 19% 21% 20% 20% 16% 10% 12% 10% 10% 10% 0% 2010 2012 2010: n=1,004 2012: n=1,007Source: Cisco IBSG, 2011 and 2012 (U.S. data)Cisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 6
  • 7. Top Four In-Store Concepts When Tested for Level of Interest 1 2 3 4 Automated Product Personal mobile Design Pick-up Selector Shopping Center 53% 53% 50% 49% A locker to View entire product Use mobile device Select, configure, arran pick-up your purchase ranges and detailed in store to get offers ge products, to meet from a store using a information about and coupons; scan needs and create unique code specific products to help product code for design / solution you decide what to buy online product information, ratings, revi ews, etc.Source: Cisco IBSG, 2012 (U.S. data, n=1,070) Do it Consider it Ignore itCisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 7
  • 8. Three Conclusions to Take Away To Influence Keys: • Transparency = authenticity = trust 1 Buying, It’s Content in Context • Differentiating Value • Every-where and every-screen • Easy to access, easy to use Self-Service Digital And the store, too. Ask: 2 Content Re-frames Store Labor Roles • Which experiences differentiate? • How delivered today? Tomorrow? • Best use of labor investment? They Want But proceed carefully • Opt-in a must 3 Personalized Experiences • Use the “transactional” data they’ve already given – “Big Data” analysis • Start with the Uber-DigitalsCisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 8
  • 9. For more information: http://cs.co/ibsg-nrfFollow on Twitter: @CiscoIBSG