Mobility In Retail Today: Connect With Customers To Drive More Revenue

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Growing retail sales depends on your ability to create captivating shopping experiences. Join Cisco for this session where you’ll get insights on customer behavior and how to use mobility to transform store operations and increase profits. You’ll hear the latest research from the Cisco Consulting Services’ annual shopper survey about what moves the retail revenue needle and why. Plus Bob Friday, CTO of Cisco’s Wireless Networking Group, will discuss new ways to capture that revenue and deliver a superior customer experience with groundbreaking Wi-Fi and mobile technologies.

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Mobility In Retail Today: Connect With Customers To Drive More Revenue

  1. 1. Mobility  In  Retail  Today:  Connect  With  Customers  To  Drive  More  Revenue  Presented bySession sponsored by
  2. 2. #CCSeries13About  CCS  2013  ü 9 Webinars, 4 Daysü Sessions covering Mobile,Social, Store Ops,X-Channel, and moreü Featuring industryanalysts and consultantsü Free for Retail executiveswww.retailtouchpoints.com/connected-consumer-2013
  3. 3. #CCSeries13Follow  The  Webcast  On  Twi:er  #CCSeries13  @ConnectConsumer  @RTouchPoints  
  4. 4. #CCSeries13About  Retail  TouchPoints  ü Launched in 2007ü More than 25,000 subscribersü Provide executives with relevant,insightful contentü Free Resources such as White Papers,E-book, Webinars, Research andPodcastswww.RetailTouchPoints.com
  5. 5. #CCSeries13BrightTALK  
  6. 6. #CCSeries13Today’s  Panelists  Jon StineDirector,Cisco Consulting ServicesCisco SystemsAndrew GaffneyEditorial DirectorRetail TouchPointsMODERATORBob FridayVP and CTO,Wireless Networking GroupCisco Systems
  7. 7. © 2013 Cisco and/or its affiliates. All rights reserved. 7© 2013 Cisco and/or its affiliates. All rights reserved. 7Mobility in Retail TodayConnect with Customers to Drive MoreRevenueJon StineDirector, Cisco Consulting ServicesMay 20, 2013Bob FridayVP and CTO, Wireless Networking Group
  8. 8. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8123Smart Mobility and Retail:Where’s the Value, and Why?•  Yes, they’re shopping withsmartphones. Especially Gen Y.•  15% CAGR US Smartphone shoppers,2012-2015No surprise.•  Approach Mobility as a criticalelement in cross-channel strategy.•  What you must win: mobile research,especially in store.Whatdecisions willyou influence,and when?•  The most-desired by shoppers•  Three value opportunities1.  Decision influence2.  Transaction / payment3.  In-Store behavior analysisGet aheadof it now
  9. 9. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 990204060801001202010 2011 2012 2013 2014 2015TotalSource: eMarketer, 2012By 201499.4M mobilesubscribers using phonesto shop38% of all US >15 years95% of those will beusing smartphonesUS SmartphoneShoppersNumber of US Shoppers (M)In 201211% smartphone percentageof total US E-CommercerevenueIn 20121.1% smartphone percentage oftotal US retail revenueSource: ComScore, 2013 Source: Cisco Consulting, 2013; National Retail Federation, 2012Who and How Many? 15% CAGR for USSmartphone Shoppers, 2012-15
  10. 10. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10Percentage of respondents doing now or interested in doingSource: Cisco IBSG, 2012Eight in TenDigital MassMarket97%PC athome47%47%Tablet athomeTV screenin store46% 46%Phonein storePhone athomePhone onthe go48%54%Touch-screen instore64%96% 95% 90%93%Über Digital PC athomeTablet athomePhone onthe goPhone athomeTV screenin store98%Phonein store79%Touch-screen instoreOne in TenWho and How Many? Smartphone Shoppingthe Norm for Über-DigitalsMOBILE AT THE MASS TIPPING POINT
  11. 11. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11§ 40% research in the store, purchase online§ ≈ 1/3rd shoppers using smartphones to shop§ 11% don’t shop without themWhat’s the Impact?How Do You Catch and Keep?Source: Cisco IBSG primary research, 2012; Forrester, 2012; National Retail Federation, 2012Service–SupportTransactTheShoppingJourneyOnline(all screens)StoreCall CenterCATCH  AND  KEEP  The  Dangerous  Transi.on  Online(all screens)Research—DecideAware65% 90%TODAY’S STRATEGIC ISSUEChannelPreferenceRESEARCHONLINESTORE-BASEDREVENUE
  12. 12. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12What’s the Impact? The Evolution of theCross-Channel Journey ContinuesUSA ‘11: Do It Now / InterestedSource: Cisco IBSG, 2011-12 Doing now InterestedSearch Buy USA ‘12: Do It Now / InterestedPC Store 65% 17%57% 17%StoreOnlinePC40% 19%38% 19%MobileOnlinePC 33% 13%26% 18%Doing now InterestedMobile Store 29% 17%24% 21%Kiosk Store18% 30%Click ‘n Collect19% 27%+ 21% YOY+ 27% YOY
  13. 13. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1313By 201652.3% US retail revenuesinfluenced by or transactedthru internet4X more influence than transactionsUp to 34% of segmentrevenues influenced ortransacted by smartphonesSources: Forrester 2012; Deloitte, 2013Nearly Half of theApparel DigitalCommerce ThruSmartphones*Source: Research and Markets, 2012; forecast of US apparel retail revenues of $396.93B in 2016What’s the Impact? Smartphones toInfluence or Purchase 20% Retail Dollars
  14. 14. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1414201261% mobile subscribers mostlikely to use the smartphonein the store53% on the way to the storeIt’s all aboutRight-NowDecision-MakingSources: : Deloitte, 2012; Cisco IBSG, 2013What’s the Impact?Smartphones Influence Immediately
  15. 15. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1515201144% of mobile research is inthe storeOf those who researched inthe store . . .43% visited same-store site40% visited diff-store site38% visited a pricecomparison appHow Do YouCatch andKeep?Source: iConsumer, 2011, Cisco IBSG 2013What’s the Impact?The Key is Winning In-Store Research
  16. 16. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16Investing in Store Mobility:Most-Desired Concept Overall RetailHow do you prefer to accessinformationon your mobile device?§  21% mobile web§  12% mobile app§  20% either way2012 Cisco “Catch and Keep” Digital In-StoreConcept Survey, US RespondentsTested six digital concepts, includingautomated in-store pick-up, tablet-based assistance, in-departmentinteractive screens to assist selection,and personal mobile shopper.Top-Ranked Overall:Personal Mobile ShopperUse mobile device in store to get offersand coupons; scan product code foronline product information, ratings,reviews, etc.Source: Cisco IBSG, 2012-2013
  17. 17. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1717Her  Store  Remote  Control  Mobile  Web  Access  Mobile  Purchasing  Store  Finder  Personal  Entry  RecogniFon  Text  Alerts  events  *  coupons  Social    Rewards  Personal  Scrapbook  coupons  points  *  looks  lists  Product  Availability  Sourcing,  Fit  Go-­‐Withs  Store  Way-­‐Finding  Financial  Wallet  TRAFFIC    ANALYSIS  ONLINE  INTEGRATION  ONLINE  INTEGRATION  INTERACTION  WITH  PHYSICAL  PRODUCT,  FIXED  SCREENS  Investing in Store Mobility:A Vision for Mobile Transformation
  18. 18. © 2013 Cisco and/or its affiliates. All rights reserved. 18Mobile Voice Mobile DataWi-FiCellular
  19. 19. © 2013 Cisco and/or its affiliates. All rights reserved. 19Source: Cisco Visual Networking Index 2011Each userto generate about/ month(Comparedto63MBtoday)Nomadic and Indoorof the timeusersare within Wi-FicoverageMobile datato grow20152010AboutWill be videoMobiledatagrowrateoverfixedIPtrafficgrowth
  20. 20. © 2013 Cisco and/or its affiliates. All rights reserved. 20Convergence of Wired, Wi-Fi and Cellular010,00020,00030,00040,00050,00060,00070,00080,00090,0002010 2011 2012 2013 2014 2015Fixed/Wi-fi (39% CAGR) Fixed/Wired (24% CAGR) Mobile Data (92% CAGR)46.1%46.2%7.77%32% CAGR2010–2015Petabytes/MonthSource: Cisco Visual Networking Index (VNI) Global IP Traffic Forecast, 2010–2015 (Wi-Fi History)2007
  21. 21. © 2013 Cisco and/or its affiliates. All rights reserved. 2119out of 20smartphones support Wi-Fi50%ofsmartphone usage isalready on Wi-Fi2010 20110%50%100%23%50%80% of the time usersare within Wi-Fi coverageMostly nomadicuseSources: Cisco Visual Networking Index, 2011; Bango Inc.,February 2011; North Carolina State University, Cisco IBSG 2011
  22. 22. © 2013 Cisco and/or its affiliates. All rights reserved. 22ConnectedConsumer ExperienceSP Mobility EnterpriseMobility
  23. 23. © 2013 Cisco and/or its affiliates. All rights reserved. 23Location Analytics?Location-Based Services?Multichannel Strategy?
  24. 24. © 2013 Cisco and/or its affiliates. All rights reserved. 24• Location Accuracy is a distribution: Avg., Std. Deviation, Tail• While UWB is very accurate, it is an overlay• The pure indoor client technologies are a threat but …• Fingerprinting is approaching its limitsNetwork Assisted Location
  25. 25. © 2013 Cisco and/or its affiliates. All rights reserved. 25
  26. 26. © 2013 Cisco and/or its affiliates. All rights reserved. 26
  27. 27. © 2013 Cisco and/or its affiliates. All rights reserved. 27
  28. 28. © 2013 Cisco and/or its affiliates. All rights reserved. 28802.1x/802.11iNext Generation Hotspot802.11uPre AssociationPre Authentication Local Service DiscoveryReliable Secure Seamless ProfitableWi-Fi authenticationexperience on parwith CellularCellular / Wi-Firoaming userexperienceEncrypted Wi-Fi userexperienceMobile ContextAware platformEAP-SIM, EAP-TLS, EAP-TTLSRoamingEncrypted Wi-Fi LinkENGAGEDETECT CONNECT$Next GenerationHotspot
  29. 29. © 2013 Cisco and/or its affiliates. All rights reserved. 29Guest Presence Guest Access Guest ExperienceThree Stages to EngagementMobile devicedetection,registrationSeamless,secureWi-Fi onboardingLocation-basedcontent andservicesEngageDetect Connect
  30. 30. © 2013 Cisco and/or its affiliates. All rights reserved. 30RetailTransforming Shopping Experience with Personalized Wi-Fi Services•  Pre-Authentication:Network ServicesDiscovery onthe Device3G
  31. 31. © 2013 Cisco and/or its affiliates. All rights reserved. 31•  Local ServicesDiscoveryWifiShopsDiningServicesMall MapLocal ServicesRetailTransforming Shopping Experience with Personalized Wi-Fi Services
  32. 32. © 2013 Cisco and/or its affiliates. All rights reserved. 32WifiShopsDiningServicesMall MapLocal ServicesShopsRetailTransforming Shopping Experience with Personalized Wi-Fi Services•  Local ServicesDiscovery
  33. 33. © 2013 Cisco and/or its affiliates. All rights reserved. 33Local ServicesSomemall.com/shopsCLOTHINGCotton OnCountry RoadRJMPumpkin PatchVictory JeansSee More…RJMRetailTransforming Shopping Experience with Personalized Wi-Fi Services•  Local ServicesDiscovery
  34. 34. © 2013 Cisco and/or its affiliates. All rights reserved. 34Mall PromenadeFeatured Search ServicesAmenitiesMapVictory Jeans:20% OFF entire store!RetailTransforming Shopping Experience with Personalized Wi-Fi Services•  Turn-by-TurnIndoor Navigation•  Location-basedWeb Engagement
  35. 35. © 2013 Cisco and/or its affiliates. All rights reserved. 35Mall PromenadeFeatured Search ServicesAmenitiesMapHello Dan,Welcome back to RJM!Launch AppCancelRetailTransforming Shopping Experience with Personalized Wi-Fi Services•  Turn-by-TurnIndoor Navigation•  App “Wake-Up”
  36. 36. © 2013 Cisco and/or its affiliates. All rights reserved. 36Featured Search Map ServicesAmenitiesProduct LocaterPromotionsPreferencesStore MapRetailTransforming Shopping Experience with Personalized Wi-Fi Services•  Personalized App
  37. 37. © 2013 Cisco and/or its affiliates. All rights reserved. 37Welcome Product SearchMen’s SweatersSearchRetailTransforming Shopping Experience with Personalized Wi-Fi Services•  Integration withProductDatabases
  38. 38. © 2013 Cisco and/or its affiliates. All rights reserved. 38•  Turn-by-TurnNavigationBased on LocationRJMFitting RoomsMenswearWomen’sActivewearFeatured Search ServicesAmenitiesMapRetailTransforming Shopping Experience with Personalized Wi-Fi Services
  39. 39. © 2013 Cisco and/or its affiliates. All rights reserved. 39RJMFeatured Search ServicesAmenitiesMapHOT DEAL!!!Buy One Men’s T-Shirt,Get One FreeRetailTransforming Shopping Experience with Personalized Wi-Fi Services•  Location-BasedApp Engagement
  40. 40. © 2013 Cisco and/or its affiliates. All rights reserved. 40RJMFitting RoomsMenswearWomen’sActivewearFeatured Search ServicesAmenitiesMapRetailTransforming Shopping Experience with Personalized Wi-Fi Services•  Turn-by-TurnIndoor Navigation
  41. 41. © 2013 Cisco and/or its affiliates. All rights reserved. 41Lowestprice.netLowestPrice.netLogan Wool SweaterFind it!Compare Prices Instantly!RJM Price MatchGuarantee.Buy Now!RetailTransforming Shopping Experience with Personalized Wi-Fi Services•  Web-BasedEngagement
  42. 42. © 2013 Cisco and/or its affiliates. All rights reserved. 42Lowestprice.netLowestPrice.netLogan Wool SweaterFind it!Compare Prices Instantly!RJM Price MatchGuarantee.Buy Now!RetailTransforming Shopping Experience with Personalized Wi-Fi Services•  Web-BasedEngagement
  43. 43. © 2013 Cisco and/or its affiliates. All rights reserved. 43RJMFeatured Search ServicesAmenitiesMapJeana, your preferred RJMSales Associate, will bewith you in 2 minutes.RetailTransforming Shopping Experience with Personalized Wi-Fi Services•  Shopper’sLocation forHigh-TouchEngagement
  44. 44. © 2013 Cisco and/or its affiliates. All rights reserved. 44RJMFeatured Search ServicesAmenitiesMapThank you for yourpurchase. Yourreceipt is saved toyour wallet.View ReceiptSee promotionalinformation from our mallpartnersRetailTransforming Shopping Experience with Personalized Wi-Fi Services•  Integration withApp-Based MobilePayment Systems
  45. 45. © 2013 Cisco and/or its affiliates. All rights reserved. 45Cisco Connected Mobile Experienceswww.cisco.com/go/cmxCisco Internet Business Solutions Groupwww.cisco.com/go/IBSGCisco Retailwww.cisco.com/go/retail
  46. 46. © 2013 Cisco and/or its affiliates. All rights reserved. 46Bob Fridaybofriday@cisco.comJon Stinejostine@cisco.com
  47. 47. © 2013 Cisco and/or its affiliates. All rights reserved. 47Thank You
  48. 48. #CCSeries13Q&A  
  49. 49. #CCSeries13Q&A  Andrew GaffneyEditorial DirectorRetail TouchPointsMODERATORJon StineDirector,Cisco Consulting ServicesCisco SystemsBob FridayVP and CTO,Wireless Networking GroupCisco Systems
  50. 50. #CCSeries13Thank  You    For  Joining  Us  www.retailtouchpoints.com/connected-consumer-2013Social  Media  for  Retail:  TranslaFng  “Posts”  Into  Profits  Today, 2 PM ET / 11 AM PTThe next Connected Consumer Series session…

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