Jon Stine
jostine@cisco.com
Director, Cisco Consulting Services
January 13, 2014

© 2014Cisco and/or its affiliates. All r...
Web-based survey
N = 1,174
Margin of error <3%

Digital Shopping
Behavior Survey

Conducted Nov. 2013
Representative of th...
1

2

 It’s a matter of trust…

In-store digital
concepts

 …yet, shoppers

 Which brands will mash-

Retail and person...
DIGITAL MASS

ÜBER DIGITALS

80% 18%
Digital
Research
Browse
Purchase
Median Age 40-44

Last Year 11%

Smartphone
Research...
The Vast Value
of the Internet of Everything

Internet of
Everything
Retailing
Sense Know Act

North America Retail Unreal...
Select up to three

DIGITAL MASS

ÜBER DIGITALS

80% 18%
46%
38%
30%
30%

Personalized promotions
via touch-screen or smar...
What if retailers could…

DIGITAL MASS
CAPTURE DATA

Transactions; On-hand inventory on order

ÜBER DIGITALS
TO CREATE

Im...
Financial
Hospitals,
physicians Institutions,
banks

However:

56%

54%

Credit card
companies

47%

Government
agencies

...
DIGITAL MASS

ÜBER DIGITALS

Past purchasing history with this brand

57%

59%
Basic information about me (name, age, etc....
Select up to three

DIGITAL MASS

ÜBER DIGITALS

Guaranteed percentage savings on next purchase

52%

51%
Specific dollar ...
DECISION JOURNEY

RESEARCH
PC
In store

DO IT NOW

U.S. 2013

BUY

60%

In store

39%

Online PC

Mobile

In store

Mobile...
What are the three most important sources of information you use to help make buying decisions?
Online reviews retailer we...
How have your expectations for shopping changed over the past two years?

DIGITAL MASS

ÜBER DIGITALS

80% 18%
71%
61%
58%...
© 2014Cisco and/or its affiliates. All rights reserved.

Cisco Public

14
Percentage responding frequently or always

1

2

3

4

BEST PERSONAL PRICE

MOBILE CONCIERGE

BEAT THE BUZZER

CONNECT TH...
Percentage responding frequently or always

5

6

7

8

REMOTE CONSULTATION

ENDLESS AISLE

SOLUTION BUILDER

SOCIAL SHOPP...
Thank you.

© 2014Cisco and/or its affiliates. All rights reserved.

Cisco Public

17
Upcoming SlideShare
Loading in...5
×

Digital Shopping Behavior in an Internet of Everything World Overview

392

Published on

Fourth annual survey by Cisco Consulting Services of digital shopping behavior.

Published in: Technology, Business
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
392
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide
  • Cisco Consulting Servicesfacebook.com/ciscoconsultingtwitter.com/ciscoconsulting
  • Digital Shopping Behavior in an Internet of Everything World Overview

    1. 1. Jon Stine jostine@cisco.com Director, Cisco Consulting Services January 13, 2014 © 2014Cisco and/or its affiliates. All rights reserved. 15.0 NRF Cisco Public 1
    2. 2. Web-based survey N = 1,174 Margin of error <3% Digital Shopping Behavior Survey Conducted Nov. 2013 Representative of the U.S. broadband population by age, income, region Source: Cisco Consulting Services, 2013 © 2014Cisco and/or its affiliates. All rights reserved. Cisco Public 2
    3. 3. 1 2  It’s a matter of trust… In-store digital concepts  …yet, shoppers  Which brands will mash- Retail and personal data generally don’t  At risk: nearly $100 billion per annum in incremental industry IoE value up the Internet and the store?  They’re waiting  Ahead: an “s-curve” leap in shopper behavior and expectations 3 Digital shopper behavior  1 in 5 shoppers is now an ÜberDigital  Say “hello” to the future…  …where mobile is the norm  Still asking if you need guest Wi-Fi? Source: Cisco Consulting Services, 2013 © 2014Cisco and/or its affiliates. All rights reserved. Cisco Public 3
    4. 4. DIGITAL MASS ÜBER DIGITALS 80% 18% Digital Research Browse Purchase Median Age 40-44 Last Year 11% Smartphone Research Browse Purchase Median Age 30-34 Source: Cisco Consulting Services Primary Research, 2013 © 2014Cisco and/or its affiliates. All rights reserved. Cisco Public 4
    5. 5. The Vast Value of the Internet of Everything Internet of Everything Retailing Sense Know Act North America Retail Unrealized Value at Stake in 2013 DATA FUSION RIGHT TIME HYPER-LOCALIZED Source: Cisco Consulting Services, 2014; n = 1,174 © 2014Cisco and/or its affiliates. All rights reserved. Cisco Public 5
    6. 6. Select up to three DIGITAL MASS ÜBER DIGITALS 80% 18% 46% 38% 30% 30% Personalized promotions via touch-screen or smartphone Personalized products specifically for me Personalized shopping lists Personalized service 53% 47% 38% 34% Source: Cisco Consulting Services Primary Research, 2014 © 2014Cisco and/or its affiliates. All rights reserved. Cisco Public 6
    7. 7. What if retailers could… DIGITAL MASS CAPTURE DATA Transactions; On-hand inventory on order ÜBER DIGITALS TO CREATE Improved in-stock 69% 27% 42% Past buys; Store location; On-hand inventory 77% 38% 44% 82% 35% Personalized digital offers 39% 37% Store traffic; Orderqueue No checkout lines 67% 26% 41% 43% Smartphone in store; Location 37% 74% 37% 80% In-store way-finding 57% 20% 37% 33% 38% 71% APPEALING VERY APPEALING Source: Cisco Consulting Services, 2013 © 2014Cisco and/or its affiliates. All rights reserved. Cisco Public 7
    8. 8. Financial Hospitals, physicians Institutions, banks However: 56% 54% Credit card companies 47% Government agencies 37% How much would you trust these companies/institutions to protect your personal data and use it to provide something you value? National retail brands 31% Internet companies 18% Source: Cisco Consulting Services, 2014; n = 1,174, Percentage answering 7 and above on a 10-point scale 1=not trust at all 10=trust completely © 2014Cisco and/or its affiliates. All rights reserved. Cisco Public 8
    9. 9. DIGITAL MASS ÜBER DIGITALS Past purchasing history with this brand 57% 59% Basic information about me (name, age, etc.) 52% 56% Likes and dislikes (opt-in) 48% 49% Information from products I am using 27% TRUST CLIFF 30% Past purchasing history from other brands 24% TRUST CLIFF 29% My location 20% 29% Source: Cisco Consulting Services, 2013 © 2014Cisco and/or its affiliates. All rights reserved. Cisco Public 9
    10. 10. Select up to three DIGITAL MASS ÜBER DIGITALS Guaranteed percentage savings on next purchase 52% 51% Specific dollar savings on my next purchase 52% 53% World-class privacy policy 39% 31% Ability to use loyalty points at more than one retailer TRUST CLIFF 24% 27% TRUST CLIFF Admission into a club that receives priority service 11% 18% Admission into a club that receives priority offers 22% 27% Source: Cisco Consulting Services, 2013 © 2014Cisco and/or its affiliates. All rights reserved. Cisco Public 10
    11. 11. DECISION JOURNEY RESEARCH PC In store DO IT NOW U.S. 2013 BUY 60% In store 39% Online PC Mobile In store Mobile Online PC 32% 26% 86% 27% 33% 23% 22% Über Digital 2013 INTERESTED 72% 66% 59% 56% 25% 84% 70% 54% 20% 92% 62% 20% 90% 24% 86% Click ’n Collect Kiosk In store 12% 35% 47% 28% 40% 68% Source: Cisco Consulting Services, 2013 © 2014Cisco and/or its affiliates. All rights reserved. Cisco Public 11
    12. 12. 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 60% 58% 52% Friends, family 49% 44% Online reviews Store employees Online Friends, 42% reviews family Online experts 29% Online experts Online reviews 46% 43% Friends, Online family experts 21% Store Assoc. 15% 12% Store Assoc. Store assoc. 2010 2012 2013 Source: Cisco Consulting Services, 2010-11-12-13, 2010: n = 1004; 2012: n = 1007; 2013: n = 1,174 © 2014Cisco and/or its affiliates. All rights reserved. Cisco Public 12
    13. 13. How have your expectations for shopping changed over the past two years? DIGITAL MASS ÜBER DIGITALS 80% 18% 71% 61% 58% 58% 50% Better values Price visibility Wider range Information access Faster 79% 72% 72% 75% 64% Source: Cisco Consulting Services Primary Research, 2013, percentage responding “very likely” to research a product online © 2014Cisco and/or its affiliates. All rights reserved. Cisco Public 13
    14. 14. © 2014Cisco and/or its affiliates. All rights reserved. Cisco Public 14
    15. 15. Percentage responding frequently or always 1 2 3 4 BEST PERSONAL PRICE MOBILE CONCIERGE BEAT THE BUZZER CONNECT THE DOTS 63% 42% 35% 34% Opt-In. Smartphone. Scan. Opt-In. Smartphone. Gamification. Gamification. Calculates all your relevant offers, coupons, loyalty points. Greets, guides, provides. At home or in store. In-store. Smartphone. Interest- and location-based information, offers. PC or smartphone. Collect tokens or QR codes throughout the store. Your personal price. Now. Your retail remote control. Special promotion now in limited time. Act now and win!. Act now and win! Source: Cisco Consulting Services, 2013 (U.S. data, n= 1,174), percentage responding frequently or always © 2014Cisco and/or its affiliates. All rights reserved. Cisco Public 15
    16. 16. Percentage responding frequently or always 5 6 7 8 REMOTE CONSULTATION ENDLESS AISLE SOLUTION BUILDER SOCIAL SHOPPING 31% 29% 29% 21% Mobile or fixed screen. Online or in-store. Online or in-store. Smartphone. Social. One-click connect. Fixed screen and smartphone. Fixed screen or smartphone. Post photos. Pin ideas. No appointment. See brand’s entire inventory on desired SKUs. Suggested project shopping lists. Send to professionals, friends. Recipes. Outfits. Whaddaya think? Talk to the brand’s best. What, why, and how. Nearby stores. Dotcom. Vendor. Source: Cisco Consulting Services, 2013, percentage responding frequently or always © 2014Cisco and/or its affiliates. All rights reserved. Cisco Public 16
    17. 17. Thank you. © 2014Cisco and/or its affiliates. All rights reserved. Cisco Public 17

    ×