The document discusses the evolving dynamics of consumer behavior driven by digital media and technology, emphasizing the importance of consumer-centric strategies for brands. It outlines key consumer trends for 2020, highlighting the shift towards user-generated content, personalized experiences, and the desire for co-creation in products and services. Retailers, hospitality, and sports entertainment sectors are urged to adopt responsive, data-driven approaches to engage effectively with a digitally connected audience.

1. C O N S U M E R
2 0 2 0
+
CREATING A NEW
GENERATION OF RETAIL AND
EXPERIENCE STRATEGIES
Download the full Consumer 2020 research paper
at: psfk.com/report/cisco-2020

2. W E L C O M E T O 2 0 2 0 .
TREND REPORTS HAVE BEEN
TALKING ABOUT THE RISING
POWER OF THE INDIVIDUAL
SINCE THE EMERGENCE
OF DIGITAL MEDIA.

3. IT CAN BE SURPRISING TO
CONSIDER HOW FAR THAT SHIFT
HAS CONTINUED TO EVOLVE,
DRIVEN BY EXPONENTIAL GROWTH OF MOBILE
AND THE EMERGENCE OF UNIFIED DATA
NETWORKS.

4. C O N S U M E R S W I L L
L O S E T H E I R D I G I T A L
T H R E S H O L D .
Americans devote
more than 10 hours
a day to screen time—a
rate that is growing.
The Total Audience Report: Q1 2016. Nielsen
60% of travelers
around the world say
they would be unwilling
to go on vacation
without a mobile device.
Expedia/Egencia Mobile Index. Expedia, 2016
89%+ of fans use
mobile tools at a
stadium to take photos
and post to social media.
Connected Sports Fans 2016. Spider Marketing for Avaya, 2016

5. T H E Y W I L L
R E D I S T R I B U T E P O W E R
F R O M B R A N D S T O P E E R S .
Consumers would not
care if 74% of the
brands they use
vanished.
Meaningful Brands Report. Havas, 2017
Only 1 out of 10 of
top Gen Z influencers
are traditional
celebrities. They favor
Snapchat and YouTube
stars and other people
who look like them.
Anna Fieler. EVP, Marketing. Popsugar
“User generated content
will far exceed
branded content. Brands
need to embrace this
and accept they aren’t in
complete control of their
own brand.”
Chris Brandt ,CMO, Taco Bell Corp.

6. T H E Y F U L L Y E X P E C T T O
I N F L U E N C E E V E R Y B R A N D .
One third of U.S. social
media users ages 16-34, or
25.5 million people, are
social influencers. 1.61
million have already
partnered with a brand
online.
Yahoo Deep Focus. Shareablee and Ipsos, 2016
“This new level of
connectivity and seamless
integration of digital and
analogue [will provide]
the opportunity to be
closer to the
consumer than ever”
in 2020.
Eric Liedtke. Executive Board Member, adidas
Brands will be forced to
shift to an audience-
centric approach. We
need to know our target
audiences intimately and
have a direct connection
to them.
Linda Boff. CMO, GE

7. CONSUMERS, GUESTS
AND FANS ARE
TAKING CONTROL
BY ACTING LIKE, OR EVEN REPLACING,
THE BRANDS THAT PROVIDE PRODUCTS,
SERVICES AND MESSAGES.

8. C O N S U M E R S
T A K E O N
B R A N D
R O L E S

9. 9
C O N S U M E R A S
A P L A T F O R M
The consumer sits atop a
personalized network of data
that helps them make informed
decisions and control their
experiences.
1

10. 10
Lululemon
F A R F E T C H P A R T Y B O T
In-store browsing is tracked to
customer profile.
AI app reads faces of audience
members to inform DJ music selection.
C O N S U M E R A S A P L A T F O R M

11. 11
C O N S U M E R A S A S T U D I O
Rapid manufacturing and
delivery networks mean
customers expect to be
co-collaborators of
products and services, and
won’t settle for standard
offerings.
2

12. 12
Lululemon
A D I D A S F U N C T I O N O F B E A U T Y
Sneaker insoles printed to match
athlete’s needs and physical
specifications.
Consumers tailor active ingredients,
color and event scent of their own
shampoo.
C O N S U M E R A S A S T U D I O

13. 13
C O N S U M E R A S A S T O R E
With direct access to retail
channels via mobile and
wearables, consumers can
curate, sell and purchase
products and services from
anywhere, anytime.
3

14. 14
Lululemon
C O N S U M E R A S A S T O R E
J A G U A R + S H E L L U . S , B A N K S T A D I U M
Drivers purchase gas fill-ups from
within their cars.
In-seat food ordering, delivery or
express pick up.

15. 15
C O N S U M E R A S A
M E D I A C H A N N E L
User generated content is
the most powerful form of
entertainment, and the
consumer has—and is—his or
her own media channel.
4

16. C O N S U M E R A S A M E D I A C H A N N E L
W E C H A T S Y D N E Y C R I C K E T &
S P O R T S G R O U N D T R U S T
Small, foldable Ying drones live
stream experiences to chat profiles.
Fan Photos Shared On Stadium Displays
And Social Channels

17. 17
C O N S U M E R A S A C E O
Digital communication
channels allow consumers’
feedback and input to
affect companies in real
time. Brands must monitor
and respond to customer
signals as they happen.
5

18. Lululemon
C O N S U M E R A S A C E O
V O L I T I O N O R I N
Consumers paired with chemists to create
and earn commission from products.
Consumers vote on brand’s manufacturing and
social responsibility decisions.

19. C O N S U M E R 2 0 2 0
P L A Y B O O K
R E T A I L
S P O R T S &
E N T E R T A I N M E N T
H O S P I T A L I T Y

20. K E Y S H I F T S I N T H E
M A R K E T P L A C E
From Products To Platforms To Ecosystems
From Reactive To Responsive To Predictive
From Brand Transaction To Membership To Ownership
From Input To Intelligence To Ambience

21. TRANSLATING MARKETPLACE SHIFTS INTO
ACTIONABLE STRATEGIES FOR
RETAIL, HOSPITALITY, AND
SPORTS & ENTERTAINMENT

22. 22
C H A L L E N G E S T O M E E T
• Creating a responsive digital infrastructure
• Scaling the delivery of customized product and experiences
• Translating data into actionable insights and forecasts
• Streamlining knowledge sharing internally and with key partners
• Scaling technology solutions for consumers and employees
R E T A I L
P L A Y B O O K 2 0 2 0

23. 23
• Consider how personal data and biometric feedback can evolve personalization.
• Create more meaningful in-store experiences by allowing shoppers to connect
digitally.
• Invite customers into the creation process by offering 1:1 product customization.
• Allow audiences to curate product offerings for a personalized channel.
• Use responsive communication and rewards to recognize customers individually.
R E T A I L
P L A Y B O O K 2 0 2 0
S T R A T E G I E S T O S U C C E E D

24. 24
C H A L L E N G E S T O M E E T
• Evolving from managing the room to managing a total
guest experience
• Implementing technology at key guest touchpoints
• Integrating new technologies alongside legacy
systems
• Analyzing big data develop impactful insights for
guests and employees
H O S P I T A L I T Y
P L A Y B O O K 2 0 2 0

25. 25
S T R A T E G I E S T O S U C C E E D
• Examine the decision factors that attract specific customers and use this information
towards targeted improvements in brand partnerships, loyalty rewards and guest perks.
• Allow guests the flexibility to control all aspects of their travel experience
• Develop an operating system for every room that logs guests in and adjusts to their
personal settings.
• Leverage an understanding of personal goals to deliver custom recommendations on
dining, activities and guest experiences.
• Empower guests with the tools and distribution channels to share their best travel
moments with a broader audience.
H O S P I T A L I T Y
P L A Y B O O K 2 0 2 0

26. 26
• Integrating the best aspects of digital into the live fan experience
• Maintaining engagement with fans pre, during and post event
• Personalizing touchpoints and streamlining pain paints along the
fan experience journey
• Harnessing the power of global fan community
• Streamlining pain points for fans
S P O R T S &
E N T E R T A I N M E N T
P L A Y B O O K 2 0 2 0
C H A L L E N G E S T O M E E T

27. 27
• Provide fans with engagement platforms to amplify their team support
through all digital channels
• Personalize the fan experience with insights from digital and IoT enabled
aspects of the event
• Leverage mobile as a catalyst for dynamic and personalized experiences pre,
during and post event
• Empower global fan community to create and share brand interactions at
anytime and from anywhere
S P O R T S &
E N T E R T A I N M E N T
P L A Y B O O K 2 0 2 0
S T R A T E G I E S T O S U C C E E D

28. 28
C I S C O D N A
S U P P O R T S E V E R Y
C O N N E C T I O N
The Cisco Digital Network Architecture (DNA)
creates a foundation for the digital transformation.
Simplicity Through Automation & Assurance
Faster Innovation Through Insights & Experiences
Lower Risk Through Security & Compliance
C I S C O D N A P R O V I D E S

29. 29
C I S C O D N A
S U P P O R T S E V E R Y
C O N N E C T I O N
• Deliver a differentiated customer experience across all channels
• Drive operational excellence and associate productivity
• Accelerate development and scale of new products and services
• Respond to market demands with speed and flexibility
• Improve capabilities across the retail supply chain
• Protect and enhance brand value
Using Cisco DNA, your business can build a digital
roadmap to help you:

30. A B O U T P S F K
Cisco is the world’s leading provider of networking capabilities
for consumer-based companies in retail, hospitality, and sports &
entertainment.
Our innovative networking supports customer and associate
experiences, mobility, the cloud, security, contact centers, and
interactive displays. We also advise and design systems
customized for personalization industries. By connecting these
powerful capabilities, consumers enjoy a unique combination of
interactions based on real-time data gathered from mobile
devices, data centers, and the cloud.
Cisco Offerings:
• Powerful networking technologies
• Industry-specific solutions to drive revenues
• Assessment and roadmapping
• Design and architecting services
• Managed services
• Security and support services
Cisco Retail: www.cisco.com/go/retail
Cisco Hospitality: www.cisco.com/go/hospitality
Cisco Sports & Entertainment: www.cisco.com/go/sports
A B O U T C I S C O
PSFK is a leading innovation-consulting firm that drives change at
some of the world’s most forward thinking organizations including
Google, Intel, Red Bull and Samsung.
At the center of our work is a robust trends research methodology
that leverages grounded theory analysis and expert opinion. By
having a deep understanding of trends at the core of a project, we
can start the process of making recommendations about products,
marketing, services and retail. This process also includes global
scouting, competitive review, stakeholder engagement,
workshopping and other practices.
PSFK Labs Services:
• Commissioned deep-dive research and innovation consulting
• User-case scenario planning
• Product and service concepting
• Workshops
• Benchmarking
PSFK Insights Platform: www.psfk.com
PSFK Innovation Consulting: www.psfk.com/labs

31. C O N S U M E R
2 0 2 0
+
CREATING A NEW
GENERATION OF RETAIL AND
EXPERIENCE STRATEGIES
Download the full Consumer 2020 research paper
at: psfk.com/report/cisco-2020