More Related Content Similar to Mobility In Retail Today: Connect With Customers To Drive More Revenue (20) More from G3 Communications (20) Mobility In Retail Today: Connect With Customers To Drive More Revenue1. Mobility
In
Retail
Today:
Connect
With
Customers
To
Drive
More
Revenue
Presented by
Session sponsored by
2. #CCSeries13
About
CCS
2013
ü 9 Webinars, 4 Days
ü Sessions covering Mobile,
Social, Store Ops,
X-Channel, and more
ü Featuring industry
analysts and consultants
ü Free for Retail executives
www.retailtouchpoints.com/connected-consumer-2013
4. #CCSeries13
About
Retail
TouchPoints
ü Launched in 2007
ü More than 25,000 subscribers
ü Provide executives with relevant,
insightful content
ü Free Resources such as White Papers,
E-book, Webinars, Research and
Podcasts
www.RetailTouchPoints.com
6. #CCSeries13
Today’s
Panelists
Jon Stine
Director,
Cisco Consulting Services
Cisco Systems
Andrew Gaffney
Editorial Director
Retail TouchPoints
MODERATOR
Bob Friday
VP and CTO,
Wireless Networking Group
Cisco Systems
7. © 2013 Cisco and/or its affiliates. All rights reserved. 7© 2013 Cisco and/or its affiliates. All rights reserved. 7
Mobility in Retail Today
Connect with Customers to Drive More
Revenue
Jon Stine
Director, Cisco Consulting Services
May 20, 2013
Bob Friday
VP and CTO, Wireless Networking Group
8. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
1
2
3
Smart Mobility and Retail:
Where’s the Value, and Why?
• Yes, they’re shopping with
smartphones. Especially Gen Y.
• 15% CAGR US Smartphone shoppers,
2012-2015
No surprise.
• Approach Mobility as a critical
element in cross-channel strategy.
• What you must win: mobile research,
especially in store.
What
decisions will
you influence,
and when?
• The most-desired by shoppers
• Three value opportunities
1. Decision influence
2. Transaction / payment
3. In-Store behavior analysis
Get ahead
of it now
9. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
9
0
20
40
60
80
100
120
2010 2011 2012 2013 2014 2015
Total
Source: eMarketer, 2012
By 2014
99.4M mobile
subscribers using phones
to shop
38% of all US >15 years
95% of those will be
using smartphones
US Smartphone
Shoppers
Number of US Shoppers (M)
In 2012
11% smartphone percentage
of total US E-Commerce
revenue
In 2012
1.1% smartphone percentage of
total US retail revenue
Source: ComScore, 2013 Source: Cisco Consulting, 2013; National Retail Federation, 2012
Who and How Many? 15% CAGR for US
Smartphone Shoppers, 2012-15
10. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
Percentage of respondents doing now or interested in doing
Source: Cisco IBSG, 2012
Eight in Ten
Digital Mass
Market
97%
PC at
home
47%47%
Tablet at
home
TV screen
in store
46% 46%
Phone
in store
Phone at
home
Phone on
the go
48%54%
Touch-
screen in
store
64%96% 95% 90%93%
Über Digital PC at
home
Tablet at
home
Phone on
the go
Phone at
home
TV screen
in store
98%
Phone
in store
79%
Touch-
screen in
storeOne in Ten
Who and How Many? Smartphone Shopping
the Norm for Über-Digitals
MOBILE AT THE MASS TIPPING POINT
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 them
What’s the Impact?
How Do You Catch and Keep?
Source: Cisco IBSG primary research, 2012; Forrester, 2012; National Retail Federation, 2012
Service–SupportTransact
The
Shopping
Journey
Online
(all screens)
Store
Call Center
CATCH
AND
KEEP
The
Dangerous
Transi.on
Online
(all screens)
Research—DecideAware
65% 90%TODAY’S STRATEGIC ISSUE
Channel
Preference
RESEARCH
ONLINE
STORE-BASED
REVENUE
12. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
What’s the Impact? The Evolution of the
Cross-Channel Journey Continues
USA ‘11: Do It Now / Interested
Source: Cisco IBSG, 2011-12 Doing now Interested
Search Buy USA ‘12: Do It Now / Interested
PC Store 65% 17%57% 17%
Store
Online
PC
40% 19%38% 19%
Mobile
Online
PC 33% 13%26% 18%
Doing now Interested
Mobile Store 29% 17%24% 21%
Kiosk Store
18% 30%
Click ‘n Collect
19% 27%
+ 21% YOY
+ 27% YOY
13. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
13
By 2016
52.3% US retail revenues
influenced by or transacted
thru internet
4X more influence than transactions
Up to 34% of segment
revenues influenced or
transacted by smartphones
Sources: Forrester 2012; Deloitte, 2013
Nearly Half of the
Apparel Digital
Commerce Thru
Smartphones
*Source: Research and Markets, 2012; forecast of US apparel retail revenues of $396.93B in 2016
What’s the Impact? Smartphones to
Influence or Purchase 20% Retail Dollars
14. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
14
2012
61% mobile subscribers most
likely to use the smartphone
in the store
53% on the way to the store
It’s all about
Right-Now
Decision-Making
Sources: : Deloitte, 2012; Cisco IBSG, 2013
What’s the Impact?
Smartphones Influence Immediately
15. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
15
2011
44% of mobile research is in
the store
Of those who researched in
the store . . .
43% visited same-store site
40% visited diff-store site
38% visited a price
comparison app
How Do You
Catch and
Keep?
Source: iConsumer, 2011, Cisco IBSG 2013
What’s the Impact?
The Key is Winning In-Store Research
16. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16
Investing in Store Mobility:
Most-Desired Concept Overall Retail
How do you prefer to access
information
on your mobile device?
§ 21% mobile web
§ 12% mobile app
§ 20% either way
2012 Cisco “Catch and Keep” Digital In-Store
Concept Survey, US Respondents
Tested six digital concepts, including
automated in-store pick-up, tablet-
based assistance, in-department
interactive screens to assist selection,
and personal mobile shopper.
Top-Ranked Overall:
Personal Mobile Shopper
Use mobile device in store to get offers
and coupons; scan product code for
online product information, ratings,
reviews, etc.
Source: Cisco IBSG, 2012-2013
17. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
17
Her
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. © 2013 Cisco and/or its affiliates. All rights reserved. 18
Mobile Voice Mobile Data
Wi-FiCellular
19. © 2013 Cisco and/or its affiliates. All rights reserved. 19Source: Cisco Visual Networking Index 2011
Each user
to generate about
/ month
(Comparedto63MBtoday)
Nomadic and Indoor
of the time
users
are within Wi-Fi
coverage
Mobile data
to grow
2015
2010
About
Will be video
Mobiledatagrowrate
overfixedIPtrafficgrowth
20. © 2013 Cisco and/or its affiliates. All rights reserved. 20
Convergence of Wired, Wi-Fi and Cellular
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
2010 2011 2012 2013 2014 2015
Fixed/Wi-fi (39% CAGR) Fixed/Wired (24% CAGR) Mobile Data (92% CAGR)
46.1%
46.2%
7.77%
32% CAGR
2010–2015
Petabytes/Month
Source: Cisco Visual Networking Index (VNI) Global IP Traffic Forecast, 2010–2015 (Wi-Fi History)
2007
21. © 2013 Cisco and/or its affiliates. All rights reserved. 21
19out of 20smartphones support Wi-Fi
50%of
smartphone usage is
already on Wi-Fi
2010 2011
0%
50%
100%
23%
50%
80% of the time users
are within Wi-Fi coverage
Mostly nomadicuse
Sources: Cisco Visual Networking Index, 2011; Bango Inc.,
February 2011; North Carolina State University, Cisco IBSG 2011
22. © 2013 Cisco and/or its affiliates. All rights reserved. 22
Connected
Consumer Experience
SP Mobility Enterprise
Mobility
23. © 2013 Cisco and/or its affiliates. All rights reserved. 23
Location Analytics?
Location-Based Services?
Multichannel Strategy?
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 limits
Network Assisted Location
25. © 2013 Cisco and/or its affiliates. All rights reserved. 25
26. © 2013 Cisco and/or its affiliates. All rights reserved. 26
27. © 2013 Cisco and/or its affiliates. All rights reserved. 27
28. © 2013 Cisco and/or its affiliates. All rights reserved. 28
802.1x/802.11i
Next Generation Hotspot
802.11u
Pre Association
Pre Authentication Local Service Discovery
Reliable Secure Seamless Profitable
Wi-Fi authentication
experience on par
with Cellular
Cellular / Wi-Fi
roaming user
experience
Encrypted Wi-Fi user
experience
Mobile Context
Aware platform
EAP-SIM, EAP-
TLS, EAP-TTLS
Roaming
Encrypted Wi-Fi Link
ENGAGEDETECT CONNECT
$
Next Generation
Hotspot
29. © 2013 Cisco and/or its affiliates. All rights reserved. 29
Guest Presence Guest Access Guest Experience
Three Stages to Engagement
Mobile device
detection,
registration
Seamless,
secure
Wi-Fi onboarding
Location-based
content and
services
EngageDetect Connect
30. © 2013 Cisco and/or its affiliates. All rights reserved. 30
Retail
Transforming Shopping Experience with Personalized Wi-Fi Services
• Pre-Authentication:
Network Services
Discovery on
the Device
3G
31. © 2013 Cisco and/or its affiliates. All rights reserved. 31
• Local Services
Discovery
Wifi
Shops
Dining
Services
Mall Map
Local Services
Retail
Transforming Shopping Experience with Personalized Wi-Fi Services
32. © 2013 Cisco and/or its affiliates. All rights reserved. 32
Wifi
Shops
Dining
Services
Mall Map
Local Services
Shops
Retail
Transforming Shopping Experience with Personalized Wi-Fi Services
• Local Services
Discovery
33. © 2013 Cisco and/or its affiliates. All rights reserved. 33
Local Services
Somemall.com/shops
CLOTHING
Cotton On
Country Road
RJM
Pumpkin Patch
Victory Jeans
See More…
RJM
Retail
Transforming Shopping Experience with Personalized Wi-Fi Services
• Local Services
Discovery
34. © 2013 Cisco and/or its affiliates. All rights reserved. 34
Mall Promenade
Featured Search ServicesAmenitiesMap
Victory Jeans:
20% OFF entire store!
Retail
Transforming Shopping Experience with Personalized Wi-Fi Services
• Turn-by-Turn
Indoor Navigation
• Location-based
Web Engagement
35. © 2013 Cisco and/or its affiliates. All rights reserved. 35
Mall Promenade
Featured Search ServicesAmenitiesMap
Hello Dan,
Welcome back to RJM!
Launch App
Cancel
Retail
Transforming Shopping Experience with Personalized Wi-Fi Services
• Turn-by-Turn
Indoor Navigation
• App “Wake-Up”
36. © 2013 Cisco and/or its affiliates. All rights reserved. 36
Featured Search Map ServicesAmenities
Product Locater
Promotions
Preferences
Store Map
Retail
Transforming Shopping Experience with Personalized Wi-Fi Services
• Personalized App
37. © 2013 Cisco and/or its affiliates. All rights reserved. 37
Welcome Product Search
Men’s Sweaters
Search
Retail
Transforming Shopping Experience with Personalized Wi-Fi Services
• Integration with
Product
Databases
38. © 2013 Cisco and/or its affiliates. All rights reserved. 38
• Turn-by-Turn
Navigation
Based on Location
RJM
Fitting Rooms
Menswear
Women’s
Activewear
Featured Search ServicesAmenitiesMap
Retail
Transforming Shopping Experience with Personalized Wi-Fi Services
39. © 2013 Cisco and/or its affiliates. All rights reserved. 39
RJM
Featured Search ServicesAmenitiesMap
HOT DEAL!!!
Buy One Men’s T-Shirt,
Get One Free
Retail
Transforming Shopping Experience with Personalized Wi-Fi Services
• Location-Based
App Engagement
40. © 2013 Cisco and/or its affiliates. All rights reserved. 40
RJM
Fitting Rooms
Menswear
Women’s
Activewear
Featured Search ServicesAmenitiesMap
Retail
Transforming Shopping Experience with Personalized Wi-Fi Services
• Turn-by-Turn
Indoor Navigation
41. © 2013 Cisco and/or its affiliates. All rights reserved. 41
Lowestprice.net
LowestPrice.net
Logan Wool Sweater
Find it!
Compare Prices Instantly!
RJM Price Match
Guarantee.
Buy Now!
Retail
Transforming Shopping Experience with Personalized Wi-Fi Services
• Web-Based
Engagement
42. © 2013 Cisco and/or its affiliates. All rights reserved. 42
Lowestprice.net
LowestPrice.net
Logan Wool Sweater
Find it!
Compare Prices Instantly!
RJM Price Match
Guarantee.
Buy Now!
Retail
Transforming Shopping Experience with Personalized Wi-Fi Services
• Web-Based
Engagement
43. © 2013 Cisco and/or its affiliates. All rights reserved. 43
RJM
Featured Search ServicesAmenitiesMap
Jeana, your preferred RJM
Sales Associate, will be
with you in 2 minutes.
Retail
Transforming Shopping Experience with Personalized Wi-Fi Services
• Shopper’s
Location for
High-Touch
Engagement
44. © 2013 Cisco and/or its affiliates. All rights reserved. 44
RJM
Featured Search ServicesAmenitiesMap
Thank you for your
purchase. Your
receipt is saved to
your wallet.
View Receipt
See promotional
information from our mall
partners
Retail
Transforming Shopping Experience with Personalized Wi-Fi Services
• Integration with
App-Based Mobile
Payment Systems
45. © 2013 Cisco and/or its affiliates. All rights reserved. 45
Cisco Connected Mobile Experiences
www.cisco.com/go/cmx
Cisco Internet Business Solutions Group
www.cisco.com/go/IBSG
Cisco Retail
www.cisco.com/go/retail
46. © 2013 Cisco and/or its affiliates. All rights reserved. 46
Bob Friday
bofriday@cisco.com
Jon Stine
jostine@cisco.com
47. © 2013 Cisco and/or its affiliates. All rights reserved. 47
Thank You
49. #CCSeries13
Q&A
Andrew Gaffney
Editorial Director
Retail TouchPoints
MODERATOR
Jon Stine
Director,
Cisco Consulting Services
Cisco Systems
Bob Friday
VP and CTO,
Wireless Networking Group
Cisco Systems
50. #CCSeries13
Thank
You
For
Joining
Us
www.retailtouchpoints.com/connected-consumer-2013
Social
Media
for
Retail:
TranslaFng
“Posts”
Into
Profits
Today, 2 PM ET / 11 AM PT
The next Connected Consumer Series session…