Weitere ähnliche Inhalte Ähnlich wie Catch 'Em and Keep 'Em (20) Mehr von Cisco Services (20) Kürzlich hochgeladen (20) Catch 'Em and Keep 'Em1. Catch ’Em and Keep ’Em
Revitalizing the Store in a Cross-Channel World
Cisco Internet Business Solutions Group (IBSG)
Lisa Fretwell, Jon Stine, Jeff Loucks, James Macaulay, and Michael Adams
January 2012
http://www.cisco.com/web/about/ac79/retailcpg/nrf-2012.html
Cisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 1
3. Today’s Technology-Shaped Shoppers
Are Driving Four New Trends
Internet shoppers
seek best deals
45% of shoppers seeking
more deals
It’s now a cross- Retail real estate
channel world in decline
More than 30% of 2010: U.S. sales up
U.S. shoppers touch 3.5%; store traffic
more than one down 0.5%
channel before
making a purchase
Midmarket retailers
struggling
Upper / lower ends of
market thriving
Sources: Google and Ipsos OTX, 2011; Pew Research, 2010; IDC, 2011; Forrester Research, 2011;
TheWall Street Journal, 2011; Google, 2011; Cisco IBSG, 2011
Cisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 3
4. Hypothesis 1: Effective, Engaging
Experiences Revitalize the Store
Emotion Triggers
Buying
Emotions drive Help shoppers make
buying decisions decisions (don’t
Prime the pleasure overwhelm them)
centers Provide information to
Spark emotions and reassure shoppers
people will buy…but not
necessarily what you
showed them
+ they’re making the right
decision
Make it easy to pay
=
Images and pictures (buy without thinking)
create an emotional Create the thrill now
response to drive buying
Encourage buying things
that make a societal
difference Emotions don’t
compare prices
Source: Cisco IBSG, 2011
Cisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 4
5. Hypothesis 2:
Four Buying Triggers Drive Purchases
High
1. Inspire
Treat, pleasure, personal, feeling good
Feel part of something, trend-creating,
coveted, celebrity “Oh, I like that.”
2. Discover
Have a need…find an answer Retail
Create my recipe margins /
Orchestrate choices to meet needs shopping
“That’s how I could do it.”
complexity
3. Best Deal
Too good to miss, great value
Price, offers, rewards, scarcity
“I would be crazy not to buy it.”
4. Find
Information, price, product
Right item, right place, right price
Available
“Found it. That was easy.” Low
Sources: Cisco IBSG, 2011; “How We Decide,” Jonah Lehrer, McGraw Hill, 2010
Cisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 5
6. Hypothesis 3: Mashops Keep Customers
Inside Brand During Shopping Journey
Today’s Mashops Catch ’Em and… …Keep ’Em
Channels
Search
Online
Store
Mobile Win eyeballs /
foot traffic
Maintain margins
Social
Grow basket size
Increase
Shopping Journey conversion rates
Source: Cisco IBSG, 2011
Cisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 6
7. Hypothesis 4: There’s a Recipe for
Buying-Trigger Mashop Concepts
Outcome: Create
Step 1: Develop and Design Step 2: Apply triggers to sell
Content Right screen type
more
+
Right location /
Customer position
Design Experience +
Right time
Concept
+
Clear usage
information
+
Encouragement
Social to use
Development Path
Source: Cisco IBSG, 2011
Cisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 7
9. Finding 1: Online Sources Trump “Real
People” for Making Buying Decisions
What are the three most important sources of information
you use to help make buying decisions?
80%
Friends and family
70% 68%
60%
60% Customer reviews on
52% retailer sites
50%
41% Online professional
40% reviews
36%
29% Manufacturer site info
30% 27%
24%
21%
20% In-store employees
13%
11% 9%
10%
Social networks
0%
2010 2011
Source: Cisco IBSG, 2011
Cisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 9
10. Finding 2: Digital Content / Experiences
Influence All Four Buying Triggers
Buying Triggers Top Digital Content Used
Online retailer recs. 44% 24%
Online buying guides 24% 37%
1 Inspire Online solution guides 22% 32%
Online videos 28% 22%
Online retailer recs. 49% 25%
Online buying guides 30% 36%
2 Discover
Online solution guides 27% 32%
Online videos 30% 23%
Retailer websites 63% 20%
Price-comparison sites 28% 34%
3 Best Deal Coupon sites 23% 29%
Social networks 27% 18%
Retailer websites 65% 19%
4 Find Social networks 32% 15%
Mobile apps 20% 21%
Source: Cisco IBSG, 2011 (U.S. data) Do it now Interested
Cisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 10
11. Finding 3: In-Store Digital Content Is
Important Influencer of What People Buy
Percentage of respondents who currently Growing interest in rich / visual
use or are interested in using to shop content in the store to make
60% buying decisions
Mobile increasingly vital for
50% online searchin stores
40%
49% of shoppers already use or
31% are interested in connecting to
27%
30% 20% Wi-Fi outside home
27%
1 in 2 shoppers now use /
26%
20% want to use in-store
kiosksthat unite web info, self-
10% 20% 21% 20% service, access to greater range
15%
9% of items
0%
Over40% of shoppers say video
Kiosk in Digital Video Mobile in Tablet PC walls / digital screens could
store screens in walls in store in store change what they buy
store store
Tablet interest rising fast:
Do it now Interested 35% use / want to use in stores
Source: Cisco IBSG, 2011
Cisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 11
12. Finding 4: Kiosk and Mobile Play Key
Roles in Capturing Store Traffic / Sales
Search Buy Do It Now / Interested Key Insights
Online research / in-store purchases still most
PC Store 57% 17% popular for cross-channel shopping
Shoppers using stores as showrooms for online
Store Online 38% 19% purchases, further pressuring margins
Kiosk Store Opportunity to keep shoppers in brand using in-store
24% 29%
kiosks that enable immediate sales…
Immediate in-store sale
Kiosk Store …and allow customers to pick up items in the store
19% 27% at a later date
Later in-store pickup
Kiosk Store Strong willingness to interact / transact via self-
15% 28% service kiosks in the store
Delivery to location of choice
Use of mobile as a search device gaining
Mobile Store 24% 21% momentum…
Mobile PC 26% 18% …but there is cross-channel even within online
Source: Cisco IBSG, 2011 Do it now Interested
Cisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 12
14. Five Concepts Tested
1 2 3 4 5
Immersive Product Shelf help Personal Shopper
experiences viewer mobile favorites
shopper
Ability to visualize Large, interactive Ability to see Personalized Screen shows
yourself wearing screen provides product info, offers, based on products rated by
clothes and product videos, comparison transaction history popularity, votes,
accessories info, views, directi s at with retailer and “likes”
virtually ons, and reviews shelf edge;
option to
speak with
virtual expert
Source: Cisco IBSG, 2011
Cisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 14
15. Immersive Shopping:
All Women / Gen Y Men Want To Use
Immersive Shopping Top findings by age / gender
Most popular concept among all groups
High interest from women of all ages; Gen Y and
Silvers most interested
Women most interested in clothes, room
design, and makeup
By standing in front of a large, full- Gen X and Y want to see what others bought
length screen, shoppers select and when shopping for similar items
“wear” items virtually. They also view
items in a room setting, such as
furniture, lighting, and blinds.
Features shoppers like best Shoppers say it’s best for
“Try on” items (46%) Electronics / Home- Health /
Grocery Apparel
Coordinate items such as Appliances wares Beauty
furniture, clothes, and accessories
(44%)
View / buy products available (29%)
and not available (19%) in store
Source: Cisco IBSG, 2011 Broad interest Niche interest Low interest
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16. Product Viewer:
Women, Young Men Like “The View”
Product Viewer Top findings by age / gender
Most-interested groups: Gen X and Gen Y
men, and women of all ages
Social network integration: Sharing “likes” and
recommendations popular with Gen X and Y
Older shoppers, especially women, want
directions to products in store
Shoppers use a large, high-definition
display to look for specific products or
just browse. Shows “go withs,”
ratings, “likes,” and location.
Shoppers say it’s best for
Features shoppers like best
Electronics / Home- Health /
Compare product / price (45%) Grocery Apparel
Appliances wares Beauty
Detailed product specs (32%)
“Like” product on screen (29%) Gen Y
Directions to products in store (27%) women
Source: Cisco IBSG, 2011 Broad interest Niche interest Low interest
Cisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 16
17. Shelf Help:
Appeal Across Generations, Genders
Shelf Help Top findings by age / gender
Most consistent appeal across segments
Video experts “important” or “very important”
part of value for 36% of shoppers (spread
evenly across segments)
Most want to interact using touch screen at
Shoppers receive expert advice shelf, especially older shoppers
through self-service guided selling or Ability to interact with social network unpopular
via video chat with a remote expert.
Can be delivered through interactive
screens at shelf, employee tablet, or
shopper’s smartphone.
Shoppers say it’s best for
Features shoppers like best
Electronics / Home- Health /
Compare product / price (43%) Grocery Apparel
Appliances wares Beauty
Price at competing retailers (40%)
Detailed product specs (31%) Gen Y men; Gen X and
Guide for selecting best product (30%) Silvers Y women
Source: Cisco IBSG, 2011 Broad interest Niche interest Low interest
Cisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 17
18. Personal Mobile Shopper:
Smartphones Spur Gen Y Excitement
Personal Mobile Shopper Top findings by age / gender
Biggest hit with Gen Y women; Gen Y men not
far behind
40% of Gen Y would be more interested if
tailored offers based on social media activity
44% of Gen Y would be more interested if
solution automatically recognized them from
Facebook account information
Shoppers greeted on mobile device as 37% of shoppers want to use mobile to tell
they enter the store and get personalized retailers they’re ready to make major
offers based on past transactions and
purchase, receive offers
“likes” on retailer’s Facebook page.
Shoppers say it’s best for
Features shoppers like best
Electronics / Home- Health /
Compare product / price (49%) Grocery Apparel
Appliances wares Beauty
Ability to opt in / out (40%)
“Push” offers for big purchases (37%) Gen Y, Gen
Directions to products in store (36%) X women
Source: Cisco IBSG, 2011 Broad interest Niche interest Low interest
Cisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 18
19. Shopper Favorites:
Older Shoppers Love Info, Updates
Shopper Favorites Top findings by age / gender
Gen Y, Boomer / Silver women most interested
Older shoppers want directions to products in
store and ability to scan barcodes on screen for
more information
Social network integration (sharing “likes” and
recommendations) popular with Gen X / Gen Y
Shoppers view new products, top sellers,
and most “liked” on large, constantly
updated, high-definition display.
Shoppers can vote via screen or mobile.
Shoppers say it’s best for
Features shoppers like best
Electronics / Home- Health /
Up-to-minute special offers (44%) Grocery Apparel
Appliances wares Beauty
What’s new in store (43%)
Limited-time specials (41%) Gen Y
Directions to products in store (32%) women
Source: Cisco IBSG, 2011 Broad interest Niche interest Low interest
Cisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 19
20. 4 Achieving the Potential
21. To Embark on This Journey,
Here’s What To Do
1. Analyze 2. Build 3. Implement
Customer desires Design your concepts Set up in store
Determine cross-channel Agree on design Complete rapid review
behavior today / future principles over 6-week period
Create endpoint Apply recipe to your Consider traffic / noise
experience concepts Prepare to make
Determine target buying- Design simple / easy continuous improvements
trigger mix with respect customer flows Support concepts with
to brand Remember bold / simple shopper encouragement
Shopping journey are best, beware of Operationalize
Map core cross-channel beauty vs. usability Create overall framework
journeys around brand Create an enticing of repeatable concepts
promise physical design Develop, apply, and
Incorporate sales flows Build prototypes create business and
technology architectures
Determine key digital Complete rapid / iterative
consumer testing for 2-3 Measure and learn
concepts and framework
Review / discuss with cycles of 2 weeks each
target customers
Source: Cisco IBSG, 2011
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22. Example: Map Concepts onto the
Shopping Journey / Create a Framework
Catch ’Em and Keep ’Em Shopping Journey
Aware Research / Decide Transact Service/Support
Large screen /
video wall inspirer
Integrate with
Digital screen guider / existing in-store /
visualizer
online influencers
At-fixture guided
selling screen
Kiosk: extended range /
guided selling
Hologram /
projections Staff tablet / smartphone / mobile POS
Video / web advice in store / at home
Shopper mobile
Facebookspecial-interest page / Twitter
Digital space / special-interest website
Source: Cisco IBSG, 2011
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23. Start with Customers, then Operationalize
with Business / Technology Enablers
Business Enablers Start Here Technology Enablers
Knowledge / content mgmt. Content mgmt. / delivery
Governance / security Customer needs / system
Roles / responsibilities / rights behaviors Central / framework mgmt.
Content creation / quality Concept recipe Bandwidth capacity /
Mashop experiences optimization
Operational procedures
Security / audit
Associate roles / responsibilities
Store architecture
Labor / expertise optimization
CPU optimization
Evaluation / metrics
Bandwidth capacity / latency
Compensation
App delivery
Channel management
Thin-store opportunities
Data integration
Data integration
Cross-channel inventory
fulfillment Single data view
Revenue recognition Flexible fulfillment
Compensation Actionable exception mgmt.
Big-data analysis
Source: Cisco IBSG, 2011
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24. Taking Next Steps:
What Type of Retailer Will You Be?
Retail isn’t broken
— stores are.
A store must be much
more than a place to
acquire merchandise . . .
Leader? . . . it has to help people
enrich their lives.
Fast Follower?
Laggard? Ron Johnson
CEO
JCPenney
Sources: Cisco IBSG, 2011; Harvard Business Review, December 2011
Cisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 24
Hinweis der Redaktion Shoppers using mobile to shop at home / on the go; trend will grow with smartphone salesStrong interest in shopping with tablets—wherever they are; are retailers ready with the right apps / tablet-ready sites?Sofa surfing:Web-enabled TV and consoles mean shoppers can buy without missing a minute of the actionWith so many options, how can retailers encourage shoppers to come into stores?