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© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Public 1
Rose Depoe
Executive Director Consumer Products and Services
January 14, 2014
Bob Friday
Chief Technology Officer Enterprise Networking, Mobility
Executive Director, Customer Value Acceleration Consumer Products and Services [email protected]
As Executive Director for Cisco’s Consumer Products and Services Sector, Rose Depoe leads the strategy, go-to-market and cross-functional team responsible for delivering business value to Cisco’s Retail customers. In this role, she and her team of industry experts are customer-focused, working to deliver capabilities underpinning the strategic business imperatives necessary to grow and thrive in today’s challenging environment.
VP/CTO Mobility [email protected]
Bob Friday is Vice President/Chief Technology Officer for Enterprise Networking – Mobility. He manages strategic wireless initiatives for the fast-growing Enterprise Mobility business Wi-fi. Friday’s career has been focused on developing unlicensed wireless networking technology and products. He came to Cisco as the Chief Scientist and cofounder of Airespace, the wireless LAN leader acquired by Cisco in 2004. At Airespace, he leveraged his background in the outdoor wireless service provider market to introduce a centralized controller architecture for enterprise 802.11 wireless networks. He was also responsible for location technology, mesh, wireless routing technology, radio hardware development, and radio resource management algorithms. Prior to Airespace, Friday was Chief Scientist at Metricom, a wireless WAN infrastructure company, and was directly responsible for the performance and capacity of the company’s nationwide wireless wide-area Ricochet network. Friday has been awarded 17 patents. He holds a bachelor of science degree in electrical engineering from Georgia Tech and a master of science degree in electrical engineering from San Jose State University.
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 4
RETAIL Cost Reduction
Connecting
Anytime,
Anywhere
STAFF SUPPLIERS
& VENDORS
OMNI-
CHANNEL
Traffic * Conversion * Basket * Affinity
DECISION
JOURNEY
Knowing Sooner
Acting Faster
The Internet of Everything
OPERATIONS Productivity
Mobility Advanced
Analytics
© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Public 5
Cisco Consulting Services 2013
Digital Shopper Behavior Survey
reveals 1 in 5 are Über-Digital.
50% of smartphone owners would
feel more confident making a major
purchase with the ability to research
in store –Acquity Group Study, October 2013
“ 52% of North Americans own a
smartphone… 15% use the device
to make purchases by mobile
internet…” –The Mobile Consumer
Insights on North American Trends
Impacting Mobile Momentum and
Customer Engagement, SAP, 2013
“ On its current trajectory, mobile
occupies a tempting combination
of loyalty card, cash, research tool,
location tracker and credit card.” –The Mobile Consumer
Insights on North American Trends
Impacting Mobile Momentum and
Customer Engagement, SAP, 2013
© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Public 6
Online
(all screens)
Call Center
SERVICE–
SUPPORT TRANSACT
RESEARCH–
DECIDE AWARE
60-65% 90%
Shopping
Journey
Channel
Preference
Source: Cisco Consulting Services primary research, 2013; Forrester, 2012; National Retail Federation, 2012
TODAY’S STRATEGIC ISSUE
CATCH AND KEEP
The Dangerous Transition
Store
Online
(all screens)
© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Public 7
Engage Consumers Assist Consumers Assess Effectiveness
Incent to “keep ’em” through transaction
Context vs. personal
Value-add service
Marketing analytics
Operational execution
Continuous improvement
Service regardless of location
Differentiation (Video, experts, etc.)
Fast and easy
• Improve conversion,
average ticket, IPT
• Increase basket size
• Improve brand loyalty
• Improve marketing ROI
• Increase staff-to-guest interaction, productivity and results (conversion)
• Deliver critical info (emergencies, weather)
• Improve conversion
• Optimize store layout, assortments, adjacencies, etc. and margins
• Understand preferences, engagement and missed sales
© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Public 8
Metric Impacted Financial Impact
Capabilities Enabled
Two-Way (Guest to Store) Interaction
Auto Log-on and Application Wake-Up
Integrate and Gather Information from Social Media, Mobile and Video Analytics
Average Basket Size
Conversion Rate
Capture Real-Time Feedback/ Assistance Requests
Know Shopper Location
$ Sales/Staff Reduce Cost
Incent Customer to Make Purchase
Process Impact
Conversion Rate
Improve Shopper Experience
Increase Revenue
Store Traffic
Conversion Rate
Provide Proactive Content to Shopper
Conversion Rate
Increase Revenue
Enable Shopper to Make Buying Decision
Customer Loyalty Increase/Avoid Lost Revenue
Average Basket Size
Direct Shopper to Specific Product/Area
Collect Improvement Feedback
Direct Shopper to Store
Address Customer Needs in Real-Time
Provide Context Relevant Information
Provide Information/ Incentive to Make Purchase
Provide Information on Related Products
Identify if Customer is Lingering Provide Customer Assistance
Improve Staff Productivity
© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Public 9
Success rates are significantly higher when Business (typically Marketing and Store Operations) work with IT to build solutions
Common goals and objectives are established
Business requirements are captured
Success metrics are agreed upon and in place at the onset
Solutions are developed to fulfill business needs
© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Public 10
CONNECT
GUEST PRESENCE
Mobile device detected
Location analytics
Device engage (future)
DETECT
GUEST EXPERIENCE
API-Enabled experience
App engage
Browser engage
GUEST ACCESS
Seamless, secure Wi-Fi connection
Facebook or custom login
ENGAGE
© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Public 11
AN
AL
YT
ICS
DA
TA
Controller
(Virtual/Physical) MSE
(Virtual/Physical)
Analytics UI
LOCATION DATA
DEVICE-BASED DISCOVERY
APPLICATION DATA
Mobile Application Server
Depending on Application Layer
Access Points
© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Public 12
Before/After Zones
Number of Devices per Zone
How Long Were People in the Venue?
DETECT
© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Public 13
• Increase brand recognition
and gain insights through
Facebook Wi-Fi
• User connects to Wi-Fi,
opens browser, and checks-in
• Venue gains exposure through
news feeds, notifying friends
CONNECT
© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Public 14
• Insight into online, onsite, and social customer trends
• Analyze aggregate locations, URLs, and demographics
• Connect with product databases, customer profiles, etc. for customized experience
• Customized Wi-Fi access experience (captive portal or Facebook Wi-Fi)
• Indoor navigation/ way-finding within a venue
• Targeted messaging based on customer location
• Location-based push notifications
INDOOR GPS LOCATION-SPECIFIC
GUEST ACCESS
TARGETED
MESSAGING
CUSTOM
EXPERIENCE ANALYTICS
Unlocking Unprecedented Business Value
© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Public 15
Increase Sales Thru:
Comp store sales leveraging mobile POS
In-store to door orders by enabling in-store mobile access to store associates and customers (extend the shelf)
Mobile revenues by enabling mobile APP in-store and by adjusting mobile strategy via analytics
Reduction in potential lost sales by providing store associates with mobile access to transactional information such as Inventory levels (reduce missed opportunities)
Increase Customer Loyalty Thru:
Customer reviews by enabling Mobile APP access
Customers with APPS are returning to stores more frequently and spending more
© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Public 16
Connected Mobile Experiences
• Industry leader in networking and secure business communications
• Award winning, global service and support
• Only Cisco can provide a Smart Business Roadmap
• Local, highly trained and specialized partners
• Innovative technology development partners
• Integrated, open, comprehensive product portfolio
One Stop for the Network of the Future
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 17
Visit us in Booth #1954 – right outside this room.
Connect with Cisco executives and experts to see Mobility, Video, Collaboration,
Omnianalytics and Internet of Everything solutions.
Attend our other Big Ideas session: Tuesday, 1:15-2:15pm
Omnianalytics: Knowledge Is Good, Now How Can It Transform My Business?
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decks
© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Public 18
Thank you.