Rose Depoe Bob Friday - Cisco · Integrate and Gather Information to Make Purchase from Social Media, Mobile and Video Analytics Average Basket Size Conversion Rate Capture Real-Time

© 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.


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


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


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)


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


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


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


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


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


Before/After Zones

Number of Devices per Zone

How Long Were People in the Venue?

DETECT


• 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


• 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


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


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


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?

Get the presentations

Scan your badge in the Cisco booth to receive a follow-up e-

mail with links to all Cisco

decks


Thank you.

Documents

Rose Depoe Bob Friday - Cisco · Integrate and Gather Information to Make Purchase from Social Media, Mobile and Video Analytics Average Basket Size Conversion Rate Capture Real-Time