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Omnianalytics for an Omnichannel World

At Cisco, we’re about ready for the NRF trade show being held in New York on Jan.  12-15. We’re at the show expo on Jan. 13-14, and will be featuring four company thought leaders in the highly popular annual Big Idea sessions. Kathryn Howe, retail senior advisor at Cisco, will be discussing one of the industry’s most forward-looking trends – how to utilize omnianalytics that help retailers extract the most data out of omnichannel environments.

Q: The concept of omnianalytics is a new one for many retailers. Can you tell us more about it?

A: In pursuit of the personalized customer experience, retailers are increasingly moving toward omnichannel selling across stores, websites, mobile platforms and applications, phones, kiosks, and so on. Each of these channels adds another layer to the customer experience, and each layer generates a new set of data. These data sets offer a new opportunity for stores to engage with the customer.  Omnianalytics is the process of managing and correlating these large amounts of data to transform your business.

Q: Why is this data so important?

A: For the first time in history, retailers can collect truly objective, quantifiable customer data. Traditional shop-alongs, simulations, and focus groups are inevitably somewhat inaccurate, as simply being observed can change shopper behavior. Today’s automated systems, on the other hand, collect completely unbiased information on dwell times, traffic patterns, and other behaviors. They are also extremely scalable, meaning that consistent metrics can be gathered across thousands of stores to provide very high quality data.

Q: What do you think are the most important topics you’ll discuss at NRF?

Knowing which metrics are game changers for your business is the art and science of executing on omnianalytics. We’ll talk about how to get started and how to understand which metrics you need for your business. We’ll also be joined by John Goedert of Starbucks, who provides a wonderful case study on how his company is using omnianalytics to drive consumer interactions.

Time and Place:

“Omnianalytics: Knowledge is Good, Now How Can It Transform My Business?” with Kathryn Howe takes place on Tuesday, Jan. 14, at 1:15-2:15 am, in Room 4 on Level 3 of the Expo Hall. For those who can’t be there, a recording of the session will be available after the show. Visit Cisco’s NRF website to learn more, and do take the time to stop by Cisco booth #1954.

I’ll see you at NRF!

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Understanding the Internet of Everything for Retail

Here at Cisco we are busy getting ready to go to NRF next week, which is being held in New York on Jan.  12-15. Cisco is at the show expo on Jan. 13-14, and will be featuring four company thought leaders in the annual Big Idea sessions. I asked Lisa Fretwell, customer solution director at Cisco, to tell us more about her topic and the buzzphrase that’s beginning to penetrate the industry: The Internet of Everything.

Q: Lisa, what is the Internet of Everything?  

The Internet of Everything, or IOE, is the next step change in customer experience store efficiency and effectiveness, a way of thinking about stores and store technologies to derive the greatest possible benefit from every data point.  In the future there will a significant increase in the numbers of “things” connected to the Internet. Those new connections will create a huge amount of useful data that we can use to transform our processes and radically change the way that stores engage with customers. This next generation combines data, processes, people, and things to create significant new and additional value for the businesses.

Q: Why is IOE so important for retailers?

A: Remember years ago when the Internet came along and retailers said, “It will never take off”? Today’s transition to the Internet of Everything will be even larger and faster than the move to eCommerce or mCommerce, as it is enables rich customer experiences and a new era of operational productivity. IOE helps to optimize low margins and drive profitability by keeping stores ahead of high customer expectations. It accomplishes this by improving productivity through automated operations based on new data sources and sensors combined with smart analytics.

Q: What do you think are the most important topics you’ll discuss at NRF?

A: My goal is to help retailers start to understand the critical opportunity offered by IOE. I think it’s important for retailers to understand these new concepts and see what their competitors are doing. We’ll discuss what they need to do to get their business ready for IOE and how to get started – not just architectures, and connectivity, but how IT needs to rethink data and analytics platforms and how retail businesses can adapt to make the most of the brave new IOE world. To understand the economics of this, check out the white paper Embracing the Internet of Everything.

Time and Place:

“The Internet of Everything: What’s the Art of the Possible in Retail?” with Lisa Fretwell takes place on Monday, Jan. 13, at 2:00-3:00 pm, in Room 4 on Level 3 of the Expo Hall. For those who can’t be there, a recording of the session will be available after the show. Visit Cisco’s NRF website to learn more, and do take the time to stop by Cisco booth #1954.

I’ll see you at NRF!

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Pick the Low-Hanging Omnichannel Fruit

This blog is the third of a series on how retailers are addressing the challenges of becoming an omnichannel business. We’ve talked about how omnichannel selling is not really about rushing to invest in some whiz-bang technology – in fact, I think stores often try to do too much at one time.

Instead, a smart approach to your implementation is to find the low-hanging fruit – projects that have the highest probability of effectiveness and can be measured against business targets as a whole. Remember that every store has its niche, and one size does not fit all. By achieving rapid successes up front, you gain funding for the next piece of your strategy, building from success to success to achieve omnichannel entry.

For example, some retailers look at how to make it easier for shoppers to buy and return where they want. Stores don’t carry the same selections from region to region, and they need processes and systems to make such an approach successful. The key is inventory management: figuring out how to sell, reorder, and exchange products in stores that also serve as fulfillment centers.

Other retailers focus on building a strong relationship with shoppers through excellent customer service. For example, instead of picking up the red bat phone or having “Customer assistance on Aisle 3” called over the loudspeaker, consumers can contact remote experts on their own mobile device or through a kiosk. Still other stores may put resources into user interfaces, branding, and site useability. These personalized approaches also pay off in better information about the customer, allowing retailers to use video analytics and sensors to get help to the shopper faster.

To help stores define their best path forward, they often make use of “innovation platforms,” systems designed to allow you to quickly set up and try out new merchandising, practices, or seasonal locations.  Innovation platforms let you experiment with capabilities that leverage organizational strengths, hitting on the cylinders you want to address. Each success helps build the business justification for the next stage, supported by your cost/benefit analyses, baselines, and measurements.

Let’s talk more about this at the NRF Big Idea Sessions, where I’ll be speaking on Tuesday, Jan. 14, 2:00-3:00 ET, in Room 4. My topic is “Detect, Connect, Engage: Enhance your Customer Experience with Mobility,” and I’ll discuss how to personalize the mobility journey and new strategies for delivering a meaningful customer experience. Visit Cisco’s NRF website to learn more about these very popular seminars. As well, please take time to attend some of the demos in Cisco booth #1954. These include several technologies that fulfill the requirements discussed above.

I’ll see you at NRF!

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Post-event: The Ultimate Omnichannel Experience – Cisco FSI at BAI Retail Delivery 2013

Enthusiasm was at an all-time high at BAI Retail Delivery 2013 in Denver, CO last week as we continue to see major transformation in the banking industry.  Within the Cisco booth, we demonstrated a series of solutions that enable digital and physical channels to become more interactive and sales focused, while improving the customer’s banking experience. Attendees were excited to walk through various live customer business scenarios – all enabled by the same infrastructure – and available today.

BAI Cisco Booth 1

Cisco’s Omnichannel Booth Experience
The Cisco Financial Services team led the booth tours that took attendees through an end-to-end omnichannel experience. Participants were asked to play the role of an existing customer for the entire demonstration and were shown how Cisco can assist financial institutions in their desire to be more intimate and responsive to their clients’ needs. We demonstrated a seamless customer experience that can drive increased satisfaction and wallet share. Read More »

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Create Mobile Web Campaigns with CMX Browser Engage

In the last MSE blog, Reddy Babu talked about the new Location Aware Guest Captive Portal powered by the Mobility Services Engine (MSE). The MSE was first introduced to provide location based information as a core service to the network, but has since built out a suite of location-based services that take the location-based data from the wireless network to the next level. These services are collectively known as the Cisco Connected Mobile Experiences (CMX) solution. As you read in Dr. Brendan O’Brien’s blog last week, we have been introducing more and more features to the CMX solution.

Today I will expand on one of these new features offered by the Connected Mobile Experiences solution: Browser Engage -- which is our new network based location and context aware orchestration platform.

Browser Engage allows organizations to customize the web browsing experience for mobile users in their venue by offering various context-aware value added services. These services, such as indoor navigation and search, are available to the mobile user throughout their mobile web browsing experience. Browser Engage also helps organizations setup their content and serve them to the users based on device location. For example, an organization can deliver coupons or deals to mobile users based on their location within the venue—making the offerings much more relevant to the mobile end user.  Imagine yourself in a mall and a deal shows up on your phone right around lunchtime that is valid at a food court right around the corner.

So, how does it work? Read More »

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